In a multi-award-winning book in which one of the most successful writings in history tells its story.įritz Wichert, a brilliant marketer at the Bauersche Gießerei, is responsible for the fact that it became a synonym for the New Design. It is resilient and timeless, never forgotten and yet worth rediscovering. It spurred on the emergence of advertising graphics in Europe and the USA and became the typeface of the economic miracle and advertising of the 1960s. It influenced the Bauhaus and stood like no other for the New Design and became one of the most popular typefaces of all time. Paul Renners Futura conquered the world from Frankfurt.
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