Again and again, designers choose a single letter as a visual eye-catcher that dominates the picture surface. This is less about type design and more about the pure joy of experimentation: sometimes the letters become an illustrative motif, sometimes they interweave with photographic set pieces to create new meaning. Whether they remain strictly on the surface or extend three-dimensionally into the space, there are hardly any limits to the design. The meaning of each letter for the message is sometimes self-explanatory, other times it requires a detective's intuition. ABC in world format shows a selection of 36 posters on the north wall of the Toni-Areal.