Piet Zwart. Nederlandsche Kabelfabriek, 1932

“Gradually he discarded both traditional symmetrical layouts and De Stijl's use of stringent horizontals and verticals. After making a rough sketch, Zwart procured words, rules, and symbols from a typesetter and deployed them to produce his designs. Zwart designed the page as a 'field of tension' enlivened by dinamic contrasts of size and weight. Zwart's advertisements for N. V. Nederlandsche Kabelfabriek (NKF; Dutch Cable Company) typically used typography to suggest the company's merchandise with extreme contrasts of size and directions.”

Alston W. Purvis, Cees W. de Jong. The enduring legacy of Weimar: graphic design & New Typography, 1919-1933. Munich: Prestel, 2019 (p. 59)