Feature

Bold, abstract reduction of forms and symbols

Realistic, almost photographic representation of objects

Primary Focus

Bold, eye-catching, often block letters (Bernhard Block)

Minimal, usually just the brand name and catchphrase

Typography

Bold, eye-catching, often block letters (Bernhard Block)

Minimal, usually just the brand name and catchphrase

Background

Flat colors, rejection of borders

Often light-colored or stark contrast to highlight the object

Key Figures

Lucian Bernhard, Julius Klinger

Lucian Bernhard, Ludwig Hohlwein, Hans Sachs

Philosophy

Quick communication, rejection of ornament

Focus on the object itself, "less is more"