Description: TYPO | MERZ by Sonja Herst NIEUWE TYPOGRAFIE 1915 – 1940 1978 Stedelijk Museum Folder containing Dutch and English Essays Sonja Herst: TYPO | MERZ: NIEUWE TYPOGRAFIE 1915 – 1940. Amsterdam: Stedelijk Museum, 1978. First edition. Text in Dutch and English. A very good folder with minor shelf wear containing (5) near fine 8" x 10" pages. Interior unmarked and very clean. Out-of-print. 8 x 11 (2-color) folder containing (5) near-fine 8" x 10" pages [(4) two-sided and (1) one-sided]. Includes an essay with footnotes by Sonja Herst and an overview of the exhibit reproduced in both Dutch and English: "Certainly when one keeps in mind that the museum's private collection was virtually the only source of objects, it must be obvious that presenting a complete picture was impossible. The attempt, has been far more, to throw a light on the development of the 'New Typography' with the objects available, and to show aesthetic tangents with other art forms." Nine small black-and-white reproductions include the work of H. N. Werkman, César Domela, Oorthuys Voskuil, J. J. P. Oud, Piet Zwart, Vilmos Huszár, Kurt Schwitters, Blaise Cendrars & Fernand Léger, and F. T. Marinetti. The Circle of New Advertising Designers (ring neue werbegestalter) was a group who coalesced after the first statements on the new typography by Tschchold and Moholy-Nagy, and their purpose was the promotion of a common vision of the avant-garde. Ring neue werbegestalter intentionally echoed the name of The Ring, a group of Berlin-based architects which had been formed a few years earlier. The idea came from Kurt Schwitters and was trumpeted in a 1928 issue of Das Kunstblatt: " A group of nine artists active as advertising designers has formed under the presidency of Kurt Schwitters. Baumeister, Burchatz, Dexel, Domela, Michel, Schwitters,Trump, Tschichold and Vordemberge-Gildewart belong to the association." Before forming The Ring, Schwitters had broadened his approach to visual art to include graphic design, even going through the avant-garde right of passage of designing a sans-serif typeface. The affiliation of The Ring appears to have been somewhat loose, its activities consisting primarily of exhibitions, either promoting the group on its own or contributing to larger events, such as the Werkbund's Film und Foto in 1929. In Heinz and Bodo Rausch's Gefesselter Blick (1930), The Ring's point of view was defined by Paul Shuitema , acknowledging that modern design involved the separation of hand and machine which previous generations had so strongly fought against: "the designer is not a draughtsman, but rather an organizer of optical and technical factors. His work should not be limited to making notes, placing in groups and organizing things technically." Jan Tschichold’s principal claim for the new typography is that it is characteristic of the modern age. Writing at a time when many new mass produced products appeared on the market, his intention was to bring typography into line with these other manifestations of industrial culture. Similar to the Russian Constructivists, Tschichold lauds the engineer whose work is marked by “economy, precision,“ and the “use of pure constructional forms that correspond to the functions of the object.” Tschichold strongly believed in the Zeitgeist argument that each age creates its own uniquely appropriate forms. That belief allowed him to formulate a set of principles for his time and reject all prior work, regardless of its quality. One of the characteristics of the modern age for Tschichold was speed. he felt that printing must facilitate a quicker and more efficient mode of reading. Whereas the aim of the older typography was beauty, clarity was the purpose of the New Typography. Please visit my Ebay store for an excellent and ever-changing selection of rare and out-of-print design books and periodicals covering all aspects of 20th-century visual culture. I offer shipping discounts for multiple purchases. Please contact me for details. Payment due within 3 days of purchase.
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Location: Shreveport, Louisiana
End Time: 2024-12-22T01:52:59.000Z
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