Both nature and technology tell us that ‘form’ is not independent,
but grows out of function (purpose), out of the materials used
(organic or technical), and out of how they are used. This is how
the marvellous forms of nature and the equally marvellous forms
of technology originated.

It cannot and must not be our wish today to ape the typography
of previous centuries, itself conditioned by its own time. Our age, with
its very different aims, its often different ways and means and highly
developed techniques, must dictate new and different visual forms.

If we want to ‘prove ourselves worthy’ of the clearly significant
achievements of the past, we must set our own achievements beside
them, born out of our own time. They can only become ‘classic’
if they are unhistoric.

The essence of the New Typography is clarity. The New Typography
is distinguished from the old by the fact that its first objective is
to develop its visible form out of the functions of the text.

Jan Tschichold, The New Typography (1928)

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