DVX Process

Reaction to the increasing severity of graphic design was slow but inexorable. The origins of post-modern typography can be traced back as far as the humanist movement of the 1950s. Notable among this group is Hermann Zapf who designed two fonts which remain ubiquitous -- Palatino (1948) and Optima (1952). By blurring the line between serif and sans-serif fonts and re-introducing organic lines into typography these designs did more to ratify modernism than they did to rebel.

An important point was reached in graphic design with the publishing of the First things first 1964 Manifesto which was a call to a more radical form of graphic design and criticised the ideas of value-free design. This was massively influential on a generation of new graphic designers and contributed to the founding of magazines such as Emigre.