“Die moderne Typographie” ad, D. Stempel AG (1930)
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Modern typography also needs a variety of means of expression
Between the lines, this reads as a stab a Futura by Stempel’s local competitor Bauer. Released in 1927, it soon was all the rage. The ad copy sounds like a plea for modern typography to be more than just geometric sans serifs – let alone Futura – for everything.