Origins and networks -- Section I: Printing and advertising cultures -- Modification: The printing trade's versions of the New Typography -- Compartmentalization: Cultures and practices of advertising -- Section II: Printing and society -- Realignment: Functionalism as ideology, style and resistance -- Isolation: Future-people and rational consumers -- Assimiliation
Summary
"This is the first monograph on Scandinavia's 'new typography'. It provides a detailed account of the movement's lifespan in the region from the 1920s up until the 1940s, when it was largely incorporated into mainstream practice. The book begins by tracing how new typography, from its origins in the central and eastern European avant-garde, arrived in Scandinavia. It considers the movement's transformative impact on printing, detailing the cultural and technological reasons why its ability to act as a modernising force varied between different professional groups. The last two chapters look at how New Typography related to Scandinavian society more widely by looking at its ties to functionalism and social democracy, paving the way for a discussion of the reciprocal relationship between the culture of practitioners and the cultural work performed through their practice. Based on archival research undertaken at a number of Scandinavian institutions, the book brings a wealth of previously unpublished visual material to light and provides a fresh perspective on a movement of central and enduring importance to graphic design history and practice"-- Provided by publisher
Bibliography
Includes bibliographical references and index
Notes
Description based on online resource; title from digital title page (viewed on October 27, 2020)
