Piet Zwart. Nederlandsche Kabelfabriek, 1932

“In the early stages, Zwart would first make simple sketches and then, after ordering the type, would proceed to consolidate the original concept. The earliest advertisements are still somewhat in the Dada manner, using as many as five different typefaces with a large bold letter as the dominant component. Later the advertisements become lighter and more simplified, with more white space, fewer typefaces, and an increased use of diagonals. In 1929, the NKF logo was changed from upper-case letters.”

Alston W. Purvis, Cees W. de Jong. Dutch graphic design: a century of innovation. London: Thames & Hudson, 2006 (p. 123)