New New Typography: Adventures in Transborder Typography

"New New Typography is not an encyclopedia. Not a manual. New New Typography is messy, uncertain and unstable. It is ambiguous and open-ended."

One hundred years after the proclamation of the so-called “New Typography” in Central Europe—most prominently associated with figures such as Jan Tschichold—the prospect of a “new” New Typography emerges. Rather than proposing a simple update, this book approaches typography as an open question that challenges the universal rules and modernist ideals that once defined the movement. The project reconsiders the legacy of New Typography and explores how contemporary graphic design can move beyond rigid frameworks toward a broader and more inclusive understanding of typographic practice.

Instead of framing “New New” as innovation or progress, the book proposes a reorientation: a new relational standpoint between past and present. By revisiting historical moments in design history and bringing them into dialogue with contemporary perspectives, it foregrounds practices, voices, and approaches that have often been neglected, marginalized, or excluded within the dominant narratives of typography and graphic design.

With 243 figures and six theoretical proposals, the publication offers an overview of the impossibility of a complete overview. Texts and quotations intertwine with historical and contemporary documents, diagrams, and images, creating a layered exploration of typographic culture. Moving between theory, visual research, and speculative inquiry, the book invites readers to renegotiate and re-vision typography through diverse perspectives.