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Swedish graphic designer John Melin (1921–1992) alongside Anders Österlin (born 1926) forged a highly conceptual approach to the treatment of posters, publications and gallery promotion, most notably for the Moderna Museet in Stockholm.

Eye Contact Poster

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1920s: Jan Tschichold claimed that he was one of the most powerful influences on 20th century typography and there are few who would attempt to deny that statement. He condemned all typefaces except for sans-serif types, advocated standardized sizes of paper and set forth guidelines for establishing a typographic hierarchy when using type in design.