Ways to achieve a hierarchy:

• Bold typefaces indicate importance and tend to get immediate attention
• Italic typefaces usually demand less attention and can be used to include less significant details
• reducing font size creates a hierarchy by showing levels of prominence

Jan Tschichold is a famous typographer who was known for bringing about the transition from the outdated typography era to the "new typography." He was born in 1902 in Leipzig and began training to be a calligrapher in 1919. He was quick to become a star student with unbelievable potential and began to question and address problems with the use of typefaces. He became very influenced by the Bauhaus style and knew the movement would have a heavy influence over typography. After being influenced by modern artists he wrote his first book about how abandoning rules and adopting new systems would benefit typography in his manifest, "Elementary Typographer" which was published in 1925. This created mixed emotions in the design world, but did in fact get his name out. He moved to Munich and wrote another book in 1928 called "The New Type" and it was widely accepted. Soon after the outbreak of World War II he was pursued by the Nazis and was forced to reside in Switzerland. Soon after the war he was invited to Penguin Books Publishing Company where he would eventually reshape the company which would earn him a lot of respect. He wrote two more heavily influential books titled "The Master Book of Typefaces" which was a reflection over his career. His most widely read book was "Arbitrary Measurement of the Book Page" which was published in 1962. He died August 11th, 1947 leaving behind in his legacy the widely used Sabon font in addition to Classical Garamond, Monotype Sabon, Tschichold and Tschicholina. He also had a large in the development of the grid system which is still heavily used by designers today to help gain coherency in a layout. Tschichold is known for developing the modern typography era and his legacy lives on through it.

Josef Muller Brockmann was born in 1914 in Switzerland where he eventually began to study architecture, design and art history. Soon after he was out of school he became an apprentice to a designer and advertising consultant. He eventually opened his own studio in Zurich to pursue his career as a designer. The studio specialized in graphics, exhibition design and photography. He was given the honor of designing the Pavilion honoring Swiss Universities. In addition, he designed sections for the National Fair in 1939 recognizing "Physics and Medicine" along with "History of Swiss Art." By the 1950's he was a leader of the Swiss Style which promoted the use of a grid to ensure consistency. His "Musica Viva" poster series was revolutionary for its style and it spread abroad due to the visual connection with music it created. Brockmann went on to be the founder of the journal "Neue Grafik" which meant New Graphic Design. This journal allowed the Swiss style to be internationally spread. Two popular books he wrote were "A History of Visual Communication" and "A History of the Poster," both were published in 1971. Over his lifetime he was a professor and also had the privilege of being the European design consultant for IBM. He also wrote the world famous book "Graphic Artist and his Decision Problems" in 1981.