Theory: “Typography honors content”
o Related theory: typography honors industry and content
o Italics example: designed to fit business innovation
Modernist theory: Typography as functional with content
o Modernist era: late 19th – early 20th century
o Political potential of (experimental) typography
o Different “rules” of typographic design – to encourage and discourage certain values in the reading public
Some political artistic groups of the time
o Futurist writers (Italy) – destruction is beautiful and necessary!
o Imagist poets (England) – the image itself is speech!
o Constructivists (Russia) – modernism is functionality!