From the reading I learn that Gerstner was an artist in the concrete art movement who developed the visual synthesis of graphic design. He created a system connected to computer programming that produces design solutions. He said that to make creative decisions, designers need to use exact and complete intellectual criteria to produce creative work. With the help of Fritz Zwicky instructions, Gerstner created a diagram called “the morphological box of the typography.” This diagram has the parameters on the left and relative components on the right as well as it contains marks and signs designed from letters. The variation of darkness on letters are combined, the parameter of shade will be when the solution crystallizes. Furthermore, Gerstner said that squared paper is a grid which is not a programme. The typographic grid is a program that has a proportional composition in which it is difficult to find balance.
Jan Techichold, was in the new modern typographic movement. He was imprisoned by the Nazis and escaped to Basel during WWII. Techichold said that old typography based on ornament should be taken out as it always had its central arrangement. Moreover, he said that for creating typography, clarity was needed because of the many claims for attention made by the higher amount of print which demands a higher amount of expression. He thought that if designers used clarity and approach each task with fresh and a determined mind, the result will be a good solution. Furthermore, every part of the text should connect to every other part by definite, logical relationship of emphasis and value which is established by content. Techichold said that typography needs asymmetry to be more optically effective, more natural order, and to give an extended range of variations in typography. As we, humans read by starting at one side, axial arrangements are illogical because word sequences vary from line to line. The New typography develops visible form that gives direct expression of the spirit of modern man. The printed text function is to communicate, emphasize and create a logical sequence of the contents.
Josef Muller Brockmann divided and was for him it was a ordering system for design, for this he used the Swiss typography grid as well as he took design elements such as subjectivity, irrational and chaotic. He wanted his work to look constructive, capable of analysis and as an orientation for the future in which he thought that a designer must have clearly intelligence, objective, functional, and aesthetic quality of mathematical thinking. The basis of democratic behavior is based on a well composed and refined design. The use of the grid system is based on solid, purpose, creative and technical production with color, form, and material as well as architectural control over surface and space in a settled way of thinking. Brockmann believes that every design its characterize by its designer.
