Characteristics include inconsistent letterspacing, varying typeweights within single words and type set at non-right angles.
[2][3] International Typographic Style embodied the modernist aesthetic of minimalism, functionality, and logical universal standards.
[5] Postmodernist aesthetic rebuked the less is more philosophy, by ascribing that typography can play a more expressive role and can include ornamentation to achieve this.
Weingart gave a lecture tour on the topic in the early 1970s which increased the number of American graphic designers who traveled to the Basel School for postgraduate training which they brought back to the States.
[3][4][5] Some of the prominent students from Weingart’s classes include April Greiman, Dan Friedman, and Willi Kunz (b.1943).
[2] Another strong contributor to the New Wave movement was the Cranbrook Academy of Art and their co-chair of graphic design, Katherine McCoy.
[3] McCoy asserted that “reading and viewing overlap and interact synergistically in order to create a holistic effect that features both modes of interpretation.”[7] The complexity of composition increased with the New Wave which transitioned well into computer developed graphic design.
[8] Dan Friedman, an alumnus to Wolfgang Weingart, attended Carnegie Mellon University, and studied abroad in Ulm, Germany to get his master's degree in Graphic Design.
[10] in 1972, Friedman would then go to accept another teaching job as an Assistant Professor of the Board of Study in Design at the State University of New York.
She is recognized for introducing "New Wave" into the U.S.[11] Greiman is the Art Director for Made in Space, based in Los Angeles.