Upon returning to States, Dan Friedman started teaching at Yale University. For him personally, New Wave wasn’t just a edgy, punky style but more about developing a new methodology for teaching design. From legibility, Friedman shifted focus to the “unpredictability” of typography, its expressive ability to captivate and move a viewer. A typical exercise Friedman gave to his students was to match a phrase against three pictures in order to expose its alternative meanings.
