Born 1902 Leipzig, died 1974. Bauhaus exposure 1923. Authored 'Die Neue Typographie' (1928) — the manifesto of modernist asymmetric type design. Fled Nazi Germany 1933. Hired by Penguin Books 1947 — completely redesigned all Penguin titles into the iconic standardized format used today. Designed Sabon typeface (1967). His shift from radical modernism to classical typography late in career remains a famous design trajectory.