Jan Tschichold’s New Typographic Rules

  1. Fewest possible typefaces
  2. Fewest possible type sizes
  3. No letterspacing of lowercase (which was then still used for emphasis in German-speaking countries)
  4. Emphasis by using italic or bold of the same face
  5. Use of capitals only as an exception, then carefully letterspaced
  6. Format text lines into not more than three groups