Theo H. Ballmer. Neues Bauen (New Building) (Poster for Deutsche Werkbund Exhibition at the Kunstgewerbe Museum, Zürich). 1928

Theo H. Ballmer Neues Bauen (New Building) (Poster for Deutsche Werkbund Exhibition at the Kunstgewerbe Museum, Zürich) 1928

  • Not on view

In this poster advertising a Deutsche Werkbund exhibition, strong standardized letterforms designed for infinite repetition act like building blocks of the new architecture. Sansserif type not only seemed elemental and efficient but was also thought to reveal an abstract beauty that was inherent in simple letterforms. "We require from type plainness, clarity, the rejection of everything that is superfluous," wrote Tschichold. "A good letter is one that expresses itself, or rather 'speaks,' with the utmost distinctiveness and clarity."

Gallery label from The New Typography, December 23, 2009–July 26, 2010.
50 1/8 x 35 5/8" (127.2 x 90.5 cm)
W. Wasserman, Basel
Gift of The Lauder Foundation, Leonard and Evelyn Lauder Fund
Object number
Architecture and Design

Installation views

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