Wolfgang Weingart is credited with developing New Wave typography in the early 1970s at the Basel School of Design, Switzerland. New Wave along with other postmodern typographical styles, such as Punk and Psychedelia, arose as reactions to International Typographic Style or Swiss Style which was very popular with corporate culture. International Typographic Style embodied the modernist aesthetic of minimalism, functionality, and logical universal standards. Postmodernist aesthetic rebuked the less is more philosophy, by ascribing that typography can play a more expressive role and can include ornamentation to achieve this. The increase in expression aimed to improve communication. Therefore, New Wave designers such as Weingart felt intuition was just as valuable as analytical skill in composition. The outcome is an increased kinetic energy in designs.