one designer who personified this minimalist doctrine was zdenek rossmann (1905 – 1984). his most famous book pismo a fotografie v reklame (lettering and photography in advertising) is not in my collection but i do own several examples of his wonderful minimialist typography of which this one. this example from 1936 is as fresh today as the day it was designed. the czech avant garde between the 20s and 40s is one of my primary collecting vices. i invite you to return and peruse others from my collection.