As technology keeps evolving over time so are mindsets and new ideas give birth to concepts and methods that simplify the function and design of things. In this reading Jan Tschichold expresses his idea of “The New Typography” enhancing the point that the essence of typography is communication and legibility compared to the old typography based in the ornamental type trend. His effort to make typography understandable focusing on clarity and asymmetry made the old typography that used symmetry and the central axis to arrange the composition be really unviable. The new typography allowed more flexibility remarking the functions of the text which were communication, emphasis, and logical sequence. Tschichold expresses that the old ideas must be discarded and new ones must be created to keep evolving and get rid of what is not really useful or functional.

Karl Gerstner’s ideas were logical instead of emotional leading to functional results that connect with Thschichold’s typographic innovation. He created programs for solutions to solve design-related problems instead of just looking for solutions. These worked best under certain conditions by describing the problem first. in fact, these solutions were found under intellectual critereas and not by feelings as some artists get incomprable with desginers for the lack of functionality on their pieces. This means that one depends on the other because using such parameters leads to successful and more creative results. In the logical sense, he called of one these programmes “The morphological box of the typogram” which is a sequence of parameters useful for design in relation to different elements such as color, words, shades, size, and between others. A variant of a programme was also As Grid. It consisted in a system and regulator for excellence of design that made the execution clearer. The contradiction of this was to find a balance between design and space which is why this served as a programme to accommodate items.

Joseph Muller-Brockmann enhances the gid system with his design philosophy. He remarks that grid design must be clear, objective, functional, and aesthetic quality based on mathematical thinking. It’s easy to be misguided by the idea that design doesn’t have to be mathematical, but in fact, many parameters or even software that we use for design are mathematical and complements the logistic side of design. Without it, it would be complete chaos and points that Gerstner, Thchihold, and Brockmann state couldn’t even be valid. Brockmann also expresses that design must be constructivist and objective which is a quality performed under the grid inventing the artist to be submitted to laws of universal validity. In other words, once you start using the grid there’s a set of values and rules that must be attained in order to create a successful design.