Everything is a square: the lettering block, the picture, the border. Ornament is structure, not decoration laid on top.
XV. AusstellungMöbel · Glas · Silber · Wien 1902
Brand Guidelines
Avoid whitespace where possible. The checkerboard borders, heavy square grid structures, and gold structural cells replace traditional margins. Typography is just another geometric block to be placed in the grid. Never use circles or organic forms unless heavily stylized and contained within a square.
Using circular borders, airy layouts, and organic typefaces completely ruins the architectural tension of the Secession style. Koloman Moser's designs were rigid and mathematical. Ornamentation was built into the grid, not draped over it.
Quadrat
Free flowing text