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II \ \ D II IJ II hLETTER I nqfyMZZ?
04tf7 ISO PAGESLETTERINGDESIGN AND
LAYOUTSNEWALPHABETS
FREDERICK J. DRAKE {.CO.
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Ml)/
COPVRIOHT i960
FREDERICK j DRRKE CaCHICAGO
PRinTED in U.S.A.
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FOREWORD
^^lessingsontheheads of thePhoenecians
or whoever gaveus our alphabet.
Greater praise be tothose who have notonly made it usefulbut also ornamental.Hand lettering anddesign will alwaysremain an art; so tnisbookpicks up the re-frain and carries iton. To professionalsand amateurs, here ismusic for many a^battle ^^>
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TA&LE OF CONTENTSCV^
CONTENTS
WHYS ^WHATSON LETTERING
WHAT LETTERING CAN EXPRESS
OCCASIONAL LETTECLING-FIFTY J'TYLEwT
MODERN PACKAGE DESIGNA NE vv J- e CT I ON
LETTERING THAT COMMANDSGET BALANCE IN LAYOUTS
PANELS * WILL HELP YOU
CODY-BOX COB-NECLS TWENTY-NINE STYLES
DAGE RULESTHIRTY-FIVE STYLES
BOR.DER. SUGGESTIONS*
USE ORNAMENT DESMON
R.IBBON/DINGBATS*- THEATRICAL MA/K/THE D&.INTEJUT RULES*
TYPE CHAR.ACTER.SPUBLICATION SIZES*
DAG^S9*v23
24^-26
27 >- -32
33N..58
59 -v-73
74 -^-82
83 % 95
s, . 95
97 -v .95
99-V104
05^10607*^108
09^113
-^114
15^116
-^117
l-v1 1Q
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TABLE OF CONTENTSCO NTINUtO
CONTENTS PAGES
HtSTOlLY OF THE LETTER 119^126OLD AND MODERN ENGLISH- 127^,129
THE GER-M AN BLACK LETTER/ 130^134
FRENCH SCRJPT 135^140
ALL MODERN ALPHABET/** I41X20&
THE REVI/EO/ECTION* 209X243LATE/T IN LETTERING
FIND THE RIGHT THE ' - 244X247
TRADEMARKS 248V25IMONOGRAM/ 252X256QUESTION MARKS X257AMPER/AND/ \258NUMERALS 259X264
HELPFUL HINT/** ... 265X267SIQN WRITERS ALPHABETS 26S-2S2
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FOR XRTIMS AND ADVERTISERS
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Ability
Q*%e ability to drawJ JbeoL\JLtivLlly isan accomplishment
The ability to drawplain,simple lettersis an accomplish-
ment also, ^ >*But of little usewithout the skillto compose themeffectively;
vy
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lettoiiv^Is more than
a mere side lineof drauring, it is
an art worthyof specializationa side line is
aonqe in awhilebut 'lettering is
now in steady-demand*. ~~\>?
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Jfie Massing
Improvised Letter
formation for bodycopy paragraph orpage arrangementUse full round ovals
condense the verticalelements - - and a
slightly brokenalig*
nmentadds to theunique appearance
of the entire pro-duction ^ ^
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Good Choiceof LETTERING
To a de/igfh whichrequires lettering
Hand Letteringadds a grace andbeauty that is asattractive as the
design itself.Careful lu
choose a letter toconform with thedesign
xy &
*y
&> & &* ^13
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Its the truth/
It is more difficultto design a goodpage of letteringthantofillfhe samepage with a Soodpicture * * * *
This makesthe designers
problem stillmore difficultalthough not
hopeless * ^u
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e tier met
O^en tkat are notfamiliar mlk a certainstyle Atfill not use it,kence tke lack of\?anet>0
Express jyour
thougkts anpl ideas
m letters tkrou^Ja\Pider ckdnnels andobtain Variety*
IS
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EveryIndividualletter
must havecare in the makingfor it has as muchto do with the looksof a finished wordas features haveto a face.And more care
shouldbe taken inspacing of words
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Hand- craftLettering j$does nob deport ct onmechanical perfectionas its basic principle
Criticism consistingof individual letteranalysis according totype or the standard
alphabets ^ ^ wouldobliterate UandfctteKcraft as an applied art
It would have noindividuality and itsreal value would helost both from an art-istic and commercialViewpoint ^ ^ *
However this doesnot mean that basicprinciple should beentirely sacrificed -*
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'/A LETTERING /#
Jitle page is anunderta\ing onlyfor the mop I skilled
Ihe letter should
be easy to read */he design shouldhave balance toplease the eye ~
V
lh
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no.
enlarged upon ana -perfected throughthc
usages ofiArl andJ\leratureisbasedon
the theories of ^orm,and Design enwlvedbydncientjlomans -
in theirmonumentalInscriptions, yet/
^e%rmwhich theyaltainedti unequal-edlo dale
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~
Be Original-^Alphabets areoriginal only soferas individual
treatment andtechnic-alters
the appearancewilhoutchang'e
of basic-~
- - principle - %20
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if everythingyou letteredwould show-' individualtechnique ?
Your -workwould thenbeoriginal and-would be more
Individualitypredominates
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theimportanceof the
unequal spacingp
cap-itals of irregularshape is often under-rated ' fault is some-
times found withcapitals awkwardlyfitted when the com-
ositoris at fault
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Six foremost letter Artists
of today
HARVEY H' DUNN
A^o
WJBT
Bertfch
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StudioNeeds
TOF>
Virtists ****Advertisers
2T
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Letteringcan epfrress ihe/ottowinp Ideas
\jQmininity JJjtfiqtttttj, NOUCLTy GomMa/uf/ Style, Craftsman; Conservatism PERMANENCE
Syi\copdiiof{ RUGGEDNESS__w
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LETTERINGand lis meanina
OLD ROMANPROPRIETY
imaiALrSINCERITY
DIGNITY
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C
^tterlag^Various(Occasions/
J ho, designer isoften at a Toss fortimety tetterinqsuch as
QnfxouncGrnQntsQrQQtinqs ~
^loUo/tlos ~(
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^anityjair'urn
^Wouldn'tyou
like
For Those Vfho Know
Jour boy needs a
GicludivecMBiie^/ a
Roady Jox'EmorgQn
be F
vnormer28
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b^iftfijivenueJVew 6
One Watch with the
We invite mail ovdevb and
Oqftest antelope leather^
CostunieFJculleur
c ?or/iQm Sterling Silver
/Jiamono c/Li'iyfc T
(jrecU varveii/
ode AAost Beautiful in
GAreo. &zc/?er Girfs
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trirst irrizt Jcmama{-jooa taste, a aides
v7our of our
jowyors
GranQ's dCinen c$lsDn
WhoIs Letter-lirfect In
ParOaJMhfaccepia
La lemme Uu rlon(xFnmk. c }Mterfiou4er
\Kq daintiness of a.
(Zt ^hirfy'-o^i/ikSireet_ ^Jt30
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HOLEPROOF CIsiiltocpirajilhs
Stephens Motor C
Tojyour favorite Paris
lis use and enjoyments
J rnai'-tr Ecorvortvy
^ans Importations 15
por pVcrvvoKcrc
Where to Live t
WellRallyRoundTvy
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PIERCE-ARROHIGHWAY CAR
CIGARETTE SEGRENOVILLES
Wedding gifts-iiius*
attractive a
HAVE DECIDED VPCRESCENT ROUTE
UNDERWOODA32
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LETTERING
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MODEP.N PACKAGE DESIGN
MEAN MOfcED EMAN DFOftTHOSEDOING THE
LETTERINGAND DESIGN
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LETTERam
m
OMMANDINGEFFECTS OBTAINEDBY THE USE OF MM-IF TTEMNG ADDS TO
THE DISPLAY QUALITYOF MODEAN PACKAGE
DESIGN35
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INTERESTED IN
MODERN
DESIGNSEE PAGES THAT FOLLOW36]
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THE PRGKRGE
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MAKE SET UP'
BOXES THATCAN BE MADEAT LOW COST
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FOLDING'DISPLAY CARTONSDIE-CUT OH COVtfcFOR STICK-UP OUPLAY
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v FOLDlNG DISPUY CARTONS
DIE-CUT
STICK-UPOISPLAY
BACKWITH FOLD
OVER ENDSAND
CUT-AWAY*&OHT
DIE-CUT
>UUO?F FOHTWITH tAStL COT -OUT OF THE
CARTON BACK
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SELF-EASELED COUNTER. DISPLAYSDIE-CUT AND SCORED FOR SHIPPING FLAT
FIATDISPLAY SET*
Ai
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SELF-EASELED COUNTER DISPLAYSMADE LAR.GC.fl FOR. WINDOW DISPLAY
T ?Imut ITEMS'LLF-LASIL
ISPLAXS
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DESIGN ON THE PACKAGE
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DESIGN ON THE PACKAGE
DlSPLAYONWHAT THEPACKAGECONTAINS
SWAHS
OISIGHS 5HOWIHGPRODUCT OISPLAY
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DESIGN ON THE PACKAGE
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DESIGN ON THE PACKAGEGOOD US E OPILLUSTRATIONIN O fc $ I C H
NEEDS A LOTOF THOUGHT
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DESIGN ON THE PACKAGE
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DESIGNING LABEL DISPLAY
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THE
ARRANGEMENT
OFHAND LETTERINGIN THE STUDY OFDESIGN IS
AN ART THATTYPESETT E RSCAN NOT OBTAIN50
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Direct ~fi rom the
JTeaGarden
to your -v
. Tea Pot51
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Dealershave it
LOOKREAD
iJclmeft^
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Saving Pie ciMorning
for'Bksiness/
SUPER-SERVICE
4
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'LETTER'STRENGTHThis Shows Judgment
Hhc first of eveiymonth will bring*a check to yourbeneficiaiy as longas he or she lives
'through
THE PRUDENTIALContinuous MonthlyIncome Policy
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TRADE - MARKEDLUMBERPRODUCTS
qMwInclude th flour
Jfiwt Useful
Douglas Fir ^Cal. White Pine
Southern Pine55
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XcursionsCclliforniat
OloradoNew MexicoArizona. .
andthe ZNationalParl^
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2o*CenturyLimitedThe acceptedway of makingthe overnightjourney between
Chicago andNew \brk
5?
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CALIFORNIA
BARTLElfPEARS
BUY THEM BE-FORE THE SEASON
IS GONEbuy them by the dc%en58
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1 1 ii mmH/VTromooo
o
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Ihis . : (\ SroallerTootkHL /l/Hf/ Brushy
**'' / \ better/ I/, .Dishpan/
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m;-m
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lkeJt*> cyfm you, Jetting
youjjsJdri grow m&?
VK New Models
^hV^i SlcomnKj*7
S3
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/
010
hour^Jn noxunGxnq
SpeabcZer0/ {
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ruined
M*^ yon cars, tajtef
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JorLuncly
/?0CW S
THE
at
I Q^ QUITTERYWhere everyougo*
Smartthe
but durable
/-Wl later *
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TlGWSouthwesl,TallGain/
event efficiency
3flH0lt
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Classmates
Wilt berJfthe MOME , u
0} your dreams/
*\ mommyyour Jrm
T
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Pineapple Pie
THRILL YOU SOPunctures
repaired
ulere isIt loads like
tnmnessi h p None Better
A Jit Obtainable atl_ /Costs jbuless*
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r ?=a
r^el dy RealBqys f
this^D#7
sss is/&/ sendybr this,'Tree/ _ , _ _ _^ 'ValieidVantage
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Qveryweek
because70
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J~\Q#7hreeand One-half
tjfhmk Talk With~
&J0HND.MOKPHT
atisfaction*
JIuto rr/
JifterVantty
wi\
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oMatched71
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Nifty WOKcTor
Jdfte GUARANTEED
Unbeatable
Two Great jSensational*
ton^Tdttfldtions
Specials?73
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WHERE THE EYE STOPS MOST PLEASING MARGIN
GENERAL LAW OF CENTER MARGIN- ISTO HAVE THETHE OPTICAL CENTER IS ABOVE WIDEST AT THE BOTTOM THECENTER. LAW 15 THE REASON TOPNEXT-THE SIDES ALIKE
A PLACE FOR BLACK HEADING OP A PAGE
ON THE OPTICAL CENTER. THE HE ADIMG 1 5 WHATIS A SPOT FOR SOLIO BLACK THEY WANT SEEN (FIR.ST)OR A LITTLE TOUCH OF COLOR SOWEMAKE IT (BLACKER)
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4
INGOOO BALANCE POORLY BALANCEDA BADLY BALANCED PAGE O F LETTERING FAILSPRIMARILY IN ITS OBJECT BECAUSE. IT DISTRESSESTHE NERVE THROUGH THE SIGHT. * * * * r *
VERY GOODBALANCE PICTURE BALANCEIT PUTS THE EYE OF THE HUMAN BEING OUT OFLINE WITH THE LAW OF GRAVITATION ' ' 'THE APPLICATION OF THE LAW OF GRAVITATIONTOTHE EYE 15 CALLED BALANCE. ^ ^ ^
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Rugs like new after 14 years
Vhe HOOVER75ig Advertisers find pen technique an assent lotAe earn-
paign,. %Drdwino:*s for /Advertised products suc/t as thzTioover Electric Charters. TdkeonNewlik beadiest ofResourcefulness of Artist?.
7e
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listening-to the melodies
of the masters
THfc ABOVfc ILLUSTRATION ATTRACTSTHfcYE BECAUSE OF THE ANGLE FROM WHICH
7///S DRAWING WAS MADE DRAWN FROM AN t L L VA T I ON - lHl*k FORt ITCOMPLLS THt PUBliC TO STOP AND LOO*
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^
Uhc purpose of t/iis'LAYOUT' is to /end to2/tQ contair^Qr and coupon.
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HOLLEY
oPlvo gray lines make Me point to be emphasisedthe bull's -eye of Me advertisement
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[ It jigg CoU Dm*|| vPy j tW.n*^>ywr wJJT)
SO
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4*&4_
Chili con Came?
Casalsmore/
JHESE LAYOUTSSHOW GOOD
PICTURE AND *JR*mCOPY BALANCE
4
AL ftOX/
aICE
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Jhese also have ''quality
and NOW- ^f ^SfS >with tirawberries
/// / // What AboutYour// Water Supply/
Layne &BowterPumps
lieges of Profit
V V. [JTABLI5HEO IN ( X %
J?
1-WHATS
yOUR. INITIAL7
THE OAKLAND 5ANK
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HOWWHENWHYandWHERE
to use a ^
panel:
t yO /J83
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mead that
^o accomplish thisthe Designer must he astudent of composition,and good balance.
Ihis layout mustcatch and hola the publiceye.
With the aidof panelsand lettering which*commands, he can carrythe eye to different ~points ofinterest.^ndthe ad sells f
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4
LargestShip
intheWondis anAmerican
Ship
THE PANEL HAS BEEN OF GREAT VALUETO OBTAIN BALAHCE AND COA POS/r/ONIN THE ABOVE LAYOUT-THE BlRDTAKESTHE EYE OUT OF THE PAMEL
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Whole Paivel^
PoiyeLr andthei*many
Uses/
Panels are verylvelpfulin^etting$ooci Balance to
Layoutyw
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PANELS ' ^e> < ^>
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Pauvols C6X
as
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SSK
Parcels *
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PANELS ~ -
90
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Panels %
J^sg^ =^^^^
PLATEI GlassJ
v w01
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Tanolr JC JP Jp
Oftr^93
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Hal/ Panels // //
94
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Hdlf/PancV S f
y 9*
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BOX CORJMEFLS
n1 H #
rni f \
96
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c 3F
PaSfe Rules
g s te>3>
%^*
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PogeRiileifc
G^ cassa Oo - = yi P
900
9
>
z g
? ^
m acgaffi * bbbs2
*< =***
9
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* Border Suggestion/*^w
m>0
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Border Suggestions
TT
TCD
I
i
1
I
T
100
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Bordei* Suggestions,KJlrl |i
. y ,^. fI S II^M j Mil ( .Jli B*NK(A'
: 3 aP EMMm\ HE 3 I \A\ v\K
|fj :. linJ 3 If) *ttHYji s 3 III IT ' vlKj3 F 3 u \
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1I %o%
w
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Border Suggestions w
s
u j
s
8
ft
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1
BORDER* SUGGESTIONS ^=
INI IS ] Sill 1111
= 11 5 a ] II 1= N if a ] II=;
J
Is
a
a
3
I
II1 1 HB
01
3
3 IInHI
I a 3 IIII HI n 3 III
'
I 9j| S01 3 II II
1 HI I a 3 II IIs Hi I c ] 11=
1sS
c
c
c
3
3
3 II= mil n : C3 II II=
u s = C3 91=ll I
C3
II 1
==
1S W5 C
C
3
3.
3I
|1 Jl 5 I c 3 II
S3 HI s ii=S H II
i p-jI c I'm
M HI H 111 K S II HI n IIs I II| S H ii
||M I II
II H| n IIII INI
Mr 1 111 III 1
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1IL
S^^jili ^~^- To *
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ORNAMENT
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RIBB0NS
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ft DINGBATS
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DINGBATST?
no
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ngii i nuiunuimm Din^bat/S -+
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DINGDAT5
1W
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MASKS
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The Printers RuleHe measures upanddoturtHis widthis one wmore columnsHis hei^tisin*Pomts,P2oas,Emsand Affate lines77he>Q a*o 72 Points to the inch
m m * 12 M * a, pica- * w 6 Picas M the zno/itt ft . g Ems M wm .. - 12 Picas M co2.. 14 Agate lines iwcA
one A$ate equals 5/6 pointsHe finds the number of linesof type to the inch, by dividing*72 trg the type s/;?x? in points. Example? ( 8 point typo used)
(72) divided by (8) equals (9) linesType siz$s run from 3> pointsto 72 points high.
One column newspaper is12 picas or (2) inches wide,
Magazine columns are more ExampleGopii space 4 columnswide -140 lines deep,~ equalsaspaee 8xio inches, When typesize is not mentioned ^ ~~ ^
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Point Faces
1 POINT
2 POINTS
3 POINTS
A POINTS
6 POINTS
8 POINTS
1 1
12 POINTS
1 1
14 POINTS
i i
18 POINTS
AND 3024 POINTS
-36-42-48-60-72- POINT FACETYPE
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^> ^o ^v*
Most used Tijpe CharactersTHESC ARE A8 POINT TYPE FACE
jfr i nil ii
i i^ |M
Artcrajft
CaslonBol-Cheltenham-
CooperCooper BlGoudyBoldGoudy ItalicParsons ~ ~. ~Caslonltal.
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Publication Siz^s
Public acti oiv Pe^eSrze
American MagazineGood Housel\epm$^he LiteraruDigfes tXjlIQ . v
Motor Lire^ *
Saturday EveningfPostLadiesfiome JournalCountry Gentleman,WomansnomeGampanion
Newspaper -v ^
7X10^6i
7&XI0%8x ro
8&XI2t* t
8^6X11^4ft
85fexil9fe
9%Xl2Jfe
*%
17 X 21/2
1 1x25 feet4 Sheet BillboardSketches drawn ~ inchtothe foot
^ ^M
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ROMANLETTER
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9 he letters themselves are a develop-ment from the Arabic and Qreeh.and later, theRoman. The letter we callRpman is the most beautiful in exis-tence.and forms the basis for nearlyall civilized alphabets. It reachedavery high development in inscriptionson tombs andmonumentsin ancientand mediaeval Rome and Italy. It\has been adapted and modified bynearly every type founder orletterer.
The Roman letter used in theEnglish speaking nations has come
'down to zts through the Italiansand through the Qermans it hasgrown into the modem Qerman-Qothic, a letter which is very strongand heavy and solid, hut lackingin grace or elegance.
The different national temper-aments are well expressed in ^tfie type of lettering each uses.The graceful light, and vivaciousscript came from France.
Roman has been broughtto its highest modern develop*ment by the Englishman 'Jtm.Caslon, and the heavy blackfacetype is distinctly German. \7.
120
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(j/Z^R^Tnan Letter
the most difficult~o compose into words
artisticallyspacing ofthe teller ptays a great
share un the resuits,
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OLD ROMANTag letters on this plate >tfcre dra^tv
from a photograph of a portion of* tileinscription, at tkebase of t(\e TrajanCohmm af Pome, dated (im A.D.)
ABCDEFGILMNOPFLSTQVX ^7
122
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ROMAN'Trvis alpkabet of Capitals founded on
tnc letters of tke inscription on tfie baseof Trajan's CblumTvRome.cracted bet-ween 106 and no a.d. Tke charactersnot given in tke inscriptionare supplied,together witR tke^,CE,Qnd&.
T^is alpkabet, tkoug(\ following tr\eTrajan letters closely, fyas many points of^ariance.T^ereismore difference itvtfveproportion of }Re tkick and thin strokestfvan in (Ke origirvgl.
ABCDEFGHIJJKLMNQPRSTUVWXY^CEG
23 W
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ROMAN13kcs
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ROMANtoKcsc Capitals made for ff\is
special alphabet careful parallelstudies of tfe types ofjoqnr\es Spirt]and Nicolas Tenson from t\e editionsofPliny, printed at Venice, 'Cfai topSpirq in, 1469, JensorCs in. 147^
AndfroiuCiceros Kpistles, prmtedbyJenson in 1470. T/ve le Liars as tfveyqppeqr qre f(\e best of the assays,and arc, different in detail from anye^istinq type.
ABCDEFGHIJKLMMNOPRSTUV6c CE .
125
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aommc(fl
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#f?Sf?M
*HafcMaljijkl
itraopqristuMttXgl234.
127
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0LD ENGLISHhih mil mil gj S gi iiiii mil urn urn I
a,
CSCS>
jtgggMgjTjgC128
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- modmt^tigttehj* ^
v?
dfotitf$hik= ^
129
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6prmanHIac1}Gpttpr*
slight script- v
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141/289
WMPD
14
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UNIQUE
II
BASEDON
ROMAN LETTERS
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Alphabets
WEEKTOTOScreen Comedian
ABCDEFG
HJKLMNPCffiSTIIVt142
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IS
UuohprsiJlrt-CfiHe *
ABCDEF GHIJKLMKOPQRSTUVabcdefgkijk
lnriRopctrsii
143
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145/289
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GHIJJKLNMPQRS-TUVWXYabcdefghij
klmopqrst
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ABODEFGHUKLMNQPKSTUVWXYZSetbcdefghijklmnopqrsfuvwxyz.
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ABCDEFGHIJKLMNOPRST
UVYgBBEiHBBEBEBBBllMfflBll^lBBTOSHE IBgabcdefghij
klmnopqrstuywv
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PJEVISEPX
FGHIdKPST\ffti
abcdef&h.
ijtjmnop
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this letter is very ooocLwhen used small ^
cABCD&FGWRUWfOPQRSTUPWXVZTfV-abcdefpghijihhrrnopqrst
vy
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J
DEFL
TUVWY
pgrstuvui150
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ABCDEFGHIJKIMNOMPCLRSTUVWYZpabcdefghijklnmopqrstuvM[y&>
123156789
ROUND POSTERABCDEF6HIJK
LMNQPRSTUWX & XZ151
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Vj CLASSIC
ckb ode o^fVjXij Kim mji tvo p
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/SpeedballLeUet
ABCDEFeM11KLMNP
QRSTUVW)CY-MM76abedeighljklmnopqi'
154
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Iffmmmiii minimi minium
ABQDEFGHJZIMNQPRSTavwyz-ffl W\abcrdefgliijfcttmiopgr
sffavwxyz12545678155
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aJte-rnatcr
aLcdef^lnijk.1mnopqr stuvwxyz =aDcaei^niiklnop q r sluvwxy
etbcdefglvijklroivopqrstuv
wxyz f&aaaaaaaaaa156
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abcdefghrjhlmi\tt\no]qrsttu
\ivw\tfxyz^abcdofghghijklmnppqrstuvawwxyz
abc defc^li ijklmTiojD qi?-w
7
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ABCDEFGHIJK
LMNOPQRSTUVWXYZOTHIC
ABCDEFGHIJKLMNOPQRSTUROMAN V Vv A I / j
ABCDEFGHIJKLMNOPQRSTUuc VWXYZABCDEFOHJRLMNOPQRST. UVWXY
156
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ABeDEFGH1JKLMN0PQRSTUVWYZ======= B 'abc defcfh ijk Inopqrstuvwxy
====================
abcdefghijklnopqrstuvwxy
. fr^ , _= q continuous and
runninghand curve ^ 159
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;i^,... ............. iiiiiiiii.ni.iiiim mi 1 1 iiTiiiinfi-n-m
A5CDEFGffiJKLMNOPQRSTUVWXYZMMMIIMMHMIIH MMM MM1 1 I 1 1 1 Iff til $$ iabcdefgr
hijklmpcismvwxy,161 ^^
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rofpx.
GOTHICCopHHaoult/ called Spurred Gothic
ABCDEFIGHJKLMNQPR5TUY
WXYZabcdefghijkmnopqsluvwxu
162
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ABCDEFOHIJKLMNOPQRSTUVW
*XYZ.
abcdefghi
jklmnoprtqsuvoigx
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At r aBoy~
ADCDEFGHcJKLMNOPRSTUVabcdefghijklmnopr
stuvy-.64 4
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ABCDEFGHIJKMNOPRSTUVWXYPLAIN GOTHIC
ABCDEFGHIJKLMNOPRSTU
VXYZWHEAVYTHIN- - - --
166
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I
ABCDEFGHIJKLNMQPRSTUYWYabcdefgh
ijklmnfiz
166
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BoldAolic
ABODE*FTGHIJKLZTNC)PRSTUTvvun? v?
160
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A
lowercase
aabecle
mnopq
tO%,ywz>170
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Caps far the two lowercasesthat follow-by altering the serif
ABCDEFGHJKLMNPRSTUW
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abcdefghijklmno*prstuvwyz 8
172 r
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abcdefghijklmnopqrstuvWXTJX
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Uppercase followed by Lowercase
mCDEFGHIJKLMNOPQRSTUVWXY.
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ahcdef
mnopqrstuvAwXyz^
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hijkmnopqrstuv*
e rfwkst
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moneyis~
one tiling
thattalks
ABCDEFGHIJIiLmHQPRit's-cheap-
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But thequestion is~Aie youmaking anymoney?
abcdefghijklmno*pqrstuV;clout ask
*
179
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Scjticxt
IJHIAf
^
ijklmoii]>
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MODGRNill
ALPHABETS
DECORATIVE
UPPERCASE
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l^zzEEtf- *-Sts:\ ...t S\ --L W-.-vtEiAl
I::E5s::
182
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ABCDEFG HJKL
MNQPHSTUWXY> J1HBB1HHHHHHHHHiHHHHS
163
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Italian. Renaissance
ABCDEFGHIJKLMNPQRSTW ROMAN CLASSIC -
ABCDEFG
HJRLMNQRSTWXYZ1&4
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ABCDEFGHJKLMPQFJTVABCDEF*GHIJJRMLNCPQRSTUVWX^ZPl
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abgd:FGHIJKLMNMKOPQR
WWXYda
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ABODEFGHIdKLMNOPQRSTUWMNXYZ3>f
169
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191/289
ABCDEFGHJKLMNQPRSTUVwx-yzMMRX
OswoL190
Id Cooper
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192/289
QHIJKLMNOPQPSTUVVWRMSW
91
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ABCDEFGHIJKRSTUVWXYZ&Stylo of finish shoyon,here adds to Variety
192
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FROM
ABCDEFGHIJKLMNOPRSTUVWXYZ6MODIFIED ..
195
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ABCDEFGti UKLMNQPRSTUVWMWXYRNKZw194
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mniiiii .mum ninimi iinufin iiiiiiiin iiimiii inimiii mminil
ABCD@EFGlnjjKLPTIORS
WZ3.5Questions, W'95
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WHYYOU SHOULDPATLON IZE
ABCDEFGHIJKLMNOKSTUWY
96
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-
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ABCDEFGHjKLMN
STUYROMAN CARS
With q strong Classical feelinq196
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/ / / ^G^ / / /
ABODE-FGHIJH-LMNOPQRSTUVWXY2THESE MAY HELP
usuwyllll I WII1 MIIIIB190
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201/289
ABCDEFGHIJKLMNOPQRSTUWYZ T-HOUG-HT
IN MOD-ERND S I C N *
210
-
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214/289
C O L O A
SPOTSin
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215/289
-EXflfTlPL-t V211
-
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216/289
215
-
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217/289
-
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i215
-
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219/289
216
-
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220/289
M
217
-
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216
-
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1 T for color t w
1-IF
r
r *\
219
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223/289
\
&,
y
1
220
-
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224/289
A
^
221
-
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-
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226/289
-
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AftCDEFOHIJKLMNOPQftSTUVWXYFOR SALE
225
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229/289
lie
-
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230/289
flBCDEFGHIJKLinnopQRSTtIVUJXV
227
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231/289
flBCDEFGHJRLmnopRSTUUJabcdefghi jklmno p
tuvu;y^aa
-
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iLBCDEFEHJKMHDETSUVWY
fklixmoprstavwy229
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ABCDETGHJKLMNOP,'RSTUVWXY
250
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234/289
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ABCDEFGHIJKLMNOPQRSTUV.WX
2J2
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ABCDEF GHIJK
LMXDPQRSTUVUJXY
2*5
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237/289
flBCD
jKLm
nopQRSTUVUJKV w
234
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238/289
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2LSCDEFGHIJKLin nop
STUYWXVZ
.236
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ABODEFGHJKMNORSTU*WYabcdefghjklmnorstuwy
237
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raw*LMNOPQZST6VWM
ALL THIS CHKVSCtt*o.
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Vt/WYaec/c o win
241
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ABCUFA\
VYZ42
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=l
F4}
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i
TRY to find the right THE atthe right time, Ihese may help
244
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eIk
^ ...0 Ihe
%%ti> e
145
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a#g46
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G^lhejk^kc
Jk
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Ti'adeMarks
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ROLLS-ROYCE
A^OUPETTE THAT TELLS THE ROLLS- ROVCt STOK Y ANOCONSEQUENTLY HAS YlftTUALLY QECOWI A TftAOE *A*K
Dtfe Poth-/?ogce, w^cn U first started bu9ines%.settlzd up-on a trade mark m the form of Me two Ps t uifortwined.Not long ago dbeautiful silver figurettewasptaced on
the radiator cap of fAe car, tfre poised figure of a woman,balanced, on one foot body ftung far forward and f tyingdraperies indicative of easg, swiff flight.
Ji single advertisement appeared in wAicA//9/3 figure wetsfeatured in the pictorial display, /{appealed at once.
PI
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253/289
ii'sty Fibrepersonifies cleanliness
fir S cpflfs suelowels
un exRtfPie of th fffPfT/rm m/f used for5TRE55JHD TRfiBf CHRRRCTFR QHLY
250w
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Trade Marks
0 @
(DLEETIREERUBBER CO.N.Y. (4) THE OHIO STEEL FOUNDRY CO. LIMA.0
Afeu> of the most striking
Americd.n*irade-marlis*illustrate nicely hoiu forthis country has advancedin trademark desigri. ws
251
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RD
m
i
RE
a Eia^
255
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%
254
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CSHO
$W255
-
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7-6 .26-
4
(Jhe time is often whenthe smallest kindofa hunch
would do the tricks2B6
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Quo/^ion Mark
Pi ? ? %_
257~~~
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ROMAN-MCMXXY-in in fyyiwmuxxixnxniHYiyXHXM
xmxixxx---XXXXLLLXLXX
0 A o so 60 70
LXXX XC C - CC60 00 TOO XOOCCC-CD-D DC
OO *00 900 600
DCC DCCC CMMOO POO 90O IOOONUMERALS yy1S9
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NUMERALS
12345678
1234567891234567$IZ345678
12345078123456789IZ34SB7B
260
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264/289
U3456781134561*91234567$?-
123456789123456789 2345fi7fiH
123456784Q345076;261
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265/289
12345 6789196150769
12.3406769*123^56769
1234507691134567S9
123456760262 V
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266/289
12345678123456789
123456789123456789123456789
123456789&^3456789
12345678/123456789
263
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123456789
123456789123456769
123456789
123150789
O34J0789123456789
264
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SHOW |NG TWOWAYS TO GETPLACEMENTFOR VOURSUBJECT ORILLUSTRATION
fmsn
POINT
STAftT
2652L.
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-rv
/
/ PIGl
TtGl
ncz
f,i.l,i.liil.i.1.i.l,i.l,i,l.i,|.i.i
FIGZ
\y
fQfw point for compass pin in each operationABOVE AND BELOW SHOW METHOD FOR
fMAKING OF PERFECT ROLWD CORNERS
J. o~.I-' &
i *
j OPERATION (1) OPERATION (2) OPERATION (3) i
(all dotted line* to be in pencil only)---.
0PtRATION5(2 J)
I
/if
'
LhVI \i
i
I
r
FINISHED OPERATION
IN INK
W266
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PLAIN EGYPTIAN
ABODEFGHIJ
KLMNOPQRST68
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272/289
PLAIN EGYPTIAN
UYWX123456789abcdefghijklmnopq
rstuvwxyz269 #
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273/289
MODERN GOTHIC
A&CDEFGHIJKLmn
OfQRSTUVWXYZ623456789
270
-
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274/289
MODEM GASPIPE
RBCDEF6HIJKLITI
nOPQ71
-
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275/289
MODEM GASPIPE
RSTUVWXY
12345678372
-
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276/289
B HOADWAY
ABCDEFGHIJKLAVNOPQ
73
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BROADWAY
RSTUvwx456739
74
-
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278/289
CLASSIC ROMAN
ABCDEFGHIJKLMNOPQRS
75
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279/289
CLASSIC ROMAN
TOWXYZ1234567890
76
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280/289
MODEM POSTER
aih;i>E FCMILL
MSSOFIIKSTTWX
77
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281/289
MODERN ENGLISH
MBT15 JO JKJLIttHUM
278
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282/289
TUSCAN ROMAN
ABCKJLMNOPSTUWXY
79
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283/289
GAY NINETIES
ABCDEFGHI
JKLHNOPQRSTUVWXYZ&
280
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ROMAN
ABCDEF
IJKLMNOP
81
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ROMAN
RSTUV
WXYZ12 345
789282
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University of
Connecticut
Libraries
39153027401902
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