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By 1968, demand for changes in social relationships, the emancipation and politicisation of women and minorities, and increasing urbanisation contributed to a global expectation of rebellion, particularly against the social conservatism of the preceding decades. It was also the beginning of a period of intense student activism against authoritarian and patriarchal governments (Villiger 2013). In the United States, where Swiss Style had become synonymous with corporate America, socio-political tensions surrounding the Vietnam War emerged (Paradis et al. 2013). Weingart started using more organic and emotional shapes, such as the Issue 11, 1973 cover for TM (TM RSI SGM 1960-90 n.d.c), where the typography is all but obscured by spaces which could be interpreted as bullet holes. The increasing awareness of global complexity and social turmoil encouraged experimentalism and a move away from anonymity to individualism in design.

Weingart believed that for a designer to truly realise their personal typographic ideas, they must first explore all potential design paths via experimentation. However, to do so, typographers needed to understand basic design principles and processes to find solutions to design problems (Heller 2005; Kelley 2015; Schemer-Schebbin 1991). Weingart’s philosophy was that designers ‘should be guided in developing their abilities to independently search for knowledge and ...