The adoption of New Wave Typography in the United States came through multiple channels. Weingart gave a lecture tour on the topic in the early 1970s which increased the number of American graphic designers who traveled to the Basel School for postgraduate training which they brought back to the States. Some of the prominent students from Weingart’s classes include April Greiman, Dan Friedman, and Willi Kunz (b.1943). They further developed the style, for example Dan Friedman rejected the term legibility for the broader term readability. The increase in ornamentation was further developed by William Longhauser and can be seen through the playful lettering used to display an architectural motif in an exhibition poster for Michael Graves (To see poster). Another strong contributor to the New Wave movement was the Cranbrook Academy of Art and their co-chair of graphic design, Katherine McCoy. McCoy asserted that “reading and viewing overlap and interact synergistically in order to create a holistic effect that features both modes of interpretation.”