Tschichold first published his unorthodox views of typography with Elementary Typography, which appeared in a special October 1925 edition of Typographic News. Like any revolutionary ideas, these perspectives caused an uproar in the design world, inspiring heated discussions.
In his book, Die Neue Typographie (published in 1928), Tschichold set forth rules for standardization of practices relating to modern type usage including the condemn of all typefaces except for sans-serif types, the advocacy for standardized sizes of paper, and set forth guidelines for establishing a typographic hierarchy when using type in design. Additionally, he preferred to use stock fonts from commercial paper stocks, unlike many typographers of the time who worked with handmade papers and custom fonts.
Tschichold later returned to a classicist theory in which centered designs and roman typefaces were favored for blocks of copy.
During his short career with Penguin Books, he developed a standardized practice for creating the covers for all of the books produced by Penguin. Between 1947-1949, he personally oversaw the development of more than 500 books.