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modern typography
Modern typography was a reaction against the perceived decadence of typography and design of the late 19th century. It is mostly associated with the works of Jan Tschichold and Bauhaus typographers Herbert Bayer, László Moholy-Nagy, El Lissitzky and others.
== Design concept ==
Modern typography reflected a modern, universal method of communication. This design concept assumes passive, almost automatic - subconscious visual experience. It counts on rationality of both, graphic designer/producer of the message and the audience that is receiving the message. The act of perception that is involved is simple act of seeing; reader is passive, detached and objective. "(style and layout ) do not obstruct the transmission of meaning." 〔McLuhan, M: ''The Guttenberg Galaxy'', page 258. University of Toronto Press, 1968.〕
Jan Tschichold codified the principles of modern typography in his 1928 book, ''New Typography''. He later repudiated the philosophy he espoused in this book as being fascistic, but it remained very influential.
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