JAN TSCHICHOLD: TYPOGRAPHER by Ruari McLean 160 pages, richly illustrated with examples of Tschicholds seldom-seen early work Ruari McLean: JAN TSCHICHOLD: TYPOGRAPHER. Boston: David R. Godine, 1990. First paperback Edition. Quarto. Photo illustrated wrappers. 160 pp. Fully illustrated in color and black and white. Former owners’ pencil signature to front free endpaper. Light wear overall, so a nearly fine copy.9.5 x 9.5 book with 160 pages, richly illustrated with exam...ples of Tschicholds seldom seen early work, and with the first and only translations of several of his essays on typography. Anybody with an interest in modern graphic design and typography owes it to themselves to study this volume devoted to the father of the "neue typography." In a special issue of the German printing journal Typographische Mitteilungen, entitled “elementare typographie” and dated October 1925, editor Jan Tschichold proposed a radically new direction for German typography and advertising art. Amidst reproductions of avant-garde books and Constructivist-influenced periodicals, as well as manifestos by László Moholy-Nagy and El Lissitzky, Tschichold presented his own manifesto of ten principles and rules for a new typographic practice that summarized convictions about elemental forms and clarity of communication which avant-garde artists in Germany had called for earlier. Tschichold’s special issue provoked considerable debate in subsequent numbers of Typographische Mitteilungen and in 1928 he followed it with an entire book, De neue Typographie (The New Typography), which was brought out by the Bildungsverband der Deutschen Buchdrucker, the educational wing of the German printing trade union who also published Typographische Mitteilungen. By 1931, the book was out of print and was not reprinted in German until 1987. In 1967 Tschichold asked the British author Ruari McLean to prepare an English translation of The New Typography which would include extensive revisions. McLean completed his translation, incorporating Tschichold’s changes and after Tschichold’s death in 1974, because no publisher could be found, he placed his manuscript in London’s St. Bride Printing Library. Fortunately for the historical record, the version published by the University of California Press, also translated by Ruari McLean, is from the original edition of the book rather than from McLean’s first translation. This distinction is particularly important because Tschichold’s book is the most complete exposition we have from the 1920s of the “new typography” and embodies the argument for it with which those who have rejected it must engage. Please visit my Ebay store for an excellent and ever-changing selection of rare and out-of-print design books and periodicals covering all aspects of 20th-century visual culture. I offer shipping discounts for multiple purchases. Please contact me for details.Payment due within 3 days of purchase.