In June 1925 Gustav Friedrich Hartlaub, director of the Kunsthalle Mannheim, opened an exhibition called Neue Sachlichkeit: Deutsche Malerei seit dem Expressionismus. The name stuck to an entire era.
Hartlaub described the artists as those who had retained or regained their fidelity to positive, tangible reality. Otto Dix put it more bluntly: they wanted to see things quite naked, clearly, almost without art.
It was a reaction against Expressionism — against the mystical, the subjective, the utopian. A culture that names an art movement after objectivity has a strong relationship with the idea.