,! ,,art ,,practice ( ,,typography ,illu/ration3 ,,! ,,fir/ ,,pr9t$ ,,decl>ation ,fac-simile 9 r$uc$ size 7orig9al type =m ab\t twelve by sev5te5 in*es7 ( ! ,decl>ation ( ,indep5d5ce (ficially pr9t$ ab\t ,july #e1 #aggf4 ,x 0 ?is sett+ ( ! ,decl>ation t 0 read be=e ,wa%+ton's army4 ,reproduc$ direct f ! orig9al 9 ! ,congressional m9ute book ( ,july #d1 #aggf ,illu/ration ,illu/ration ,illu/ration ,! ,,art ,,practice ( ,,typography ,a ,manual ( ,am]ican ,pr9t+ ,,includ+ ,a ,,brief ,,hi/ory ,,up ,,to ,,! ,,tw5tie? ,,c5tury1 ,,) ,,reproductions ,,( ,,! ,,"w ,,( ,,e>ly ,,ma/]s ,,( ,,! ,,craft1 ,,& ,a ,,practical ,,discussion ,,& ,,an ,,ext5sive ,,demon/ration ,,( ,,! ,,mod]n ,,use ,,( ,,type-,,faces ,,& ,,me?ods ,,( ,,arrangem5t ,second ,edition ,illu/ration ,by ,,edmund ,g4 ,,gress ,,editor ,,! ,,am]ican ,,pr9t] ,,au?or ,,! ,,am]ican ,,h&book ,,( ,,pr9t+ ,,new ,,york,,oswald ,,publi%+ ,,company#aiag ,illu/ration ,copyright1 #aiag1 by ! ,oswald ,publi%+ ,company ,illu/ration ---------------------------------------- -------------------------------- ,,to ,,! ,,typograph]s ,,( ,,! ,,pa/ ,,:o ,,made ,,! ,,art ,,honor$ ,,among ,,m5 ,,& ,,to ,,! ,,typograph]s ,,( ,,! ,,pres5t ,,:o ,,are ,,re/or+ ,,to ,,pr9t+ ,,its ,,anci5t ,,dignity ,,?is ,,book ,,is ,,d$icat$ ,,table ,,( ,,cont5ts ,,page ,,au?or',s ,,preface vii ,,synopsis ,,( ,,cont5ts ix ,,li/ ,,( ,,reproductions xvi ,,li/ ,,( ,,design]s xx ,,:5 ,,books ,,7 ,,writt5 #a ,,! ,,orig9 ,,( ,,typography #g ,,! ,,spread ,,( ,,typography #ac ,,typography ,,9 ,,colonial ,,days #ai ,,typography ,,9 ,,! #ai,,? ,,c5tury #bg ,,! 8,,lay\t0 ,,man #ce ,,h>mony ,,& ,,appropriat5ess #da ,,tone ,,& ,,contra/ #dg ,,proportion1 ,,balance ,,& ,,spac+ #ec ,,ornam5tation #ei ,,! ,,typography ,,( ,,books #fg ,,booklets1 ,,pamphlets1 ,,bro*ures1 ,,leaflets #ge ,,catalogs #hc ,,programs #ia ,,ann\ncem5ts #ii ,,tickets #ajg ,,lett]heads ,,& ,,envelops #aaa ,,billheads ,,& ,,/atem5ts #aai ,,package ,,labels #abc ,,bus9ess ,,c>ds #abg ,,! ,,blott] #aca ,,po/]s1 ,,c> ,,c>ds1 ,,w9d[ ,,c>ds #ace ,,adv]tisem5ts #aci ,,newspap]s #adg ,,p]iodicals #aea ,,h\se-,,organs #afa ,,type-,,faces #afi ,,impr9ts #aie ,,app5dix--,,greet+ ,,c>ds ,illu/ration ,,au?or',s ,,preface ,9 ! preface to ! fir/ edition ( 8,! ,art & ,practice ( ,typography10 ! au?or /at$ t he did n 8anticipate aga9 hav+ ! pleasure ( produc+ a book z elaborate z ?is "o10 b ! favor ) :i* ! volume 0 receiv$ made ano!r edition advisable1 & 9 consequ5ce he has _h ! additional pleasure ( enl>g+ & revis+ x & ( produc+ a volume ev5 m elaborate & ) a bett] selection ( examples4 ,! task ( rewrit+ & replann+ ! second edition 0 ne> completion :5 ,am]ica ent]$ ! w> aga9/ ,g]many1 & n[1 a few mon?s lat]1 ! book is pres5t$ to ! public4 ,! fir/ edition 0 publi%$ 9 ,febru>y1 #aiaj4 ,"w on ! new edition 0 begun by ! au?or 9 ! latt] "p ( #aiac1 & s great has be5 ! task1 9 addition to 8 cu/om>y editorial labors1 t almo/ f\r ye>s h pass$4 ,! ext5t ( ! "w w be compreh5d$ :5 x is m5tion$ t !re are tw5ty-eight *apt]s1 9 :i* ! illu/rations or typographic arrangem5ts1 numb]+ six hundr$ & fifte51 include =ty full-page specially-pr9t$ ins]ts4 ,mo/ ( ^! illu/rations or typographic arrangem5ts are 9 color4 ,! text matt]1 :i* makes direct ref]5ce to ! examples1 totals ne>ly "o hundr$ ?\s& words4 ,t ^! examples are mo/ly high-class & by _m ( ! be/ typograph]s 9 ,am]ica 7,europe also be+ repres5t$71 is due to ! fact t ! au?or dur+ 8 connection ) ,! ,am]ican ,pr9t] has receiv$ sev]al ?\s& pieces ( pr9t+1 f :i* selections 7 made = ?is "w4 ,great c>e 0 ex]cis$ 9 ! *oice ( examples 9 ord] t ! book w\ld n become obsolete1 & x is believ$ t mo/ ( ! type arrangem5ts %[n w be consid]$ good = a hundr$ ye>s to come4 ,t ?is is possible is prov$ by ! ,:itt+ham titles on page #cb1 "o ( :i* is sixty-eight & ! o!r sev5ty-?ree ye>s old at ?is writ+4 ,^! titles 7 set up :5 mo/ typography 0 poor1 yet few o!r type arrangem5ts ( t "t w\ld meet approval today2 :i* indicates t x is n :5 pr9t+ is done1 b h[ x is done t makes x good or bad4 ,att5tion %\ld be call$ to ! plan ( ?is volume4 ,!re are two p>ts1 ! fir/ hav+ to d ) typography ( ! pa/ & ! second ) typography ( ! pres5t4 ,good pr9t+ ( ! pres5t has a basic connection ) t ( ! pa/1 & = ?is reason "o "p is incomplete )\t ! o!r4 ,! entire fir/ "p %\ld be /udi$ be=e any ( ! ideas 9 ! second "p are appli$ to pres5t-day problems1 & especially %\ld ! *apt] on ,type-,faces be pati5tly read & /udi$4 ,! pr9t] %\ld fir/ "k type-faces & !n le>n h[ to use !m4 ,9 ! *apt]s on ,h>mony1 ,tone1 ,proportion1 ,ornam5tation & o!r art pr9ciples ! au?or does n int5d to advocate t 8 read]s %all make pictures ) type or build pages t are m]ely beautiful4 ,! fir/ requirem5t ( typography is t x %all be easy to read2 ! second is t x %all be good to look at4 ,! effici5t typograph] /udies ! copy & arranges x s t ! read]'s task is an easy & pleasant "o4 99 99 99 99 99 ,9 plann+ ! second edition ! g5]al /yle ( ! fir/ edition 0 reta9$4 ,h[ev]1 an ef=t 0 made to *ange ! /yle1 especially ( ! b9d+1 b s satisfactory 0 ! orig9al t x 0 aga9 adopt$4 ,! hi/orical *apt]s 9 ! fir/ "p h be5 revis$ & slightly alt]$1 b !y are practically z be=e4 ,ext5sive *anges h be5 made 9 ! second "p4 ,! text has be5 ?oroly revis$1 & bett] typographic examples sub/itut$ 9 _m cases4 ,^! *apt]s especially h be5 greatly alt]$3 ,booklets1 ,catalogs1 ,ann\ncem5ts1 ,lett]heads1 ,billheads1 ,bus9ess ,c>ds1 ,po/]s1 ,adv]tisem5ts1 ,impr9ts4 ,! *apt] on ,type-,faces is all new & has be5 enl>g$ f t5 to tw5ty-f\r pages4 ,new *apt]s on ! foll[+ subjects h be5 add$3 ,package ,labels1 ,blott]s1 ,newspap]s1 ,p]iodicals1 ,h\se-,organs4 ,9 place ( ! m$ley ( conte/ specim5s 9 ! app5dix ( ! fir/ edition1 !re are halftone reproductions ( m ?an "o hundr$ attractive holiday greet+s4 ,no "o realizes m ?an does ! au?or ! m9or defects 9 typography1 presswork & o!r details t are pres5t 9 ?is volume1 yet ! ef=t ( a ,h]cules & ! pati5ce ( a ,job h be5 exp5d$ 9 mak+ ev]y?+ z correct z possible4 ,z ! book n[ /&s1 x is a rea*+ aft] ! ideal1 ) human inability to atta9 p]fection4 ,x is ne$less to po9t out imp]fections2 ! read] w discov] !m4 ,9 8 selection ( examples & recomm5dation ( type-faces ! au?or has be5 entirely free f pressure f any s\rce4 ,if c]ta9 type-faces are favor$1 x is because ! au?or believes he is do+ some?+ = ! cause ( good pr9t+ by favor+ !m4 ,:at has be5 writt5 has be5 writt5 ) s9c]ity4 99 99 99 99 99 ,x is well to m5tion t ! 8,pilgrim's ,progress0 title on page #ba is n g5u9e4 ,hav+ se5 ! book on exhibition at ! ,new ,york ,public ,libr>y1 ! au?or arrang$ to h x photograph$ & includ$ 9 ?is "w4 ,! sequel to ?is is int]e/+ & r humor\s4 ,:5 ! *apt] on ,type-,faces 0 be+ writt5 & ,caslon types 7 be+ /udi$1 ! au?or 0 />tl$ to f9d t ! types us$ on ! 8,pilgrim's ,progress0 page 7 ! same z ^? ,william ,caslon 0 suppos$ to h design$ =ty-f\r ye>s lat]4 ,greatly puzzl$1 ! au?or made a trip to ! libr>y & exam9$ ! orig9al4 ,he imm$iately saw t ! type-face us$ on ! body ( ! book diff]$ f t on ! title4 ,discov]+ a note on ! fly-leaf sign$ by ,william ,pick]+1 ! explanation dawn$ on him4 ,! book 0 probably own$ by ,pick]+ 9 ! middle ( ! la/ c5tury & ! title-page be+ miss+ a new "o 0 set up1 pr9t$ & ins]t$ :5 ! book 0 reb\nd4 ,x 0 ,:itt+ham1 ,pick]+'s pr9t]1 :o reviv$ ! ,caslon types ab\t t "t1 & he naturally us$ ^! types z ! ne>e/ approa* to ! ,engli% types ( ! p]iod1 #afgh1 :5 8,pilgrim's ,progress0 0 fir/ publi%$4 99 99 99 99 99 ,x is impossible to m5tion by "n all ( ^? :o h 9 "o way or ano!r assi/$ & enc\rag$ ! au?or 9 ! production ( ?is volume4 ,a li/ ( ackn[l$gm5ts w\ld include typograph]s ( int]national note & typograph]s-to-be ^: pr5tice h&s ne$ guidance4 ,x w\ld include (fice associates & ^? ( ! workrooms ^: int]e/ & att5tion to te*nical details help$ mu* 9 ! ef=t to make ! "w wor?y4 ,!re is "o1 h[ev]1 7 su* a li/ pr9t$1 ^: "n w\ld lead all ! re/1 ! man :o1 back 9 #aijc1 conceiv$ ! idea ( ?is book2 )\t ^: bus9ess support ?is elaborate & co/ly "w w\ld h be5 impossible2 ^: ideals h be5 an inspiration2 ^: confid5ce & enc\ragem5t g5]at$ ! en]gy & en?usiasm t h att5d$ ! au?or dur+ ! f\rte5 ye>s 9 :i* ?is "w has be5 build+4 ,x is a privilege to pay ?is tribute to ,john ,clyde ,oswald4 ,,edmund ,g4 ,,gress4 ,new ,york1 ,july1 #aiag4 ,,synopsis ,,( ,,cont5ts ,,"p ,,"o ,,:5 ,,books ,,7 ,,writt5 ,page #a ,! pr9t] & typography--,def9itions & d]ivations ( trade words-- ,pr9t+ ) sep>ate types practic$ betwe5 #adej-adee--;,books previ\sly writt5 by h& or pr9t$ f wood--,! ,middle & ,d>k ,ages--,lat9 9 writt5 books kept k alive--,mean+ ( 8manuscript0--,writ+ mat]ials--,arr[-%ap$ writ+ ( ! ,*aldeans-- ,papyrus rolls ( ! ,egyptians--,ink1 pap] & block-pr9t+ suppos$ly inv5t$ by ! ,*9ese--,dress$ sk9s & palm leaves us$ by ,h9doos-- ,! ,hebrews wrote ^u /ones & animal sk9s--,we owe ! pres5t ,roman alphabet to ! ,phnicians--,! ^w 8alphabet0 d]iv$ f ! fir/ two lett]s ( ! ,greek alphabet1 ,alpha & ,beta--,! b>ds ( ,greece-- ,manuscripts writt5 by slaves--,papyrus import$ f ,egypt--,developm5t ( p>*m5t1 & :at x is--,! great ,alex&rian libr>y--,l5g? ( rolls-- ,/ory ( 8,septuag9t0--,de/ruction ( ! ,alex&rian libr>y--,rome sup]s$es ,alex&ria z an intellectual c5t]--,cs> cr$it$ z ! f\nd] ( ! fir/ newspap]--8,%ort-h&0 writ+--,! p]iod ( ,emp]or ,augu/us a memorable "o 9 lit]ature--,produc+ l>ge editions ( manuscript rolls--,books 7 pl5tiful & *eap--,elaborate p>*m5t rolls--,orig9 ( flat-%eet books--,h+$ wax$ tablets--,de/ruction ( ! libr>y at ,con/ant9ople--,drift ( lit]ature t[>d ! ,ea/-- ,transcrib+ & decorat+ holy writ+s 9 ! mona/]ies ( ,europe-- ,monopoly ( le>n+ gave p[] to ,*ur* ( ,rome--,s9ce ! sev5? c5tury mona/]y manuscripts 9 ,lat91 ! (ficial language ( t *ur*--,translation ( ,bible into 8,vulg> tongue0 =bidd5--,william ,tyndale's ,engli% translation--,m>t9 ,lu!r's ,g]man translation--,mak+ ( manuscript books 9 ! ,middle ,ages--,/4 ,b5$ict sets ! monks to "w copy+ manuscripts--,popul>ity ( cloi/]s--,! scriptorium & ! rules gov]n+ scribe or copyi/--,tools & mat]ials--,rubrics-- ,illum9at+--,! copyi/ at "w--,a beautiful ,iri% book--,illum9ators' colors & b9d+ ( manuscript books--,missal1 ,psalt]1 ,book ( ,h\rs-- ,donatus1 books associat$ ) ! ,middle ,ages--,fir/ types 7 imitations ( curr5t ,go?ic lett]+--,types cut 9 /yle ( ,roman lett]+--,anci5t ,roman writ+ all capitals--,evolution ( ,roman capitals into small or l[]-case lett]s--,! uncial & half-uncial--,m9uscule & majuscule--,developm5t ( writ+ t[>d bo? heavy po9t$ ,go?ic & ! ,roman /yle us$ by ,ni*olas ,j5son--,cursive1 a 8script0 lett]4 ,,! ,,orig9 ,,( ,,typography ,page #g ,! inv5tion ( typography m>k$ ! beg9n+ ( a new civilization-- ,! beg9n+ & end ( ! ,middle ,ages--,pr9t+ ) sep>ate metal types an evolution--,dem& = play+ c>ds & sacr$ pictures--,engrav$ wood blocks--,block books1 & me?od ( pr9t+ !m--,color+ c>ds & pictures by means ( /5cils--,! olde/ dat$ specim5 ( pr9t+--,! fir/ block books probably ,lat9 gramm>s--,! 8,art ( ,dy+10 ! 8,bible ( ! ,poor10 & ! 8,mirror ( ,human ,salvation0--,:51 :]e & by :om 0 typography inv5t$8--,! inv5tor fail$ to pr9t 8 "n on 8 product--,almo/ e ,european c\ntry claim$ ! honor--,all claims disprov$ except+ ^? ( ,g]many & ,holl&--,weight ( evid5ce is ) ,g]many--,typography 0 practic$ by ,gut5b]g at ,ma9z "s "t dur+ #adej-adee--;,claims ( priority = ,co/] ( ,ha>lem--,/ory ( ! inv5tion by ,ulri* ,zell ! e>lie/ te/imony on ! subject--,di]ick ,coornh]t's v]sion--,! unfai?ful s]vant--,dignifi$ gray heads po9t out ! h\se ( 8! fir/ pr9t]0--,hadrian ,junius & 8 8,co/] ,leg5d0--,fa%ion+ ! b>k ( a bee* tree 9 ! =m ( lett]s-- ,*ang+ ! lett]s to lead & !n to t9--,old w9e flagons melt$ into type--,a workman1 ,john ,fau/1 /eals ! type-mak+ in/rum5ts-- ,cornelis1 an old book b9d]--,! /ory dissect$--,pet] ,scriv]ius has ano!r v]sion--,a clap ( ?und]--,confusion ( dates--,a /atue erect$ to ,co/] 9 ,ha>lem--8,true & rational acc\nt0 by "o ,leiz--,g]>d ,me]man's /ory--,! %]iff :o pr9t$ ) wood5 types--,robb$ by a bro!r ( ,johann ,gut5b]g--,jacob ,kon+ aw>d$ a prize = 8 essay on ! inv5tion--,makes rese>*es 9 ,ha>lem ar*ives--,corroborates "s details 9 prec$+ /ories--,= _m ye>s ,co/] giv5 equal honor ) ,gut5b]g--,inve/igations by ,dr4 ,anton ,van d] ,l9de--,=g]ies & misrepres5tations reveal$--,ha>lem practically surr5d]s its claim & alt]s its s*ool books--,records ( ,l\w]ijs ,janszoon & ,laur5s ,janszoon ,co/]--,van d] ,l9de goes to ,g]many1 alt]s 8 "n & writes a book--,hessels translates ! book into ,engli%1 & aft]w>d becomes a ,ha>lem advocate--,co/] pro(s are weak--,ha>lem claimants unable to agree z to ,co/]'s id5tity--,gut5b]g a tangible human be+1 & probable inv5tor ( ! art--,p>5tage ( ,gut5b]g--,! family removes f ,ma9z presumably to ,/rassburg--,0 ! new art practic$ at ,/rassburg8--,records ( a lawsuit--,gut5b]g agre$ to tea* ,&rew ,dritzeh5 c]ta9 trade secrets--,fu/ l5ds money to ,gut5b]g & takes a mortgage on 8 pr9t+ (fice--,fu/ seizes all types1 presses & books--,records ( ?is suit evid5ce ( ,gut5b]g's inv5tion--,! fam\s ,=ty-two ,l9e ,bible--,gut5b]g aga9 e/abli%es himself z a pr9t]--,an appo9tm5t f ! ,bi%op ( ,ma9z--,dies ab\t #adfh--;,h4 ,noel ,humphrey's tribute--,pet] ,s*ff]--,copies books at ! ,univ]sity ( ,p>is--,becomes ,gut5b]g's assi/ant--,assumes *>ge aft] 8 ma/]'s dea?--,m>ries ,fu/'s daught]--,! new firm publi%es a ,psalt]--,fir/ book ) a pr9t$ date--,features ( ! book4 ,,! ,,spread ,,( ,,typography ,page #ac ,! city ( ,ma9z--,a conflict betwe5 two ar*bi%ops--,! city is set afire--,fu/ & ,s*ff]'s pr9t+ (fice burn$--,! workm5 flee to v>i\s p>ts ( ,europe--,a table ( ! spread ( typography f ,ma9z-- ,9 ,g]many--,john ,m5tel at ,/rassburg--,albre*t ,pfi/] at ,bamb]g--,ulri* ,zell at ,cologne nev] pr9t$ a book 9 ! ,g]man language--,arnold ,t] ,hoorne fir/ to use ,arabic num]als--,gun!r ,za9] at ,augsburg fir/ 9 ,g]many to pr9t ) ,roman *>act]s--,he9ri* ,keff] at ,nuremb]g--,john ,s5s5s*midt at ,nuremb]g & ,bamb]g--,! ,bamb]g ,missal--,an?ony ,koburg] at ,nuremb]g _h tw5ty-f\r presses 9 op]ation--,9 ,italy-- ,fir/ type pr9t+ done 9 ! mona/]y at ,subiaco--,conrad ,s*we9heim & ,arnold ,pann>tz br\ght f ,g]many--,ulri* ,hahn fir/ pr9t] 9 city ( ,rome prop]--,john de ,spira fir/ typograph] at ,v5ice & _h exclusive "r--,ni*olas ,j5son comes to ,v5ice & uses a new ,roman type-face--,/ory ( 8 introduction to ! art--,! fir/ page ( display$ type composition--,j1 ,u & ,w n 9 books pr9t$ by ,j5son--,8 (fice passes to ,aldus ,manutius--,italic introduc$--,aldus r$uces ! size ( books & sugge/s ! pr9t+ ( a polyglot ,bible--,works ( ,pet] ,paul ,porrus & ,augu/9 ,ju/9ian--,aldus assi/$ by s*ol>-refugees f ,con/ant9ople--,8 complete "n--,v5etian pr9t+ (fices & _! product--,b]n>do ,c5n9i at ,flor5ce--,johann ,numei/] at ,foligno-- ,9 ,switz]l&--,b]told ,ruppel at ,basel--,?is city gave ,france its fir/ typograph]s--,john ,frob5 at ,basel--,erasmus has him pr9t 8 books--,9 ,france--,ulri* ,g]+1 ,m>t9 ,crantz & ,mi*el ,friburg] at ,p>is--,g]+ becomes ri*--,sectional wood bord] on book pr9t$ by ,philip ,pig\*et = ,simon ,vo/re--,h5ry ,e/i5ne at ,p>is--,fir/ ( illu/ri\s family ( typograph]s--,rob]t ,e/i5ne be/ kn[n & mo/ s*ol>ly--,flees to ,g5eva1 ,switz]l&1 = safety--,dies !re aft] a labor ( love--,9 ! ,ne!rl&s--,a press erect$ at ,utre*t--,col>d ,mansion & ,william ,caxton at ,bruges produce ! fir/ book pr9t$ 9 ,engli%--,van d] ,goes at ,antw]p--,*ri/oph] ,plant9 at ,antw]p gave r5[n to t city--,8 pr9t+ (fice n[ a museum--,a polyglot ,bible 8 greate/ "w--,l\is ,elzevir1 f\nd] ( a family ( le>n$ pr9t]s1 at ,leyd5--,! second ,l\is ,elzevir at ,am/]dam--,johannes ,&riesson at ,ha>lem--,9 ,engl&-- ,william ,caxton ! fir/ to set type 9 t c\ntry--,appr5tic$ to a m]*ant & goes to ,bruges--,becomes ,gov]nor--,ent]s ! s]vice ( ! ,du*ess ( ,burgundy--,translates a 8,hi/orie ( ,troye0 & le>ns h[ to pr9t x--,returns to ,engl& & sets up a press at ,we/m9/] ,abbey-- ,peculi>ities ( ,caxton's "w--,wynk5 de ,worde succe$s to ,caxton's bus9ess--,introduc$ ! ,roman lett] into ,engl&--,ri*>d ,pynson at ,london--,ri*>d ,grafton z a pr9t] ( ,engli% ,bibles translat$ by ,william ,tyndale & ,miles ,cov]dale--,tyndale suff]s dea?--,grafton imprison$ = pr9t+ ! 8,great ,bible0--,edw>d ,:ite*ur* 8 p>tn]--,john ,daye also imprison$--,fox's 8,acts & ,monum5ts0--,9 ,scotl&--,&r[ ,myll> & ,walt] ,*epman at ,ed9burgh--,9 ,irel&-- ,humphrey ,p[ell at ,dubl9--,9 ,nor? ,am]ica--,john ,cromb]g] at ,mexico ,city--,9 ! ,unit$ ,/ates--,/eph5 ,daye at ,cambridge1 ,mass4 ,,typography ,,9 ,,colonial ,,days ,page #ai ,m>tyrs 9 typographic hi/ory--,ecclesia/ical & political conditions 9 ,europe f ! sixte5? to eighte5? c5turies--,a book ( treaties on ! int5d$ m>riage ( ,que5 ,elizabe?--,oliv] ,cromwell enc\rages pr9t+ & lit]ature--,fir/ edition ( ,milton's 8,p>adise ,lo/0--,?omas ,roycr(t pr9ts ,brian ,walton's ,polyglot ,bible--,! fir/ book publi%$ 9 ,engl& by subscription--,pap] = ! "w all[$ to come 9 duty free--,c>d9al ,maz>9 discov]s a copy ( ,gut5b]g's ,=ty-two ,l9e ,bible--,*ap-books & some?+ ab\t !m--,poor repres5tatives ( ! art ( typography--,woodcuts & type batt]$ & worn--,p$dl$ by *apm5--,dicey books--,broadsides--,puritans l& at ,*>le/[n & beg9 to settle ,cambridge & ,bo/on--,rev4 ,jesse ,glov] solicits money = press & types--,contracts ) ,/eph5 ,daye to come to new c\ntry--,rev4 ,glov] dies--,daye rea*es ,cambridge ) outfit--,beg9s pr9t+ 9 #afci--,! fir/ "w--,! fir/ book--,poorly pr9t$--,presid5t ,dun/] ( ,h>v>d ,college appo9ts ,samuel ,gre5 to succe$ ,daye--,ano!r press & types add$--,an inv5tory--,! pr9t+ (fice discont9u$--,pr9t+ 9 ! colonies ( ,massa*usetts & ,virg9ia--,p5nsylvania second ,engli% colony to h typography--,william ,brad=d pr9ts an almanac--,brad=d arre/$ 9 ,philadelphia = pr9t+ an address--,type pages z evid5ce-- 8,pi$0 by a juryman--,brad=d goes to ,new ,york--,fir/ pr9t%op !re-- ,(ficial pr9t]--,publi%es ! fir/ ,new ,york newspap]--,b5jam9 ,frankl9--,ind5tur$ to 8 bro!r ,james--,! ,new ,engl& 8,c\rant0--,james is imprison$--,b5jam9 becomes ! publi%]--,! bro!rs disagree-- ,b5jam9 %ips to ,new ,york--,meets ,william ,brad=d & goes to ,philadelphia--,secures employm5t ) ,samuel ,keim]--,leaves = ,engl& to buy pr9t+ equipm5t--,goes to "w 9 ,london--,returns to ,philadelphia & />ts a pr9t+ (fice--,"o ( ! fir/ jobs--,publi%es 8,poor ,ri*>d's ,almanack0--,prov]bs widely quot$--,sells 8 %op to ,david ,hall-- ,qua9tness ( ,colonial typography--,comm5ts on reproductions--,page f a ,caslon specim5 book ( #agfd--,! "w ( ,bodoni4 ,,typography ,,9 ,,! ,,n9ete5? ,,c5tury ,page #bg ,william ,morris's decl>ation--,! fir/ pr9t$ book a te/imony to g5ius--,! fir/ cyl9d] press & fir/ l9otype 7 crudely con/ruct$--,typography at its highe/ po9t--,italian & ,g]man /yles contra/$--,^! /yles bl5d$ into ! ,colonial--,frankl9 z a typograph] comp>$ to ,aldus & ,plant9--,beg9n+ ( ! n9ete5? c5tury--,utility & art--,william ,ni*olson plans a cyl9d] press--,dr4 ,k9sley con/ructs a model--,a new roman type-face design$--,ornam5ts & bord]s disc>d$--,/yle ( typography becom+ un9t]e/+--,transition illu/rat$ by f\r title-pages--,*>les ,:itt+ham & ,william ,pick]+--,arti/ic qualities introduc$--,pun*es ( ,caslon ,old/yle recov]$--,a page 9 ,colonial /yle--,punctuation m>ks omitt$--,fifty ye>s ahead ( _! "t--,job pr9t+ ( mod]n developm5t--,newspap]1 book & job "w--,typography %\ld be bas$ ^u art f\ndations--,a ,book ( ,common ,pray]--,title-pages )\t ornam5tation--,job pr9t]s take to fancy typography--,imitations ( copp]plate engrav]s' "w--,a bus9ess c>d & a bill ( f>e--,*ang+ /yles appli$ to comm]cial head+s-- ,mac,kellar1 ,smi?s ,jordan--,a c>d ) apologies--,a long+ = pictures1 color & decoration--,brass rule & t9t blocks--,rem>kable skill exhibit$--,! 8,mod]n ,r5aissance0--,ma*9]y l$ typography away f art--,pr9t]s ?\ght !y 7 do+ arti/ic "w--,inspiration wrongly int]pret$--,=m+ ( a curi\s *a9 ( ev5ts--,! ,kelmscott ,press-- ,william ,morris1 arti/1 poet1 design] & craftsman--,frankl9 & ! ,frankl9 /ove--,morris & ! ,morris *air--,! influ5ce ( ,morris on h\se furni%+ & typography--,8 home--,le>n$ to pr9t & to make pap]--,designs type-faces--8,gold50--8,troy0--,draws decorative initials & bord]s--,additional designs by ,burne-,jones--,morris criticis$-- ,revolutionizes typography--,aubrey ,be>dsley--,w ,bradley--,a c\ntry pr9t]--,/udies art 9 ,*icago--,! 8,wayside ,press0--8,bradley3 ,8 ,book0-- ,inspir$ by bo? pa/ & pres5t--,a new typography--,comb9es ) ! ,univ]sity ,press--,becomes an int]e/+ subject = discussion--,an op9ion by ,george ,fr5*--,attempts ano!r new /yle ( typography-- ,pr(use ornam5tation--,works rapidly--,bradley & 8 cli5ts--,8 p]sonality--,influ5ce ^u ! ,am]ican /yle ( typography--,o!r influ5ces-,!odore ,l4 ,de ,v9ne--,has a college degree--,appr5tice 9 a c\ntry pr9t%op--,job compositor ) ,francis ,h>t--,takes *>ge ( ! bus9ess--,a writ] on pr9t+ subjects--,expon5t ( ! cons]vative & dignifi$ 9 typography--,%\ld be no conflict betwe5 ! /yles ( ,morris1 ,de ,v9ne & ,bradley--,= diff]5t purposes--,! compositor mu/ decide--,de ,v9ne a lead] 9 p]fect+ mod]n me?ods--,designs a type-face--,p]suades pr9t]s to gr\p word+--,*>les ,t4 ,jacobi--,has done mu* = typography 9 ,engl&--,responsibilities ( ! mod]n typograph]--,und]rat+ ! value ( hi/ory--,all k is valuable4 ,! *apt]s foll[+ are devot$ to ! consid]ation ( typography z practic$ 9 ! tw5tie? c5tury4 ,,"p ,,two ,,! 8,,lay\t0 ,,man ,page #ce ,typography 9 ! tw5tie? c5tury--,comp>$ ) ! pa/--,p]fection n atta9able--,! _s ( ! ma/] craftsman--,inspir$ "w--,! necessity ( c>eful prep>ation--,e pr9t%op %\ld h a lay\t man--,:5 a build+ is erect$--,quality pr9t+ is n accid5tal--,%op /yle--,lay\t m5 9 l>ge & small %ops--,please ! cu/om]--,typography ess5tially a bus9ess vocation--,ord]s obta9$ ?ru 8dummies0 submitt$--,select+ a lay\t man--,type equipm5t %\ld be appropriate & suffici5t--,a work+ outfit = ! lay\t man--,portfolio ( sample %eets--,lay+ out a small booklet--,pap]1 m>g9s1 type page & size ( type--,words to a squ>e in*--,arrangem5t ( title-page--,specim5 pages 9 available body type--,use ( crayon & p5cil--,dummy submitt$ to cu/om]--,duplicat+ x 9 ! workrooms--,dummy %eets = p]iodicals & l>ge catalogs--,incorporat+ illu/rations 9 ! text matt]-- ,m>k+ copy = ma*9e composition--,! av]age /ation]y job--,a pat*work ( typographic /yles--,diff]5t results if h&l$ by a lay\t man--,/udy+ color h>mony--,det]m9+ color comb9ations--,! cold] color %\ld pr$om9ate--,indicat+ ! f9i%$ result--,pro(s 9 ! colors & on ! /ock to be us$--,bl5d+ pap] /ock--,lay+ out adv]tisem5ts4 ,,h>mony ,,& ,,appropriat5ess ,page #da 8,leit-motif0--,! c5tral idea 9 composition--,h>mony & appropriat5ess--,und]valu+ _! importance--,:at is appropriate8-- ,discrim9at+ judgm5t requir$--,discreet selection ( type1 ink & pap]--,x makes a diff]5ce--,z to type-faces--,z to inks--,z to pap]s-- ,simplicity synonym\s ) good typography--,! ideal pr9t%op-- ,h>moni\s type-faces1 ink colors & pap] /ock--,c]ta9 am\nt ( contra/ desirable--,all capitals or all l[]-case--,h>mony ( type-faces & bord]s illu/rat$--,typographic s9s--,9 typography !re %\ld be a motive--8,is x appropriate80--,an ar*itectural motive--,9 :i* /r5g? is ! motive--,design sugge/$ by an old lock-plate--,typographic motive f\nd 9 woodcut bord]s & initials ( e>ly pr9t]s--,a mill9]y booklet cov]--,a page sev]ely pla9 & non-s5tim5tal--,a program = a *ur* s]vice appropriate to ! environm5t--,a page 9 keep+ ) a fe/ive _s--,typograph]s %\ld give support to arti/s--,! ,colonial ar* & a title-page--,! bett] ! typograph]1 ! m re/ra9t w he ex]cise4 ,,tone ,,& ,,contra/ ,page #dg ,a /ory ( :ite & black--,a comb9ation popul> ) writ]s1 pr9t]s & read]s--,uni=mity ( tone or dep? ( color--,a mixture ( irregul> gray & black tones inexcusable--,art pr9ciples too (t5 ignor$-- ,contra/ necess>y1 b uni=mity %\ld n be sacrific$--,art makes concession to utility--,a "r way & a wrong way--,unju/ blam+ ( ! cu/om]--,a ,g]man example ( uni=m tone--,practical demon/ration ( uni=m tone--,f\r ornam5ts1 ^u :i* f\r pages are con/ruct$-- ,contra/1 f ! viewpo9ts ( art & utility--,less5+ ! contra/ betwe5 pr9t & pap]--,a compromise--,impress+ ! pr9t firmly on antique pap]--,sett+ ! pr9t da9tily ^u glossy pap]--,lack ( arti/ic feel+ responsible = unpleasant contra/s--,great contra/ is ecc5tricity--,m>k ,twa9 & contra/s--,cov]-page %\ld be d>k] ?an title-page--,! tone ( a mass$ page--,controll$ by spac+--,duplicat+ ! tone ( a p5-&-ink illu/ration--,a spott$ black tone--,equaliz+ ! tone by us+ light] ink--,spac$ capitals & op5-l9e illu/ration--,a classic int]pretation ( uni=m tone--,*>act]i/ics & tone sup]bly bl5d$--,initial & headpiece %\ld approa* ! tone ( ! type page--,uni=m tone betwe5 display l9e & bord]--,catalog illu/rations %\ld /& out 9 relief--,outl9e type-faces to obta9 gray tone on newspap] page--,lett]spac+--,all l9es %\ld be simil>ly spac$--,an unusual head+4 ,,portion1 ,,balance ,,& ,,spac+ ,page #ec ,symmetry is necess>y to beauty--,:at has art to d ) pr9t+8--,two views--,! book pr9t] & ! job pr9t]--,pleas+ ! few or be+ all ?+s to all m5--,pr9t+ z a bus9ess & z an art--,art is ess5tial to pr9t+--,/udy ( art ar\ses ambition--,unfolds a new _w-- ,proportion--,book pages--,! wid? & l5g? ( a page--,position ( ! page--,m>g9s--,! job pr9t] & proportion--,relation ( %ape ( type-face to page--,cond5s$ types = n>r[ pages--,ext5d$ types = wide pages--,ar*itecture z an example--,v]tical & horizontal l9es--,! relation ( l9es to proportion--,a page ) ornam5t1 type-face & page design 9 proportion--,irregul>ity & :5 x may be introduc$--,a type l9e l>ge or small by contra/--,! happy m$ium--,balance1 an important subject--,type l9es horizontally c5t]$--,safety f blund]s-- ,out-(-!-c5t] balance--,! po9t ( v]tical balance above c5t]-- ,te/+ balance to ! limit--,diagonal arrangem5ts %[ lack ( imag9ation--,spac+--,its prop] apportionm5t--,an important feature :5 lett]s are design$--,! capital ,l--,emphasis by means ( spac+--,! effect ( sep>ate l9es--,%\ld be an ev5 page tone--,di/ribut+ display l9es ov] ! entire page--,gr\p+ !m at ! po9t ( balance--,spac$ words 9 n>r[ measures--,a good sign :5 "o recognizes imp]fections4 ,,ornam5tation ,page #ei ,! human race has a lik+ = ornam5tation--,natural & artificial beauty--,nature furni%es motives = man's "w--,! av]age man giv+ ?\ght to art--,beautiful ?+s all ab\t--,privileges ( museums & art gall]ies available to pr9t]s--,take less ?\ght ( food & raim5t & ^! ?+s %all be add$--,is ornam5tation necess>y to art typography8--,pap] z embelli%m5t--,cov]+ poor /ock ) decoration-- ,ornam5ts "u lock & key--,revis+ ideas ( art--,ab/95ce--,us+ ornam5ts ) discrim9ation--,/udy ( significance & appropriat5ess-- ,motive or reason 9 ornam5tation--,italian & ,g]man influ5ces--,h>mony because ( sympa?y betwe5 arts & crafts--,inh>moni\s ideas ( sev]al p]sons--,relation ( typography to ar*itecture %[n 9 alphabets--,roman & ,go?ic--,ornam5tation bo? inv5tive & imitative-- ,conv5tionaliz$ ornam5t--,) or )\t p]spective--,?+s :i* h inspir$ ! decorator--,arti/s' "w full ( mean+--,leaves1 my?ical be+s1 sacr$ animals--,ar*itectural designs on title-pages--,egg-&-d>t & bead ornam5ts--,results ( obs]vation--,designs ?\s&s ( ye>s old--,typographic bord]s--,triple division ( ta/e--,! sev]ely pla91 ,doric--,! slightly ornam5tal1 ,ionic--,! elaborately ornam5tal1 ,cor9?ian--,/urd9ess & grace--,diff]5ce 9 ideals & pref]5ces-- ,"s delight 9 magnific5ce1 o!rs 9 pla9ness--,! ?ree divisions ( ta/e appli$ to typography--,! /yle ( ar*itecture & home furni%+s influ5ce typography--,! 8mission0 /yle & /raight l9es-- ,! frivol\s rococo /yle & curv$ l9es--,rococo type ornam5tation n successful--,a /yle to please ^? :o l nei!r ! sev]ely pla9 nor ! elaborately ornam5tal--,ornam5t second>y--,%\ld n di/ract att5tion--,excess ( embelli%m5t--,*ipp5dale fir/ made furniture s]viceable1 !n add$ ornam5t--,regul>ity & v>iety 9 repetition--,f\r classes ( ornam5t--,bas$ ^u geometrical l9es1 ^u foliage1 ^u ! inanimate1 & ^u ! animate--,initials z means ( ornam5tation--,corn] ornam5ts--,decoration ) a motive--,rev]s+ half ( a design--,a page ) b a s+le ornam5t--,pres5t-day pref]5ces are = ,go?ic r ?an = ,italian type ornam5ts--,! reason-- ,ornam5tation4 ,,! ,,typography ,,( ,,books ,page #fg ,good ta/e important 9 production ( books--,judgm5t p]fect 9 "o respect & erratic 9 o!rs--,good ta/e & cons]vatism--,cat]+ to fa%ion leaves unsalable /ock--,cons]vatives are few--,pr9t$ ?+s t please = ! mom5t--,art reasons 9 book typography applicable to job typography--,! job compositor draw+ clos] to 8 book bro!r--,! book typograph] gov]n$ by prec$5t--,! cons]vative man con/ructive--,! radical de/ructive--,ma/]pieces disc>d$ = frivol\s ?+s--,morris set out to *ange book typography--,he (f]$ ! good ?+s ( ! old ma/]s--,age n pro( ( m]it--,good typography always good--,book indu/ry 9 ,am]ica trem5d\s--,c>negie at fir/ ridicul$1 n[ ackn[l$g$ a b5efactor--,! ne$ ( good books well pr9t$--,majority ( books poorly pr9t$--,r>ely d read+ pages1 title-page & cov] h>monize--,cov] only "p giv5 arti/ic att5tion-- ,%\ld be hone/ly :at x seems--,a book model 9 its way--,n a l9e 9 capitals--,only two sizes ( type on title-page--,*apt] head+s cl+ to type page--,m>g9s--,surface cov]$--,proportion--,bruce ,rog]s--,designs books = ! ,riv]side ,press--,reg>d = ! appropriate--,! lit]>y motive ! cue--,sugge/+ a product ( ! middle n9ete5? c5tury--,two pages ) faults--,inh>moni\s typography--,! co/ ( an appropriate title-page ridicul\sly small--,provide display faces to mat* ma*9e lett]s--,arti/ & typograph] & ! lit]>y motive--,composite ,colonial & mod]n--,unf9i%$ effect--,books t l5d !mselves to decoration--,s]i\s books--,typographic results exceptionally good--,g5]al use ( bord]--,title page an excell5t example--,read+ matt] close to bord]--,"o m>g9--,/yle ( ! mod]n novel--,mod]n book composition set on ! l9otype--,an unconv5tional page--,page f a book writt5 & illu/rat$ by ,w ,bradley--,h>mony betwe5 type-face & decoration-- ,effectiv5ess ( a pla9 initial--,title-page ( classic design--,dignifi$ beauty--,classic feel+ 9 a mod]n title-page--,a s]i\s ef=t by ! ,roycr(t]s--,page f a book by ,de ,v9ne--,an ecclesia/ical book by ,updike--,improv+ typography 9 ,am]ica--,a book ) a ,fr5* motive-- ,avoid+ commonplace types--,fonts f old matrices--,specially design$ faces--,arrangem5t ( a book--,fly leaf1 sub-title1 title-page1 copyright notice1 impr9t1 table ( cont5ts & illu/rations1 preface1 frontispiece1 d$ication1 index--,numb]+ ! pages--,! space "u runn+ titles--,l[]+ ( ! *apt] head+s--,! space ar\nd initials--,position ( a book page--,em-quad or en-quad betwe5 s5t5ces8 ,,booklets1 ,,pamphlets1 ,,bro*ures1 ,,leaflets ,page #ge ,misuse ( ! ^w 8booklet0--,def9itions ( booklet1 pamphlet1 bro*ure1 leaflet--,*ap-books--,! booklet's mission educational--,us]s--,ideas ( writ] & arti/ %\ld be bl5d$--,h>moni\s & complete--,pr9t]s h _m arti/s to select f--,! connect+ l9k betwe5 job typography & book typography--,bl5d+ ! typography ) a lett]$ title-page--,pure typographical effects--,approv$ faces--,?ree s]ies only--,a page "o likes to read--,reluctance to explore ! pa/--,und]/&+ ( typography--,type alone c be effective--,good typography to be pref]r$ to poor art "w--,di/9ctive features--,space betwe5 s5t5ces--,dignity 9 lett]+ & decoration--,title labels--,a small am\nt ( read+ matt]-- ,plac+ an illu/ration t is out ( proportion--,c>e 9 ! details ( typesett+--,results ( c>eless typography--,buy]s slaves to conv5tionality--,newness & bright color+ t gets att5tion-- ,l[]-case lett]s = capitals--,int]e/+ decorative head+s--,! initial furni%es a spot ( black--,no decoration ( any k9d--,dep5d+ on type-faces & pap] = results--,swa% italic capitals & lett]spac$ capitals--,*apt] head+ n sunk--,sugge/ions f lett]$ designs--,a /&>d type = old-/yle effects--,lett]+ 9 ,caslon /yle on blue-pr9ts--,a memorial volume--,/rict typographic h>mony--,sugge/+ su* volumes-,japanese pap] pr9t$ on "o side--,simple typography--,liv+ 9 an arti/ic atmosph]e--,pr9t+ j\rnals--,specim5 booklets = /udy purposes--,pr9t]s dep5d too mu* on arti/s--,possibilities ( type arrangem5t nev] exhau/$--,work+ toge!r4 ,,catalogs ,page #hc ,?ree bran*es ( ar*itectural virtue appli$ to ! catalog--,act well1 speak well1 look well--,! days :5 ! catalog 0 a het]og5e\s collection ( woodcuts & type-faces--,n[ c>e & ta/e %[n--,! catalog a portable %[ case--,prop] display ( goods makes sell+ easi]--,play+ up ! ord9>y--,a block ( m>ble1 r\gh & c>v$-- ,/&>diz+ ! dim5sions ( catalogs--,eng9e]s recomm5d /&>d sizes--,o!r sugge/ions--,ov]lapp+ cov]s--,titles on expos$ backs--,date-- ,index c>d inclos$--,copy %\ld be legible--,a dummy %\ld be pass$ on-- ,decoration supplem5tal--,express+ p]sonality--,! p5alty ( be+ an av]age typograph]--,! envy ( ma/] pr9t]s ( old--,horizontal position ( illu/ration--,brass rule well us$--,a design full ( "*--,description fac+ illu/ration--,small am\nt ( read+ matt]--,r$ bord]s--,v>iety & int]e/ by simple means--,cov]-page built on an illu/ration--,mod]n ,g]man typographic ideas--,bold type desirable :5 color is to be %[n--,an art museum catalog--,secur+ value f backgr\nd--,te*nical details kept ord]ly--,a book-catalog page--,rule bord] adds decorative quality--,typography seldom receives ! att5tion x des]ves--,an uncommon catalog page--,tabul> treatm5t = a high-class w9e li/--,! /one reject$ by ! build]--,a da9ty ,g]man page--,a legible ornam5tal lett]--,abs5ce ( roman l[]-case--,appropriate woodcut--,m>g9al di/ribution--,reali/ic pictures--,gloves well %[n--,usual me?od ( sell+--,tabul> matt]4 ,,programs ,page #ia 8,let all ?+s be done dec5tly & 9 ord]0--,f\r classes ( programs-- ,programs ( sacr$ s]vices--,(f] opportunity = arti/ic treatm5t-- ,significance an important elem5t--,! key to ecclesia/ical pr9t+-- ,rubrics--,a mod]n int]pretation ( ! hi/oric--,po9t$ ,go?ic type-face--,uncial rubricat$ initials--,r$ l9es--,a significant device-- ,prejudices among cl]gym5--,a *ur*ly aspect by rubrication--,arrang+ num]\s small titles--,economiz+ space--,an almo/ p]fect specim5 ( *ur* program pr9t+--,a speciali/ on *ur* typography--,program ( l5t5 s]vices--,a small program1 ) a page = ea* ev5t--,arrang+ a program ) little matt]--,! dance program--,%\ld be da9ty--,/ock fold]s--,mu/ 8look l a dance program0--,a typographic dance c>d-- ,c5t]$ dots 9 place ( p]iods--,uni=m bord] treatm5t on an out+ program--,an unconv5tional dance program--,banquet programs & v>i$ treatm5ts possible--,value ( ! decorative bord]--,arrangem5t ( type matt]--,a backgr\nd 9 olive--,! m5u program 9 small booklet =m--,m5u di%es 9 ! =m ( *ecks--8,ha%0 & 8,reha%0--,a bit ( fun--,a classic m5u-page--,a /yle appropriately humor\s--,eat+ 9 a =eign language-- ,side hits--,arti/ic treatm5t simulat+ woodcut decoration--,a simply con/ruct$ m5u page--,unique arrangem5t--,titles at ! left--,symmetrical arrangem5t--,programs = ent]ta9m5ts & ex]cises--,! commonplace program a disappo9tm5t--,arti/ic programs--,a ref9$ page by ,updike-- ,features ( int]e/ 9 a page by ,rog]s--,admirable treatm5t ( a brief program--,appropriate decoration ov]pr9t$ by type--,a page dom9at$ by ! ,go?ic /yle--,li/ ( *>act]s unusually display$--,a neat page 9 ,caslon type--,! program conta9+ small adv]tisem5ts--,!at] programs ex]t influ5ce on public ta/e4 ,,ann\ncem5ts ,page #ii ,publicity ess5tial to success--,ann\ncem5ts ! mod]n repres5tative ( ! public cri]--,n conf9$ to any size or %ape--,(t5 consi/s ( only "o page--,! mo/ p]sonal ( pr9t$ m$iums ( publicity--,! pr9t] dep5d$ on = sugge/ions & advice--,confid5ce ( ! cu/om] an asset--,imitation engrav$ ann\ncem5t ! mo/ common--,all[s ( no orig9al or decorative treatm5t--,! cobbl] & t9k]-- ,satisfaction f "w well done--,! uncommon typograph] n gov]n$ by usual w>n+s--,an ann\ncem5t fold] ( a quality seldom atta9$-- ,po9ts ( int]e/ 9 a ,caslon page--,black text lett] & a g5]\s size ( %eet--,/urdy mascul9e lett]+--,! human quality ( imp]fection--,a c>tooni/'s task--,broad /rokes make a lib]al %[+ ( color possible--,classic dignity--,ornam5ts z eye-attractors--,a po/al-c>d ann\ncem5t--,"o-t5? manual labor & n9e-t5?s bra9 ex]cise-- ,mi/ake to make type-face v l>ge or v small--,obta9+ v>iety & emphasis by use ( italic & small capitals--,spac+ ( l[]-case--,"o size ( type only--,division into two type gr\ps--,a /udy 9 tone values-- ,h>mony ( type-face & decoration--,a brief ann\ncem5t--,colonial effects--,appropriate typography bas$ on an e>ly newspap]--,lack ( m>g9s & abs5ce ( pr9t--,heavy- & light-fac$ rule--,great] legibility :5 l9es are sep>at$--,a misplac$ initial--,a blott] ann\ncem5t--,pr9t]s' own ann\ncem5ts4 ,,tickets ,page #ajg ,good results by accid5t--,a good job ( pr9t+ %\ld be an ev]yday occurr5ce--,lack ( int]e/ reason = non-developm5t--,any man n int]e/$ 9 8 vocation to be piti$--,?\ght conc5trat$ on typography--,effici5cy a gu>antee--,accept responsibilities--,! fir/ obs]vations ( a /ud5t--8,none p]fect1 no n "o0--,tickets af=d practice ( art pr9t+--,_m !mes & /yles 9 typography-- ,res\rcefulness a valuable *>act]i/ic--,ticket =ms especially design$--,"o bas$ ^u a classic motive--,an idea f anci5t ,rome-- ,capitals slightly spac$--,! hi/oric ,go?ic or *ur* /yle--,contra/ by ! use ( color--,a mod]n conception ) a mascul9e motive--,! m>g9s ( two /yles--,an odd & /rik+ effect--,mod]n treatm5t bas$ ^u ! ,colonial--,a booki% effect--,an idea = a lecture c\rse--,:ite or color$ /ock8--,a ticket ( peculi> int]e/ to wom5--,! geometric or secession /yle--,en?usiasm ov] new /yles--,build+ a h\se 9 ! s&s-- ,squ>e-fac$ type & squ>e ornam5ts--,an adaptation ( ! missal /yle--,inspiration f ,william ,morris & ,italian pr9t]s--,= educational & art functions--,a motive f ! art work]s ( ! ,middle ,ages--,a mod]n application ( classic type effects--,a purely ,colonial effect--,da9ty1 ref9$ treatm5t & symbolic decoration-- ,typography t is di/9ctly mascul9e--,orange is light] ?an black 9 tone--,an arrangem5t dictat$ by an ornam5t--,a ticket n easily duplicat$--,color backgr\nd--,corn] decoration 9 keep+ ) ! subject--,a motive f e>ly ,fr5* books--,typograph]s %\ld g ?ru ! _w ) eyes op54 ,,lett]heads ,,& ,,envelops ,page #aaa ,/&>d sizes--,s+le leaves & ! fold$ note %eet--,(ficial envelops--,fold+ ! %eets--,pr9t+ on f\r? page--,society /ation]y-- ,rul$ %eets seldom call$ =--,pap] & typographical treatm5t ( lett]head & envelops %\ld h relation--,/yle ( pr(essional /ation]y seldom *anges--,simple1 neat1 ref9$ typography--,color seldom well us$--,/yles furni%$ by li?ograph]s & /eel-die pr9t]s--,"w along /&>diz$ l9es--,a lett]head "o =m ( adv]tis+--,two tones ( type-face = mu* copy--,elaborate treatm5t seldom advisable--,all matt] 9 "o gr\p--,blank space a factor--,brief copy--,use ( a decorative device--,a h>moniz+ bord]--,a meet+ ann\ncem5t--,sugge/+ an ar*itectural panel--,appropriate to ! bus9ess--,all l9es ( same l5g?--,= a g5]al /ore--,resett+ ( a 8brick0 lett]head--,too lit]al--,injection ( individuality--,some?+ diff]5t--,attractive club /ation]y--,typographic neatness--,a copp]plate lett]head--,two di/9ct gr\ps--,italic on a head+--,inclos+ type matt] 9 a panel--,a l9e bord] f9i%+ (f ! edges ( a lett] %eet--,a spot ( decorative color--,! cross-l9e panel--,g]man treatm5t--,notehead by a book typograph]--,humor--,envelops a conv5i5ce--,its purpose & use--,adv]tis+ possibilities--8,aft] five days return to0--,m$ieval "*--,br++ out ! bus9ess--,an envelop corn] t is arti/ic--,elaborate treatm5t4 ,,billheads ,,& ,,/atem5ts ,page #aai ,suitable & dignifi$ type composition--,%\ld correspond 9 /yle to t ( lett]head--,/&>d sizes--,all[ance = head portion--,w9d[ envelops--,*ange 9 arrangem5t--,billheads ( a qu>t] ( a c5tury ago-- ,features ( ! av]age billhead or invoice--,composition ( a billhead-- ,trans=m+ a lett]head into a billhead--,classic typography--,typographic art & good ta/e on a billhead--,/ation]y ( a book deal]--,pr9t+ on color$ /ock--,l[] "p divid$ into columns--,a decorator's /ation]y-- ,bus9ess /at$ 9 firm "n--,cr$it bills--,use ( ! /atem5t--,o!r =ms us$ 9 bus9ess4 ,,package ,,labels ,page #abc ,effectiv5ess ( an attractive package label--,good clo!s & ! package--,selection ( wrapp+ /ock--,appreciation ( neat wrapp+-- ,druggi/s excel--,! art ( mak+ a good impression--,tw9e1 gumm$-pap] tape1 corrugat$ bo>d--,! pr9t$ label z a spot ( attraction--,! wrapp+ pap] z a backgr\nd--,two labels ( contra/+ treatm5t-- ,/rong] label /rik+--,labels n usually se5 at close range--,no /&>d size--,/ock t pa/es easily--,h& lett]$ labels z /udies-- ,italic ) a decorative quality--,a label design ) no bord]-- ,sugge/ion ( ,italian art--,closely-spac$ black-ton$ lett]+--,arti/ic quality & int]e/ by means ( typography--,a /udy 9 black & :ite-- ,! ,ald9e comb9ation--,bord]1 decorative device & lett]+ 9 ! same key--,a label design t c\ld be improv$--,a ,g\dy type arrangem5t-- ,label ) address pr9t$ 9--,/ock labels %\ld be /udi$4 ,,bus9ess ,,c>ds ,page #abg ,c\rtesies ( bus9ess--,! bus9ess c>d z an introduction--,sizes ( c>ds--,:ite c>ds pr$om9ate--,an attempt at /&>dization 9 arrangem5t--,a model ( dignity--,featur+ ! individual's "n--,contra/ 9 tone--,a specim5 ( h& lett]+--,a design ( /r5g? & int]e/-- ,an attractive black monogram--,decorative device 9 color--,an int]e/+ contra/--,high-hat & frock-coat treatm5t 9 ,fr5* /yle--,arrangem5t 9 block$ ,caslon capitals--,decorative device 9 t9t--,roman capitals ) italic--,a repres5tative ,g]man c>d--,! ^w 8decorators0 furni%es ! cue--,italic = da9ty effects--,a /rong1 simple arrangem5t--,classic arrangem5t 9 "o size ( type--,mu* in=mation on a c>d--,decorative treatm5t t c\ld be m]g$ ) ! /ock--,horizontal rule l9es--,a c>d 9 ,bodoni--,m ?an "o "r way--,/yles available = all likes & dislikes--,"* & p]sonality express$ typographically--,m individuality n[ p]missible--,copp]plate engrav]s set ! /yle = mu* bus9ess-c>d pr9t+--,h[ to obta9 results4 ,,! ,,blott] ,page #aca ,bus9ess c>ds & blott]s--,less re/ra9t & dignity--,co>s5ess %\ld be avoid$--,no long] an exp]im5t--,adv]tis+ values--,! size--,enamel$ surfaces--,a model typographic blott] ) cal5d>--,treatm5t %\ld be simple--,"o design ( type-face--,blank space lib]ally di/ribut$--,natural fre$om--,mo/ blott]s conta9 too mu* type matt]--,relief f sl$ge-hamm] adv]tis+--,blott] = p]sonal *eckbook--,good ta/e--,= a conv5tion--,pleas+ factors--,/rong contra/s--,read+ ! message z ! signature is blott$--,mascul9e treatm5t--,! "* ( an ar*itectural panel--,pleasure 9 us+--,mat]ial t is us$ & mat]ial t is n us$--,a model ( good ta/e 9 blott] typography--,! te/ ( "t--,a neat1 ref9$ arrangem5t--,! use ( l>ge type--,! n>r[ way-- ,gray features--,a t\* ( appropriat5ess--,o!r features4 ,,po/]s1 ,,c> ,,c>ds1 ,,w9d[ ,,c>ds ,page #ace ,po/] pr9t+ a specialty 9 l>ge cities--,type equipm5t well select$1 b n elaborate--,bl5d ( type-faces--,/&>d job faces duplicat$--,sizes ( po/]s1 c> c>ds & w9d[ c>ds--,color & lett]+--,:at ! po/] %\ld be--,view$ at clos] range--,typographic effects 9 po/] pr9t+--,a po/] t measures up--,a /udy ( composition--,contra/ ( color--,c>d 9 conv]sational /yle--,us+ types 9 a sane1 simple mann]--,/rong simplicity--,ref9em5t 9 !atrical pr9t+--,a /rong po/] 9 go?ic & 8secession0 bord]--,mak+ ! typography appropriate-,%akespe>ean typography--,decoration reproduc$ f orig9al s\rces--,usefulness ( a libr>y ( books--,a hang] 9 "o size ( type--,! ,colonial /yle ( type arrangem5t--,:y c>dbo>d is us$--,sugge/$ arrangem5t = excursion c>d--,pr9t]s & po/] pr9t+--,! be/ sale-bill compositor 9 ! c\ntry--,"w %\ld be done pr(itably--,po/] pr9t+ on a l>ge scale4 ,,adv]tisem5ts ,page #aci ,adv]tisem5ts1 bus9ess m5 & pr9t]s--,blame = ineffectiv5ess-- ,treat+ ! adv]tisem5t typographically--,/udy ( good type "w1 advice & judgm5t--,oratory--,a good speak] & a good typographic adv]tisem5t--,pr9t too small or too l>ge--,bluntness & =cefulness-- ,decorative attractiv5ess--,emphasiz+ significant p>ts--,! diff]5ce betwe5 sett+ type ) a /ick & sett+ x ) ! head--,assum+ a new =mation--,a multiplication ( small adv]tisem5ts--,easily read1 conv]sational /yle ( adv]tisem5ts--,n mu* to say--,popul>iz+ z9c--,a well-treat$ signature--,"o ( _m clev] adv]tisem5ts--,a peculi> dep>tm5t-/ore adv]tisem5t--,problems ( ! c\ntry newspap]--,typography influ5c$ by ! article adv]tis$--,text types 9 adv]tisem5ts--,h>moni\s sugge/ion--,a long li/ ( cities & ag5ts-- ,sell+ co/ly automobiles--,sugge/+ ,roman ar*itecture--,text gr\p 9 upp] "r corn]--,little display--,blank space well us$--,int]e/+ c\ntry-newspap] adv]tisem5t--,classifi$ adv]tisem5ts well display$4 ,,newspap]s ,page #adg ,neutral gray--,build+ suitable & h>moni\s typographic =m--,problem simpl] 9 e>ly days--,! ideal newspap]--,! title--,di/9ctive 9 design--,text lett]s--,us+ ! ends ( titles--,slogans & quotations--,date l9es--,! text--,small type--,n>r[ columns--,l5g?y exc]pts ind5t$--,! head+s--,fir/ newspap] a lett] & n set (f by head+s--,side head+s--,w>s develop$ display--,adv]tis+ ! cont5ts--,cond5s$ type necess>y--,h>moni\s type l9es--,italic to ov]come monotony--,panel$ head+s--,a f\r-deck s+le-column head+--,! make-up--,a good-look+ newspap]--,alt]nat+ l>ge & small head+s--,no adv]tisem5ts on front page--,position ( article ( mo/ importance--,panel$ news-- ,editorials--,usual position--,! sport+ page--,build+ adv]tisem5ts f ! l[] "r corn] ( ! page4 ,,p]iodicals ,page #aea ,mak+ publications attractive--,lett]] & decorator--,circus po/] type--,! poor always ) y--,_m p]iodicals good to look at & easy to read--,! dim5sions--,n9e by twelve in*es a favorite ) te*nical publications--,?ree gr\ps = magaz9es--,gr[+ l>g]--,pocket magaz9es-- ,! front cov]--,pa9t+s--,decorative designs--,paid adv]tisem5ts on ! front cov]--,appropriate views 9 halftone--,columns--,numb] decid$ by size ( type--,wide columns /ra9 ! eyes--,gut5b]g us$ two columns--,small type 9 v wide measures--,! m>g9s--,proportions z 9 good books--,good m>g9s spoil$ 9 b9d+s--,type-faces = ! text--,*os5 = legibility 9 small sizes--,sep>ation ) "o-po9t leads because ( lack ( desc5d]s--,diff]5ce 9 type-faces pr9t$ on coat$ & antique-f9i%$ pap]--,l9es ne$ to be sep>at$ by leads--,%\ld be well-=m$ z well z readable--,?9 l9es %\ld be cut a trifle /rong]--,type-faces = ! head+s--,same design z type = text matt]--,desirable1 b n always possible--,an in/ance--,l>ge1 black head+s %\ld be avoid$--,slightly decorative panels--,editorial head+s & titles--,make-up ( ! illu/rations--,a backgr\nd ( gray--,well balanc$--,text matt] betwe5 illu/rations--,same /yle on fac+ pages-- ,arrangem5t ( head+s--,!y sell ! cont5ts--,a well-adv]tis$ /ory-- ,! captions--,c5t]$ "u illu/rations--,9 two p>ts--,l9es ( same l5g?--,! editorial pages--,no /&>d /yle--,unlike o!r read+ pages-- ,features--,v]se 9 italic--,re/ra9t necess>y--,! adv]tisem5ts--,bold types ov]%ad[ text pages--,good ta/e--,n to be m+l$ ) text matt]--,treatm5t ne$ n be timid or blu/]+--,:5 adv]tis]s are be/ s]v$4 ,,h\se-,,organs ,page #afa ,little bro!r ( ! p]iodical & newspap]--,smalle/ & l>ge/ dim5sions--,favorite sizes--,self-cov]s & cov]s t are sep>ate--,n _m pages--,publi%$ regul>ly-,titles--,numb] ( columns--,m>g9s-- ,type-faces--,head+s--,h\se adv]tis+--,illu/rations1 descriptions & prices--,mi/ake to use d>k types ) illu/rations--,ideal typographic treatm5t--,useful & in=mative--,light matt] to ma9ta9 int]e/-- ,features--,bord]s & initials--,almanacs--,h\se-organs on blott] /ock--,9 newspap] /yle--,a we/]n pr9t]'s expression--,specim5s ( actual "w-- ,too mu* copy--,loose inclosures %\ld n prove a nuisance--,return po/ c>ds--,po/al regulations4 ,,type-,,faces ,page #afi ,type-faces n easily rememb]$--,nam+ & numb]+--,six repres5tative /&>d ,roman type-faces--,legible & good-look+ & possess+ "*--,caslon ,old/yle--,scot* ,roman--,*elt5ham ,old/yle--,cloi/] ,old/yle--,bodoni ,book--,fr5* ,old/yle--,private type-faces n consid]$-- ,p]man5cy & inve/m5t--,cloi/] ,old/yle bas$ on ,j5son's ,roman lett]--,n ! fir/ ,roman type--,caslon ,old/yle--,a hi/oric ,am]ican type-face--,approv$ by good pr9t]s z ! be/ & mo/ useful ,roman face available--,difficulties 9 ma*9e composition--,n an entirely new ,roman lett]--,/ory ( its design+--,ill-treat$ by mod]n f\nd]s--,! revival--,bodoni ,book--,ref9$ & legible--,its hi/ory--,mod]n ideas ( improvem5t--,scot* ,roman--,! l9k connect+ ! graceful old-/yle & ! sev]e mod]n ,roman--,fr5* ,old/yle--,capitals especially pleas+-- ,cadmus1 ! ,mayeur lett]--,*elt5ham ,old/yle--,design$ 9 ,am]ica & develop$ into a num]\s family--,! space above ! l9e emphasiz$ by long asc5d]s--,us$ = n>r[ booklets--,capitals awkw>dly l>ge-- ,developm5t ( ! ,roman type-face--,9 ! beg9n+ ,roman lett]s 7 9 capitals only--,l[]-case lett]s 9 =mation--,black ,lett] & ,:ite ,lett]--,j5son =tunate 9 ! selection ( a model--,comp>isons--,a *ange 9 =m--,moxon's draw+s ( ! alphabet--,made into type--,bask]ville's types rival ,caslon's 9 beauty--,bodoni ?rew typography out ( ge>--,8 types n s dress$ up & f9i%$ z at ! pres5t "t--,mod]niz$ ,old/yle--,*>act]i/ics ( ,roman type-faces--,! s]ifs--,has a decorative quality--,old/yles & ,mod]ns di/+ui%$ by s]ifs--,?ick & ?9 /rokes--,makes lett]+ int]e/+--,_! di/ribution--,*>act]i/ics ( p5-made lett]s--,asc5d]s & desc5d]s--,beauty 9 ! /rokes--,false logic--,proportion ( lett]s--,old ,roman capitals z models--,uni=mity 9 wid? reveal$ 9 typewrit] type--,legibility ( type-faces--,type matt] %\ld be easy to read--,te/s = legibility--,pr9t+ on a h>d-f9i%$ pap] & a s(t-f9i%$ pap]--,decid$ contra/s tire ! eye-- ,l[]-case m legible ?an capitals--,space betwe5 l9es necess>y-- ,space betwe5 words--,advantage ( close spac+--,possible 9 ma*9e composition--,words m easily read ?an lett]s--,gr\p ( words almo/ z easily read z "o ^w--,l5g? ( l9e--,recomm5dations--,size & k9d ( type %\ld be consid]$--,measur+ "o & a half alphabet--,te*nical & optical reasons--,te/+ newspap] types--,approv$ type sizes & lead+--,dr4 ,cohn's measurem5ts--,italic types--,! mate ( ,roman types--,0 fir/ cut by ,francia = ,aldus--,n m]ely an incl9$ ,roman--,moxon's ,italic lett]s1 includ+ ,swa% capitals--,text faces--,fa%ion$ aft] ,black ,lett] writ+--,o!r names--,block types--,an unf9i%$ ,roman lett]-- ,po/] r5d]+ 9 black tones--,bold types--,_m c\ld be disp5s$ )-- ,ornam5tal types--,types = special purposes--,! influ5ce ( ,fr$]ic ,w4 ,g\dy on typography4 ,,impr9ts ,page #aie ,! pr9t] %\ld regul>ly use 8 "n & device--,neglect & fe> ( cu/om]'s condemnation--,%\ld m>k 8 product z o!r craftsm5 & manufactur]s d--,a gu>antee ( quality--,h[ ! innovation c\ld be introduc$--,a precaution--,impr9t %\ld be unassum+ & inconspicu\sly plac$--,v>i\s uses--,fir/ use ( a pr9t]s' decorative device-- ,hi/orical uses ( di/+ui%+ m>ks--,emblems ( hospitality--,! sign ( ! ,cross--,pr9t]s %\ld select a device & attempt to live up to x--,! ,gut5b]g ,bible conta9$ nei!r device nor pr9t$ "n--,fu/ & ,s*ff]'s ,psalt] fir/ book ) impr9t--,! colophon-,a decorative device--,its significance--,imitat$--,z us$ by a desc5dant--,! classic ,aldus device--,pick]+ uses x--,o!rs adopt x--,bruce ,rog]s's int]pretation--,! impr9t-device ( ! ,v5etian ,society ( ,pr9t]s-- ,its significance--,emblem ( au?ority--,! mo/ popul> ( old impr9ts-- ,hubb>d adopts x--,us$ on biscuit packages--,o!r adaptations--,caxton's impr9t device--,resembles a rug--,*>act]s cause discussion--,a trade device us$ by ! m]*ants ( ,bruges--,a m]*ant's memorial plate--,de ,worde adapts ! device--,morris's device resembles ,de ,worde's--,! device ( ! ,g]man ma/] pr9t]s--,typo!t--,a mod]n adaptation--,! ,briti% pr9t] & ! pun--,daye & ,myll>--,frob5's impr9t--,devices ( ,bebel1 ,plant91 ! ,elzevirs1 ,tory1 ,dolet & ,e/i5ne--,devices v l>ge 9 ! old days--,anci5t motives 9 two mod]n devices--,! w+$ ,lion ( ,/4 ,m>k--,rec5t adaptations--,/ory ( ! device--,a colophon-impr9t-- ,designs ) anci5t motives--,! unique m>k ( ! ,de ,v9ne ,press-- ,impr9t-devices bas$ ^u ar*itectural motives--,initials 9 monogram =m--,repres5tative devices us$ by comm]cial pr9t]s--,decorative impr9ts ) typef\nd]s' mat]ial--,h>mony ( type1 rule & ornam5t-- ,small type impr9ts--,:]e %\ld an impr9t be plac$--,on books--,on small comm]cial "w--,a legitimate opportunity = publicity t %\ld be4 ,,li/ ,,( ,,reproductions ,! fir/ pr9t$ ,decl>ation ( ,indep5d5ce1 frontispiece ,,"p ,,"o ,,:5 ,,books ,,7 ,,writt5 ,page #a ,! scribe at "w1 opp4 p4 #a ,assyrian clay tablet1 p4 #a ,anci5t ,roman read+ manuscript1 p4 #b ,roman wax$ tablet1 p4 #c ,! ,egyptian 8,book ( ! ,dead10 p4 #c ,evolution ( ! alphabet1 p4 #d ,capital lett]s ( ! anci5t ,romans1 p4 #d ,uncial lett]s ( ! six? c5tury1 p4 #e ,half-uncial lett]s1 p4 #e ,go?ic lett]s ( ! fif? c5tury1 p4 #e ,page f ! 8,book ( ,kells10 p4 #f ,,! ,,orig9 ,,( ,,typography ,page #g ,portion f ,fu/ & ,s*ff]'s ,psalt] ( #adeg1 opp4 p4 #g ,fr5* play+ c>d1 a block pr9t1 p4 #g ,image pr9t ( #adbc1 p4 #g ,bible ( ! ,poor1 f block book1 p4 #h ,text page f ! block book 8,ars ,mori5di10 p4 #h ,page f an engrav$ wood block1 p4 #i ,page f sep>ate metal types1 p4 #i ,two pages f ! ,hunt+ton copy ( ,gut5b]g's ,bible1 p4 #ab ,decorat$ page f ,gut5b]g's fam\s ,bible ( ,=ty-two ,l9es1 opp4 p4 #ab ,,! ,,spread ,,( ,,typography ,page #ac ,! ,v5etian /yle ( typography & decoration1 opp4 p4 #ac ,! spread ( typography 7table71 p4 #ac ,page pr9t$ by ,koburg]1 p4 #ad ,! fir/ display$ composition1 p4 #ad ,a page f ! fam\s ,bamb]g ,missal1 opp4 p4 #ad ,! fir/ italic1 a page by ,aldus1 p4 #ae ,specim5s f ,plant9's ,polyglot ,bible ( #aefi1 pp4 #af1 #ag ,go?ic ornam5tal pieces1 f a 8,book ( ,h\rs10 p4 #af ,page by ,engl&'s fir/ pr9t]1 p4 #ag ,page 9 ,engli% by ,john ,daye1 p4 #ah ,! fir/ ,psalt] 9 ,engli%1 p4 #ah ,,typography ,,9 ,,colonial ,,days ,page #ai ,a title-page ( #afee1 ) mu* type display1 opp4 p4 #ai ,fir/ book pr9t$ 9 ,engli% ,am]ica1 p4 #ai ,title-page ( a ,%akespe>e book1 p4 #bj ,fir/ edition ( 8,pilgrim's ,progress10 7reset by ,:itt+ham71 p4 #ba ,fir/ issue ( ! ,london 8,times10 p4 #ba ,page f a *ap-book1 p4 #bb ,page f 8,description ( ,trades10 p4 #bb ,fr5* specim5 ( #agdb1 p4 #bc ,caslon types & ornam5ts1 p4 #bc ,fir/ edition ( 8,p>adise ,lo/10 p4 #bd ,two pages f 8,poor ,ri*>d's ,almanack10 p4 #be ,italian specim5 ( #aggf1 p4 #bf ,pages f ,bodoni books ( #aghi & #ahjf1 p4 #bf ,,typography ,,9 ,,! ,,n9ete5? ,,c5tury ,page #bg ,a ,morris title-page & text page1 opp4 p4 #bg ,page f a 8,book ( ,common ,pray]10 p4 #bg ,a design ( ! rule-curv+ p]iod1 p4 #bh ,title-page ( #ahaj1 p4 #bh ,title-page ( #ahdg1 p4 #bh ,title-page ( #ahgb1 p4 #bh ,title-page ( ,mac,kellar's 8,am]ican ,pr9t]10 p4 #bi ,a banquet program ( #ahfe1 p4 #bi ,f a type-f\ndry specim5 book ( #ahhe1 p4 #cj ,a bus9ess c>d ( #ahfe1 p4 #cj ,a bus9ess c>d ( #ahhi1 p4 #ca ,/ation]y composition ( #ahgj1 p4 #ca ,! panel z us$ 9 #ahic1 p4 #ca ,a neat lett]head ( #ahig1 p4 #ca ,title-pages by ,*>les ,:itt+ham1 p4 #cb ,bradley's adaptation ( ! ,colonial /yle1 opp4 p4 #cb ,a ,jacobi page ( #ahib1 p4 #cc ,a ,bradley page 9 l[]-case1 p4 #cc ,a ,bradley page 9 ,caslon capitals1 p4 #cd ,a ,de ,v9ne page1 p4 #cd ,,"p ,,two 7,! index figures ref] to ! numb] ( ! example7 ,,! 8,,lay\t0 ,,man ,page #ce ,booklet cov]-page laid out ) p5cil & crayon1 #a ,anticipat+ ! appe>ance ( ! pr9t$ page1 #b1 #c ,asc]ta9+ color comb9ation ) crayons1 #e1 #f ,lay+ out copy = ma*9e composition1 #d-;a1 #d-;b ,table = asc]ta9+ ! numb] ( words to squ>e in*1 #g ,notehead set )\t in/ructions1 #h ,bus9ess c>d set )\t in/ructions1 #i ,label set )\t in/ructions1 #aj ,notehead laid out = compositor1 #aa ,bus9ess c>d laid out1 #ab ,label laid out1 #ac ,lay\t ( a cov]-page1 #ad ,cov]-page z set f in/ructions1 #ae ,lay\t sket* = a cov]1 #af 7ins]t7 ,! cov] pr9t$ z indicat$1 #ag 7ins]t7 ,,h>mony ,,& ,,appropriat5ess ,page #da ,h>mony by ! use ( l[]-case1 #ah ,h>mony ( type-faces & bord]s1 #ai ,an ar*itectural subject treat$ appropriately1 #bj 7ins]t7 ,a booklet cov] sugge/ive ( ! subject1 #ba 7ins]t7 ,cov] sugge/$ by old lock-plate1 #bb ,an old lock-plate1 #bc ,inscription on a ,roman ar*1 #bd ,cov]-page = a catalog ( books1 #be ,a pla9 page = a pla9 purpose1 #bf ,treatm5t appropriate = a *ur* program1 #bg-;a ,portion ( a page ( an old manuscript missal1 #bg-;b ,cov]-page = a catalog ( decorative mat]ials1 #bh ,! ,colonial ar*1 #bi ,title-page 9 semi-,colonial /yle1 #cj ,,tone ,,& ,,contra/ ,page #dg ,contra/ 9 color & tone1 #ca ,uni=m tone & contra/ ( black & :ite1 #cb ,f\r ornam5ts1 ea* ( a diff]5t dep? ( tone1 us$ 9 ! con/ruction ( f\r pages1 #cc1 #cd1 #ce1 #cf1 #cg ,extremes ( tone on book pages1 #ch1 #ci ,bl5d+ ( illu/ration & text1 #dj ,spott$ black tone ( bord] & text1 #da ,bl5d+ ( illu/ration & type-face1 #db ,uni=m tone 9 classic typography1 #dc 7ins]t7 ,a /udy 9 uni=m tone1 #dd 7ins]t7 ,tone-bl5d+ ( initial1 headpiece & text1 #de ,emphasis ( p>ts to be pr9t$ 9 light color1 #df1 #dg ,display l9es %\ld mat* ! bord] 9 tone1 #dh ,uni=m tone by equal spac+1 #di ,,proportion1 ,,balance ,,& ,,spac+ ,page #ec ,"o me?od ( det]m9+ ! page l5g?1 #ej ,ano!r me?od1 #ea ,?ree wid?s ( type-faces1 #eb ,type page 9 :i* v]tical l9es pr$om9ate1 #ec ,an ar*itectural comp>ison1 #ed ,! conv5tional page %ape1 #ee ,type page 9 :i* horizontal l9es pr$om9ate1 #ef ,an ar*itectural comp>ison1 #eg ,page 9 :i* ornam5t1 bord] & type-face are 9 proportion1 #eh 7ins]t7 ,pages 9 :i* ! type-face is n 9 proportion1 #ei1 #fj ,mismat$ type-faces & bord]s1 #fa ,v]tical l9es prop]1 #fb 7ins]t7 ,horizontal l9es n suitable1 #fc ,a display l9e surr\nd$ by o!r type l9es mu/ be l>g]1 #fd1 #fe ,type proportionately too l>ge1 #ff ,type proportionately too small1 #fg ,a proportion t is ab\t "r1 #fh ,out-(-c5t] balance on a c>d1 #fi ,type gr\p$ unusually high1 #gj ,exact c5t] is too l[1 #ga ,! po9t ( v]tical balance1 #gb ,an ar*itectural example ( out-(-c5t] balance1 #gc ,a disord]ly arrangem5t1 #gd ,an ornam5t t balances ) ! design1 #ge ,out-(-c5t] balance on an ann\ncem5t1 #gf ,! effect ( horizontal l9es 9 a type page1 & h[ x is avoid$1 #gg1 #gh ,spac+ lett]s to obta9 ev5 tone1 #gi ,emphasis obta9$ by lett]spac+1 #hj ,! obsolete practice ( spread+ ! l9es ov] ! page1 #ha ,! mod]n practice ( gr\p+ ! type l9es1 #hb ,,ornam5tation ,page #ei ,! egg-&-d>t ornam5t1 #hc ,! bead ornam5t1 #hd ,! egg-&-d>t ornam5t z a typographic bord]1 #he ,! bead ornam5t z a typographic bord]1 #hf ,conv5tionaliz$ papyrus plant1 #hg ,! w+$ ball1 #hh ,! acan?us leaf1 #hi ,palm-l ,greek ornam5t1 #ij ,! ,doric pill>1 #ia ,! ,ionic pill>1 #ib ,! ,cor9?ian pill>1 #ic ,ornam5tation on an entablature1 #id ,squ>e-l9$1 ornam5tless furniture1 #ie ,squ>e-l9$1 ornam5tless typography1 #if ,da9ty1 elaborate rococo ornam5t appli$ to furniture1 #ig ,simil> treatm5t ( a program title-page1 #ih 7ins]t7 ,slightly ornam5tal furniture1 #ii ,slightly ornam5tal typography1 #ajj ,monotony & v>iety 9 /rokes & %apes1 #aja1 #ajb1 #ajc1 #ajd1 #aje ,roman ar*itectural bord] & roman type-face1 #ajf ,go?ic po9t$ ornam5t & ,go?ic type-face1 #ajg ,natural & conv5tionaliz$ ornam5t1 #ajh ,extravagant wall bord] ornam5tation1 #aji ,roman scroll ornam5t cut 9 /one1 #aaj ,type ornam5t bas$ ^u geometric l9es1 #aaa ,type ornam5t bas$ ^u foliage1 #aab ,ornam5t bas$ ^u ! inanimate1 #aac ,ornam5t bas$ ^u ! animate1 #aad ,ornam5tal h&-lett]$ effect1 #aae ,corn] ornam5ts1 f bolts on inscription plates1 #aaf ,decoration f a manuscript book1 #aag ,fill+ blanks ) ornam5tation1 #aah ,semi-ornam5tal ecclesia/ic /yle1 #aai ,initials ( v>i\s k9ds1 #abj ,simple ornam5tation appli$ to lett]head1 #aba ,appropriate ornam5tation on a mod]n booklet1 #abb ,effect ( alt]nat+ colors1 #abc ,an ornam5t bas$ ^u ! animate1 #abd ,! significance ( ornam5tation appli$1 #abe 7ins]t7 ,,! ,,typography ,,( ,,books ,page #fg ,two model specim5s ( book typography1 #abf1 #abg 7ins]t7 ,title-page ( a book ( classic poems1 #abh ,title-page ) a n9ete5?-c5tury motive1 #abi ,two book pages inh>moni\sly treat$1 #acj1 #aca ,two pages1 composite ,colonial & mod]n1 #acb1 #acc ,two pages con/ruct$ ) c>e = detail1 #acd1 #ace ,a text-page 9 mod]n roman1 #acf ,a text-page 9 old-/yle type-faces1 #acg ,title-page ) an ,italian motive1 #ach ,page f a *ildr5's book1 #aci ,h>mony 9 tone ( type-face & decoration1 #adj ,a title-page ( classic design1 #ada ,classic feel+ 9 a mod]n title-page1 #adb 7ins]t7 ,text-page ( a ,roycr(t volume1 #adc ,text-page f a book by ,de ,v9ne1 #add ,two pages f a small ecclesia/ical book1 #ade1 #adf ,go?ic treatm5t ( a book ( poetry1 #adg ,title-page ) a ,fr5* motive1 #adh ,,booklets1 ,,pamphlets1 ,,bro*ures1 ,,leaflets ,page #ge ,title-page by ,g\dy1 #adi ,two pages f leaflet 9 simple typography1 #aej1 #aea ,?ree easily-read pages by ,%]b[1 #aeb1 #aec1 #aed ,two typographic leaflet pages1 #aee1 #aef ,?ree pages 9 :i* rules are factors1 #aeg1 #aeh1 #aei ,label on a brilliant cov]1 #afj ,admirable treatm5t = small am\nt ( matt]1 #afa ,adopt+ a photograph ( wrong proportions1 #afb ,two arti/ic pages f type & rule1 #afc1 #afd ,re> & front cov] designs ( unconv5tional booklet1 #afe1 #aff ,a prospectus page by ,bradley1 #afg ,dignifi$ typographic beauty1 #afh1 #afi ,h&-lett]$ cov] page1 #agj ,repres5tative page f a commemoration book1 #aga ,unconv5tional arrangem5t ( a booklet page1 #agb ,,catalogs ,page #hc ,page f an automobile catalog by ,clel&1 #age ,unusual treatm5t ( a page1 #agf ,ar*itectural title treatm5t1 #agg ,effective results obta9$ 9 a simple way1 #agh1 #agi ,inside page & cov] ( a publication catalog1 #ahj1 #aha ,g]man po/] type on a catalog1 #ahb ,title-page & inside page ( a museum catalog1 #ahc1 #ahd ,rules on a book catalog1 #ahe ,type matt] prom95tly treat$1 #ahf ,unusual automobile catalog page1 #ahg ,tabul> rules 9 a w9e li/1 #ahh ,g]man w9e-li/ treatm5t1 #ahi ,title-page ( an exhibit catalog1 #aij ,capitals & italic = descriptions1 #aia ,page f a sew+-ma*9e catalog1 #aib ,an attractive backgr\nd1 #aic ,arti/ic catalog treatm5t1 #aid ,tabul> matt] 9 a catalog page1 #aie ,,programs ,page #ia ,program cov]-page 9 ecclesia/ical /yle1 #bjj 7ins]t7 ,economiz+ space on a program1 #bja ,missal /yle ( *ur* program1 #bjb ,classic treatm5t ( a *ur* program page1 #bjc ,program page 9 semi-missal /yle1 #bjd ,g5]\s m>g9s on a program1 #bje ,a dance c>d1 #bjf ,page f a booklet program1 #bjg ,unconv5tional treatm5t ( a dance program1 #bjh ,! decorative bord] on a banquet program1 #bji ,a halftone decorative backgr\nd on a program1 #baj ,a booklet program1 #baa ,! banquet program 9 ! =m ( a *eck book1 #bab ,humor\s treatm5t ( titles & odd arrangem5t1 #bac ,sugge/ion = a m5u page1 introduc+ a bit ( fun1 #bad 7ins]t7 ,a classic m5u page1 #bae ,program us$ by ma/] pr9t]s1 #baf ,dignifi$ /yle = m5u page1 #bag ,treatm5t simulat+ woodcut decoration1 #bah ,! missal /yle adapt$ to a m5u program1 #bai ,unique arrangem5t ( a m5u page1 #bbj ,excell5t typographic treatm5t1 #bba ,ref9$ ent]ta9m5t program page1 #bbb ,two pages f an ent]ta9m5t program1 #bbc1 #bbd ,program page 9 l[]-case1 #bbe ,! decoration 0 9 color1 #bbf ,program 9 ,go?ic /yle1 #bbg ,a well-arrang$ page1 #bbh ,,ann\ncem5ts ,page #ii ,classic capitals comb9$ ) rules1 #bbi 7ins]t7 ,two pages f an ann\ncem5t fold]1 #bcj1 #bca ,ann\ncem5t 9 ,colonial /yle1 #bcb ,odd treatm5t ( an ann\ncem5t1 #bcc ,ann\ncem5t 9 po/] art1 #bcd1 #bce ,invitation bas$ on inscription plate1 #bcf ,ornam5ts z eye-attract]s1 #bcg ,po/al-c>d ann\ncem5t1 #bch ,good adv]tis+ typography1 #bci ,an ann\ncem5t1 #bdj 7ins]t7 ,ann\ncem5t 9 two gr\ps1 #bda ,/udy 9 tone values & m>g9s1 #bdb ,h>mony ( type & decoration1 #bdc ,a brief ann\ncem5t1 #bdd ,colonial /yle ( treatm5t1 #bde ,lit]al treatm5t 9 ,colonial /yle1 #bdf ,two pages f an ann\ncem5t circul>1 #bdg1 #bdh4 ,f a conv5tion ann\ncem5t1 #bdi ,lib]al lead+ ( type l9es1 #bej ,h>mony 9 gray tones1 #bea ,blott] 9 rugg$ /yle1 #beb ,,tickets ,page #ajg ,classic1 ref9$ treatm5t = art & lit]>y purposes1 #bef ,! hi/oric ,go?ic1 or po9t$ /yle1 #beg 7ins]t7 ,/rong treatm5t1 ! motive ( mod]n orig91 #beh 7ins]t7 ,a /rik+ effect = ! college /ud5t1 #bei 7ins]t7 ,mod]n treatm5t bas$ ^u ! ,colonial1 #bfj ,sugge/ion = c\rse tickets1 #bfa ,da9tily appropriate 9 type-face & illu/ration1 #bfb ,! mission /yle appli$ to ticket composition1 #bfc ,! ecclesia/ical or missal /yle well adapt$1 #bfd ,p]haps ,morris w\ld h set a ticket ?is way1 #bfe ,! m$ieval art work] furni%$ ?is motive1 #bff ,mod]n application ( classic type effects1 #bfg ,patt]n$ aft] ,colonial treatm5t ( title-pages1 #bfh ,a da9ty1 ref9$ effect suit$ to _m occasions1 #bfi ,robu/ treatm5t ( an out+ ticket1 #bgj ,! cab ornam5t dictat$ ! type =mation1 #bga ,treatm5t t %\ld prev5t easy c\nt]feit+1 #bgb ,decoration suitable = ! subject1 #bgc ,arrangem5t ) ,fr5* motive1 #bgd ,,lett]heads ,,& ,,envelops ,page #aaa ,a l>ge am\nt ( copy conv5tionally treat$1 #bge 7ins]t7 ,small type = pr(essional /ation]y1 #bgf 7ins]t7 ,*ur* /ation]y ( ! conv5tional k9d1 #bgg 7ins]t7 ,a *ange 9 /yle ( pr(essional /ation]y1 #bgh 7ins]t7 ,elaborate bord] ar\nd lett] %eet1 #bgi ,symmetrical arrangem5t1 #bhj ,squ>$ effects1 #bha ,simple treatm5t ( little copy1 #bhb ,"* 9 lett]head design1 #bhc ,colonial rule bord] panel1 #bhd ,adv]tis+ a meet+1 #bhe ,a well-treat$ panel head+1 #bhf ,sugge/ion ( ! ecclesia/ic1 #bhg ,?ree l9es ( equal l5g?1 #bhh ,= ! g5]al /ore1 #bhi ,treatm5t sugge/+ ! bus9ess1 #bij ,novel & dignifi$ treatm5t1 #bia ,a di/9ctive head+1 #bib ,decorative initials 9 head+1 #bic ,j a neat typographic arrangem5t1 #bid ,dignity 9 lett]head design+1 #bie ,a head+ 9 two gr\ps1 #bif ,uncommon di/ribution ( color1 #big ,d\ble-panel treatm5t1 #bih ,di/9ction 9 lett]head design1 #bii ,an ornam5t ) a t\* ( color1 #cjj ,a cross-l9$ panel1 #cja ,a ,g]man idea1 #cjb ,note-%eet typography1 #cjc ,humor 9 a notehead1 #cjd ,conv5tional treatm5t ( an envelop corn]1 #cje ,arti/ic envelop treatm5t1 #cjf ,envelop corn] 9 text lett]1 #cjg ,h>mony ( device & typography treatm5t1 #cjh ,elaborate envelop corn]1 #cji ,,billheads ,,& ,,/atem5ts ,page #aai ,features ( ! av]age invoice1 #caj ,conv]t+ lett]head into billhead1 #caa ,! non-/ock-rul$ type ( billhead1 #cab 7ins]t7 ,italic l[]-case & ,roman capitals1 #cac 7ins]t7 ,billhead sugge/+ e>ly pr9t+1 #cad ,good ta/e on billheads1 #cae ,int]e/+ bord] treatm5t1 #caf ,l>ge sett+ ( a billhead1 #cag ,invoice ) _m columns1 #cah ,decorative type treatm5t t is suitable1 #cai ,an uncommon arrangem5t1 #cbj ,cr$it bill made f billhead1 #cba ,pr(essional bills1 #cbb ,,package ,,labels ,page #abc ,cat*+ att5tion at a di/ance1 #cbc 7ins]t7 ,emphasiz+ da9t9ess & delicacy1 #cbd 7ins]t7 ,lett]+ = typographic /udy1 #cbe ,a label ri* 9 sugge/ion1 #cbf ,rul$ l9e = ! address1 #cbg ,black lett]+ ) contra/s1 #cbh ,arti/ic quality ?ru typography1 #cbi ,/udy 9 black & :ite1 #ccj ,a ,caslon specim51 #cca ,h>mony ( bord] & lett]+1 #ccb ,possible ( typographic improvem5t1 #ccc ,fre$om ( treatm5t1 #ccd ,label us$ = a special li/1 #cce ,,bus9ess ,,c>ds ,page #abg ,/&>diz+ ! arrangem5t1 #ccf ,dignifi$ treatm5t = a well-kn[n h\se1 #ccg ,=ceful c>d treatm5t1 #cch 7ins]t7 ,an unconv5tional effect1 #cci 7ins]t7 ,a black monogram t is attractive1 #cdj 7ins]t7 ,! monogram 9 color1 #cda ,an uncommon typographic effect1 #cdb ,high-hat-&-frock-coat treatm5t1 #cdc ,bus9ess c>d 9 block$ capitals1 #cdd ,an und]pr9t+ decorative device1 #cde ,roman capitals ) italic l[]-case1 #cdf ,mod]n ,g]man c>d treatm5t1 #cdg ,decorative /yle suit$ to bus9ess1 #cdh ,italic is sometimes pleas+1 #cdi ,a /rong design = special purposes1 #cej ,classic arrangem5t 9 "o size1 #cea ,a l>ge am\nt ( copy1 #ceb ,highly decorative1 #cec ,horizontal l9es well employ$1 #ced ,= g5]al purposes1 #cee ,,! ,,blott] ,page #aca ,a model blott]1 #cef 7ins]t7 ,mode/ am\nt ( copy1 #ceg ,a conv5tion-hall blott]1 #ceh ,/rong b pleas+ contra/s1 #cei ,sugge/ive ( an ar*itectural panel1 #cfj ,treatm5t t survives ! te/1 #cfa ,neat1 ref9$ arrangem5t1 #cfb ,type matt] t fills ! blott]1 #cfc ,a blott] arrang$ ! n>r[ way1 #cfd ,h>moniz+ typography1 #cfe ,,po/]s1 ,,c> ,,c>ds1 ,,w9d[ ,,c>ds ,page #ace ,typographic po/] 9 ,roman capitals1 #cff 7ins]t7 ,lett]$ po/] wor?y ( /udy1 #cfg ,a c> c>d t has sugge/ion1 #cfh ,little copy & /rong contra/s1 #cfi ,unique insurance adv]tis+1 #cgj ,simplicity wor?y ( adaptation1 #cga ,ref9$ !atrical pr9t+1 #cgb 7ins]t7 ,a /rong po/] on pla9 l9es1 #cgc 7ins]t7 ,type treatm5t t sugge/s ,frankl9's "t1 #cgd ,po/] 9 ,%akespe>ean typography1 #cge ,simple typographic treatm5t1 #cgf ,colonial /yle on a w9d[ c>d1 #cgg ,sugge/ion = an excursion c>d1 #cgh ,,adv]tisem5ts ,page #acj ,newspap] adv]tisem5t arrang$ )\t ?\ght1 #cgi ,easi] to read & m pleas+ to look at1 #chj ,a city dep>tm5t-/ore adv]tisem5t1 #cha 7ins]t7 ,! conv]sational /yle1 #chb ,"n & tradem>k sell ! goods1 #chc ,"o ^w ?oroly adv]tis$1 #chd ,int]e/+ use ( :ite space1 #che ,a bord]$ adv]tisem5t1 #chf ,/udy 9 adv]tis+ values1 #chg ,pictorial /ore adv]tisem5t1 #chh ,! /ore "n does n appe>1 #chi ,f\r c\ntry-newspap] adv]tisem5ts1 #cij 7ins]t7 ,a good-look+ adv]tisem5t1 #cia ,sugge/$ by build+ ar*itecture1 #cib ,a long li/ ( ag5ts1 #cic ,plann$ to sell high-pric$ c>s1 #cid ,roman lett]+ & ar*itecture1 #cie ,uncommon plac+ ( blank space1 #cif ,mode/ display ( a magaz9e adv]tisem5t1 #cig ,blank space emphasizes illu/ration1 #cih ,a c\ntry-newspap] adv]tisem5t1 #cii ,classifi$ adv]tisem5ts1 #djj ,,newspap]s ,page #adg ,fir/ numb] ( ,am]ica's fir/ newspap]1 #dja ,! fir/ newspap] issu$ regul>ly1 #djb ,make-up ( a suburban newspap]1 #djc 7ins]t7 ,front-page make-up ( a ,he>/ newspap]1 #djd ,same news /ory by ! 8,times10 #dje ,a f\r-deck head+1 #djf ,sport+-page make-up1 #djg ,pyramid make-up ( adv]tisem5ts1 #djh ,,p]iodicals ,page #aea ,decorative treatm5t ( a ,?anksgiv+ numb]1 #dji 7ins]t7 ,dignity 9 make-up & typography1 #daj ,samples ( actual type matt]1 #daj-;,a1 #dbb-;,a1 #dbd-;,a ,typographical h>mony ( head+ & text1 #daa ,adv]tis+ ! /ory to ! read]s1 #dab ,ins]t$ feature panel1 #dac ,illu/ration sep>at$ f head+1 #dad ,head+s & text 9 same face1 #dae ,use ( a small illu/ration1 #daf ,box head+s on editorial pages1 #dag ,ano!r way to feature editorials1 #dah ,excell5t editorial typography1 #dai ,use ( rules on editorial page1 #dbj ,news photograph on front page1 #dba ,f9e typographic make-up1 #dbb ,attractive fir/ text page1 #dbc ,runn+ ar\nd illu/ration1 #dbd ,feature page ( a ,*ri/mas numb]1 #dbe ,conv5tion feature ( a trade j\rnal1 #dbf ,news head+s & make-up1 #dbg ,cons]vative1 readable editorial page1 #dbh ,caslon head+s & old-/yle text1 #dbi ,caslon typography on a magaz9e1 #dcj ,typography ( a pocket magaz9e1 #dca ,,h\se-,,organs ,page #afa ,two pages 9 ,k5n]ley typography1 #dcb 7ins]t7 ,?ree pages f a qua9tly-treat$ h\se-organ1 #dcc1 #dcd1 #dce ,di/9ctive lett]+ & typography1 #dcf ,int]polat$ p>agraphs 9 italic1 #dcg ,a h\se-organ 9 m9iature1 #dch ,ano!r on ! same plan1 #dci ,attractive rule treatm5t ( head+s1 #ddj ,cont5ts outl9$ on cov]1 #dda ,simple1 effective typography1 #ddb ,d>k-ton$ typography1 #ddc ,suitable treatm5t = silv]w>e1 #ddd ,rubricat$ typography on a h\se-organ1 #dde1 #ddf ,easily read & pleas+ly illu/rat$1 #ddg ,a typographic h\se-organ1 #ddh ,editorial page typographically neat1 #ddi ,attractive use ( rules & italic1 #dej ,elaborate h\se-organ title-page1 #dea ,a page 9 ,cloi/] type1 #deb ,use ( p>agraph m>ks1 #dec ,good specim5 ( h\se-organ cov]1 #ded ,blank space us$ to good advantage1 #dee ,cov] ( ! 8,phili/9e10 #def ,an 8almanack0 feature1 #deg ,bodoni typography1 #deh ,cov] ( a small h\se-organ1 #dei ,sugge/ions = return po/ c>ds1 #dfj1 #dfa1 #dfb ,,type-,,faces ,page #afi ,comp>ison ( ! same type =ms on two f9i%es ( pap]1 #dfc 7ins]t7 ,roman alphabet f ,trajan column1 #dfd-;,a ,proportions ( ,roman capitals1 #dfd-;,b ,evolution ( ,roman l[]-case1 #dfe ,two /&>d legible type-faces1 #dff ,six /&>d repres5tative ,roman type-faces1 #dfg ,types ( ,swe9heim & ,pann>tz1 #dfh ,roman types ( ,john & ,w5del9 ( ,spires1 #dfi ,roman type-face ( ,ni*olas ,j5son1 #dgj ,manuscript ( ! fifte5? c5tury1 #dga ,type-face us$ by ,paul ,manutius1 #dgb ,cloi/] ,old/yle z a ,j5son title1 #dgc ,type-face us$ by ,national ,pr9t+ ,(fice1 #dgd ,comp>ison ( old-/yles1 #dge ,*elt5ham ,old/yle 9 ,plant9 typography1 #dgf ,type-faces us$ by ,daniel ,elzevir1 #dgg ,roman types ( ,f\rni]1 #dgh ,capital alphabet drawn by ,moxon1 #dgi ,moxon's l[]-case alphabet1 #dhj ,moxon's alphabets ink$ 9 & r$uc$1 #dgi-;,a1 #dhj-;,a ,e>lie/ ,caslon specim5 %eet1 #dha ,two slightly diff]5t faces to ,caslon fonts1 #dhb ,bask]ville types1 #dhc ,possible desc5t ( ,scot* ,roman1 #dhd ,a /udy 9 ,fr5* ,old/yle1 #dhe ,resett+ 9 ,bodoni ,book1 #dhf ,comp>ison ( orig9al ,bodoni ) pres5t types1 #dhg ,mod]n ,roman ( ! n9ete5? c5tury 9 ?ree tones1 #dhh ,mod]n ,roman z us$ on newspap]s1 #dhi ,optical *anges by add+ s]ifs1 #dia ,diff]5ces 9 s]if con/ruction1 #dib ,old/yle *ang$ to mod]n1 #dic ,mod]n *ang$ to old-/yle1 #did ,comp>ison ( /rokes1 #die ,?ick & ?9 /rokes 9 ! alphabet1 #dif ,s]ifs & /roke contra/s1 #dig ,v]tical ?ick /rokes1 #dih ,diagonal ?ick /rokes1 #dii ,heavy /rokes 9 ! lett] 8,o10 #ejj1 #eja ,lett]s ) asc5d+ & desc5d+ /rokes1 #ejb ,desc5d+ /rokes long 9 lett]+1 #ejc ,cramp$ desc5d]s & compress$ ends1 #ejd ,desc5d+ & asc5d+ num]als1 #eje ,! space betwe5 words 9 good lett]+1 #ejf ,l[]-case lett]s gr\p$ accord+ to =mation1 #ejg ,legibility & o!r qualities1 #ejh ,sizes ( type set to prop] l5g?s1 #eji ,asc]ta9+ ! prop] optical l5g?1 #eaj ,moxon's ,italic capitals ( #afgf1 #eaa ,italic l[]-case ( ,moxon1 #eab ,resett+ 9 ,cloi/] types1 #eac ,decorat$ capitals or ,swa% lett]s1 #ead ,roman & ,italic comp>$1 #eae ,a few repres5tative ,italic type-faces1 #eaf ,complete ,roman & ,italic ,caslon alphabets1 #eag ,text capitals ( ,moxon1 #eah ,text l[]-case ( ,moxon1 #eai ,two /&>d ,g]man type-faces1 #ebj ,a half-,go?ic & half-,roman type1 #eba ,sev]al repres5tative ,text types1 #ebb ,block types1 s]ifless & ( "o ?ickness ( /roke1 #ebc ,mod]n art po/] type1 #ebd ,a bold-face f ,fr5* ,old/yle1 #ebe ,a few repres5tative bold types1 #ebf ,eighte5?-c5tury ornam5tal types ( ,f\rni]1 #ebg-;,a ,e>ly n9ete5?-c5tury ornam5tal types ( ,engli% f\nd]s1 #ebg-;,b ,rec5t ,am]ican types ( ! ornam5tal k9d1 #ebg-;,c ,,impr9ts ,page #aie ,! fir/ 8impr9t10 z f\nd on ,fu/ & ,s*ff]'s ,psalt]1 #adeg1 #ebh-;,a 7ins]t7 4pnxx ,colophon & impr9t by ,pet] ,s*ff]1 #adgf1 #ebh-;,b 7ins]t7 ,! fir/ impr9t-device1 & ?ree adaptations1 #ebi ,aldus's an*or & dolph9 device1 & adaptations by mod]n pr9t]s1 #ecj ,! mo/ popul> impr9t-device z e>ly us$ by pr9t]s1 & mod]n int]pretations1 #eca ,arms suppos$ly grant$ ! ,typo!t1 ,g]man ma/] pr9t]s1 #ecb ,! impr9t-device ( ,engl&'s fir/ pr9t]1 its probable d]ivation1 & two notable devices evolv$ f x1 #ecc ,two designs ) anci5t motifs1 #ecd ,! pun1 z f\nd 9 two anci5t pr9t]s' m>ks1 #ece ,devices us$ by notable pr9t]s ( ! sixte5? & sev5te5? c5turies1 #ecf ,a pr9t]'s device & impr9t t monopolizes two-?irds ( ! title-page1 #ecf-;,a ,colophon-impr9t by ,d4 ,b4 ,updike1 #ecg ,! ,lion ( ,/4 ,m>k adapt$ to a book on ,v5etian life1 #ech ,! ,lion ( ,/4 ,m>k & its use by ! ,oswald ,press1 #eci-;,a1 #eci-;,b ,rob]t ,e/i5ne's m>k & ,bruce ,rog]s's adaptation1 #edj ,an appropriate m>k = a pr9t]1 #eda ,use ( oval %ape 9 ! design+ ( pr9t]s' m>ks1 #edb ,mod]n impr9ts sugge/$ by anci5t =ms1 #edc ,pr9t]s' m>ks bas$ ^u ar*itectural motifs1 #edd ,an impr9t t has to d ) my?ology1 #ede ,! monogram is an attractive =m = pr9t]s' devices1 #edf ,repres5tative ( ! l>ge v>iety ( devices 9 use by pr9t]s1 #edg ,decorative impr9ts con/ruct$ ) typef\nd]s' ornam5ts & suitable type-faces1 #edh ,type impr9ts & ! v>i\s effects possible ) !m1 #edi ,qua9t book-end+ z us$ by ,elb]t ,hubb>d1 #eej ,,app5dix ,,holiday ,,greet+s ,reproductions ( m ?an a hundr$ greet+s1 9 v>i\s =ms1 receiv$ by ! editors ( 8,! ,am]ican ,pr9t]40 ,,li/ ,,( ,,design]s ,,"p ,,"o ,aldus ,manutius1 p4 #ae ,b>k]1 ,*ri/oph]1 p4 #ah ,bodoni1 ,john ,bapti/1 p4 #bf ,bradley1 ,w1 opp4 p4 #cb1 #cc1 #cd ,caxton1 ,william1 p4 #ag ,daye1 ,john1 p4 #ah ,daye1 ,/eph51 p4 #ai ,de ,v9ne1 ,!odore ,l41 p4 #cd ,frankl91 ,b5jam91 p4 #be ,fu/ & ,s*ff]1 opp4 p4 #g ,gut5b]g1 ,johann1 p4 #ab1 opp4 p4 #ab ,jacobi1 ,*>les ,t41 p4 #cc ,j5son1 ,ni*olas1 p4 #ad ,koburg]1 ,an?ony1 p4 #ad ,mac,kellar1 ,?omas1 p4 #bi ,morris1 ,william1 opp4 p4 #bg ,newcomb1 ,?omas1 opp4 p4 #ai ,p>k]1 ,pet]1 p4 #bd ,plant91 ,*ri/oph]1 p4 #af1 #ag ,r&1 ,george ,c41 & ,av]y1 p4 #bi1 #cj ,rob]ts1 ,james1 p4 #bj ,s5s5s*midt1 ,j41 opp4 p4 #ad ,?omas1 ,isaiah1 p4 #bh ,:itt+ham1 ,*>les1 p4 #ba1 #cb ,,"p ,,two 7,figures ref] to ! example numb]s7 ,adams-,br&] ,company1 #cja ,adv]tis]s ,press1 #cjj ,ang]1 ,h>ry ,a41 #aba1 #bib1 #bif ,bak]1 ,william ,h5ry1 #aee1 #aef1 #bci1 #cdj1 #deg1 #deh1 #dfb ,b>tlett-,orr ,press1 #cce ,beck]1 ,augu/1 #cfb ,b]an1 ,c4 ,r41 #bjg ,blan*>d ,press1 #agj ,bradley1 ,w1 #fb1 #gf1 #ajj1 #aci1 #afg1 #baa1 #bai1 #bcg1 #cci1 #dji1 #dbe1 #dcj ,bradley1 ,william ,asp5wall1 #ada ,cadillac ,pr9t+ ,company1 #ahg ,calk9s ,hold51 #chd ,calumet ,press1 #bda1 #bde ,capon1 ,*>les ,r41 #bhc1 #caa1 #cbf1 #ded ,c>r1 ,horace1 #beb1 #cfa ,*asm>-,w9*ell ,press1 #aie ,clel&1 ,t4 ,m41 #di1 #afj1 #age1 #agf1 #ahh1 #bcc1 #bej1 #cid ,colonial ,press1 #acf1 #acg ,cook ,pr9t+ ,company1 #abd ,coop]1 ,fr$]ick ,g41 #cch ,coop]1 ,oswald1 #bcd1 #bce1 #cbh ,corday ,gross1 #agb1 #bie ,critt5d51 ,lee ,l41 #bjd1 #cea ,curri]1 ,ev]itt ,r41 #bcj1 #bca1 #ddh ,de ,v9ne ,press1 #bag ,de ,v9ne1 ,!odore ,l41 #add ,d\glas1 ,le/]1 #dbc ,dunn1 ,h4 ,h41 #cfg ,dwigg9s1 ,w1 #agg1 #dce ,fell ,company1 ,william ,f41 #bhi1 #cbe ,flem+ ,c>nrick1 #if ,fr5*1 ,george1 #abf1 #abg1 #bid ,frommad]1 ,e4 ,a41 #cfc ,gilliss1 ,walt]1 #ahc1 #ahd1 #daj1 #daa ,glov]1 ,john1 #cjd ,g\dy1 ,fr$]ic ,w41 #adb1 #adi1 #agj1 #ccd1 #cff ,gov]nm5t ,pr9t%op1 ,b]l91 #aah ,gress1 ,edmund ,g41 #a1 #b1 #c1 #d1 #e1 #f1 #aa1 #ab1 #ac1 #ad1 #ae1 #af1 #ag1 #ah1 #bj1 #ba1 #bb1 #be1 #bf1 #bg-;,a1 #bh1 #cj1 #cd1 #ce1 #cf1 #cg1 #ch1 #ci1 #df1 #dh1 #eh1 #fd1 #fe1 #fh1 #fi1 #hb1 #he1 #hf1 #ajf1 #ajg1 #aae1 #aaf1 #aai1 #afh1 #afi1 #aga1 #bjj1 #bje1 #bjh1 #bad1 #bah1 #bbj1 #bdj1 #bdb1 #bdc1 #bdf1 #bef1 #beg1 #beh1 #bei1 #bfj1 #bfa1 #bfb1 #bfc1 #bfd1 #bfe1 #bff1 #bfg1 #bfh1 #bfi1 #bgj1 #bga1 #bgb1 #bgc1 #bgd1 #bgf1 #bgg1 #bgh1 #bhb1 #bhe1 #bhg1 #bhi1 #bia1 #cjg1 #caj1 #cac1 #caf1 #cag1 #cai1 #cbb1 #cbc1 #cbd1 #cbi1 #ccj1 #ccf1 #ccg1 #cdc1 #cde1 #cdh1 #ceb1 #cee1 #cef1 #ceg1 #ceh1 #cfd1 #cfe1 #cgb1 #cgc1 #cgd1 #cge1 #cgf1 #cgg1 #cgh1 #cia1 #cic1 #cii1 #djj1 #dae1 #daf1 #dbf1 #dbg1 #dbh1 #dch1 #dci ,gre5leaf1 ,ray1 #cjh ,gress1 ,walt] ,b41 #cdf ,griffi?-,/ill+s ,press1 #baj1 #bac1 #ddc ,haime1 ,h>ry1 #bba ,hall-,taylor ,company1 #aic1 #cic ,he9tzemann ,press1 #de1 #bha ,jacobson1 ,e4 ,g41 #afe1 #aff ,kehl]1 ,j4 ,h41 #dj ,kleuk5s1 ,f4 ,w41 #cb ,lang1 ,fr$ ,s41 #bbf ,lead]1 ,leon ,i41 #bhh1 #big ,lewis1 ,b>n>d ,j41 #aeg1 #aeh1 #aei ,mackay1 ,a4 ,f41 #bcb1 #bdd ,m>*banks ,press1 #aej1 #aea1 #cca1 #dfj1 #dfa ,mat!ws-,nor?rup ,works1 #abe1 #agh1 #agi1 #aib ,mund]-,?omson ,company1 #abb ,na%1 ,j4 ,h41 #acd1 #ace1 #adg1 #ahe1 #bgi1 #ddb1 #dej1 #dea ,neal ,press1 #cjf ,nelson1 ,ar?ur1 #ach1 #bdi1 #bhd1 #bhf1 #bij1 #ddj ,peabody1 ,*>les ,edw>d1 #cdb ,radcliffe1 ,b4 ,walt]1 #cfj ,rog]s1 ,bruce1 #dc1 #abh1 #abi1 #adh1 #bbc1 #bbd1 #ddi-;,b1 #dea ,roycr(t ,%op1 #adc1 #def ,s*ool ( ,pr9t+1 ,bo/on1 #db1 #ge1 #cce ,seav]-,h[l& ,press1 #dcc1 #dcd ,%]b[1 ,b5jam91 #aeb1 #aec1 #bcf1 #bch1 #bdg1 #bdh1 #chj1 #dab1 #dac1 #dad1 #dbj ,smi? ,company1 ,eug5e1 #deb ,/etson ,press1 #bbe1 #bbh ,/illson ,company1 ,rob]t ,l41 #ahf ,/utes1 ,edw>d ,w41 #bjf1 #cej ,taft1 ,h5ry ,d41 #cec ,tapley ,company1 ,j4 ,f41 #cdd ,taylor ,taylor1 #afc1 #afd1 #aid1 #dde1 #ddf ,tr[ ,press1 #adj ,univ]sity ,press1 #da ,updike1 ,d4 ,b41 #gj1 #ade1 #adf1 #ahj1 #aha1 #aij1 #aia1 #bjc1 #bae1 #bbb1 #bbg1 #cjc1 #cad1 #cae ,w>de ,press1 #ddg ,w9*ell1 ,edw>d ,ev]ett1 #afa1 #afb1 #bji ,,"p ,,"o ,illu/ration3 ,,! ,,scribe ,,at ,,"w ,repres5t+ a secret>y to ,philip ! ,good1 ,duke ( ,burgundy & patron ( le>n+1 copy+ manuscript books at ! ,hague ab\t ! "t typography 0 inv5t$ ,illu/ration ,,:5 ,,books ,,7 ,,writt5 ,to _m p]sons ! words 8,pr9t+0 & 8,typography0 are synonym\s4 ,! ,/&>d diction>y1 9 its lead+ def9ition ( ! ^w 8,pr9t]10 says3 8,"o engag$ 9 ! trade ( typographical pr9t+2 "o :o sets type or runs a pr9t+ press2 specifically a compositor40 ,b 9 ^! days !re are s _m k9ds ( pr9t]s 7li?ographic pr9t]s1 /eel- & copp]-plate pr9t]s1 l9otype pr9t]s1 textile pr9t]s1 etc47 t to def9e ! sort ( pr9t] :o does 8 "w ) type ! use ( ! adjective 8typographic0 is necess>y4 ,! ^w 8typography0 is d]iv$ f ! ,greek typos1 or type2 & graphe1 or writ+--type-writ+4 ,typography1 !n1 z ,i %all use x1 means pr9t+ f movable1 or sep>ate1 types4 ,! orig9 ( typography may be op5 to dispute1 b x is an und5iable fact t ! art ( pr9t+ ) sep>ate types 0 practic$ at ,ma9z1 ,g]many1 dur+ ! ye>s #adej-adee1 & f !re spread ov] ,europe4 ,be=e t p]iod books 7 writt5 by h& or pr9t$ f crudely engrav$ blocks ( wood4 99 99 99 99 99 ,! ?\s& ye>s prec$+ ! inv5tion ( pr9t+ 7! fif? to ! fifte5? c5tury7 are kn[n 9 hi/ory z ! ,middle ,ages1 & ! fir/ six c5turies ( ?is p]iod 7! fif? to ! elev5?7 are call$ ! ,d>k ,ages1 because dur+ ^? ye>s civilization 9 ,europe relaps$ into semi-b>b>ism1 & sci5tific1 arti/ic & lit]>y pursuits 7 almo/ entirely ab&on$4 ,lat9 _h be5 ! language ( intellectual ,europe up to ! "t ( ! fall ( ,rome 7#dgf ,a4,d47 & "o ( ! influ5ces t l$ up to ?is b5ight$ p]iod 0 t ,s\!rn ,europe 0 ov]run by s-call$ b>b>ians f ,g]mania 9 ! nor?--! ,angles & ,saxons1 :o settl$ 9 ,brita92 ! ,franks1 ,burgundians & ,go?s1 :o settl$ 9 ,gaul 7n[ ,france7 & ,g]many2 ! ,v&als :o settl$ 9 ,spa91 & ! ,lomb>ds1 :o settl$ 9 ,italy4 ,9 ,italy1 ,spa9 & ,gaul ! ,lat9-speak+ natives f> outnumb]$ ! invad]s1 & ! ,g]manic conqu]ors 7 =c$ to le>n some?+ ( ,lat94 ,! pres5t languages ( ^? c\ntries are ! result ( t attempt4 ,! language ( ! ,g]manic ,angles & ,saxons 0 us$ 9 ,brita9 aft] _! invasion ( t c\ntry1 b 0 modifi$ by ! ,fr5*-speak+ ,normans :o conqu]$ ,engl& 9 ! elev5? c5tury4 ,?us ,lat9 z a common language di$4 99 99 99 99 99 ,al?o dead to mo/ ( ! population ( ,europe1 ,lat9 0 made ! (ficial language ( ! ,*ri/ian *ur*1 &1 dur+ t p]iod ( ! ,middle ,ages :5 ,fr5*1 ,spani%1 ,italian & ,engli% 7 9 a /ate ( evolution1 x af=d$ a means ( keep+ alive 9 writt5 books ! k ! _w _h ga9$ be=e ! d>k curta9 ( ignorance 0 rung d[n4 ,manuscript books are s-call$ f ! ,lat9 words manu scripti1 mean+ 8writt5 by h&10 & ! initials ( ^! two ,lat9 words are frequ5tly us$ = ! ^w manuscript1 i4e41 8,,ms40 ,! mat]ials ^u :i* books 7 writt5 h at v>i\s times be5 clay1 /one1 wood1 lead1 sk91 papyrus & pap]4 ,illu/ration3 ,,assyrian ,,clay ,,tablet ,%[+ ! cunei=m 7arr[-%ap$7 writ+ ,look+ back six ?\s& ye>s to ! beg9n+ ( record$ "t we f9d ! ,*aldeans 7,babylonians & ,assyrians7 writ+ arr[-%ap$ *>act]s ) a %>p tri-po9t$ in/rum5t ^u damp clay1 :i* 0 !n made p]man5t by bak+4 ,9 #ahde a libr>y ( bak$ clay tablets 0 discov]$ among ! ru9s ( ,n9eveh4 ,?\s&s ( ^! tablets h be5 collect$ 9 ! ,briti% ,museum1 ! mo/ int]e/+ ( :i* is "o :i* _h be5 brok5 9 eighte5 pieces1 conta9+ an acc\nt ( ! ,flood4 ,tw5ty-five hundr$ ye>s be=e ! ,*ri/ian era1 :5 ! great pyramids 7 be+ built1 ! ,egyptians wrote ^u papyrus1 a plant gr[+ on ! banks ( ! ,nile4 ,! inn] portion ( ! plant 0 /ripp$1 ! /rips laid across ea* o!r1 press$ & dri$4 ,! squ>es ( mat]ial ?us made 7 !n jo9$ toge!r to =m a long /rip :i* 0 roll$ ar\nd a rod4 ,^u papyrus is writt5 "o ( ! olde/ 8books0 9 ! _w1 8,! ,book ( ! ,dead10 n[ 9 ! ,briti% ,museum4 ,?is is a lit]>y "w ( a semi-sacr$ "*1 & copies 7 plac$ 9 ! tombs ) deceas$ ,egyptians1 :5ce its "n4 ,a reproduction ( a portion ( ?is book is giv5 on page ?ree4 ,suppos$ly "u ! patronage ( ! ,egyptian rul]1 ,rameses ,,ii41 ab\t ?irte5 hundr$ ye>s be=e ,*ri/1 _m books on religion1 law1 m$ic9e & o!r subjects 7 writt51 & a great libr>y 0 accumulat$4 ,! ,*9ese wrote ) a /ylus or bru% ^u tablets ( bamboo fib]4 ,x is impossible accurately to det]m9e ! antiquity ( ,*9ese me?ods1 z ! extravagant & (t5 unsub/antiat$ claims ( hi/orians ant$ate ^? ( mod]n discov]y4 ,ink1 pap]1 & pr9t+ f blocks 7 all suppos$ly inv5t$ by ! ,*9ese e>ly 9 ! ,*ri/ian era1 & ev5 ! fir/ use ( sep>ate types is cr$it$ to ,pi-,%+1 a ,*9ese blacksmi?4 ,x may be relevant to sugge/ t ! old-"t 8blacksmi?0 joke & ! pr9t+-t]m 8pi0 are d]iv$ f ?is s\rce4 ,dress$ sk9s & palm leaves 7 us$ by ! ,h9doos1 & writ+s 9 ,sanscrit 7 probably done 9 ! temples by ! ,brahm9s1 ! prie/s & philosoph]s ( e>ly ,india4 ,! ,v$as1 sacr$ writ+s z old z #bjjj ,b4,c41 =m$ a big portion ( ! ,h9doo lit]ature4 ,! ,hebrews wrote ^u /ones & animal sk9s4 ,9 ?is mann] !y pres]v$ ! ,old ,te/am5t portion ( ! ,bible1 & gave to po/]ity "o ( ! mo/ wond]ful books ev] writt54 99 99 99 99 99 ,! anci5t ,phnicians 7 comm]cial p1 & be+ su* did v little 9 produc+ lit]ature2 yet x is to !m t we owe ! pres5t ,roman alphabet4 ,! illu/ration on a foll[+ page %[s h[ ?is transition probably came ab\t4 ,!re is a slight resemblance betwe5 "s ( ! tw5ty-"o *>act]s 9 ! ,phnician alphabet & c]ta9 picture writ+s ( ! ,egyptians1 ^: hi]oglyphic alphabet consi/$ ( sev]al hundr$ *>act]s & 0 z cumb]some z is ! ,*9ese alphabet ) its sev]al ?\s& *>act]s4 ,! ,greeks receiv$ _! alphabet directly f ! ,phnicians1 !re be+ a tradition t "o ,cadmus introduc$ x into ,greece4 ,"s writ]s claim t 8,cadmus0 m]ely signifies 8! ,ea/0 & does n ref] to an individual4 ,! names ( ! fir/ two lett]s ( ! ,greek alphabet1 ,alpha & ,beta1 are simil> to ^? ( _m o!r languages1 & ! ^w 8alphabet0 is d]iv$ f ^! two words4 99 99 99 99 99 ,9 ,greece1 especially at ,a!ns1 be=e manuscripts became num]\s1 lectures & public read+s 7 important features ( intellectual life4 ,! poems ( ,hom]1 suppos$ to h be5 compos$ ab\t #hhj ,b4,c41 7 n put into writ+ until #efj ,b4,c41 & dur+ ?is p]iod ( m ?an ?ree hundr$ ye>s !y 7 reta9$ 9 ! memory ( b>ds1 by :om !y 7 sung or recit$4 8,plut>*'s ,lives10 "o ( ! be/ kn[n ,greek lit]>y works1 0 writt5 9 ! second c5tury1 ,a4,d4 ,! ,greek nation is g5]ally ackn[l$g$ to h be5 "o ( ! mo/ intellectual ( anci5t times1 yet x is a peculi> fact t only ! boys 7 giv5 an education1 ! intellectual developm5t ( wom5 be+ consid]$ unnecess>y4 ,copy+ ( manuscripts 0 (t5 a labor ( love4 ,demo/h5es1 ! great philosoph]1 is said to h transcrib$ ) 8 own h&s ! eight books ( ,?ucydides on ! hi/ory ( ! ,peloponnesian ,w>4 ,_m ( ! ,greek manuscripts 7 writt5 by scribes & copyi/s :o 7 slaves1 & "s ( ^! slaves develop$ mu* tal5t ( a lit]>y k9d4 ,! ,greeks import$ papyrus z a writ+ mat]ial1 until "o ( ! ,ptolemies1 9 ! int]e/s ( ! ,alex&rian libr>y1 decre$ t no papyrus %\ld g out ( ,egypt4 ,?is l$ to ! developm5t ( p>*m5t1 s nam$ f ! city ( ,p]gamus1 :]e x 0 fir/ made4 ,p>*m5t is ! sk9 ( calves1 goats or %eep1 clean$ & smoo!d4 ,9 ! days ( militant ,greece1 ,alex&] ! ,great conqu]$ ,egypt1 & 9 ! ye> #ccb ,b4,c4 f\nd$ ,alex&ria4 ,:5 at 8 dea? ,alex&]'s empire 0 divid$ among 8 g5]als1 ,egypt fell to ! lot ( ,ptolemy1 surnam$ ,sot]4 ,?us began a dyna/y ( ,egyptian k+s kn[n z ,ptolemies1 end+ 9 #cj ,b4,c4 ) ! dea? ( ,cleopatra1 ! la/ ( ! l9e4 ,! second ,ptolemy1 surnam$ ,philadelphus1 f\nd$ ! great ,alex&rian libr>y1 :i* accumulat$ ov] five hundr$ ?\s& rolls ( manuscript1 mo/ly br\ght f ,greece4 ,! l5g? ( ! rolls v>i$ f small ones ( two hundr$ l9es to massive scrolls ( "o hundr$ & fifty feet :5 unw\nd4 ,!re is a leg5d t ,ptolemy ,philadelphus 0 s impress$ ) ! appe>ance ( a roll ( p>*m5t conta9+ 9 gold lett]s ! sacr$ scriptures ( ! ,hebrews1 t1 ab\t #bgj ,b4,c41 he caus$ _! translation to be made into ,greek4 ,?is1 x is said1 0 done 9 ,alex&ria 9 sev5ty-two days by sev5ty-two le>n$ ,jews f ,j]usalem4 ,h5ce ! "n 8,septuag9t10 :i* has always be5 appli$ to t ,greek v]sion ( ! ,old ,te/am5t4 ,illu/ration3 ,,anci5t ,,roman ,,read+ ,a ,,manuscript ,,roll ,f a pa9t+ f\nd at ,pompeii ,julius ,cs>1 ! ,roman conqu]or1 :om ,%akespe>e designat$ 8! =emo/ man ( all ?is _w10 ab\t ! ye> #cj ,b4,c4 visit$ ! city ( ,alex&ria & became int]e/$ 9 ,cleopatra1 ! ,egyptian que54 ,?is l$ to a w> ) ,k+ ,ptolemy1 & dur+ a fi]ce battle ,cs> set fire to ! ,egyptian fleet4 ,un=tunately ! flames ext5d$ to ! ,alex&rian libr>y & de/roy$ ! great] "p ( its magnific5t collection ( manuscripts4 ,gradually aft] t1 ,rome sup]s$$ ,alex&ria z an intellectual c5t]1 z ,alex&ria _h previ\sly sup]s$$ ,a!ns4 ,! conque/ ( ,greece1 ov] a hundr$ ye>s be=e1 _h be5 ! cause ( _m ,greek s*ol>s & philosoph]s tak+ up _! abode 9 ,rome4 ,?is1 ) ! fact t a great numb] ( scribes & copyi/s _h involunt>ily come to ! ,et]nal ,city because ( ! =tunes ( w>1 help$ to develop 9 ! ,romans an int]e/ 9 lit]ature4 ,dur+ ! p]iod ( ,roman hi/ory id5tifi$ ) ,julius ,cs> !re 7 cu/oms 9 manuscript mak+ t are int]e/+ 9 _! sugge/ion ( mod]n newspap] me?ods4 ,9 fact1 ,cs> is cr$it$ ) hav+ be5 ! f\nd] ( ! newspap]4 ,he introduc$ ! daily publication ( ! news ( ! ,roman ,s5ate & ,p1 a radical *ange f ! previ\s cu/om ( issu+ ye>ly news-lett]s kn[n z ! ,annals4 ,! acts ( ! s5ate 7 report$ by tra9$ writ]s kn[n z tabul>ii1 or inscrib]s ( tablets1 & 7 revis$ & edit$ be=e publication by a s5ator appo9t$ to t duty4 ,abbreviat$ =ms ( writ+ 7 us$ 9 8report+10 a sort ( %ort-h& :i* enabl$ ! scribe to write z rapidly z a man c\ld speak4 ,cs> himself wrote 8 lett]s 9 *>act]s :i* prev5t$ !m be+ read by 8 enemies4 ,illu/ration3 ,,roman ,,wax$ ,,tablet ,! pres5t me?od ( b9d+ flat books might h orig9at$ ) ^! old tablets ,! 8,acts ( ! ,s5ate0 grew into a di>y ( g5]al news1 kn[n z ! 8,acts ( ! ,city10 & x is likely t ! educat$ slaves 9 ! families ( public m5 7 call$ into s]vice to duplicate copies = circulation4 ,al?o ! ,emp]or ,augu/us1 :o reign$ 9 ,rome at ! beg9n+ ( ! ,*ri/ian era1 discont9u$ publi%+ ! ,acts ( ! ,s5ate1 he enc\rag$ ! writ+ & copy+ ( books to su* ext5t t ! p]iod is a memorable "o 9 lit]ature4 ,! classic au?ors1 ,virgil & ,horace1 wrote at t "t1 & _m o!r important manuscripts 7 produc$4 ,slave labor 0 utiliz$ = copy+1 & l>ge editions ( manuscript rolls 7 produc$ ) an ease t rival$ ! lat] me?od ( ! pr9t+ press4 ,9 su* in/ances x 0 ! cu/om = a read] to read al\d1 to1 say1 "o hundr$ tra9$ writ]s4 ,! possibilities ( ?is process may be imag9$4 ,horace all[$ 8 slaves rations :i* 7 s meag] t ! entire co/ ( production1 includ+ papyrus & b9d+1 ( a small book 0 equival5t to ab\t twelve c5ts 9 ,unit$ ,/ates co94 ,?us x w be se5 t 9 ! days ( ! ,roman ,empire books 7 pl5tiful & *eap because ( slave labor1 j z !y are *eap 9 mod]n times because ( ma*9]y4 ,= mo/ ( _! books ! ,romans1 z _h ! ,egyptians & ,greeks be=e !m1 us$ rolls ( papyrus w\nd ab\t rods4 ,ord9>ily ^! rods 7 made ( wood1 b = highly-priz$ manuscripts1 rods made ( ivory ) gold balls at ! ends 7 us$1 & ! writ+ 9 su* cases 0 on purple-color$ p>*m5t1 elaborately decorat$ ) gold or r$ ink4 ,! pres5t /yle ( flat %eet books might h orig9at$ ) ! use by ! ,romans ( tablets ( wood or metal1 wax-coat$1 on :i* memor&a 7 scrat*$ ) ! /ylus4 ,sev]al tablets 7 h+$ toge!r & ! wax surface 0 protect$ by rais$ edges 9 ! mann] ( ! mod]n s*ool slates 7see illu/ration74 ,?is l$ to ! use ( sev]al leaves ( vellum fa/5$ toge!r & enclos$ by ri*ly c>v$ ivory cov]s1 a =m t came into use ab\t #cjj ,a4,d41 %ortly be=e ,con/ant9e remov$ ! ,roman capital to ,con/ant9ople4 ,con/ant9ople naturally became ! c5t] ( civilization1 & ! "w ( transcrib+ manuscripts 0 tak5 up 9 t city4 ,9 ! eigh? c5tury ! reign+ emp]or1 9 ord] to puni% ! transcrib]s = insubord9ation1 caus$ ! libr>y at ,con/ant9ople to be 8surr\nd$ by va/ piles ( fagots1 :i* be+ fir$ at a giv5 signal1 ! :ole build+ 0 totally de/roy$1 along ) its twelve scribes & *ief libr>ian & m ?an ?irty ?\s& volumes ( preci\s manuscripts40 ,x seems to h be5 a favorite me?od ( puni%m5t dur+ ! ,middle ,ages = ^? 9 au?ority to de/roy valuable manuscripts4 99 99 99 99 99 ,:ile1 z we h se51 ) ! fall ( ! ,we/]n ,empire ( ,rome1 ! drift ( lit]ature 0 t[>d ! ,ea/1 !re rema9$ 9 ! ,we/ a dim light t 0 kept burn+ ?ru ! six hundr$ ye>s s fitt+ly call$ ! ,d>k ,ages4 ,?is light came f ! mona/]ies ( ,europe1 9 :i* little b&s ( devot$ m5 7 transcrib+ & decorat+ ! holy writ+s us$ by ! ,*ri/ian *ur*4 ,illu/ration3 ,,! ,,fam\s 8,,book ,,( ,,! ,,dead0 ,"p ( ! sev5te5? *apt] ( ! 8,book ( ! ,dead10 %[+ hi]oglyphics & illu/rations4 ,?is book 0 writt5 ^u papyrus1 & copies 7 plac$ by anci5t ,egyptians 9 tombs ) _! dead ,! ,*ri/ian *ur* z an organization became p[]ful aft] ! ,roman ,empire decl9$1 & ! monopoly ( le>n+ :i* ! *ur* possess$ dur+ ! ,d>k ,ages gave x su* a sup]ior k & p[] t ! ,*ur* ( ,rome grant$ au?ority to k+s1 & took x away1 at its pleasure4 ,a memorable in/ance ( ?is p[] took place 9 ! elev5? c5tury1 :5 ,hildebr&1 :o z head ( ! *ur* 0 kn[n z ,pope ,gregory ,,vii41 =c$ ,h5ry ,,iv4 ( ,g]many1 :o _h (f5d$ him1 to seek p>don 9 a mo/ humiliat+ mann]4 ,h5ry /ood b>efoot 9 ! sn[ = ?ree days1 be=e ,hildebr& w\ld p>don him4 ,on "o occasion previ\s to ! ev5t m5tion$ above1 ,*>lemagne 7,*>les ! ,great71 k+ ( ! ,franks1 :o 0 cr[n$ by ,pope ,leo ,,iii4 & salut$ z ,emp]or ( ! ,we/1 0 s mi/ak5ly zeal\s 9 ext5d+ along ) 8 own k+dom t ( ! ,l[ly ,naz>5e1 t he ord]$ ! hang+ ( m ?an f\r ?\s& prison]s be=e ! ,saxons w\ld cons5t to be baptiz$ & conqu]$4 ,illu/ration3 ,,evolution ,,( ,,! ,,alphabet ,?is table %[s h[ ! pres5t-day ,roman alphabet came to u f ! anci5t ,phnicians ,lat9 z a language is dead1 s f> z ! secul> _w is conc]n$1 b s9ce ! sev5? c5tury x has be5 ! (ficial language ( ! ,*ur* ( ,rome4 ,all manuscripts produc$ by monks aft] t "t1 :e!r writt5 9 ,brita91 ,g]many or ,italy1 are 9 ,lat91 & ! s]vices ( ! ,roman ,ca?olic ,*ur* are conduct$ 9 t language ev5 today4 ,9 ! ye> #ajhj1 ! ,k+ ( ,bohemia ask$ ,hildebr&1 ! ,papal head ( ! *ur*1 = p]mission to h ! s]vices p]=m$ 9 ! language ( ! p4 ,?is reque/ ,hildebr& refus$1 say+3 8,x is ! w ( ,god t 8 ^w %\ld be hidd51 le/ x %\ld be despis$ if read by e "o40 ,9 #abbi a c\ncil ( ! *ur* publi%$ a decree :i* n only /rictly =bade ! translation ( ! ,bible into a 8vulg> tongue10 b also =bade all b ! cl]gy to h copies 9 _! possession4 ,9 spite ( ^! m&ates1 translations ( v>i\s portions ( ! ,bible 7 made into common tongues1 b at great risk4 ,william ,tyndale set ab\t to translate ! ,bible into ,engli%1 v[+ t ere _m ye>s he w\ld cause ! pl\gh-boy to "k m ( ! ,scriptures ?an did ! prie/s4 ,by #aebf he _h complet$ ! ,new ,te/am5t1 b 8 books 7 burn$ 9 ! public squ>es z soon z complet$4 ,t5 ye>s lat] ,tyndale 0 burn$1 z _h be5 8 books4 ,9 #aecd ,m>t9 ,lu!r complet$ 8 wond]ful translation into ,g]man ( ! entire ,bible1 & gave to ! p :at _h previ\sly be5 d5i$ !m4 99 99 99 99 99 ,we w n[ consid] ! mak+ ( manuscript books 9 ! ,middle ,ages4 ,9 ! e>ly days ( ! ,*ri/ian *ur*1 p]secution 0 s sev]e t ,*ri/ians liv$ 9 hid+1 or seclud$ !mselves f ! out] _w to wor%ip4 ,?is condition l$ to ! exi/5ce ( a class ( m5 kn[n z monks 7f a ,greek ^w monos1 mean+ 8alone074 ,at ! beg9n+ ( ! six? c5tury1 an e>ne/1 consci5ti\s ,*ri/ian1 n[ call$ ,sa9t ,b5$ict1 set out to re=m ! evils !n preval5t 9 mona/ic life4 ,"o ( 8 !ories 0 t ! monks %\ld sp5d _! "t1 n 9 idl5ess1 b 9 manual labor1 9 tea*+ ! y\?1 & 9 copy+ manuscripts4 ,! ,b5$ict9e monks1 z ! foll[]s ( ,b5$ict are kn[n1 7 ! ma9 ag5ts 9 spread+ ,*ri/ianity & keep+ le>n+ alive dur+ ! ,d>k ,ages4 ,_! mode ( liv+ became s popul> t1 x is said1 !re 7 at "o "t ?irty-sev5 ?\s& mona/]ies or cloi/]s 9 exi/5ce4 ,illu/ration3 ,,capital ,,lett]s ,,( ,,! ,,anci5t ,,romans ,f inscriptions c>v$ 9 /one ,"o ( ! occupations ( ! ,b5$ict9e monks 0 t ( copy+ manuscripts1 & 9 "s mona/]ies a room kn[n z ! scriptorium 0 set ap>t = su* "w4 ,! (fice ( scribe or copyi/ 0 "o ( great importance1 & /r+5t rules gov]n$ ! "w4 ,no writ+ 0 done by artificial light1 talk+ 0 prohibit$1 & none b ! scribes 0 all[$ 9 ! room4 ,! tools 7 quill p5s1 knives to cut ! quills1 pumice /one to smoo? ! surface ( ! p>*m5t1 awls & rul]s ) :i* to make guide-l9es1 & weights to keep d[n ! pages4 ,p>*m5t & vellum1 ! =m] made ( ! sk9s ( calves1 goats or %eep1 ! latt] ( ! sk9s ( unborn lambs & kids1 7 ! mat]ials writt5 ^u4 ,black ink 0 commonly us$ = ! text ( books2 & v]milion1 an orange-r$ ink made ( r$ clay1 0 us$ = titles & important p>ts ( ! text4 ,! portions 9 r$ 7 kn[n z rubrics1 f rubrica 7r$ e>?47 ,illum9at+ 0 done to "s ext5t 9 ! mona/]ies1 b illum9ators o!r ?an monks 7 (t5 call$ ^u to assi/ 9 ?is "w4 ,?is practice l$ to que] comb9ations1 z sacr$ writ+s 7 frequ5tly decorat$ ) monkeys & o!r animals & birds1 :i* might h af=d$ appropriate decoration = an acc\nt ( ! ,flood4 ,illu/ration3 ,,uncial ,,lett]s ,,( ,,! ,,six? ,,c5tury ,^! lett]s %[ ! ,roman capitals assum+ ! %ape ( ! lat] ,go?ic1 or text1 lett]s ,aft] ! p>*m5t 0 prep>$ & be=e beg9n+ to write ! scribe w\ld scrat* 8 guide-l9es ^u x ) an awl4 ,! position ( ! page & ! l9es ( lett]+ 7 ?us indicat$1 ! page guide-l9es ext5d+ to ! edge ( ! p>*m5t4 ,! scribe's "w 0 pr9cipally t ( copy+ 7sett+ repr9t1 pr9t]s w\ld say7 f a book on ! read+ desk at 8 side4 ,he 0 suppos$ /rictly to 8foll[ copy10 & 8 "w 0 comp>$ occasionally by a p]son kn[n z a corrector4 ,! black writ+ f9i%$1 ! sk9s 7 pass$ to ! rubricator or illum9ator1 if ! manuscript 0 to be elaborately treat$4 ,! color$ plate %[n z a frontispiece is f an old pr9t & pictures a scribe at "w4 ,he is writ+ ! text on a %eet ( p>*m5t held 9 place by a weight4 ,! book f :i* he is copy+ is 9 front ( him1 above 8 writ+ desk1 & 8 copy is indicat$ by a guide su* z pr9t]s /ill use4 ,ink pots & p5s are 9 place & an elaborate libr>y is evid5tly at 8 disposal4 ,! picture is defective 9 p]spective b is )al r int]e/+4 ,illu/ration3 ,,half-,,uncial ,,lett]s ,demon/rat+ ! transition ( ,roman capitals into small1 or l[]-case1 lett]s ,! mo/ beautiful & elaborate specim5 ( ! illum9ator's art n[ 9 exi/5ce is ! fam\s 8,book ( ,kells10 a copy ( ! ,gospels writt5 ab\t ! sev5? c5tury4 ,x is notable because ( ! excell5ce ( its decoration1 ! endless v>iety ( initial lett]s x conta9s1 & ! c>eful lett]+4 ,! scribes & illum9ators ( ,irel& h a la/+ monum5t 9 ?is book1 z x is suppos$ to h be5 produc$ 9 ! mona/]y ( ,kells1 f\nd$ by ,/4 ,colombo4 ,gold1 r$ & blue 7 favorites ) ! illum9ators1 ! burni%$ gold leaf add+ ri*ness to ! brilliancy ( ! effect4 ,manuscript books 7 ord9>ily b\nd 9 ?ick wood5 bo>ds1 cov]$ ) lea!r1 b !re are books yet pres]v$ ! bo>ds ( :i* are ( c>v$ ivory1 & o!rs t are inlaid ) preci\s /ones4 ,! books associat$ ) ! ,middle ,ages mo/ famili> to u are ! ,missal 7mass-book71 conta9+ ! s]vices ( ! celebration ( ! mass2 ! ,psalt] 7book ( psalms71 conta9+ ! psalms us$ 9 *ur* s]vices2 ! ,book ( ,h\rs1 conta9+ pray]s & (fices = ! sev]al h\rs ( ! day1 & ! ,donatus1 a %ort ,lat9 gramm>1 ! "w ( lius ,donatus1 a ,roman gramm>ian ( ! f\r? c5tury4 99 99 99 99 99 ,illu/ration3 ,,go?ic ,,lett]s ,,( ,,! ,,fif? ,,c5tury ,also %[+ ! decorative uncial-l initials us$ on manuscript ,missals ,:5 pr9t+ 0 inv5t$ ! fir/ types us$ 7 imitations ( ! curr5t ,go?ic lett]+1 kn[n to u z ,black ,lett]1 ,old ,engli%1 etc4 ,a few ye>s lat]1 :5 typography 0 introduc$ into ,italy1 ! types 7 cut 9 imitation ( ! lett]+ select$ = use by ! scribes ( ! ,italian ,r5aissance1 :i* lett]+ is famili>ly kn[n 9 our "t z ,roman4 ,! capitals ( ?is ,roman lett]+ are fa%ion$ aft] ^? us$ 9 anci5t ,rome1 & ! small or l[]-case lett]s are aft] ! ,roman writ+ kn[n z m9uscule1 ( ! twelf? c5tury4 ,! anci5t ,roman writ+ 0 all capitals1 & z f\nd on /amps & co9s 0 ( ! "* ( ! mod]n s-call$ 8go?ic0 7pla9 /rokes1 )\t ! small cross /rokes kn[n z s]ifs74 ,! m c>efully made ,roman capitals1 z c>v$ on monum5ts & build+s1 are n unlike ! pres5t type-faces kn[n z ,caslon & ,fr5* old /yle4 ,! evolution ( ,roman capitals into ! small or l[]-case lett]s ( ! pres5t day is trac$ 9 ! writ+ call$ uncial1 9 :i* ! lett]s ,a1 ,d1 ,e1 ,h1 ,m1 ,q are r\nd$ & alt]$ 9 appe>ance4 ,m *anges develop$ ! writ+ kn[n z half-uncial1 9 :i* only ! ,n & ,f reta9 ! appe>ance ( ,roman capitals4 ,! small 7l[]-case7 lett]s became kn[n z m9uscule1 z contra/$ ) majuscule1 or capital lett]s4 7,see reproductions on prec$+ pages47 ,f ?is po9t book writ+ develop$ 9 two directions3 "o t[>d ! heavy po9t$ /roke ( ! *ur*ly ,go?ic /yle1 & ! o!r1 guid$ by ,*>lemagne 9 ! eigh? c5tury1 to ! /yle ( ,roman lett] us$ by ,j5son & o!r pr9t]s ( ,v5ice1 ,italy1 9 _! classic pr9t+ ( ! fifte5? c5tury4 ,our old-/yle ,roman types are f ?is s\rce4 ,ano!r /yle1 call$ cursive1 0 ! c>elessly execut$ h&writ+ us$ = ord9>y purposes1 & 9 t respect may be lik5$ to our own bus9ess script4 ,?us z ! fifte5? c5tury dawn$ ^u ,europe we f9d lit]ature & le>n+ lock$ 9 ! cells ( ! monks1 :ile outside1 ! ho/s ( p :o = t5 c5turies w&]$ 9 semi-d>kness _h rea*$ an elevation :i* %[$ !m a new exi/5ce com+ ) ! intellectual awak5+ t 0 !n already ^u !m4 ,illu/ration3 ,,lett]$ ,,page ,,f ,,! 8,,book ,,( ,,kells0 ,%[+ ! beautiful writ+ ( ! ,iri% scribes ( ! sev5? c5tury ,illu/ration3 ,portion ( a page 7full size7 f ,fu/ & ,s*ff]'s ,psalt] ( #adeg ,! fir/ book ) a pr9t$ date3 %[+ initials & decoration cut 9 wood ,illu/ration ,,! ,,orig9 ,,( ,,typography ,! inv5tion ( typography 9 ! fifte5? c5tury m>k$ ! beg9n+ ( a new civilization & ! end ( ! m$ieval ?\s& ye>s4 ,! ,middle ,ages may be said to h begun ) ! capture ( ,rome by ! ,v&als 9 #dee ,a4,d41 & to h end$ ) ! production ( :at is consid]$ ! fir/ pr9t$ book 9 #adee4 ,illu/ration3 ,,fr5* ,,play+ ,,c>d ,a block pr9t ( ! fifte5? c5tury ,z has be5 %[n1 dur+ mo/ ( ! ?\s& ye>s prec$+ ! inv5tion ( typography1 ignorance & sup]/ition reign$ ?ru\t ,europe1 despite ! ef=ts ( ,*>lemagne & o!rs to revive le>n+ & enc\rage int]e/ 9 books4 ,! popul> m9d _h become s p]v]t$ t ability to read & write & love = art 7 consid]$ pro(s ( effem9acy4 ,z ! m$ieval p]iod ne>$ its close1 ! bra9 ( man became m active2 he began to reason & to und]/& mu* t be=e _h be5 my/]y4 ,int]e/ 0 manife/$ 9 ! problems ( sci5ce & religion1 & notable ?+s 7 accompli%$ by arti/s & craftsm54 ,x seem$ z if ! intellect ( mank9d 0 awak5+ f a long sleep1 & civilization 0 be+ born aga94 ,z ! light ( ! new intellig5ce %one ^u ! e>? & ,europe rubb$ its dazzl$ eyes1 ,,typography1 ! /> t 0 to light ! way to mod]n k & a*ievem5t1 appe>$4 ,pr9t+ ) sep>ate metal types1 :ile involv+ a new pr9ciple1 0 to "s ext5t a developm5t ( o!r me?ods4 ,! evolution f manuscript books to block books1 & f block books to books pr9t$ f types occurr$ quietly 9 ! natural c\rse ( ev5ts2 s quietly1 inde$1 t !re is my/]y surr\nd+ ea* *ange ( me?od4 ,9 ! e>ly "p ( ! fifte5? c5tury1 :5 writ+ 0 ! only ag5cy us$ = mak+ books1 ! dem& = play+ c>ds & sacr$ pictures necessitat$ a me?od ( reproduction m rapid ?an ! old2 & ?us engrav$ wood blocks 7 introduc$4 ,illu/ration3 ,,image ,,pr9t ,,( #adbc ,! fir/ block pr9t ) a date ,z ! desire = k outgrew ! productive res\rces ( ! russet-g[n$ scribes1 m5 ) a me*anical turn ( m9d began to engrave pages ( books on wood5 blocks1 a process :i*1 ?o extremely t$i\s1 af=d$ a means ( p>tly satisfy+ ! ne$1 & :i* became ! /epp+ /one to ! inv5tion ( pr9t+ ) sep>ate types4 ,! block books1 z !y 7 call$1 sometimes conta9$ :ole pages ( read+ matt]1 ea* lett] cut 9 relief on ! face ( ! wood1 & frequ5tly ! page includ$ a l>ge illu/ration c>elessly drawn & crudely engrav$4 ,! e>ly me?od ( pr9t+ block books 0 by plac+ ! pap] on ! ink$ surface & rubb+ ! back4 ,only "o side 0 pr9t$ & a br[n di/emp] ink 7a k9d ( wat]color7 0 us$4 ,simply con/ruct$ presses1 prototypes ( ! mod]n h& press1 7 employ$ by block-book mak]s 9 lat] ye>s4 ,play+ c>ds & image pr9ts 7 popul> products ( ! block-book p]iod1 & aft] be+ pr9t$ 7 color$ by means ( /5cils4 ,a ,fr5* play+ c>d ( ! fifte5? c5tury is reproduc$ on ! prec$+ page1 z well z a pr9t illu/rat+ ! old leg5d ( ,/4 ,*ri/oph] c>ry+ ! infant ,jesus across a riv]4 ,?is la/-m5tion$ pr9t is dat$ #adbc1 is #h #aa in*es 9 size1 & is ! olde/ dat$ specim5 ( pr9t+4 ,! inv5tion ( pr9t+ really dates f ! "t books 7 pr9t$ f wood5 blocks1 al?o ! m important inv5tion1 t ( typography 7pr9t+ ) sep>ate types71 is also kn[n by ! g5]al ^w 8pr9t+40 ,! fir/ block books1 probably ,donatuses1 may h be5 pr9t$ 9 ,holl&4 ,! 8,donatus0 is a ,lat9 gramm>1 & receiv$ its "n f its au?or1 lius ,donatus1 a ,roman gramm>ian ( ! f\r? c5tury4 ,x is a small book ( n m ?an ?irty-f\r pages pr9t$ on p>*m5t1 & _h a l>ge sale4 ,illu/ration3 ,,bible ,,( ,,! ,,poor ,fam\s block book ( ! fifte5? c5tury ,!re is a morbid side to human nature1 & x has be5 ) u s9ce ! beg9n+4 ,today x f9ds delight 9 p]us+ 9 ! s5sational newspap]s detail$ descriptions ( murd]s1 tra9 wrecks1 & o!r happ5+s 9 :i* blood is spill$4 ,dur+ ! ,middle ,ages x prevail$1 & is reflect$ 9 ! pictures t h come d[n to u 9 ! block books4 ,a doleful atmosph]e is pres5t 9 ! block book1 8,ars ,mori5di0 7,art ( ,dy+71 ^: illu/rations %[ weep+ angels & le]+ demons1 weird sett+s t are magnifi$ by ! crud5ess ( ! engrav+s4 ,illu/ration3 ,,text ,,page ,,f ,a ,,block ,,book 8,ars ,mori5di10 pr9t$ 9 ! fifte5? c5tury ,! 8,biblia ,paup]um0 7 ,bible ( ! ,poor7 is ano!r block book v popul> 9 ! days prec$+ ! inv5tion ( typography4 ,x is a book ( ab\t =ty pages1 consi/+ pr9cipally ( illu/rations ( ! important happ5+s z told 9 ! ,scriptures4 ,! book 0 = ! use ( illit]ate monks & ^? t did n h access to ! elaborate manuscript ,bibles4 ,a book ( simil> purpose1 b m complete ?an ! ,bible ( ! ,poor1 is call$ 8,speculum ,human ,salvationis0 7,mirror ( ,human ,salvation74 ,?is book lit]ally pres5ts ! transition f block books to type-pr9t$ books1 = ( ! sixty-?ree pages 9 "o edition tw5ty are pr9t$ f wood blocks & =ty-?ree f sep>ate types 7see reproductions h]e)74 ,! pr9t$ page ( ! 8,mirror0 is a trifle l>g] ?an ! page t is n[ be+ read4 ,almo/ e mona/]y 9 ,europe conta9$ copies ( ! 8,speculum40 99 99 99 99 99 ,:51 :]e & by :om 0 typography inv5t$8 ,x is surpris+ t !re %\ld be any real unc]ta9ty ab\t ! facts connect$ ) ! inv5tion ( typography1 b "s unc]ta9ty does exi/1 & v>i\s op9ions & conclusions are set =? 9 books on ! subject4 ,! new me?od ( pr9t+ 0 inv5t$ 9 ! mid/ ( indiff]5ce & ignorance1 & = _m ye>s b few c>$ t x _h come among !m4 ,! inv5tor ( typography1 :e!r ,co/] or ,gut5b]g1 0 too mode/ to claim ! cr$it 9 a sub/antial way1 z he fail$ to pr9t 8 "n on ! fir/ books done by ! new me?od4 ,?is mode/y1 or :atev] else x may h be51 op5$ ! way = almo/ e ,european c\ntry to claim ! honor ( hav+ be5 ! home ( ! inv5tion4 ,h[ev]1 all claims h be5 disprov$ except+ ^? ( ,g]many & ,holl&1 & z ! argum5t n[ /&s ! weight ( ! evid5ce is ) ,g]many4 ,c4 ,h4 ,timp]ley1 9 8 8,diction>y ( ,pr9t+0 7#ahci7 says t ( ^? :o _h writt5 on ! subject up to 8 "t1 "o hundr$ & n9e favor$ ,ma9z & tw5ty-f\r favor$ ,ha>lem z ! bir?place ( typography4 ,!re is indisputable evid5ce to prove t typography 0 practic$ by ,gut5b]g at ,ma9z1 ,g]many1 f #adej to #adee1 & t ! art spread f t city to all p>ts ( ,europe4 ,!re is no d\bt ab\t t4 ,! only ?+ :i* c lose to ,gut5b]g & ,g]many ! cr$it ( ! inv5tion is pro( t ano!r man pr9t$ f sep>ate types 9 ano!r c\ntry previ\s to #adej4 ,c]ta9 inve/igators h attempt$ to supply ?is pro(1 z we %all see4 ,illu/ration3 ,,page ,,pr9t$ ,,f ,,an ,,engrav$ ,,wood ,,block ,f ! 8,mirror ( ,human ,salvation0 ,by an unkn[n ,dut* pr9t] ,illu/ration3 ,,page ,,pr9t$ ,,f ,,sep>ate ,,metal ,,types ,f ! 8,mirror ( ,human ,salvation0 ,by an unkn[n ,dut* pr9t] ,! pret5sions ( ,holl& are t "o ,laur5s ,janszoon ,co/] 7,lawr5ce1 son ( ,john1 ! sexton or %]iff7 pr9t$ ) sep>ate types ab\t ! ye> #adcj at ,ha>lem4 ,! e>lie/ te/imony on ! subject is a *apt] 9 ! 8,*ronicle ( ,cologne0 7#adii7 :]e9 ! au?or speaks ( in=mation ab\t ! inv5tion ( typography receiv$ by him f ,ulri* ,zell1 :o pr9t$ books at ,cologne1 ,g]many1 z e>ly z #adfd4 ,he /ates t ! 8art 0 discov]$ fir/ ( all 9 ,g]many1 at ,ma9z on ! ,rh9e10 & t ! 8fir/ inv5tor ( pr9t+ 0 a citiz5 4 4 4 nam$ ,junk] ,johann ,gut5b]g40 ,?is /atem5t is add$ to by ! ass]tion t ! new art 8f\nd its fir/ prefiguration 9 ,holl& 9 ! ,donatuses :i* 7 pr9t$ !re be=e t "t40 ,x has be5 argu$ t ! la/ ass]tion ref]s to block books4 ,an extract f ! ,cologne-,*ronicle acc\nt may be ( int]e/3 ,?is highly valuable art 0 discov]$ fir/ ( all 9 ,g]many1 at ,ma9z on ! ,rh9e4 ,& x is a great honor to ! ,g]man nation t su* +5i\s m5 are f\nd among !m4 ,& x took place ab\t ! ye> ( our ,"l #addj1 & f ?is "t until ! ye> #adej1 ! art1 & :at is connect$ ) x1 0 be+ inve/igat$4 ,& 9 ! ye> ( our ,"l #adej1 x 0 a gold5 ye>1 !y began to pr9t1 & ! fir/ book !y pr9t$ 0 ! ,bible 9 ,lat92 x 0 pr9t$ 9 a l>ge lett] resembl+ ! lett] ) :i* at pres5t missals are pr9t$4 ,al?o ! art 0 discov]$ at ,ma9z1 9 ! mann] z x is n[ g5]ally us$1 yet ! prefiguration 0 f\nd 9 ,holl&1 9 ! ,donatuses1 :i* 7 pr9t$ !re be=e t "t4 ,& f ^!1 ! beg9n+ ( ! said art 0 tak51 & x 0 inv5t$ 9 a mann] mu* m ma/]ly & subtle ?an ?is1 & became m & m +5i\s4444 ,b ! fir/ inv5tor ( pr9t+ 0 a citiz5 ( ,ma9z1 born at ,/rassburg1 & nam$ ,junk] ,johann ,gut5b]g4 ,f ,ma9z ! art 0 introduc$ fir/ ( all into ,cologne1 !n into ,/rassburg1 & aft]w>ds into ,v5ice4 ,! orig9 & progress ( ! art 0 told me v]bally by ! honorable ma/] ,ulri* ,zell1 ( ,hanan1 /ill pr9t] at ,cologne1 anno #adii1 by :om ! said art came to ,cologne4 ,!re 0 pr9t$ 9 ! ye> #aefa an address to ! t[n (fic]s at ,ha>lem by ,di]ick ,coornh]t1 an engrav]1 9 :i* he /at$ t he 0 (t5 told 9 good fai? t ! useful art ( pr9t+ books 0 inv5t$1 fir/ ( all1 "h 9 ,ha>lem1 al?o 9 a crude way1 z x is easi] to improve on an inv5tion ?an to inv5t2 :i* art hav+ be5 br\ght to ,ma9z by an unfai?ful s]vant1 0 v mu* improv$ !re1 :]eby ?is t[n1 on acc\nt ( its fir/ hav+ spread x1 ga9$ su* a reputation = ! inv5tion ( ! art1 t our fell[-citiz5s f9d v little cr$5ce :5 !y ascribe ?is honor to ! true inv5tor4 4 4 4 ,& because ,i implicitly believe :at ,i h said be=e1 on acc\nt ( ! tru/wor?y evid5ce ( v old1 dignifi$ & gray heads1 :o (t5 told me n only ! family ( ! inv5tor1 b also 8 "n & surname1 & expla9$ ! fir/ crude way ( pr9t+1 & po9t$ ) _! f+] ! h\se ( ! fir/ pr9t] out to me4 ,x w be notic$ t ,coornh]t fails to m5tion ! "n ( ! alleg$ inv5tor1 ! location ( 8 h\se1 or ! date ( ! inv5tion4 ,! claim t 8! useful art ( pr9t+ books 0 inv5t$1 fir/ ( all1 "h at ,ha>lem1 al?o 9 a crude way10 may ref] to ! pr9t+ ( block books & n to typography4 ,! claims ( ,holl& 7 fir/ pres5t$ def9itely ab\t #aeff 9 a hi/ory ( ! ,ne!rl&s call$ 8,batavia10 ! au?or ( :i* 0 kn[n 9 8 own tongue z ,adrian de ,jonghe2 9 ,engli% z ,adrian ! ,y\ng]1 & 9 ,lat9 z ,hadrian ,junius4 ,! /ory z writt5 by ,junius has be5 dubb$ ! 8,co/] ,leg5d0 & x reads 9 "p z foll[s3 ,ab\t "o hundr$ & tw5ty-eight ye>s ago !re dwelt 9 a h\se ( "s magnific5ce 7z may be v]ifi$ by inspection1 = x /&s intact to ?is day7 9 ,ha>lem1 ne> to ! m>ket1 & opposite ! royal palace1 ,laur5tius ,joannes1 surnam$ ditus1 or ,cu/os1 by reason ( ?is lucrative & honorable (fice1 :i* by h]$it>y "r app]ta9$ to ! di/+ui%$ family ( t "n4 4 4 4 ,:5 /roll+ 9 ! woods ne> ! city1 z citiz5s :o enjoy$ ease 7 accu/om$ to d aft] d9n] & on holidays1 x happ5$ t he und]took z an exp]im5t to fa%ion ! b>k ( a bee* tree 9 ! =m ( lett]s4 ,! lett]s s made1 he impress$ ! rev]se way1 consecutively1 ^u a leaf ( pap]1 9 little l9es ( "o k9d & ano!r4444 ,!reupon he made1 by ! addition ( lett]s1 explanations = pictures on engrav$ wood4 ,( ?is k9d ( pr9t+1 ,i myself h se5 "s /amp$ block books1 ! fir/ essays ( ! art1 pr9t$ on "o side only1 ) ! pr9t$ pages fac+ ea* o!r1 & n ^u bo? sides ( ! leaf4 ,among !m 0 a book 9 ! v]nacul> writt5 by an unkn[n au?or1 be>+ ! title 8,spieghel onz] ,beh\d5is0 ,dut* edition ( ! 8,mirror ( ,salvation10 two pages ( ! ,lat9 edition ( :i* are "h %[n4444 ,he subsequ5tly *ang$ ! bee*-wood lett]s = ^? ( lead1 & ^! aga9 = lett]s ( t91 because t9 0 a less flexible mat]ial1 h>d] & m durable4 ,to ?is day may be se5 9 ! v h\se itself 444 "s v old w9e flagons1 :i* 7 made f ! melt+ d[n ( ! remnants ( ^! v types4 ,! new inv5tion met ) favor f ! public & 444 attract$ pur*as]s f e direction4444 ,he add$ assi/ants to 8 b& ( workm51 & "h may be f\nd ! cause ( 8 tr\bles4 ,among ^! workm5 0 a c]ta9 ,john4 ,:e!r or n1 z suspicion alleges1 he 0 ,fau/ 444 or ano!r ( ! same "n ,i %all n tr\ble myself to asc]ta94 ,?is man1 al?o b\nd by oa? to ! typographic art1 :5 he knew himself to be p]fectly skill$ 9 ! op]ation ( type sett+1 9 ! k ( type f\nd+1 & 9 e o!r detail app]ta9+ to ! "w1 seiz$ ! fir/ favorable opportunity 444 & flew into ! closet ( ! types1 & pack$ up ! in/rum5ts us$ 9 mak+ !m t belong$ to 8 ma/]1 & 444 imm$iately aft] slunk away f ! h\se ) ! ?ief4 ,he w5t fir/ to ,am/]dam1 !nce to ,cologne & f9ally rega9$ ,ma9z4444 ,)9 ! space ( a ye>1 or ab\t #addb1 x is well kn[n t he publi%$1 by ! aid ( ! same types :i* ,laur5tius _h us$ 9 ,ha>lem1 ! 8,doctr9al0 ( ,alex&] ,gallus 444 & also ! 8,treatises0 ( ,pet]1 ( ,spa94444 ,i rememb] t ,ni*olas ,gallius1 ! preceptor ( my boyhood1 a man ( t5aci\s memory1 & v5]able ) gray hairs1 n>rat$ ^! circum/ances to me4 ,he1 :5 a boy1 _h m ?an once he>d ,cornelis1 an old bookb9d] & an und]workman 9 ! same pr9t+ (fice :5 n an octog5>ian & b[$ d[n ) ye>s1 recite all ^! details z he _h receiv$ !m f 8 ma/]4 ,?is is ! /ronge/ pro( ! fri5ds ( ,co/] c pres5t1 & x has be5 ?or\ghly dissect$ by inve/igators repres5t+ bo? sides ( ! controv]sy4 ,! weak po9ts ( ! docum5t appe> to be3 7#a7 ,! date ( ! exp]im5t ) wood lett]s 9 ! g>d5 7ab\t #addj7 does n leave en\gh "t = completion ( ! inv5tion ( sep>ate metal types & ! equipm5t ( a l>ge pr9t+ (fice until ! !ft :i* ,junius says occurr$ 9 #adda4 7#b7 ,! date ( ! !ft ( #adda does n reconcile itself ) ! fact t ,gut5b]g 9 #adcf 0 probably exp]im5t+ ) 8 inv5tion at ,/rassburg4 7#c7 ,! claim t a ,dut* edition ( ! 8,mirror ( ,salvation0 0 pr9t$ ) sep>ate types cut f wood seems d\btful1 because ev5 ! be/ mod]n ma*9]y has n demon/rat$ t wood type c be made z accurately z is necess>y = arrangem5t ( small types 9 a mass$ page4 ,:5 x is consid]$ t ! size ( types us$ on ! edition m5tion$ 0 ab\t f\rte5 po9t1 & ! l9es 7 pr9t$ 9 alignm5t1 ! mod]n pr9t] is sure to "q ! accuracy ( ! ass]tion4 ,f\r editions1 two 9 ,lat9 & two 9 ,dut*1 ( ! 8,mirror ( ,salvation10 are kn[n to exi/1 all pr9t$ f types except tw5ty pages ( ! second edition1 :i* are pr9t$ f engrav$ blocks4 ,!y are ! "w ( "s e>ly pr9t] ( ,holl&2 :e!r 8 "n 0 ,co/] or :e!r ! books 7 pr9t$ be=e or aft] #adej w probably nev] be asc]ta9$4 ,"o ,pet] ,scriv]ius 9 #afbh wrote a new v]sion ( ! inv5tion 9 :i* he says t 8,9 ! ye> #adbh1 ,laur5s ,co/]1 !n a %]iff ( ,ha>lem1 /roll$ into ! ,ha>lem woods4 ,he took up ! bran* ( an oak-tree1 cut a few lett]s 9 relief on ! wood1 & aft] a :ile wrapp$ !m up 9 pap]4 ,he !n fell asleep1 b :ile he slept1 ra9 desc5d$ & soak$ ! pap]4 ,awak5$ by a clap ( ?und]1 he took up ! %eet1 & to 8 a/oni%m5t discov]$ t ! ra9 _h transf]r$ to x ! impress ( ! lett]s10 etc4 ,junius _h plac$ ! date ( ,co/]'s inv5tion at ab\t #addj2 ,scriv]ius put x at #adbh4 ,! date 0 aga9 *ang$1 ?is "t to #adbj1 by ,m>cus ,boxhorn1 :o wrote on ! subject 9 #afdj4 ,9 #agbb a /atue ( ,co/] 0 erect$ 9 ,ha>lem1 b no date 0 plac$ ^u x4 ,a 8true & rational acc\nt ( ! inv5tion0 0 publi%$ at ,ha>lem by "o ,leiz 9 #agdb1 :i* gives 9 detail ! suppos$ ev5ts ( ,co/]'s life z a pr9t]1 f ! cutt+ ( ! wood lett]s on ! tree b>k 9 #adbh to 8 dea? 9 #adfg1 b does n reveal ! s\rce ( in=mation4 ,g]>d ,me]man1 a le>n$ b impractical writ] ( ,rott]dam1 9 #agfe publi%$ a book1 8,orig9es ,typographical10 & comes to ! conclusion t typography 0 inv5t$ by ,l\w]ijs ,janszoon1 kn[n z ,laur5s ,co/]1 :o 0 %]iff at v>i\s times betwe5 #adbb & #adcd1 & :o di$ betwe5 #adcd & #addj2 he us$ sep>ate wood5 types ab\t #adbh or #adcj1 & did n 7z ,junius _h claim$7 use lead or t9 types2 he 0 robb$ on ,*ri/mas night #addj by ,johann ,g5sfleis* 7eld] bro!r ( ,johann ,gut5b]g71 :o c>ri$ ! art to ,ma9z2 he pr9t$ "o edition ( ! 8,mirror0 f wood5 types4 ,9 ! e>ly "p ( ! n9ete5? c5tury a sci5tific society ( ,holl& (f]$ a prize = ! be/ treatise on ! subject ( ! inv5tion & 9 #ahaf ,jacob ,kon+ 0 giv5 ! aw>d = 8 essay1 8,! ,orig91 ,inv5tion & ,developm5t ( ,pr9t+40 ,kon+ 0 ! fir/ writ] on ! subject to make rese>*es 9 ! ,ha>lem ar*ives & 9 8 book he claim$ to h c>efully collect$ f ! regi/]s1 acc\nt books1 & o!r (ficial data all ! entries t c\ld ?r[ light on ! subject1 & to h got toge!r all ! docum5t>y evid5ce to be f\nd4 ,! inve/igations ( ,kon+1 z report$ by himself1 corroborat$ "s ( ! details ( ! /ories ( ^? :o prec$$ him1 & he f\nd t ,l\w]ijs ,janszoon liv$ at ,ha>lem f #acgj to #adci1 :5 he di$4 ,= _m ye>s ! discussion /ood z ,kon+ _h left x & ,co/] 0 univ]sally giv5 equal honors ) ,gut5b]g z ! inv5tor ( typography2 b = sev]al ye>s previ\s to #ahfi rumors ( errors & defects 9 ! ,ha>lem claim 7 9 circulation 9 ,holl&4 ,dr4 ,anton ,van d] ,l9de took up ! task ( inve/igat+ ^! rumors & ! results ( 8 labors 7 giv5 9 a s]ies ( articles 9 ! ,dut* ,spectator dur+ #ahgj4 ,^! articles 7 revis$ & issu$ 9 book =m "u ! title1 8,! ,ha>lem ,leg5d ( ! ,inv5tion ( ,pr9t+40 ,van d] ,l9de %[$ h[ ,co/]'s cause _h be5 bol/]$ by ,kon+ & o!rs ) misrepres5tations1 evasions & ev5 =g]ies1 & ,holl& practically surr5d]$ its claims & alt]$ its s*ool books to meet ! new conditions4 ,! t[n records reveal$ no m5tion ( pr9t+ 9 connection ) ,l\w]ijs ,janszoon1 ! %]iff1 :o di$ 9 #adci1 or ) ,laur5s ,janszoon ,co/]4 ,van d] ,l9de w5t to ,g]many z libr>ian ( ! royal libr>y at ,wiesbad51 became ,von d] ,l9de & 9 #ahgh publi%$ an enl>g$ edition ( 8 =m] book "u ! title 8,gut5b]g10 9 :i* he argu$ t ,gut5b]g 0 ! inv5tor ( typography4 ,9 #ahgi ,j4 ,h4 ,hessels1 :o _h translat$ into ,engli% ,van d] ,l9de's fir/ book1 0 ask$ to write a review ( ! new book1 8,gut5b]g10 & 9 do+ ?is he became s int]e/$ 9 ! subject t he began a c>eful inve/igation into ! "q4 ,he aft]w>d decl>$ 9 ! preface ( 8 book1 8,gut5b]g0 7#ahhb74 8,_h ,i myself be5 able to realize be=eh& ! "t1 ! tr\ble1 & ! exp5se t ?is ,gut5b]g /udy w\ld co/ me1 ,i %\ld h ab&on$ ! subject at ! outset40 ,b ! "w 0 s infatuat+ t 9 #ahhg he publi%$ ano!r book3 8,ha>lem1 ! ,bir?place ( ,pr9t+2 n ,m5tz40 ,to demon/rate ! fickle work+s ( ! human m9d x may be int]e/+ to note t 9 8 book ( #ahhb ,mr4 ,hessels wrote1 8,i h nev] made any ?oro exam9ation ( ! ,ha>lem "q1 b su* inquiries z ,i h made h l$ me to believe t ! ,ha>lem claim _c be ma9ta9$40 ,contra/ ?is ) ! title ( 8 book ( #ahhg3 8,ha>lem1 n ,m5tz10 & notice 8 *ange ( base4 ,:ile ,mr4 ,hessels _h come to believe 9 ,ha>lem1 ,van d] ,l9de's fai? 9 ! cause ( ,gut5b]g 0 s /rong he =sook 8 native l&1 & 9 ,am]ica ,!odore ,l4 ,de ,v9ne 9 8 book 8,! ,inv5tion ( ,pr9t+0 7#ahgf7 _h reason$ out ! tangle 9 a way to satisfy himself & _m o!rs t ,gut5b]g1 & n ,co/]1 0 ! inv5tor ( typography4 ,x is impossible "h to g into detail$ discussion ( ! po9ts at issue1 & only because ! burd5 ( pro( is ^u ! ,holl& advocates has s mu* space be5 giv5 to ,co/]4 ,:ile !re may be "s tru? 9 ! ,co/] /ory1 ! pro(s are weak1 & ,ha>lem claimants d n seem able to agree z to ! id5tity ( ! man ,co/]4 ,gut5b]g1 on ! contr>y1 is %[n by records too num]\s to "h m5tion sep>ately1 to h be5 a real1 tangible human be+1 "o :o pr9t$ ) sep>ate metal types1 & ! probable inv5tor ( ! art4 ,x is believ$ t ,gut5b]g 0 born at ,ma9z1 ,g]many1 ab\t ! ye> #acii4 ,8 p>5ts 7 ,frielo ,g5sfleis* 7goose-fle%7 & ,else ,gut5b]g 7good-hill74 ,! boy ,johann took ! la/ "n ( 8 "m1 9 accordance ) ! ,g]man cu/om ( p]petuat+ a "n4 ,because ( civil /rife 9 ,ma9z1 ! ,g5sfleis* family left t city ab\t #adbj & took up resid5ce presumably at ,/rassburg4 ,!re is a possibility t typography sp5t its infant days at ,/rassburg4 ,gut5b]g liv$ !re 9 #adci & 0 practic+ a secret art1 :i* result$ 9 a lawsuit4 ,! records ( ! case _h la91 ) o!r records ( ! "t1 9 an old t[]1 & 7 n f\nd until ab\t #agdj4 ,!y 7 remov$ to ! ,libr>y ( ,/rassburg1 rema9+ !re until ! ,franco-,prussian ,w> 7#ahgj71 :5 !y 7 de/roy$ by soldi]s4 ,?is suit aga9/ ,gut5b]g 0 br\ght by ! relatives ( ,&rew ,dritzeh51 "o ( 8 workm51 :om ,gut5b]g _h agre$ to tea* c]ta9 ?+s connect$ ) ! bus9ess 9 :i* he 0 engag$4 ,! te/imony ( ! sev]al witnesses includes ref]5ces to secrets :i* ,gut5b]g w\ld n imp>t to 8 associates3 f\r pieces ly+ 9 a press 7:i* ,de ,v9ne claims 0 a type-m\ld72 lead1 melt$ =ms1 "w connect$ ) pr9t+1 etc4 ,x is argu$ t ,gut5b]g c\ld n h pr9t$ 9 su* a p]fect mann] at ,ma9z 9 #adee if he _h n devot$ _m ( ! ye>s be=e to p]fect+ ! new art1 & = ?is reason ,/rassburg may reasonably claim to be ! bir?place ( typography4 99 99 99 99 99 ,gut5b]g's greate/ mis=tune1 ! seizure by ,fu/ ( 8 pr9t+ (fice & ! j complet$ edition ( ! fam\s ,=ty-,two-,l9e ,bible1 furni%es a /rong l9k 9 ! *a9 ( evid5ce t goes to prove him ! inv5tor ( pr9t+4 ,! /ory has be5 (t5 told h[ ,johann ,gut5b]g1 9 ne$ ( ca% to f9ance 8 inv5tion1 w5t to ,johann ,fu/1 a citiz5 ( ,ma9z1 & obta9$ a sum ( money = :i* he mortgag$ 8 pr9t+ (fice4 ,?is 0 9 #adej4 ,five ye>s lat] we f9d ,fu/ appe>+ be=e a public not>y 9 ! conv5t ( ! ,b>e-,foot$ ,fri>s to en=ce 8 claim4 ,fu/ evid5tly caught ,gut5b]g unaw>es1 = ! c\rts decid$ aga9/ ! inv5tor1 & all types1 presses & books 9 ! possession ( ,gut5b]g 7 tak5 to ! h\se ( ,johann ,fu/4 ,! records ( ! agreem5t & lawsuit j m5tion$ are pro( t ,johann ,gut5b]g pr9t$ ) sep>ate metal types at ,ma9z1 ,g]many1 dur+ ! ye>s #adej-adee4 ,:ile he did n pr9t 8 "n on any ( ! products ( 8 pr9t+ (fice1 !re are specim5s ( ,ma9z pr9t+ su* z ,indulg5ces1 ,donatuses1 etc41 :i* corroborative evid5ce %[s to h be5 done be=e #adee4 ,! greate/ a*ievem5t ( ,gut5b]g1 ! culm9ation ( 8 ef=ts 9 ! new art1 0 ! fam\s ,=ty-,two-,l9e ,bible4 ,!re are a numb] ( copies ( ?is book 9 exi/5ce1 "s pr9t$ on vellum1 "s on pap]4 ,x consi/s ( almo/ ?irte5 hundr$ pages1 ab\t twelve by sixte5 in*es1 two columns to ! page1 ! columns conta9+ = ! mo/ "p =ty-two l9es1 :5ce ! "n by :i* ! book is kn[n4 ,! types 9 size are equival5t to ! pres5t-day tw5ty-po9t1 & 9 /yle are a copy ( ! book-,go?ic lett]s ( ! fifte5? c5tury4 ,! reproduction ( an illum9at$ page ( ! ,bible h]e) is less ?an "o-half ! size ( ! orig9al1 :i* is 9 ! ,briti% ,museum1 b w give an idea ( ! /yle ( treatm5t accord$ :at is probably ! fir/ type-pr9t$ book4 ,! text portion 0 pr9t$ 9 black ink only4 ,! illum9ators put a dab ( r$ on ! initial beg9n+ ea* s5t5ce1 & fill$ all blank spaces ) decoration1 ) :i* ! initials ,i & ,p are clev]ly bl5d$4 ,! small] reproduction %[s two pages f ! copy t 0 sold = fifty ?\s& doll>s 9 #aiaa4 ,johann ,gut5b]g1 aft] 8 pr9t+ outfit 0 tak5 by ,fu/1 did n entirely lose he>t1 b aga9 e/abli%$ himself z a pr9t]1 al?o he nev] aft]w>d produc$ ! equal ( 8 great "w1 ! ,=ty-,two-,l9e ,bible4 ,9 #adfe he 0 appo9t$ a g5tleman ( ! c\rt ( ! ,bi%op ( ,ma9z1 z a rew>d ei!r = 8 inv5tion or = political activity4 ,gut5b]g di$ ab\t #adfh & 8 pr9t+ mat]ial & equipm5t w5t to "o ,conrad ,hum]y1 :o _h "s rights ( own]%ip 9 !m4 99 99 99 99 99 ,among ,gut5b]g's workm5 9 #adee 0 a "y man ab\t tw5ty-five ye>s ( age nam$ ,pet] ,s*ff]1 :o previ\sly _h copi$ books :ile a /ud5t at ! ,univ]sity ( ,p>is4 ,he 0 a valu$ assi/ant to ,gut5b]g1 & :5 ,fu/ took ov] ! equipm5t =feit$ by ! inv5tor1 ,s*ff] assum$ *>ge1 m>ri$ ,fu/'s daught] & became a p>tn] 9 ! bus9ess4 ,two ye>s lat] ! new firm publi%$ a ,psalt]1 :i* has become1 along ) ,gut5b]g's ,bible1 "o ( ! great books ( hi/oric pr9t]dom4 ,sev5 copies are kn[n to exi/4 ,! ,psalt] consi/s ( "o hundr$ & sev5ty-five vellum leaves ne>ly squ>e4 ,! ,psalms are 9 types ( ab\t =ty-po9t body1 twice ! size ( ^? us$ on ,gut5b]g's ,bible & ( a simil> /yle4 ,! features ( ! ,psalt] are ! l>ge pr9t$ two-color initials1 g5]ally cr$it$ to ,s*ff]1 al?o "s au?orities h decl>$ t !y orig9at$ ) ,gut5b]g4 ,?is ,psalt] 0 ! fir/ book ) a pr9t$ date1 ! colophon at ! end conta9+ 8,augu/ #ad1 #adeg40 ,! portion ( a page %[n 9 ?is connection1 be+ full size & 9 colors1 %\ld convey an idea ( ! appe>ance ( ! ,psalt]4 ,! f\r cross l9es are = ! music notes1 :i* 7 ins]t$ by h&4 ,fu/ di$ ab\t #adff f ! plague :ile at ,p>is arrang+ = ! sale ( books4 ,s*ff] cont9u$ to pr9t1 & _m books came f 8 presses4 ,! la/ book he pr9t$1 j be=e 8 dea? 7ab\t #aejb71 01 a f\r? edition ( 8 ,psalt]4 ,illu/ration3 ,,! ,,gut5b]g ,,bible ,,( ,,=ty-,,two ,,l9es ,photograph$ by ,walt] ,gilliss f ! copy = :i* ,h5ry ,e4 ,hunt+ton paid fifty ?\s& doll>s at ! sale ( ,rob]t ,hoe's libr>y 9 #aiaa ,illu/ration3 ,,! ,,gut5b]g ,,bible1 ,,illum9at$ ,less ?an half ! size ( ! orig9al :i* is 9 ! ,briti% ,museum4 ,n all pages 9 ! book 7 decorat$ l ?is1 & copies 9 o!r collections are illum9at$ 9 a diff]5t /yle4 ,f ,humphrey ,illu/ration3 ,! ,v5etian /yle ( typography & decoration ,illu/ration ,,! ,,spread ,,( ,,typography ,! city ( ,ma9z is 9 ! we/]n "p ( ,g]many1 on ! banks ( ! riv] ,rh9e1 & ev5 at ! pres5t "t is heavily =tifi$4 ,9 ! ye> #adfb1 sev5 ye>s aft] ,gut5b]g's fir/ ,bible 0 complet$1 x 0 ! sc5e ( a t]rible conflict betwe5 two ar*bi%ops1 ,die!r & ,adolph ,,ii41 :o cont5d$ = ! (fice ( elector4 ,! elector _h a vote 9 ! selection ( ! k+ or emp]or1 & ,ma9z 0 "o ( sev5 pr9cipalities entitl$ to su* an (fic]4 ,die!r 0 ! *oice ( a majority ( ! citiz5s ( ,ma9z1 b ,adolph _h ! support ( ! pope 9 8 claims & made w> to e/abli% himself 9 ! (fice4 ,"o night 9 ,octob]1 #adfb1 !re 0 an upris+ ( ! foll[]s ( ,adolph )9 ! city & hundr$s ( ! inhabitants 7 murd]$4 ,! soldi]s ( ,adolph !n ent]$ ,ma9z & set x afire4 ,mo/ ( ! citiz5s fl$1 & indu/ry & bus9ess 7 p>alyz$4 ,gut5b]g 0 n affect$ by ^! ev5ts1 z 8 new %op 0 outside ( ! city prop]1 9 ! village ( ,eltville1 a %ort di/ance away4 ,! pr9t+ (fice ( ,fu/ & ,s*ff]1 h[ev]1 0 burn$1 & ! workm51 flee+ = safety f ! di/ress$ city1 took up resid5ce 9 v>i\s p>ts ( ,europe4 ,?us 0 ! new art ( typography spread & its secrets made common prop]ty4 ,z an introduction to ! consid]ation ( ! spread ( typography1 ! accompany+ table may be ( value4 ,! in=mation is z accurate z c be giv5 aft] c>efully consult+ num]\s au?oritative books on ! subject4 ,mo/ writ]s disagree z to ! ye>s 9 :i* typography 0 introduc$ into _m ( ! cities ( ,europe1 & = t reason 9 cases :]e su* d\bt exi/s "o ( ! lat] dates has be5 *os5 = ! purpose ( ?is table4 ,9 ,g]many1 be=e ! capture ( ,ma9z1 ,john ,m5tel at ,/rassburg & ,albre*t ,pfi/] at ,bamb]g1 7 pr9t+ books by ! new process4 ,) ?is fact z a basis1 bo? ,m5tel & ,pfi/] 7 once proclaim$ inv5tors ( typography by ov]-en?usia/ic /ud5ts ( pr9t+ hi/ory4 ,( ! pr9t]s driv5 f ,ma9z by ! sack+ ( ! city1 ,ulri* ,zell is probably ! be/ kn[n1 because ( 8 connection ) ! ,co/]-,gut5b]g controv]sy4 ,zell became ri* z a pr9t] & publi%] at ,cologne1 conduct+ an (fice !re = m ?an =ty ye>s4 ,dur+ all t "t he nev] pr9t$ a book 9 ! ,g]man language4 ,he _h z bus9ess competitors tw5ty-"o o!r ma/] pr9t]s1 "o ( :om1 ,arnold ,t] ,hoorne1 0 ! fir/ to make use ( ,arabic num]als4 ,gun!r ,za9] began to practice typography at ,augsburg 9 #adfh & 0 ! fir/ pr9t] 9 ,g]many to pr9t a book 9 ,roman *>act]s4 ,he 0 also "o ( ! fir/ pr9t]s to enc\nt] re/rictions by labor unions4 ,za9] illu/rat$ 8 books ) woodcuts1 & ?is ! block-pr9t]s' guild object$ to4 ,!y induc$ ! magi/rates to pass a law aga9/ typograph]s us+ woodcuts1 b ?is law 0 aft]w>d modifi$ to all[ ! use ( woodcuts :5 made by regul> engrav]s4 ,he9ri* ,keff] pr9t$ at ,nuremb]g ab\t #adgj "u ! direction ( ,john ,s5s5s*midt1 :o 9 #adha1 at ,bamb]g1 publi%$ 8 fam\s ,missal1 pr9t$ ) l>ge ,go?ic types ( ab\t sixty-po9t body4 ,keff] _h be5 a witness = ,gut5b]g 9 8 law suit ( #adee4 ,an?ony ,koburg] op5$ a pr9t+ (fice at ,nuremb]g 9 #adgc1 & lat] also conduct$ (fices at ,basel 9 ,switz]l&1 & at ,lyons 9 ,france4 ,koburg] 0 "o ( ! mo/ successful ( ! e>ly pr9t]s2 he _h tw5ty-f\r presses 9 op]ation at ,nuremb]g alone & is said to h pr9t$ twelve editions ( ! ,bible 9 ,lat9 & "o 9 ,g]man4 ,,city ,,& ,,c\ntry ,,ye> ,,! ,,by ,,:om ,,art ,,0 ,,introduc$ ,ma9z ,g]many #adej ,johann ,gut5b]g ,/rassburg ,g]many #adfj ,john ,m5tel ,bamb]g ,g]many #adfa ,albre*t ,pfi/] ,cologne ,g]many #adfd ,ulri* ,zell ,rome ,italy #adfe ,conrad ,s*we9heim ,subiaco ,arnold ,pann>tz ,basel ,switz]l& #adfh ,b]told ,ruppel ,augsburg ,g]many #adfh ,gun!r ,za9] ,v5ice ,italy #adfi ,john de ,spira ,nuremb]g ,g]many #adgj ,he9ri* ,keff] ,john ,s5s5s*midt ,p>is ,france #adgj ,ulri* ,g]+ ,m>t9 ,crantz ,mi*el ,friburg] ,flor5ce ,italy #adga ,b]n>do ,c5n9i ,utre*t ,ne!rl&s #adgc ,ni*olas ,ketela] ,g]>d de ,leempt ,bruges ,ne!rl&s #adgd ,col>d ,mansion ,london ,engl& #adgg ,william ,caxton ,we/m9/] ,b>celona ,spa9 #adgh ,ni*olas ,sp9del] ,ox=d ,engl& #adgh ,!odoric ,rood ,leipzig ,g]many #adha ,m>cus ,br& ,vi5na ,au/ria #adhb ,john ,w9t]b]g] ,/ockholm ,sw$5 #adhc ,john ,snell ,ha>lem ,holl& #adhc ,johannes ,&riesson ,heidelb]g ,g]many #adhe ,fr$]ic ,mis* ,cop5hag5 ,d5m>k #adic ,go?(ridus de ,ghem5 ,muni* ,g]many #aejj ,john ,s*obz] ,ed9burgh ,scotl& #aejg ,&r[ ,myll> ,mexico ,city ,mexico #aedj ,john ,cromb]g] ,dubl9 ,irel& #aeea ,humphrey ,p[ell ,cambridge1 ,mass4 ,u4,s4 #afci ,/eph5 ,daye ,,! ,,spread ,,( ,,typography ,,f ,,ma9z ,illu/ration3 ,,page ,,pr9t$ ,,by ,,koburg] ,comb9ation ( woodcuts & typography 9 a book ( #adic ,9 ,italy ! fir/ pr9t+ done ) sep>ate types 0 9 ! ye> #adfe 9 ! mona/]y at ,subiaco1 a village on ! outskirts ( ,rome4 ,! c>d9al 9 *>ge ( ! mona/]y1 impress$ ) ! importance ( ! new art & anxi\s to h x introduc$ into ,italy1 p]suad$ ,conrad ,s*we9heim & ,arnold ,pann>tz to come f ,g]many = ! purpose4 ,9 #adfg ^! two pr9t]s remov$ to ! city prop] & !re pr9t$ m ext5sively4 ,_m classical works 7 produc$1 b five ye>s lat] !y compla9$ t a l>ge portion ( ! product _h n be5 sold & t !y 7 9 di/ress4 ,ulri* ,hahn 0 ! fir/ pr9t] 9 ! city ( ,rome prop]1 hav+ op5$ an (fice !re soon aft] ,s*we9heim & ,pann>tz began "w at ,subiaco4 ,john de ,spira 7born 9 ,spire1 ,g]many7 0 ! fir/ typograph] at ,v5ice1 ! ,italian city fam\s = ! excell5ce ( its pr9t$ books4 ,sett+ up a press 9 #adfi1 8 "w 0 ( su* quality z to obta9 = him exclusive "r to pr9t by ! new process at ,v5ice4 ,de ,spira di$ 9 #adgj & ! privilege 0 =feit$4 ,ni*olas ,j5son1 :o came to ,v5ice 9 #adgj1 is kn[n z ! orig9ator ( ! ,roman type-face4 ,s*we9heim1 ,pann>tz1 ,hahn & ,de ,spira1 all _h us$ type-faces bas$ ^u ! lett]s ( ,italian scribes1 b ! types _h ,go?ic *>act]i/ics4 ,ne>ly all ,roman type-faces ( ! pres5t day trace l9eage1 z x 71 to ! types ( ,j5son4 ,) ! exception ( ,gut5b]g1 ,fu/ & ,s*ff]1 & p]haps ,aldus1 :o succe$$ him1 ,j5son is ! mo/ conspicu\s figure among ! e>ly pr9t]s4 ,! /ory ( 8 introduction to ! art is int]e/+3 ,*>les ,,vii41 ,k+ ( ,france1 9 ! ye> #adeh decid$ to s5d an emiss>y to ,ma9z to le>n ! new art1 :i* 0 suppos$ to be a secret1 & ,j5son1 !n an engrav] & ma/] ( ! royal m9t at ,t\rs1 0 select$ = ! mission4 ,?ree ye>s lat] he return$ to ,p>is ) a full k ( typography1 b f\nd ! k+ _h di$ & t 8 successor 0 n int]e/$ 9 ! matt]4 ,?is condition ( affairs seems to h disc\rag$ ,j5son1 = he did n beg9 to pr9t until #adgj1 & !n at ,v5ice1 ,italy4 7,a typographical error 9 a pr9t$ date ( "o ( 8 books makes x read #adfa in/ead ( #adga1 & enc\rages "s writ]s to claim t ,j5son 0 ! fir/ ,v5etian pr9t]47 ,! dea? ( ,john de ,spira op5$ ! field = o!r pr9t]s 9 ,v5ice1 & ,j5son 0 "o ( ! fir/ to take advantage ( x4 ,j5son cut b "o set ( pun*es = 8 ,roman type-face1 ! cutt+ be+ done s accurately t no *anges 7 aft]w>d necess>y4 ,! ,roman types1 be+ less decorative & m legible ?an ! ,go?ic lett]s ( ! ,g]mans1 all[$ ! use ( capitals = head+s4 ,a colophon1 ! =]unn] ( ! mod]n title-page1 0 set by ,j5son entirely 9 capitals ) ! l9es op5$ up by lib]al space4 ,?is colophon1 :i* 0 probably ! fir/ page ( display$ type composition1 is reproduc$ bel[4 ,illu/ration3 ,,! ,,fir/ ,,page ,,( ,,display$ ,,type ,,composition ,arrang$ by ,j5son at ,v5ice 9 #adga ,x is an int]e/+ fact t ! books ( ,j5son d n conta9 ! lett]s ,j1 ,u & ,w1 ^! *>act]s n hav+ be5 add$ to ! alphabet until "s ye>s lat]4 ,to satisfy a dem& he also cut & us$ a r\nd ,go?ic face4 ,! product ( ,j5son's presses repres5ts ! highe/ atta9m5t 9 ! art ( pr9t+4 ,8 types 7 p]fect1 ! pr9t cle> & %>p1 pap] c>efully select$1 & m>g9s nicely proportion$4 ,j5son di$ 9 #adha1 honor$ & weal?y4 ,8 pr9t+ (fice pass$ fir/ to an association & !n to "o ^: fame z a pr9t] p]haps surpasses t ( ,j5son4 ,aldus ,manutius 0 a le>n$ ,roman1 attract$ to pr9t+ ab\t #adhi by ! pleasures x af=d$ 9 ! publi%+ ( books4 ,he introduc$ ! slant+ /yle ( type kn[n z italic1 s nam$ 9 honor ( ,italy & fa%ion$ aft] ! c>eful h&writ+ ( ,petr>*1 an ,italian poet4 ,italic at fir/ consi/$ only ( l[]-case lett]s1 small upright ,roman capitals be+ us$ ) !m4 ,! reproduction bel[ %[s ?is comb9ation & also ! peculi> /yle ( ins]t+ a space aft] ! capital lett] beg9n+ ea* l9e4 ,illu/ration3 ,a page 7actual size7 f ! fam\s ,bamb]g ,missal ,pr9t$ by ,s5s5s*midt 9 #adha ,aldus also introduc$ ! innovation ( consid]ably r$uc+ ! size ( books f ! l>ge folio to ! conv5i5t octavo4 ,! size ( a folio page is ab\t twice t ( ?is "o1 :i* is kn[n z a qu>to1 & an octavo page is half ! size ( a qu>to4 ,aldus 0 ! fir/ to sugge/ ! pr9t+ ( a polyglot ,bible4 ,! ^w polyglot means 8_m tongues0 & "h ref]s to a book giv+ v]sions ( ! same text or subject matt] 9 sev]al languages4 ,! polyglot ,bible ( ,aldus 0 to h be5 9 ,hebrew1 ,greek & ,lat91 b got no fur!r ?an a few specim5 pages4 ,! fir/ polyglot "w ev] pr9t$ 0 a ,psalt] ( eight columns1 ea* a diff]5t translation1 f ! press ( ,pet] ,paul ,porrus1 at ,g5oa1 ,italy1 9 #aeaf4 ,?is ,psalt] 0 ! lit]>y "w ( ,augu/9 ,ju/9ian1 a ,corsican bi%op1 :o lat] also arrang$ an entire ,bible on simil> plans4 ,illu/ration3 ,,! ,,fir/ ,,italic ,,type-,,face ,page pr9t$ by ,aldus at ,v5ice 9 #aead ,aldus is honor$ :]ev] books are kn[n1 n only on acc\nt ( ! excell5ce ( 8 productions1 b because ( ! s9c]ity ( 8 purpose & 8 love ( pr9t+4 ,9 ! fir/ book pr9t$ by him at ,v5ice he decl>es = himself & co-work]s3 8,we h det]m9$ h5ce=? to devote all our lives to ?is good "w1 & call ,god to witness t our s9c]e desire is to d good to mank9d40 ,9 ! production ( classical works ,aldus 0 assi/$ by _m s*ol>-refugees f ,con/ant9ople1 :i* city _h be5 captur$ by ! ,turks4 ,aldus's fame spread ?ru\t ,europe1 & _m visitors came to ,v5ice to see him4 ,?is annoy$ him to su* an ext5t t he _h a notice plac$ above ! entrance to 8 pr9t+ (fice :i* 9 "p read3 8,:oev] y are t wi% to see ,aldus1 be brief2 & :5 bus9ess is f9i%$1 g away40 ,x c ?us be se5 t ! pres5t-day motto c>ds popul> 9 bus9ess (fices are n a new idea4 ,aldus's complete "n 0 ,aldus ,pius ,manutius ,romanus1 ! fir/ ^w ( :i* is abbreviat$ f ,!obaldus4 ,!re 7 m ?an two hundr$ pr9t+ (fices 9 ,v5ice be=e ! ye> #aejj & two million volumes 7 produc$4 ,^! figures may surprise ! av]age mod]n read]1 :o is n incl9$ to conc$e ext5sive production to ! pa/4 ,b]n>do ,c5n9i1 a goldsmi?1 introduc$ typography into ,flor5ce1 ,italy1 9 ! ye> #adga4 ,x is claim$ t he made 8 tools1 ca/ 8 types & pr9t$ )\t in/ruction f ,g]man typograph]s1 dep5d+ ^u v]bal reports ( ! process & exam9ation ( pr9t$ books4 ,c5n9i produc$ only "o book4 ,johann ,numei/]1 :o _h be5 a pupil ( ,gut5b]g1 aft] ! dea? ( 8 ma/] j\rney$ t[>d ,rome1 b = "s reason /opp$ at ! little ,italian city ( ,foligno & began to pr9t !re 9 #adgj4 ,he us$ bo? ,roman & ,go?ic types4 ,9 ,switz]l& ! new art 0 fir/ practic$ at ,basel ab\t #adfh by ,b]told ,ruppel or ,rodt1 :o _h be5 "o ( ,gut5b]g's workm54 ,basel 0 an important pr9t+ c5t] 9 ! days :5 ! art 0 "y1 & gave to ,france its fir/ typograph]s4 ,john ,frob51 :o set up a press at ,basel 9 #adia1 is p]haps ! be/ kn[n ( ! pr9t]s ( t city1 & because ( 8 use ( ! !n new italic lett]s 0 call$ ! 8,g]man ,aldus40 ,9 ^? days liv$ ! fam\s ,dut* philosoph] & !ologian ,erasmus1 "o ( ! brighte/ m9ds ( ,europe4 ,erasmus1 hav+ he>d ( ,frob51 came to ,basel to arrange = ! pr9t+ ( 8 books1 & ?us began a fri5d%ip :i* la/$ _m ye>s4 ,erasmus became a gue/ at ! h\se ( ,frob51 & 8 pres5ce 0 a big factor 9 t pr9t]'s success4 ,erasmus once said ( ,frob5 t he b5efit$ ! public m ?an himself1 & pr$ict$ t he w\ld leave 8 heirs m fame ?an money4 7,a book ( "o ( ! works ( ,erasmus1 pr9t$ by ,hi]onymus ,frob51 son ( ,john1 rec5tly sold = fifte5 hundr$ doll>s at a sale 9 ,new ,york47 ,9 ,france typography might h be5 introduc$ z e>ly z #adfa _h n ! dea? ( ,*>les ,,vii4 int]f]$ ) ! plans ( ,j5son & caus$ him to g to ,v5ice4 ,z x 01 9 ! ye> #adgj ,ulri* ,g]+1 ,m>t9 ,crantz & ,mi*el ,friburg]1 ?ree ,g]man pr9t]s :o _h be5 work+ at ,basel1 ,switz]l&1 settl$ at ,p>is & began to pr9t "u ! patronage ( two memb]s ( ! ,univ]sity ( ,sorbonne4 ,! e>ly books ( ?is press 7 pr9t$ f a ,roman type-face4 ,! quality ( ! "w ( ^! pr9t]s is said n to h be5 good4 ,types 7 defective & presswork defici5t1 _m ( ! pr9t$ lett]s ne$+ ret\*+ by h&4 ,g]+ became ri* & ^u 8 dea? left mu* ( 8 =tune to ! univ]sity )9 ^: walls he _h fir/ pr9t$ ^u com+ to ,p>is4 ,9 ord] to demon/rate ! success ( ! e>ly pr9t]s 9 decorat+ _! books )\t ! aid ( illum9ators1 a page is reproduc$1 pr9t$ ab\t #adhf by ,philip ,pig\*et = ,simon ,vo/re1 a booksell] ( ,p>is4 ,! decorations 7 pr9t$ f wood blocks1 engrav$ 9 ! /yle ( ! ,go?ic p]iod1 ) /ippl$ backgr\nds1 & are int]e/+ to ! pr9t] because !y %[ e>ly use ( ! piec$ bord]1 a me?od n[ famili>4 ,illu/ration3 ,,specim5s ,,f ,,! ,,fir/ ,,two ,,pages ,,( ,,! ,,polyglot ,,bible ,,9 ,,hebrew1 ,,lat9 ,,& ,,greek4 ,,pr9t$ ,,by ,,plant9 ,,at ,,antw]p4 ,,ab\t #aefi ,illu/ration3 ,,go?ic ,,ornam5tal ,,pieces ,book ( ,h\rs1 pr9t$ = ,simon ,vo/re at ,p>is 9 #adhf ,h5ry ,e/i5ne settl$ 9 ,p>is 9 #aejb & 0 ! fir/ ( an illu/ri\s family ( typograph]s4 ,! ,e/i5nes fl\ri%$ until #affd1 dur+ t "t pr9t+ _m rem>kable books4 ,a gr&son ( ,h5ry ,e/i5ne 0 ! fir/ to apply ! sy/em ( numb]$ v]ses to ! entire ,bible4 ,rob]t ,e/i5ne1 a son ( ,h5ry1 0 ! be/ kn[n & mo/ s*ol>ly ( ! ,e/i5nes4 ,he 0 patroniz$ & favor$ by ! ,k+ ( ,france1 & 8 press may be said to h be5 ! beg9n+ ( ! celebrat$ ,greek ,press ( ,p>is4 ,rob]t ,e/i5ne's ambition1 ! pr9t+ ( de-luxe editions ( ! classics1 0 8 undo+ z well z 8 mak+4 ,! prie/s ( ! ,sorbonne1 ^u ! appe>ance ( a polyglot ,bible 9 ,hebrew & ,greek f ! ,e/i5ne press1 became enrag$ & ,rob]t _h to flee to ,g5eva1 ,switz]l&1 = safety4 ,!re 0 little dem& 9 t city = elaborate books1 b ,e/i5ne pati5tly work$ !re until 8 dea? 9 #aeei4 ,8 life _h be5 sp5t 9 a labor ( love1 = he _h scorn$ money z a rew>d = 8 "w4 ,9 ! ,ne!rl&s typography 0 n practic$ s f> z is kn[n until #adgc1 :5 a press 0 erect$ at ,utre*t4 ,:ile x is suppos$ t pr9t+ 0 done be=e t "t at ,bruges1 !re is no direct evid5ce to support ! supposition4 ,x is kn[n1 h[ev]1 t ,col>d ,mansion pr9t$ at ,bruges 9 #adgd1 & t he taught typography to ,william ,caxton1 ) him produc+ ! fir/ book pr9t$ 9 ! ,engli% language4 ,!re is a book ) ! date #adgb1 pr9t$ at ,antw]p by ,van d] ,goes1 b ?is date is suppos$ to be a mispr9t1 z 9 ! case ( ,j5son's book ( #adga4 ,*ri/oph] ,plant91 a ,fr5*man1 :o began to pr9t at ,antw]p 9 #aeee1 gave to t city ! r5[n :i* x enjoys 9 ! pr9t+ _w4 ,plant9 pr9t$ on a magnific5t scale1 8 luxuri\s notions ext5d+ to ! ca/+ ( silv] types4 ,8 pr9t+ (fice 0 consid]$ "o ( ! ornam5ts ( ! city & is today us$ z a museum = ! display ( pa9t+s & typographical "w4 ,plant9 reta9$ a numb] ( le>n$ m5 z correctors ( 8 copy & pro(s1 & ! /ory is told t 8 pro( %eets1 aft] und]go+ e possible degree ( correction1 7 hung 9 "s conspicu\s place & a rew>d (f]$ = ! detection ( errors4 ,plant9's greate/ "w 0 8 polyglot ,bible ( #aefi1 a portion ( :i* is reproduc$ above4 ,l\is ,elzevir1 f\nd] ( ! family ( le>n$ pr9t]s ( t "n1 fir/ pr9t$ 9 #aeie at ,leyd54 ,! second ,l\is ,elzevir op5$ an (fice at ,am/]dam 9 #afdj4 ,! product ( ! ,elzevirs 0 ( su* quality z to make !m fam\s ?ru\t ,europe z pr9t]s ( ! classics1 & _! books 7 ext5sively imitat$ & c\nt]feit$4 ,:ile ,ha>lem is claim$ to h be5 ! bir?place ( typography1 a book _c be produc$ pr9t$ 9 t city ) a date e>li] ?an #adhc1 :5 ,johannes ,&riesson _h an (fice !re4 ,9 ,engl& ! "n ( ,william ,caxton is "o to conjure ) among typograph]s1 = ,caxton 0 ! fir/ to set type 9 t c\ntry1 ! ev5t tak+ place ab\t ! ye> #adgg4 ,p]haps ! ?+ t ende>s ,caxton to ! he>ts ( ,engli% pr9t]s is t he 0 born 9 ,engl&4 ,! fir/ pr9t]s ( ,italy1 ,switz]l& & ,france 7 ,g]mans1 b ,caxton 0 ,engli%2 we h 8 own words to prove x3 8,i 0 born & l]n$ myn englis% 9 ,k5te 9 ! weeld :]e ,i d\bte n is spok5 z brode & rude englis% z x is 9 ony place 9 englond40 ,caxton _h be5 appr5tic$ :5 a "y man to a m]*ant1 & aft] 8 ma/]'s dea? took up resid5ce at ,bruges 9 ! ,ne!rl&s1 ) :i* city ,engl& did consid]able trad+4 ,!re he prosp]$ & z gov]nor ( ! ,m]*ant ,adv5tur]s _h control ov] all ,engli% & ,scot* trad]s 9 ! ,l[ ,c\ntries4 ,! device lat] us$ by ,caxton = 8 impr9t is suppos$ to h be5 copi$ f "s trad+ m>k ( ! ,bruges m]*ants4 ,caxton resign$ z gov]nor & ent]$ ! s]vice ( ! ,du*ess ( ,burgundy1 :o enc\rag$ him 9 lit]>y "w4 ,"u h] patronage he translat$ 7#adfi-adga7 a 8,hi/orie ( ,troye40 ,! dem& = ?is "w 0 an inc5tive = ,caxton to le>n h[ to pr9t x4 ,?is he did ) ! assi/ance ( ,col>d ,mansion :o _h />t$ a pr9t+ (fice at ,bruges4 ,%ortly aft]w>d1 ,caxton return$ to ,engl& & set up a press 9 ! vic9ity ( ,we/m9/] ,abbey1 !n on ! outskirts ( ,london4 ,! fir/ book ) a date pr9t$ by him is 8,! ,dictes & ,say+es ( ! ,philosoph]s10 complet$ 9 ,novemb]1 #adgg4 ,8 type-faces are copies ( ^? ( ,mansion1 :o 9 turn imitat$ ! lett]s ( ,dut* copyi/s4 ,a type-face bas$ on ,caxton's lett] is n[ made by an ,am]ican f\ndry4 ,illu/ration3 ,,page ,,by ,,engl&',s ,,fir/ ,,pr9t] ,h[ ,caxton arrang$ a book title 9 #adhc ,! product ( ,caxton's press dur+ 8 life is e/imat$ at eighte5 ?\s& pages1 ne>ly all ( folio size4 ,caxton did n pr9t de-luxe editions z did o!r ( ! e>ly pr9t]s ( ,europe1 b 8 productions 7 no less int]e/+4 ,on 8 fir/ books ! l9es 7 n spac$ to ! full l5g?4 ,?is gave to ! "r side ( ! page a ragg$ appe>ance1 z 9 mod]n typewritt5 lett]s4 ,caxton did n devote a sep>ate page to a book title until late 9 8 life1 :5 he pr9t$ a title alone 9 ! c5t] ( ! fir/ page4 ,! reproduction 7on ! prec$+ page7 ( a "p ( ,caxton's 8,fables ( ,esope0 %[s h[ ! title 0 arrang$ at ! page head4 ,wynk5 de ,worde1 a native ( we/]n ,g]many1 0 a workman "u ,caxton & ^u ! latt]'s dea?1 ab\t #adia1 succe$$ to ! bus9ess ( 8 ma/]4 ,he cont9u$ to pr9t 9 ,caxton's h\se = sev]al ye>s1 aft]w>d remov+ to 8,fleet-/reet at ! sygn ( ! ,sonne10 9 ,london prop]4 ,old ,engli% black-lett]1 :i* is n[ s popul>1 0 us$ by ,de ,worde to a great ext5t1 & he 0 ! fir/ pr9t] to introduce ! ,roman lett] into ,engl&4 ,ri*>d ,pynson1 ano!r ( ,caxton's workm5 & fri5d ( ,de ,worde1 set up a press 9 ,temple ,b>1 ,london1 ab\t #adib1 & pr9t$ _m useful books4 ,illu/ration3 ,,page ,,9 ,,engli% ,,by ,,john ,,daye ,f ,fox's fam\s 8,acts & ,monum5ts10 ,london1 #aefj ,ri*>d ,grafton is fam\s z a pr9t] ( ,engli% ,bibles dur+ ! tr\bl\s times ( ! ,re=mation4 ,! *ur* au?orities believ$ x 0 n good = ! p 9 g5]al to read ! ,sacr$ ,scriptures1 & ! ,bible1 translat$ into ,engli% by ,william ,tyndale & ,miles ,cov]dale1 & pr9t$ anonym\sly by ,ri*>d ,grafton at ,antw]p1 0 ! object ( mu* conc]n to ! ecclesia/ics4 ,! ,bi%op ( ,london compla9$ t 8,"s sons ( iniquity h craftily translat$ ! ,holy ,gospel ( ,god into our vulg> ,engli%40 ,aft] a long imprisonm5t ,tyndale suff]$ dea? by /rangulation & burn+4 ,grafton 0 imprison$ 9 #aedj = pr9t+ a l>ge folio ,old & ,new ,te/am5t kn[n z ! 8,great ,bible40 ,?is trem5d\s task ( pr9t+ 0 accompli%$ by ,grafton 9 p>tn]%ip ) ,edw>d ,:ite*ur* at ,p>is & ,london4 ,%ortly aft] ?is ! prejudice aga9/ an ,engli% translation 0 p>tly ov]come1 & 9 #aedc ,p>liam5t pass$ an act all[+ ! ,bible to be read by c]ta9 classes1 b =bidd+ wom51 appr5tices1 j\rneym51 husb&m5 or labor]s to read x privately or op5ly4 ,illu/ration3 ,,! ,,fir/ ,,psalt] ,,9 ,,engli% ,pr9t$ at ,london ab\t #aefe by ,*ri/oph] ,b>k] ,john ,daye1 :o fir/ pr9t$ ab\t #aedf1 0 ano!r ,engli% typograph] to suff] imprisonm5t on acc\nt ( activity 9 ! ,prote/ant cause4 ,_m important books 7 pr9t$ by ,daye1 & 9 "* & accompli%m5ts he has be5 lik5$ to ,plant9 :o pr9t$ dur+ ! same p]iod at ,antw]p4 ,! be/ kn[n ( ! books pr9t$ by ,daye is ,fox's 8,acts & ,monum5ts10 on ! subject ( wrongs & p]secutions 9 ! days ( ! ,re=mation4 ,dibd5 says x 0 8a "w ( prodigi\s bulk1 exp5se & labor40 ,9 ,scotl& pr9t+ 0 introduc$ 9 #aejg at ,ed9burgh by ,&r[ ,myll>1 9 p>tn]%ip ) ,walt] ,*epman1 "u a pat5t grant$ by ,k+ ,james ,,iv4 ,9 ,irel& a pray] book 0 pr9t$ by ! new process 9 #aeea at ,dubl9 by ,humphrey ,p[ell4 ,9 ,nor? ,am]ica typography 0 fir/ practic$ 9 #aedj at ,mexico ,city1 ,mexico1 by ,john ,cromb]g]4 ,9 ! ,unit$ ,/ates1 or r ! t]ritory n[ includ$ "u t "n1 typography 0 introduc$ 9 #afci at ,cambridge1 ,massa*usetts1 by ,/eph5 ,daye4 ,illu/ration3 ,a title-page ( _m words & mu* type-display 7,actual size & color treatm5t7 ,illu/ration ,,typography ,,9 ,,colonial ,,days ,typography has be5 an important factor 9 ! developm5t ( mod]n civilization4 ,9 ! battle = civil & religi\s lib]ty1 9 bo? ,europe & ,am]ica1 ! man ) ! p5 & he ( ! compos+-/ick h be5 toge!r on ! fir+ l9e4 ,) ,paul !y c\ld well boa/ t !y _h be5 89 p]ils ( wat]s1 9 p]ils ( m9e own c\ntrym51 9 p]ils 9 ! city1 9 p]ils 9 ! wild]ness1 9 we>9ess & pa9fulness1 9 hung] & ?ir/40 ,william ,tyndale di$ at ! /ake1 ,ri*>d ,grafton & ,john ,daye suff]$ imprisonm5t2 ,rob]t ,e/i5ne became an exile f 8 own c\ntry2 ,jesse ,glov] on 8 way to ,am]ica f\nd a grave 9 ! wat]s ( ! ,atlantic2 ,/eph5 ,daye set type 9 a wild]ness2 ,james ,frankl91 ,william ,brad=d & ,john ,pet] ,z5g] 7 imprison$1 & ,b5jam9 ,frankl9 suff]$ hung] & privation4 ,z ecclesia/ical & political conditions 9 ,europe /rongly influ5c$ ! practice ( typography dur+ ! days ( ! ,am]ican colonies1 ,i w briefly review ! ev5ts ( ! sixte5?1 sev5te5? & eighte5? c5turies t ! read] may bett] und]/& & appreciate ! subject4 ,9 ! ye> #aeba1 :5 ,lu!r appe>$ be=e ! ,diet ( ,worms 9 ,g]many1 ! ,engli% p 7 ard5t ,roman ,ca?olics4 ,h5ry ,,viii4 0 ,k+ ( ,engl& & ! great ,c>d9al ,wolsey 0 9 high au?ority4 ,h5ry1 9 ! e>ly "p ( 8 reign1 0 exce$+ly loyal to ! ,ca?olic ,*ur*2 he publi%$ a book 9 answ] to ! attacks ( ,lu!r1 = :i* ! pope gave him ! title 8,def5d] ( ! ,fai?40 ,h[ev]1 :5 ,h5ry wi%$ to divorce 8 wife t he c\ld m>ry ,anne ,boleyn1 ! *ur* au?orities did n approve4 ,?is s ang]$ ! k+ t he took f ,wolsey 8 (fice & possessions1 d5i$ ! au?ority ( ! pope ov] ! ,*ur* ( ,engl&1 & _h himself decl>$ ! supreme head ( t organization4 ,! k+ 0 excommunicat$ by ! pope & 9 return ,ca?olics 7 p]secut$ & put to dea?1 & _! mona/]ies1 colleges & hospitals brok5 up4 ,h5ry repeat$ly *ang$ 8 religi\s op9ions1 & = _m ye>s bo? ,ca?olics & ,prote/ants 7 put to dea? = diff]+ ) him4 ,= six ye>s aft] ,h5ry's dea? 9 #aedg1 dur+ ! reign ( 8 son ,edw>d ,,vi41 ! ,prote/ants 7 9 p[]4 ,!n = five ye>s "u ,m>y ! ,ca?olics controll$ ! religi\s affairs ( ! c\ntry1 & ! fle% ( 8h]esy0 0 toa/$ at ! /ake4 ,illu/ration3 ,,! ,,fir/ ,,book ,,pr9t$ ,,9 ,,engli% ,,am]ica ,by ,/eph5 ,daye at ,cambridge1 ,mass41 #afdj4 7,page slightly r$uc$7 ,illu/ration3 ,,title-,,page ,,( ,a ,,%akespe>e ,,book ,pr9t$ 9 #afjj1 :ile ,%akespe>e 0 9 ! mid/ ( 8 lit]>y labors ,elizabe?1 :o began to rule 9 #aeeh1 0 pr\d ( ! appellation 8,virg9 ,que50 & gave ! "n 8,virg9ia0 to ! ,engli% colony 9 ,am]ica4 ,%e nev] quit sp9/]hood1 b ab\t ! ye> #aegj consid]able correspond5ce 0 c>ri$ on betwe5 ! ,engli% & ,fr5* c\rts reg>d+ h] int5d$ m>riage4 ,?is result$ 9 ! accumulation ( ov] ?ree hundr$ lett]s1 :i* eighty-five ye>s lat] 7 collect$ & pr9t$ z a #ddb-page qu>to4 7,! title-page is reproduc$ full size z an ins]t 9 ?is *apt]47 ,a poor ,puritan nam$ ,/ubbs & a poor booksell] nam$ ,page publi%$ a pamphlet aga9/ ! m>riage ( ,que5 ,elizabe? to ! ,fr5* k+'s bro!r1 & ?o ! que5 h]self _h said %e w\ld nev] m>ry1 ^! un=tunate subjects 7 puni%$ = _! audacity by hav+ _! "r h&s cut (f4 ,"u ,elizabe?1 ! 8,prote/ant0 religion 0 p]man5tly e/abli%$ 9 ,engl&1 b ! enactm5t ( sev]e laws1 su* z prohibit+ any "o att5d+ ! m9i/ry ( cl]gym5 :o 7 n ( ! e/abli%$ religion1 gave rise to diss5t]s d]isively call$ ,puritans because !y wi%$ to e/abli% a =m ( wor%ip bas$ on ! 8pure0 ^w ( ,god4 ,x 0 by ^! s-call$ ,puritans t pr9t+ 0 introduc$ into ,engli% ,am]ica4 ,elizabe? reign$ until #afjc & 0 ! la/ ( ! ,tudor family ( sov]eigns4 ,! fir/ ( ! ,/u>t ,k+s1 ,james ,i4 7son ( ,m>y ,que5 ( ,scots71 !n rul$ until #afbe1 :5 he 0 succe$$ by 8 son ,*>les ,i4 ,*>les 0 a despot & claim$ t ! p _h no "r to any "p ( ! gov]nm5t4 ,a civil w> result$1 ,*>les 0 behead$ 7#afdi7 & a =m ( gov]nm5t kn[n z ! ,commonweal? 0 e/abli%$4 ,oliv] ,cromwell %ortly aft]w>d became ,"l ,protector ) m p[] ?an ! k+ _h possess$4 ,cromwell 0 a ,puritan1 b ( ! radical elem5t kn[n z ,indep5d5ts1 diff]+ f ano!r elem5t ( ,puritans kn[n z ,presbyt]ians4 ,! ,indep5d5ts h come to be kn[n z ,congregationali/s4 ,"u ,cromwell's sev]e ,puritanic rule1 sculpture & pa9t+ 7 decl>$ z savor+ ( idolatry & public amusem5ts 7 /]nly put d[n4 ,h[ev]1 ,cromwell enc\rag$ pr9t+ & lit]ature4 ,he 0 an intimate fri5d ( ,john ,milton1 ! bl9d au?or ( 8,p>adise ,lo/0 7see title-page reproduc$ on a foll[+ page71 :i* book 0 publi%$ 9 #affg1 ! ye> foll[+ ! ,great ,fire4 ,milton 0 ,lat9 secret>y to ,cromwell1 & publi%$ a book :i* argu$ aga9/ royalty1 = :i*1 on ! accession ( ,*>les ,,ii41 he 0 arre/$4 ,9 #afeg 7! ye> be=e ,cromwell di$7 0 publi%$ ! six? & la/ volume ( ! ,london ,polyglot ,bible1 compil$ by ,brian ,walton & pr9t$ by ,?omas ,roycr(t4 ,9 ?is ,bible !re 7 us$ n9e languages3 ,hebrew1 ,*aldee1 ,sam>itan1 ,greek1 ,syriac1 ,arabic1 ,e?iopic1 ,p]sian & ,lat94 ,! "w took f\r ye>s 9 pr9t+1 & 0 ! fir/ book ev] publi%$ 9 ,engl& by subscription4 ,cromwell enc\rag$ ! und]tak+ by all[+ pap] to be import$ into ,engl& duty free1 & by contribut+ a ?\s& p\nds out ( ! public money to beg9 ! "w4 ,9 ^? days ! ,puritans pres5t$ a curi\s contra/ to ! ,royali/s4 ,! ,puritan1 or 8,r\ndhead0 z he 0 also call$1 wore a cloak ( subdu$ br[n or black1 a pla9 wide l95 coll>1 & a cone-%ap$ hat ov] closely-cut or long1 /raight hair4 ,! ,royali/1 or 8,cavali]10 wore clo!s ( silk or sat91 a lace coll>1 a %ort cloak ov] "o %\ld]1 %ort boots1 & a broad-brimm$ beav] hat adorn$ ) a plume ( fea!rs4 ,! p]iod designat$ z ! ,re/oration1 long celebrat$ by ! ,*ur* ( ,engl&1 began soon aft] ,cromwell's dea?1 :5 9 #affj ,*>les ,,ii4 asc5d$ ! ?rone4 ,?is p]iod br\ght ) x a reaction f ! ,puritanic conditions t previ\sly exi/$ & all sorts ( excesses 7 practic$4 ,cromwell's body 0 tak5 out ( its grave 9 ,we/m9/] ,abbey1 hang$ on a gall[s & behead$4 ,x 0 dur+ ! reign ( ,*>les ,,ii4 7#affe7 t ! ,great ,plague kill$ "o hundr$ ?\s& p 9 ,london1 a t]rible exp]i5ce foll[$ by "o equally t]rible ! next ye>3 ! ,great ,fire1 :i* consum$ ?irte5 ?\s& h\ses4 ,9 #afhh !re 0 ano!r revolution2 ! p pass$ a ,bill ( ,rights1 & set a new ,k+ 7,william ,,iii47 on ! ?rone4 ,george ,i41 ! head ( ! dyna/y n[ repres5t$ 9 ,engl& by ,k+ ,george ,v41 came to ! ?rone 9 #agad4 ,he 0 a ,g]man1 c\ld n speak ,engli%1 & 0 ! gr&fa!r ( ,george ,,iii41 ! 8villa90 9 ! great drama ( ! ,am]ican ,revolution4 ,9 ,france ! ,prote/ant ,hugu5ots 7 p]secut$ by ,c>d9al ,ri*elieu1 ^: /rong p]sonality dom9at$ ,k+ ,l\is ,,xiii4 f #afbb to #afdb1 & _m ( !m left = ,am]ica4 ,9 #afdc ,l\is ,,xiv4 became ,k+ ( ,france & 8 long reign ( sev5ty-two ye>s is r5[n$ because ( ! magnific5ce :i* f\nd expression 9 sumptu\s build+s1 co/ly libr>ies1 spl5didly-b\nd books1 & gorge\s dress4 ,c>d9al ,maz>91 9 ^: libr>y 0 lat] discov]$ a copy ( ,gut5b]g's ,=ty-,two-,l9e ,bible1 act$ z advisor :ile ,l\is ,,xiv4 0 "u age4 99 99 99 99 99 ,9 ! sev5te5? & eighte5? c5turies _m me*anics 9 ,engl& work$ = a %ill+ a day2 _! *ief food 0 rye1 b>ley & oats2 & "o-fif? ( ! p 7 paup]s4 ,tea*]s taught _! s*ol>s pr9cipally by means ( ! la%1 ma/]s beat _! s]vants & husb&s _! wives4 ,sup]/ition 0 /rong & *ildr5 & gr[n folks 7 fright5$ ) lugubri\s tales into be+ 8good40 ,?is _s is especially noticeable 9 ! *ap-books t 7 sold dur+ ! sev5te5? & eighte5? c5turies4 ,a title to "o ( ^! *ap-books 7dat$ #agba7 reads3 ,a ,timely ,w>n+ to ,ra% & ,disob$i5t ,*ildr52 be+ a /range & wond]ful ,relation ( a "y ,g5tleman 9 ! ,p>i% ( ,/eph5y 9 ! ,suburbs ( ,london1 t sold himself to ! ,devil = twelve ye>s to h ! ,p[] to be rev5g$ on 8 ,fa!r & ,"m1 & h[ 8 ,"t be+ expir$1 he lay 9 a sad & deplorable ,condition to ! ,amazem5t ( all ,spectators4 ,illu/ration3 ,,! ,,fir/ ,,issue ,,( ,,! ,,london 8,,times0 ,,"u ,,t ,,title4 #aghh ,! head+ m5tions t logotypes 7 us$ 9 ! composition ( ?is newspap] ,*ildr5 9 ^? days 7 ei!r devili%ly bad or ridicul\sly good4 ,read ?is title-page3 ,! ,*ildr5's ,example2 %ew+ h[ "o ,mrs4 ,johnson's ,*ild ( ,b>net 0 tempt$ by ! ,devil to =sake ,god & foll[ ! ,ways ( o!r ,wick$ ,*ildr51 :o u'd to ,swe>1 tell lies1 & disobey _! ,p>5ts2 ,h[ ?is pretty innoc5t ,*ild resi/+ ,satan1 0 ,com=t$ by an ,angel f ,heav5 :o w>n$ h] ( h] approa*+ ,dea?2 ,toge!r ) h] dy+ ,spee*es desir+ "y ,*ildr5 n to =sake ,god1 le/ ,satan %\ld ga9 a ,p[] ov] !m4 ,illu/ration3 ,,fir/ ,,edition ,,( 8,,pilgrim',s ,,progress0 ,title-page 7actual size7 ( ,bunyan's well-kn[n book1 ,london1 #afgh ,jack ! ,giant ,kill]1 ! h]o ( our *ildhood days1 0 a favorite subject = *ap-book exploitation4 ,!re is %[n on ! foll[+ page ! title ( su* a 8hi/ory40 ,*ap-books are poor repres5tatives ( ! art ( typography 9 ,colonial days because !y 7 to ! book indu/ry !n :at repr9t books are to ! trade 9 our "t4 ,today x is cu/om>y = "s publi%+ h\ses to buy up old electrotype plates ( obsolete editions ( diction>ies & o!r popul> books4 ,! plates hav+ already be5 put to ext5sive use1 are batt]$ & worn1 & impressions f !m _c be accept$ z crit]ions = det]m9+ ! quality ( mod]n pr9t+4 ,nei!r are ! *ap-books true pr9t+ repres5tatives ( _! times4 ,! woodcuts1 crudely drawn 9 ! fir/ place1 7 also worn & batt]$ by repeat$ use4 ,illu/ration3 ,,page ,,f ,a 8,,*ap-,,book0 ,probably a ,dicey product ( ! eighte5? c5tury ,9 ! e>ly "p ( ! sev5te5? c5tury *ap-books 7 #hvos4 7sixte5 pages ( ab\t #e #h in*es71 b lat] 7 r$uc$ to #abmos4 7twelve or tw5ty-f\r pages ( ab\t #d #f in*es74 ,! /ories 7 cond5s$ to fit ^! small p5ny books1 :i* 7 p$dl$ by *apm54 ,a *apman is describ$ 9 a 8,diction>ie0 ( #afaa z 8,a paultrie ,p$l>1 :o 9 a long packe1 :i* he c>ries = ! mo/ "p op51 & hang+ f 8 necke be=e him ha? ,almanacks1 ,bookes ( ,news1 or o!r trifl+ w>e to sell40 ,_m ( ! *ap-books ( ! eighte5? c5tury 7 pr9t$ & publi%$ at ,ald]m>y-,*ur*-,y>d & ,b[-,*ur*-,y>d1 ,london1 by ,william & ,clu] ,dicey1 aft]w>d ,c4 ,dicey only4 ,! ,dicey books 7 bett] productions ?an ^? ( _! imitators4 ,x is n possible to det]m9e ! exact ye> 9 :i* ! majority ( *ap-books 7 pr9t$1 z _m title-pages m]ely read 8,pr9t$ & sold 9 ,london10 etc41 or 8,newca/le2 pr9t$ 9 ?is pres5t ye>10 )\t ! =mality ( ! date4 ,!re 7 also o!r *eap productions kn[n z broadsides1 s+le %eets ab\t #ab #ae in*es1 9 mo/ cases pr9t$ broadwise ( ! pap] & on "o side only4 ,on ,decemb] #ba1 #afbj1 !re l&$ at ,plym\? ,rock1 9 :at 0 aft]w>d ! colony ( ,massa*usetts1 a b& ( ,puritans f ,engl&4 ,^! non-con=mi/s1 unable consci5ti\sly to obey ! laws ( _! native c\ntry1 _h come to ,am]ica to wor%ip ,god 9 _! own mann]4 ,t5 ye>s lat] ,gov]nor ,w9?rop ) "o ?\s& ,puritans l&$ at ,*>le/[n1 & 9 ! foll[+ ye> ^! immigrants began to settle ,cambridge & ,bo/on4 ,a build+ = an academy 7n[ ,h>v>d ,univ]sity7 0 erect$ at ,cambridge 9 #afch1 & 9 #afci ,/eph5 ,daye began to pr9t !re4 ,= ! e/abli%m5t ( ?is1 ! fir/ pr9t+ (fice 9 :at is n[ ! ,unit$ ,/ates1 ,rev4 ,jesse ,glov]1 a ,puritan m9i/] ( "s weal?1 0 *iefly responsible4 ,himself contribut+ lib]ally1 he solicit$ 9 ,engl& & ,holl& suffici5t money to pur*ase a press & types1 & ,june #g1 #afch1 ent]$ into a contract ) ,/eph5 ,daye1 a pr9t]1 to accompany him to ! new c\ntry4 ,rev4 ,glov] 7) 8 family1 ,/eph5 ,daye & ! pr9t+ outfit7 emb>k$ on a vessel = ,new ,engl&1 b on ! voyage across ! ocean he 0 tak5 ill & di$4 ,illu/ration3 ,,page ,,f 8,,description ,,( ,,trades40 ,,london1 #agdg ,%[+ use ( decorative b&s to sep>ate subjects ,! press & types hav+ rea*$ ,cambridge 7 f9ally plac$ 9 *>ge ( ,/eph5 ,daye & pr9t+ 0 begun 9 #afci4 ,! fir/ "w produc$ 0 8,! ,freeman's ,oa?10 probably a s+le %eet1 & ! fir/ book 7#afdj7 0 ! 8,booke ( ,psalmes10 famili>ly kn[n z ! 8,bay ,psalm ,book40 7,! reproduction on ! fir/ page ( ?is *apt] is f "o ( ^! books pres]v$ 9 ! public libr>y1 ,=ty-,second ,/reet1 ,new ,york47 ,?is book ( ,psalms is a revision ( ,a9swor?'s v]sion ( #afab1 & 0 9 use 9 ,new ,engl& = upw>ds ( a c5tury1 m ?an fifty editions hav+ be5 publi%$4 ,! size ( ! type-page ( ! fir/ edition is #c #f in*es4 ,9 quality ( presswork ?is fir/ book ( ,/eph5 ,daye af=ds a decid$ contra/ to ! ,bible ( ,gut5b]g1 ne> :i* x lies 9 ! cases at ! public libr>y4 ,! pr9t on ! pages ( ! ,psalm ,book is unev5 9 color & impression1 :ile t on ! pages ( ! ,bible is d5se-black & firmly & ev5ly impress$4 ,! reproduction ( ! title-page ( ! ,psalm ,book does ! orig9al no inju/ice4 ,x is difficult to det]m9e :e!r ! %\ld]s ( ! bord] pr9t$ ! angul> l9es1 or :e!r ^! are a "p ( ! design4 ,x is int]e/+ to note h[ 9 ! ^w 8,:ole10 ,daye =m$ a ,w by comb9+ two ,vs1 8 font ( types be+ "o evid5tly int5d$ = ,lat9 "w only4 ,illu/ration3 ,,fr5* ,,specim5 ,,( #agdb 7,actual size7 ,daye cont9u$ 9 *>ge ( ! pr9t+ (fice = ab\t t5 ye>s4 ,jesse ,glov]'s wid[ _h m>ri$ ,h5ry ,dun/]1 ! fir/ presid5t ( ,h>v>d ,college1 & ,dun/]1 = 8 wife & z presid5t ( ! college1 manag$ ! pr9t+ (fice & receiv$ su* pr(its z 7 made4 ,= "s reason ,daye 9 #afdi ceas$ to be ma/] pr9t] & ,dun/] appo9t$ ,samuel ,gre5 to ! position4 ,gre5 _h come f ,engl& 9 #afcj ) ,gov]nor ,w9?rop1 b 0 n a pr9t] at t "t4 ,! commission]s ( ! unit$ colonies1 :o _h 9 *>ge ! propagation ( ,*ri/ianity among ! ,indians1 add$ ano!r press to ! "o already at ,cambridge1 toge!r ) types1 etc41 = ! purpose ( pr9t+ ! ,bible & o!r books 9 ! ,indian language4 ,9 #affb ,gre5 gave to ! commission]s ! foll[+ 8acc\nt ( ut5sils = ,pr9t+ belong+ to ! ,corporation30 ,! presse ) :at belongs to x ) "o t9n pann & two frisketts4 ,item two table ( ,cases ( lett]s ) "o ode ,case4 ,item ! ffont ( lett]s toge!r ) ,imp]fections t came s9ce4 ,item "o brasse b$1 "o ,impos+ ,/one4 ,item two b>rells ( ,inke1 #c ,*ases1 #b compos+ /ickes1 "o ley bru%1 #b c&le/ickes "o = ! ,case ! o!r = ! ,presse4 ,item ! frame & box = ! se/]54 ,item ! ,riglet brasse rules & scabb>d ! ,sponge #a galley #a mallett #a %eet+ /icke & furniture = ! *ases4 ,item ! lett]s t came be=e t 7 m+l$ ) ! coll$ges4 ,illu/ration3 ,,caslon ,,types ,,& ,,ornam5ts ,f ! specim5 book ( ,w4 ,caslon & ,son1 ,london1 #agfd ,9 #afgj ! commission]s pres5t$ ?is equipm5t to ,h>v>d ,college4 ,gre5 cont9u$ to pr9t until he 0 v old1 & ^u 8 dea? 9 #agjb ! pr9t+ (fice 0 discont9u$4 ,be=e #agdj m pr9t+ 0 done 9 ,massa*usetts ?an 9 all ! o!r colonies4 ,pr9t+ 0 n introduc$ into ! colony ( ,virg9ia until ab\t #agbg1 pr9cipally because ! au?orities deem$ x be/ to keep ! p 9 ignorance4 ,p5nsylvania 0 ! second ,engli% colony 9 ,am]ica 9 :i* typography 0 practic$4 ,! *>t] ( ?is colony 0 grant$ to ,william ,p5n 9 #afha & 9 #afhg ,william ,brad=d at 8 pr9t+ (fice 8ne> ,philadelphia0 pr9t$ an almanac4 ,?is 0 a %eet conta9+ ! cal5d> ( twelve mon?s 7beg9n+ ) ,m>* & end+ ) ,febru>y1 z 0 cu/om>y 9 ! sev5te5? c5tury74 ,9 ,engl&1 ,brad=d _h work$ = a pr9t] :o 0 intimately acqua9t$ ) ,george ,fox1 f\nd] ( ! ,society ( ,fri5ds 7,quak]s74 ,?is influ5c$ ,brad=d to adopt ! pr9ciples ( t sect & he 0 among ! fir/ to emigrate to ,p5nsylvania 9 #afhb4 ,illu/ration3 ,,fir/ ,,edition ,,( 8,,p>adise ,,lo/0 ,title-page 7slightly r$uc$7 ( ,milton's fam\s book1 ,london1 #affg ,brad=d became involv$ 9 a qu>rel among ! ,quak]s ( ,philadelphia & 9 #afib 0 arre/$ = pr9t+ a pamphlet4 ,! %]iff seiz$ a =m ( type pages to be us$ z evid5ce1 & x is said t ,brad=d lat] secur$ 8 release because "o ( ! jurym5 9 exam9+ ! =m pu%$ 8 cane aga9/ x & ! types fell to ! floor1 8pi$0 z x is te*nically express$4 ,! tr\ble into :i* ,brad=d f\nd himself 9 ,philadelphia v likely influ5c$ him 9 #afic to leave t city & e/abli% a pr9t+ (fice 9 ,new ,york 8at ! sign ( ! ,bible0 7! site at #ha ,pe>l ,/reet is n[ m>k$ by a tablet71 8 be+ ! fir/ pr9t%op 9 ,new ,york & ! only "o = ?irty ye>s4 ,he 0 appo9t$ 9 #afic (ficial pr9t] to ! gov]nm5t4 ,9 #agbe1 :5 ,brad=d 0 sixty-"o ye>s old1 he began ! publication ( ! fir/ newspap] 9 ,new ,york 7! ,gazette74 ,no review ( ,colonial pr9t+ w\ld be complete )\t an acc\nt ( ,b5jam9 ,frankl91 ^: bir?day 7,janu>y #ag7 is ea* ye> widely celebrat$4 ,frankl9's fa!r 0 an ,engli%man :o came to ,new ,engl& ab\t #afhe1 & ,b5jam9 0 born 9 ,bo/on 9 #agjf1 ! y\nge/ b two ( sev5te5 *ildr54 ,he came ne> be+ a m9i/]1 a seaman1 a tall[-*&l] or a cutl]1 b love ( books caus$ him f9ally to be ind5tur$ to 8 bro!r1 ,james ,frankl91 :o _h op5$ a pr9t+ (fice 9 ,bo/on4 ,b5jam9 0 twelve ye>s ( age :5 ind5tur$ & 0 to s]ve z appr5tice until 8 tw5ty-fir/ bir?day4 ,mak+ an arrangem5t ) 8 bro!r to be all[$ to furni% 8 own bo>d1 ,frankl9 provid$ himself ) meals 8(t5 no m ?an a biscuit or a slice ( bread1 a h&ful ( rais9s1 or a t>t f ! pa/ry cook's & a glass ( wat]10 us+ ! money ?us sav$ = ! pur*ase ( books4 ,9 #agba ,james ,frankl9 began to pr9t a newspap] 7! ,new ,engl& ,c\rant7 & ,b5jam9 tells h[ "s ( 8 bro!r's fri5ds tri$ to dissuade him f ! und]tak+1 8"o newspap] be+1 9 _! judgm5t1 en\gh = ,am]ica40 ,"s articles 9 ?is newspap] giv+ (f5se to ! ,assembly1 ,james ,frankl9 0 imprison$ = a mon?1 & on 8 dis*>ge 0 =bidd5 to publi% ! ,c\rant4 ,to evade ?is ord] ,b5jam9's "n 0 sub/itut$ = t ( ,james ,frankl9 z publi%]4 ,a %ort "t aft]w>d 7#agbc7 ! bro!rs disagre$1 & ,b5jam9 left ,bo/on1 com+ by %ip to ,new ,york4 ,"h ,frankl9 (f]$ 8 s]vices to ,william ,brad=d1 !n ! only pr9t] 9 ! city1 b he c\ld give him no "w4 ,h[ev]1 he sugge/$ t ,frankl9 g to ,philadelphia :]e ,&rew ,brad=d1 8 son1 _h a %op4 ,frankl9 did n succe$ 9 gett+ "w ) ,&rew ,brad=d1 b 0 m =tunate ) ,samuel ,keim]4 ,! pr9t+ h\se ( ,keim]1 z describ$ by ,frankl91 consi/$ ( an old damag$ press1 a small worn-out font ( types1 & "o pair ( cases4 ,"h ,frankl9 work$ until he left = ,engl& to select an equipm5t = a new pr9t+ (fice to be e/abli%$ by him 9 ,philadelphia4 ,at t "t !re 0 no type f\ndry or press manufactory 9 ! ,unit$ ,/ates4 ,frankl9 _h be5 enc\rag$ by ,gov]nor ,kei? ) promises ( f9ancial assi/ance1 b ! trip to ,london prov$ a fool's err& & ,frankl9 w5t to "w 9 a pr9t+ (fice !re z a j\rneyman1 fir/ at ! press1 lat] 9 ! compos+-room4 7,x is told t =ty ye>s aft]w>d :5 ,frankl9 0 resid+ 9 ,great ,brita91 he w5t into ?is pr9t+ (fice & ) ! m5 !re drank 8,success to pr9t+407 ,he return$ to ,philadelphia1 work$ z a =eman = ,keim]1 & !n ) a p>tn]1 ,hugh ,m]$i?1 op5$ a pr9t+ (fice4 ,"o ( ! fir/ jobs done by ! new firm 0 =ty %eets ( ! hi/ory ( ! ,quak]s1 set 9 pica & long prim]4 ,frankl9 tells h[ he 8compos$ a %eet a day & ,m]$i? work$ x (f at press2 x 0 (t5 elev5 at night1 & sometimes lat]1 be=e ,i _h f9i%$ my di/ribution = ! next day's "w4 ,b s det]m9$ ,i 0 to cont9ue do+ a %eet a day t "o night1 :51 hav+ impos$ my =ms1 ,i ?\ght my day's "w ov]1 "o ( !m by accid5t 0 brok5 & two pages r$uc$ to pi1 ,i imm$iately di/ribut$ & compos$ x ov] aga9 be=e ,i w5t to b$40 ,9 #agcb 7= ! ye> #agcc7 ,frankl9 fir/ publi%$ 8,poor ,ri*>d's ,almanack40 ,= ?is purpose he us$ ! "n ( ,ri*>d ,saund]s1 an ,engli% a/rolog]4 ,?is almanac cont9u$ to be publi%$ by ,frankl9 = tw5ty-five ye>s1 ne>ly t5 ?\s& copies be+ sold annually4 ,! two pages "h reproduc$ are full size1 & z x is likely t ,frankl9 gave close att5tion to ! typography x w be int]e/+ to /udy _! arrangem5t4 ,!y are good examples ( title-page & tabul> composition ( ,colonial days4 ,frankl9 consid]$ ?is almanac a prop] vehicle = spread+ in/ruction among ! common p1 & fill$ ! little spaces t occurr$ betwe5 ! rem>kable days 9 ! cal5d> ) prov]bial s5t5ces4 ,^! prov]bs1 :i* conta9$ ! wisdom ( _m ages & nations1 7 latt] ga!r$ toge!r z a h>angue ( a wise old man "u ! title 8,! ,way to ,weal?10 & ! famili> phrase 8,z ,poor ,ri*>d says0 is (t5 repeat$ !re94 ,9 #agdh ,frankl9 took z a p>tn] ,david ,hall1 ! firm "n be+ ,frankl9 ,hall until #agff1 :5 ,hall became sole proprietor4 99 99 99 99 99 ,illu/ration ,qua9tness is ! *ief *>act]i/ic ( ,colonial typography4 ,:ile ! treatm5t lacks ! arti/ic quality1 ! ref9em5t1 & ! da9ty f9i% ( ! productions ( ,aldus1 ,frob5 & o!r pr9t]s ( classics1 x has natural simplicity1 human int]e/1 & an inexpressible some?+ t makes x attractive to ! av]age pr9t] ( today4 ,illu/ration3 ,,two ,,pages ,,f 8,,poor ,,ri*>d',s ,,almanack0' ,pr9t$ by ,b5jam9 ,frankl9 9 #agcb ,! title-page ( ! 8,compleat ,ambassador10 %[+ ! actual size ( ! orig9al1 is con/ruct$ 9 a sev]ely pla9 mann]1 a /yle kn[n z ! 8long & %ort l9e10 ) cat*words4 ,! 8,midsomm] ,nights ,dreame0 title-page is "o ( ! mo/ arti/ic ( ,colonial pages1 pr9t$ :5 ,%akespe>e 0 9 ! mid/ ( 8 fam\s lit]>y labors 7#afjj74 ,to get contra/ ! compositor alt]nat$ l9es ( roman ) l9es ( italic4 ,! spac+ mat]ial c\ld n h be5 accurate1 & two capital ,v's 7 us$ = a ,w1 z 9 ! ,daye title-page4 ,! 8,p>adise ,lo/0 title-page is a poor specim5 ( composition & presswork4 ,x 0 common 9 ,colonial days to surr\nd ! type-page ) a d\ble rule bord]1 & 9 ?is specim5 ! rules are b5t & batt]$4 ,pr9t$ 9 #affg1 x is a "p ( ! fir/ edition ( ,milton's fam\s book4 ,! ,london ,times head+ is int]e/+1 repres5t+ z x does ! fir/ numb]1 "u ! new "n1 ( a newspap] :i* has s9ce become _w-fam\s4 ,! head+ m5tions t ! ,times 0 pr9t$ 8logographically40 ,logotypes 7two or ?ree lett]s ca/ toge!r7 7 be+ exp]im5t$ ) to facilitate type composition1 b did n prove successful4 ,illu/ration3 ,,italian ,,specim5 ,,( #aggf ,%[+ use ( decoration ,! pr9t]s 8,at ! ,peacock 9 ! ,p\ltrey ne> ,cornhil0 surely 7 good workm54 ,! 8,pilgrim's ,progress0 title-page is a f9i%$ bit ( pr9t+4 ,! cu/om ( us+ decorative bord] units to make pr9t$ books attractive 0 seem+ly practic$ ?ru\t ,europe4 ,! ,italian page ( #aggf is an example ( ?is1 z is also ! ,fr5* specim5 ( #agdb4 ,! page f ! ,colonial book1 8,description ( ,trades10 exhibits ! use ( ! decorative b& = divid+ subjects1 :i* idea has possibilities 9 ! direction ( g5]al job pr9t+ t make x wor?y ( exp]im5t4 ,because ,caslon types & ornam5ts 7 ext5sively us$ by ,colonial pr9t]s ,i h reproduc$ on a previ\s page specim5s ( types & ornam5ts f ! type-specim5 book ( ,w4 ,caslon ,son1 pr9t$ 9 #agfd4 ,! ,caslon type-face 0 orig9al 9 ! s5se 9 :i* ! type-face cut by ,j5son 0 orig9al2 bo? _h *>act]i/ics :i* id5tifi$ !m ) _! design]s1 b bo? also _h a g5]al resemblance to type-faces previ\sly us$4 ,! ,roman face cut by ,caslon be>s a m>k$ simil>ity 9 its capitals to ! type-faces us$ by ,?omas ,newcomb on ! title-page ( ! 8,compleat ,ambassador0 7see ins]t74 ,!re are %[n "h two specim5s ( type-faces design$ by ,bodoni1 :i* 7 ! fir/ ( ! s-call$ 8mod]n0 romans4 ,! lett]s reveal a ?9n+ ( ! light] l9es & a ?ick5+ ( ! heavi] l9es4 ,! s]ifs are /raight & %>p4 ,! design ( ! lett]s 0 su* z to af=d ! typef\nd]s ( ! n9ete5? c5tury a model ^u :i* to base _! ef=ts at me*anical accuracy 9 ! cutt+ ( type-faces4 ,z a result ( ! introduction ( ,bodoni's new type-face !re 0 n a type f\ndry 9 ! _w 9 #ahje mak+ ! old-/yle roman type-faces4 ,giovan ,batti/a 7,john ,bapti/7 ,bodoni 0 a pr9t]-typef\nd] ( ,p>ma1 ,italy4 ,! illu/rations 9 ?is *apt] 7 9 mo/ in/ances photograph$ f orig9als 9 ! ,new ,york ,public ,libr>y1 ! libr>y ( ! ,new ,york ,typo!t1 & ! private libr>y ( ,! ,am]ican ,pr9t]4 ,illu/ration3 ,pages f ,bodoni books ( #aghi & #ahjf1 %[+ ! fir/ 8mod]n0 type-faces ,illu/ration3 ,title-page ( ! 8,hi/oryes ( ,troye0 design$ by ,morris & engrav$ on wood ,illu/ration3 ,fir/ text page ( 8,! ,/ory ( ! ,glitt]+ ,pla90 %[+ ! 8,gold50 type ,! ,morris /yle ( typography & decoration ,illu/ration ,,typography ,,9 ,,! #ai? ,,c5tury ,x 0 ne> ! close ( ! n9ete5? c5tury :5 ,william ,morris1 ! di/+ui%$ expon5t ( /r5g? & simplicity 9 art1 decl>$ t 8no good pr9t+ has be5 done s9ce #aeej40 ,accord+ to ?is /atem5t "o hundr$ ye>s aft] its inv5tion typography =feit$ its place among ! e/hetic arts1 & !n = ?ree hundr$ ye>s rema9$ bel[ ! /&>d set by its inv5tor4 ,by sett+ 8 date at #aeej ,morris ov]look$ ! a*ievem5ts ( su* em95t pr9t]s z ,plant9 & ! ,elzevirs1 b 8 arraignm5t probably _h "s ju/ification4 ,po/]ity _h default$ 9 its adm9i/ration ( ! legacy left by ,gut5b]g4 ,! fir/ book pr9t$ f sep>ate types1 z an example ( arti/ic arrangem5t & c>eful workman%ip1 is a rem>kable te/imony to ! g5ius ( ! inv5tor1 especially :5 ! complet5ess ( ! inv5tion is comp>$ ) ! initial productions ( lat] inv5tors4 ,! fir/ cyl9d] press & ! fir/ l9otype ma*9e 7 bo? crudely con/ruct$4 ,typography atta9$ its highe/ po9t t[>d p]fection 9 ,italy 9 ! days ( ,j5son & ,aldus4 ,! ,italian /yle ( lett]+ & decoration diff]$ greatly f ! ,g]man4 ,!re 7 dignity1 ref9em5t1 a da9ty neatness1 9 ! pr9t$ pages ( ! ,v5etians1 & _! type-faces 7 precise & ( a d>k-gray tone4 ,! ,g]man page1 ) its bold ,go?ic lett]s arrang$ 9 masses ( black1 0 *>act]i/ic ( ! religi\s fidelity & /urd9ess ( ! dwell]s on ! banks ( ! ,rh9e4 ,z ! art ( pr9t+ spread1 ! ,g]man & ,italian /yles became m+l$1 f9ally result+ dur+ ,colonial days 9 a /yle ( typography :i* repres5t$ ! ,italian modifi$ by ! ,g]man j en\gh to make x int]e/+4 ,b typography z an art 0 9 a /ate ( det]ioration4 ,ev5 ,frankl91 call$ by ! pr9t]s ( ,am]ica _! 8,patron ,sa9t10 z a typograph] lack$ ! arti/ic p]ception ( ,aldus & ,plant91 al?o he 0 a sup]ior me*anic & a %rewd bus9ess man4 ,! beg9n+ ( ! n9ete5? c5tury f\nd ! practice ( typography lean+ m ?an ev] t[>d utility & away f art4 ,william ,ni*olson1 an ,engli%man1 _h plann$ a cyl9d] pr9t+ press1 & ,dr4 ,k9sley1 ( ,connecticut1 _h con/ruct$ a model ( "o4 ,a roman type-face on sev]e1 me*anical l9es _h be5 design$1 & picturesque old romans su* z ! ,caslon 7 go+ out ( use4 ,ornam5ts & bord]s 7 be+ disc>d$1 & ! /yle ( typography 0 gett+ un9t]e/+ & los+ ! p]sonal elem5t4 ,illu/ration3 ,,pleas+ ,,bord] ,,arrangem5t ,lett]press imitation ( ! decoration ( d\ble-column pages on e>ly books4 ,f ! 8,book ( ,common ,pray]10 ,london1 #ahad ,to illu/rate ?is transition !re are reproduc$ f\r repres5tative title-page arrangem5ts4 ,! fir/ is t ( a book on pr9t+ publi%$ 9 #ahaj1 conta9+ sev]al l9es ( ! !n new roman type-face4 ,9 arrangem5t ?is page is simil> to ! 8,que5 ,elizabe?0 page ins]t$ 9 ! *apt] on ,colonial typography :i* is p]haps ! s\rce f :i* came ! 8long-&-%ort-l9e0 & 8cat*-^w0 /yle ( ! av]age title-page ( ! n9ete5? c5tury4 ,! second example ( ! gr\p %[s a display$ page ( #ahdg simil>ly treat$1 & ! ?ird is a reproduction ( ! title-page ( a pr9t]'s manual ( #ahgb4 ,?is la/-m5tion$ example is ! product ( a prom95t type f\ndry ( t "t & v likely 0 arrang$ 9 ! /yle !n accept$ z good typography4 ,a m un9t]e/+ page c\ld h>dly be conceiv$1 especially 9 a book int5d$ = pr9t]s4 ,illu/ration3 ,,design ,,made ,,) ,,brass ,,rule ,execut$ 9 #ahgi1 x is "o ( ! be/ specim5s ( ! rule-curv+ p]iod ,! f\r? example is a reproduction ( ! title-page ( ,mac,kellar's well-kn[n manual1 8,! ,am]ican ,pr9t]0 7n[ out ( pr9t71 & pres5ts :at to ! head ( ! mo/ prom95t ,am]ican type f\ndry 0 probably an ideal arrangem5t4 ,:ile reveal+ ! long-&-%ort-l9e *>act]i/ics ( ! previ\sly m5tion$ pages1 z a :ole ! effect is m int]e/+ to pr9t]s4 ,9 ?is page may be notic$ ! tr5d t[>d delicate1 *>act]less typography4 ,a pr9t]1 ,*>les ,:itt+ham1 ( ! ,*iswick ,press1 & a publi%]1 ,william ,pick]+1 ( ,london1 ,engl&1 furni% an example ( ef=t made 9 ! middle ( ! n9ete5? c5tury to raise ! practice ( typography to a m arti/ic /&>d4 ,^! m51 bo? lov]s ( books1 & arti/s 9 temp]am5t1 _h become intimate fri5ds1 & toge!r endeavor$ to introduce into _! publications simplicity1 appropriat5ess1 & o!r arti/ic qualities4 ,desir+ to use an old-/yle face on "o ( _! books1 ,:itt+ham inquir$ ( ! ,caslon type f\ndry if any ( ! pun*es cut by ! fir/ ,william ,caslon 7 9 exi/5ce4 ,! orig9al pun*es be+ recov]$ aft] ye>s ( disuse1 fonts ( type 7 ca/ & us$ on a book1 8,! ,di>y ( ,lady ,will\ghby10 pr9t$ 9 #ahdd4 ,! title-page ( ?is book is reproduc$ on a foll[+ page1 & x w be se5 t ,:itt+ham arrang$ ! typography 9 ! ,colonial /yle to h>monize ) ! lit]>y motive ( ! book4 ,s well 0 ?is done t "o has to look twice at ! date to satisfy himself x is n #afdd4 ,o!r typography f ^! m5 is n q s radically diff]5t f t ( _! contempor>ies1 b is m ref9$1 arti/ic & ta/eful1 z may be se5 by ! 8,fri5ds 9 ,c\ncil0 page fur!r on 9 ?is *apt]4 ,an innovation by ,:itt+ham 0 ! omission ( punctuation m>ks except+ :]e ne$$ to make cle> ! significance ( ! word+4 ,:itt+ham & ,pick]+1 9 ! field ( arti/ic typography1 7 fifty ye>s ahead ( _! "t1 z pr9t]s 9 g5]al 7 n ready to accept ! good ?+s (f]$ !m4 ,! mod]n r5aissance came lat]4 99 99 99 99 99 ,job pr9t+ z a di/9ct dep>tm5t is ( mod]n developm5t4 ,typograph]s ( old 7 prim>ily book & pamphlet pr9t]s1 & 9 _m cases int]e/ 0 *iefly c5t]$ 9 publi%+ newspap]s or almanacs2 job pr9t+ 0 incid5tal4 ,?is caus$ simil>ity 9 ! typography ( newspap]1 book & job "w1 a condition t today exi/s only 9 a small degree4 ,n[ ^! ?ree classes ( "w are g5]ally sep>at$ into dep>tm5ts1 ea* ) its own rules1 /yles & practices1 job composition be+ less re/ra9$ by cu/oms & rules ?an any ( ! o!r dep>tm5ts4 ,illu/ration3 ,,title-,,page ,,( #ahaj ,illu/ration3 ,,title-,,page ,,( #ahdg ,illu/ration3 ,,title-,,page ,,( #ahgb ,%[+ ! developm5t dur+ ! n9ete5? c5tury ( a sev]e & un9t]e/+ /yle ,attractiv5ess is z necess>y to ! typography ( ! g5]al job ( pr9t+ z dignity & legibility are to a law brief1 b1 endeavor+ to get attractiv5ess into _! "w1 job pr9t]s (t5 g a/ray4 ,!y wrongly labor "u ! impression t to h a job di/9ctive x mu/ be made freaki%4 ,typography is n good unless bas$ ^u art f\ndations4 ,ideas 9 pl5ty c\ld h be5 pluck$ by ! pr9t] ( ! n9ete5? c5tury f old books1 especially f ^? pr9t$ = religi\s organizations1 su* z ! 8,book ( ,common ,pray]40 ,a h&some edition ( a book ( ?is k9d 0 pr9t$ 9 ,london by ,john ,murray 9 #ahad4 ,ea* pair ( pages is diff]5t 9 decoration & typography1 ! designs be+ by 8,ow5 ,jones1 ar*itect40 ,! decorative treatm5t ( ! page ( ,psalms reproduc$ f ?is book is wor?y ( /udy & adaptation4 ,illu/ration3 ,,! ,,tr5d ,,t[>d ,,da9t9ess ,title-page ( ,mac,kellar's manual1 8,! ,am]ican ,pr9t]10 #ahhb ,ab\t ! "t ( ! ,civil ,w> ! job pr9t] 0 less fett]$ ?an ev] by ! cu/oms ( ! book pr9t]4 ,:ile title-pages ( books 7 be+ compos$ )\t ornam5tation 9 sev]e-look+ mod]n romans1 ! job pr9t]1 influ5c$ by ! typef\nd]1 took a lik+ to fancy typography1 = ! production ( :i* !re 7 %ad$1 outl9$1 rimm$ & ornam5tal lett]s1 9 imitation ( ! "w ( ! copp]plate engrav]4 ,! bus9ess c>d on ! next page1 & ! 8bill ( f>e0 "h %[n1 are specim5s ( su* "w4 ,illu/ration3 ,,banquet ,,program ,z arrang$ 9 ,bo/on 9 #ahfe ,! *ang+ /yles ( typography z appli$ to comm]cial head+s are well set =? by ! gr\p on ! fif? page ( ?is *apt]4 ,! fir/ specim5 is a 8pla90 billhead ( #ahgj4 ,! second is a billhead ( #ahic1 :5 ! compositor 0 taught to corral all excess word+ 9 an enclosure ( rules at ! left side ( ! head+ prop]4 ,9 ?is specim5 !re is a t\* ( ornam5tation & a %[+ ( sev5 diff]5t type-faces1 "o ( :i* is ! !n conv5tional script = ! date l9e4 ,! ?ird specim5 ( ! gr\p1 a lett]head :i* won fir/ prize 9 a conte/ held 9 #ahig1 reveals fur!r developm5t ( simple typography4 ,only "o face ( type is us$ 7,tudor black7 & !re is no ornam5tation except+ a few p]iods on ea* side ( ! ^w 8,!40 ,dur+ ! n9ete5? c5tury no type f\ndry did m t[>d influ5c+ ! typography ( ! g5]al job pr9t] ?an ! "o kn[n at ! "t ( its absorption by ! ,am]ican ,type ,f\nd]s ,company z ,mac,kellar1 ,smi?s ,jordan1 ( ,philadelphia4 ,! reproduction ( a few clipp+s f its specim5 book ( #ahhe may recall memories to ! pr9t] n[ ( middle age4 ,! ,free ,press bus9ess c>d has peculi> int]e/ to ! au?or4 ,x 0 set & pr9t$ by him dur+ dull h\rs ab\t ! ye> #ahhi1 :5 8 ?9k+ app>atus 0 controll$ by influ5ces f ! und]world ( typographic practice4 ,!re is ano!r phase ( late n9ete5?-c5tury typography :i* %\ld be m5tion$4 ,x seems t pr9t]s _h develop$ a long+ = pictures1 color & decoration4 ,! process ( photo-engrav+ n hav+ be5 p]fect$1 job pr9t]s %ap$ brass rule into repres5tations ( compos+-/icks1 pr9t+ presses1 portraits & ar*itectural designs1 & cut t9t blocks f pat5t lea!r & o!r mat]ial4 ,! skill exhibit$ by _m pr9t]s is rem>kable2 beautiful comb9ations ( t9ts 7 produc$4 ,x w be difficult = _m p]sons to believe t ! 8,bo/on ,type ,f\ndry0 design 7%[n on a prec$+ page7 0 orig9ally con/ruct$ ) pieces ( brass rule1 b su* is ! fact4 ,x 0 compos$ by ,c4 ,w4 ,l4 ,jungloew 9 #ahgi1 & is truly a wond]ful example ( ! "w ( ! pr9t]-ar*itect4 ,! p]spective obta9$ by ! design] is a feature4 ,black1 gold1 & sev]al t9ts 7 us$ 9 ! pr9t+4 ,illu/ration3 8,,9 ,,! ,,good ,,old ,,days0 ,f a specim5 book ( #ahhe ,int]e/+ z are ^! wond]s ( ! curv$-rule p]iod1 !y are n arti/ic 9 ! true s5se ( ! ^w2 examples ( skill inde$1 b n art z x is today und]/ood4 99 99 99 99 99 ,we n[ come to "o ( ! mo/ int]e/+ p]iods 9 ! hi/ory ( pr9t+1 a p]iod :i* may well be t]m$ ! 8,mod]n ,r5aissance40 ,z 0 intimat$ e>li] 9 ?is *apt]1 ! inv5tion ( pr9t+ ma*9]y s]v$ to lead typography away f art4 ,! pr9t]s ( t "t ?\ght !y 7 do+ arti/ic "w :5 !y set _! jobs 9 fancy type-faces1 twi/$ brass rule1 or pr9t$ 9 _m colors4 ,!y did n "k t art-pr9t+ 0 simplicity--& some?+ else4 ,! appr5tice 0 taught to set type z 0 8 j\rneyman in/ructor be=e him4 ,any inspiration he receiv$ came f ! typef\nd]s1 & ev5 t 0 (t5 int]pret$ wrongly4 ,t5 ye>s be=e ! close ( ! n9ete5? c5tury display typography 0 9 a *aotic /ate s f> z art 0 conc]n$4 ,pr9t]s :o be=e _h n d\bt$ ! appropriat5ess & quality ( _! own typography1 began to realize t x lack$ some?+ !y 7 n able to supply1 & 7 ready to foll[ a ,moses :o c\ld lead !m to bett] ?+s4 ,!n began to =m a curi\s *a9 ( ev5ts t 0 to h a revolution>y influ5ce ^u comm]cial typography z well z ^u comm]cial art4 ,! fir/ l9k 9 ?is *a9 0 ! e/abli%+ ( ! ,kelmscott ,press 9 ,engl& by ,william ,morris4 ,william ,morris 0 an arti/1 a poet1 a design] & a craftsman4 ,p>tiality = ?+s m$ieval %[$ itself e>ly 9 8 life1 & be=e he took up pr9t+ he manufactur$ arti/ic h\se furni%+s 9 ! ru9s ( an old abbey4 ,ye>s ago if ! av]age ,am]ican citiz5 7 ask$ :at great ?+ ,b5jam9 ,frankl9 did1 8 answ] might h be51 8,he inv5t$ ! ,frankl9 /ove40 ,! av]age p]son ( today w\ld connect ! "n ( ,morris ) ! ,morris *air4 ,z ! application ( art pr9ciples to typography has caus$ ! compositor to turn f rule curv+1 to set 8 l9es /raight1 & to seek pap] & ink )\t lu/]1 s ! influ5ce ( ,morris l$ to a di/a/e = gilt & poli% & trimm+s1 & creat$ a dem& = subdu$ colors & /raight l9es 9 home furni%+s4 ,he :o c influ5ce o!rs to ?9k & act 9 mann] diff]5t & bett] ?an !y h done be=e1 is truly great4 ,morris liv$ 9 a picturesque old manor-h\se 9 ,kelmscott on ! ,?ames 9 ,engl&1 & x 0 !re at ! age ( fifty-sev5 ye>s t he began to pr9t4 ,he 0 n a pr9t] by trade1 b be=e a type 0 set he /udi$ ! art f ! beg9n+4 ,he ev5 le>n$ to make a %eet ( pap] himself4 ,kelmscott ,press pap] 0 made by h& ( f9e :ite l95 rags unt\*$ by *emicals4 ,morris z a h&icraftsman _h an abhorr5ce = ma*9]y4 ,x is d\btful if he w\ld h us$ ev5 a h&-press if results equally good c\ld h be5 obta9$ )\t x4 ,morris's idea seems to h be5 to take up good typography :]e ! e>ly pr9t]s left (f4 ,:5 he want$ types = ! new pr9t%op he _h enl>g$ photographs made ( ! type pages ( ,j5son1 ,koburg] & o!r pr9t]s ( ! fifte5? c5tury1 & f ^! photographs design$ 8 type-faces1 arrang+ ! details ( ! lett]s to con=m to 8 own ideas4 ,8 roman type-face he call$ 8,gold510 probably because ( its use on ! 8,gold5 ,leg5d40 ,?is type-face 0 aft]w>d reproduc$ by f\ndries 9 ,am]ica z ,j5son1 ,kelmscott1 & o!r type-names4 ,morris 0 wont to say t he consid]$ ! glory ( ! ,roman alphabet 0 9 its capitals1 b ! glory ( ! ,go?ic alphabet 0 9 its l[]-case lett]s4 ,he also design$ a type-face *>act]i/ic ( ! ,go?ic lett]s us$ by ,koburg] & o!r fifte5?-c5tury pr9t]s1 &1 probably because ( its use on ! 8,hi/oryes ( ,troye10 call$ x ,troy4 ,?is type also 0 reproduc$ by type f\ndries1 & pr9t]s knew x z ,satanick & ,tell ,text4 ,! space ord9>ily assign$ to ! page m>g9s ,morris cov]$ ) foliage decoration 9 ! mann] ( ! e>ly ,italian pr9t]s1 l>ge decorative initials bl5d+ ) ! bord]s4 ,^! initials & bord]s1 ) few exceptions1 7 drawn by himself & engrav$ ^u wood by ,w4 ,h4 ,hoop]4 ,comp>e ! "r-h& page ( ! two pages "h reproduc$ ) ! ,v5etian specim5 9 ! *apt] on 8,! ,spread ( ,typography40 ,illu/ration3 ,,bus9ess ,,c>d ,z display$ 9 #ahfe ,"o ( ,morris's books1 an edition ( ,*auc]1 0 additionally enri*$ by upw>d ( a hundr$ illu/rations by ,burne-,jones1 a not$ ,briti% arti/4 ,9 bo? ,engl& & ,am]ica ,morris 0 ! subject ( mu* criticism4 ,m5 :o z art pr9t]s 7 n fit to t\* ! hem ( 8 g>m5t 7 l\d 9 condemnation ( 8 "w4 ,o!rs1 m fair1 po9t$ out ! excell5ce ( 8 pr9t+1 b claim$ t nei!r 8 type-faces nor 8 /yle ( typography w\ld be us$ _m ye>s4 ,?is la/ pr$iction has prov$ p>tly true4 ,! ,j5son1 or ,kelmscott1 type-face 0 us$ s frequ5tly & s g5]ally t despite its virtues x f9ally tir$ ! public eye1 & is n[ seldom se54 ,satanick1 ! 8,troy0 type-face1 z made by ! ,am]ican ,type ,f\nd]s ,company1 is n n[ display$ 9 t company's specim5 book4 ,illu/ration3 ,a ,,bus9ess ,,c>d ,,( #ahhi ,"o ( ! au?or's e>ly attempts at arti/ic 787 pr9t+ ,h[ev]1 ! "w ( ,william ,morris1 ?o n accept$ z ! model = g5]al use1 0 ! cause ( a revolution 9 mod]n typography4 ,in/ead ( ! delicate & in>ti/ic type-faces & ornam5tation ( #ahij1 ! cont5ts ( type-f\ndry specim5 books reveal$ /rong1 h&some1 arti/ic lett]s & common-s5se art bord]s & ornam5ts4 ,morris's exp]i5ce z a pr9t] did n cov] five ye>s1 yet 8 "n w always live because ( ! good he did typography 9 ! n9ete5? c5tury4 ,decorative arti/s 7 wield+ a big influ5ce 9 ! revival tak+ place 9 ! field ( typography4 ,contempor>y ) ,morris 9 ,engl& 0 a "y arti/1 ,aubrey ,be>dsley1 prom95t 9 a new s*ool ( art :i* saw m]it 9 ! flat masses ( color z f\nd 9 ! seem+ly grotesque designs ( ! ,japanese4 ,"h 9 ,am]ica ! "w ( ,morris & ,be>dsley f\nd favor 9 ! eyes ( ,w ,bradley1 :o 0 de/9$ to lead ! =ces 9 ! typographic revolution on ,am]ican soil4 ,bradley _h be5 a c\ntry pr9t]2 z appr5tice1 j\rneyman & =eman he _h ta/$ bo? ! joys & sorr[s ( practical "w 9 ! pr9t%op4 ,h[ev]1 ,bradley 0 m ?an pr9t]2 he _h arti/ic t5d5cies :i* f9ally influ5c$ him to g to ,*icago to /udy art4 ,!re he frequ5t$ ! art gall]ies & public libr>ies1 & develop$ into a po/] arti/ ( exceptional m]it4 ,!re 7 ^? :o call$ him ! 8,am]ican ,be>dsley40 ,! ye> #ahif f\nd ,bradley ) a /udio at ,spr+field1 ,mass41 :]e 8 love ( pr9t+ influ5c$ him to op5 a pr9t%op :i* he call$ ! 8,wayside ,press40 ,9 ,may ( ! same ye> he issu$ ! fir/ numb] ( 8,bradley3 ,8 ,book10 a unique publication = arti/s & pr9t]s4 ,! type-faces us$ 7 ,j5son1 ,caslon & ,bradley1 & almo/ e page conta9$ decoration4 ,!re 7 _m odd color comb9ations & ,bradley mu/ h /ood close to 8 presses :5 ?is fir/ numb] 0 pr9t$4 ,purple-br[n & orange1 olive-gre5 & orange-br[n1 orange-yell[ & *ocolate-br[n1 purple-r$ & gre5-blue--^! 7 "s ( ! color h>monies4 ,! ,*ri/mas numb] ( 8,bradley3 ,8 ,book0 0 set entirely 9 ,satanick1 ! ,am]ican copy ( ,morris's 8,troy0 type1 & bright v]milion 0 nicely contra/$ ) d5se black pr9t4 ,:ile ,morris 0 a m$ievali/1 & receiv$ 8 inspiration f ! pr9t$ books ( ! fifte5? c5tury1 ,bradley 0 inspir$ by bo? pa/ & pres5t4 ,pr9t]s "k him p>ticul>ly because ( 8 adaptations ( ! /yles ( ! sev5te5? & eighte5? c5turies4 ,he demon/rat$ h[ ,colonial pr9t]s c\ld h done _! "w bett]4 ,9 pres5t+ ! ,colonial specim5s :i* are "h reproduc$ f ! ,novemb]1 #aijf1 8,bradley3 ,8 ,book10 ,bradley wrote3 ,antique & deckle-edge pap]s ent] s l>gely into ! mak+ ( books today t pr9t]s _c d bett] ?an to /udy ! /yles ( type-composition t 7 9 vogue :5 all books 7 pr9t$ ^u h&-made pap]s4 ,a k ?us ga9$ %\ld prove ( great value1 especially 9 ! sett+ ( title-pages4444 ,! only face ( ,roman type :i* seems appropriate to antique pap] is t :i* is kn[n z ,caslon4 ,:5 types 7 few]1 & ! craft ( pr9t+ less abus$ ?an x is n[1 ?is 0 ! only type us$ 9 bookwork2 & "s ( ! title-pages 9 our e>li] books are extremely int]e/+ & sugge/ motifs :i* may well be c>ri$ out today4 ,tak+ sugge/ions f ^! books we h set a few pages1 us+ z subjects ! titles ( "s mod]n works4 ,!re seems to be an unwritt5 law :i* we are suppos$ to foll[ 9 ?is class ( composition2 & yet "o %\ld be a little brave & d>+1 purely = ! joy ( gett+ out ( ! old beat5 track4 ,illu/ration3 ,/ation]y composition ( #ahgj ,illu/ration3 ,! panel z us$ 9 #ahic ,illu/ration3 ,a neat lett]head ( #ahig ,,! ,,*ang+ ,,/yles ,,( ,,comm]cial ,,head+s ,! type f\ndries help$ ! spread ( ! new typography by supply+ a s]ies ( ,bradley's decorations1 kn[n z 8,wayside ,ornam5ts40 ,bradley discont9u$ ! ,wayside ,press 9 #ahih & comb9$ 8 pr9t%op ) t ( ! ,univ]sity ,press at ,cambridge1 ,mass4 ,!re a batt]y ( presses 0 kept busy dur+ ! cont9uance ( ! extraord9>y int]e/ 9 ,bradley booklets4 ,9 #aije ,bradley impair$ ! /r5g? ( 8 foll[+ by attempt+ = ! ,am]ican ,type ,f\nd]s ,company ! introduction ( a new /yle ( typography1 ! prom95t feature ( :i* 0 pr(use ornam5tation4 ,:ile ?is ef=t suppli$ job pr9t]s ) _m valuable ideas 9 type arrangem5t & color treatm5t1 happily ! /yle z a :ole 0 n adopt$ by pr9t]s g5]ally or typographic conditions might h become z un=tunate z !y 7 previ\s to #ahij4 ,frank ,b4 ,b]ry1 associat$ ) ,bradley dur+ 8 engagem5t ) ! ,am]ican ,type ,f\nd]s ,company1 tells 9 ^! words ( ! con/ruction ( a ?irty-two-page pamphlet ( specim5s entitl$ 8,! ,gre5 ,book ( ,spr+03 8,/>t+ 9 on ?is ab\t half-pa/ t5 "o morn+ ,bradley made up a dummy1 prep>$ ! copy & laid out ! "w--specify+ ! size & /yle ( type to be us$1 ! =m ( display & designat+ ! exact position ( ea* ornam5t ) ! requir$ spac+4 ,?is 0 9 effect practically furni%+ repr9t copy = ! compositors4 ,!n1 to #8give good measure1' z he express$ x1 copy 0 prep>$ = ! cov]1 & ! "w 0 ready = ! pr9t]s be=e half-pa/ "o40 ,illu/ration3 ,,an ,,int]e/+ ,,title-,,page ,by ,*>les ,:itt+ham1 ,london1 #ahdi ,9 ! few ye>s succe$+ ! e/abli%m5t ( ! ,wayside ,press1 ,bradley's /yle ( typography 0 closely foll[$ by _m pr9t]s1 & all ! pr9t%ops ( ,am]ica 7 m or less influ5c$ by x1 b at ?is date 8 ideas & ,morris's ideas are m]g$ m or less ) ^? ( ,de ,v9ne1 ,jacobi1 ,updike1 ,rog]s1 ,clel&1 ,b5ton1 ,kimball1 ,g\dy1 ,goodhue1 ,w9*ell & o!rs4 ,f ,g]many1 too1 h lately come sugge/ions 9 decoration t are visibly influ5c+ g5]al typography4 ,illu/ration3 ,,title-,,page ,,9 ,,! ,,colonial ,,/yle ,by ,*>les ,:itt+ham1 ,london1 #ahdd4 ,! fir/ use 9 ! n9ete5? c5tury ( ! ,caslon type-face ,9 rec5t ye>s ,bradley devot$ 8 tal5ts to ! make-up ( magaz9e pages4 ,8 *>act]i/ic decoration has add$ int]e/ to ! text sections ( sev]al lead+ magaz9es4 ,he dictat$ ! make-up & drew ! cov] design & dep>tm5t head+s = ! tw5ty-fif? anniv]s>y numb] ( ,! ,am]ican ,pr9t] issu$ ,july1 #aiaj4 ,?is v]satile arti/-pr9t] also accompli%$ ! unique task ( apply+ bus9ess & indu/rial me?ods to ! mak+ & sell+ ( art "w4 ,he _h a /aff ( work+ arti/s1 "o ( :om act$ z =eman4 ,bradley _h a book 9 :i* he pa/$ 8 sket*es ( decorative bord]s1 ornam5ts & illu/rations4 ,^! 7 classifi$ & numb]$1 & :5 a design 0 to be drawn he gave in/ructions to ! work+ arti/ indicat+ :i* sket*es 7 to be work$ up4 ,9 ?is mann] he elim9at$ ! manual labor s f> z he 0 conc]n$ & 0 able to accompli% mu* m ?an if he _h attempt$ to d ev]y?+ himself4 ,he also plann$ a s]ies ( decorative units & illu/rations & (f]$ a quick art-s]vice to adv]tis]s & pr9t]s4 ,fr$ ,w4 ,g\dy1 :o design$ su* type-faces z ,pab/1 ,p[ell1 ,=um1 ,k5n]ley & ,g\dy ,old ,/yle1 has influ5c$ pr9t+ /yles 9 ! direction ( classic effects4 ,g\dy z a /ud5t ( ,roman ar*itecture & lett]-c>v+ has dignifi$ ! pr9t+ indu/ry & enri*$ typographic art4 ,?is lesson w\ld n be complete )\t a tribute to ! "w ( ,!odore ,l4 ,de ,v9ne1 :o _h ! di/9ction ( be+ ! only pr9t] b "o 9 ,am]ica to receive a college degree = accompli%m5ts z a pr9t]4 ,illu/ration3 ,bradley's adaptation ( ! ,colonial /yle z produc$ by him at ! ,wayside ,press 9 #ahif ,de ,v9ne's introduction to typography 0 z an appr5tice 9 a c\ntry pr9t%op4 ,he w5t to ,new ,york 9 #ahdg & work$ at ! case & press 9 sev]al (fices be=e accept+ a position z job compositor ) ,francis ,h>t4 ,^u ! dea? ( ,mr4 ,h>t 9 #ahgg1 ,mr4 ,de ,v9ne took *>ge ( ! bus9ess1 :i* is n[ kn[n z ! ,de ,v9ne ,press4 ,z a writ] on pr9t+ subjects1 p]haps 8 greate/ "w is 8,! ,inv5tion ( ,pr9t+10 publi%$ 9 #ahgf4 ,i h exam9$ & read mo/ ( ! books on ! subject ( ! inv5tion1 & ,de ,v9ne's book is ! mo/ reasonable1 fair & und]/&able ( all4 ,de ,v9ne _h always be5 an expon5t ( ! sane1 cons]vative & dignifi$ 9 typography4 ,! "w ( 8 %op 0 precise1 exact & ?oro4 ,:ile giv+ cr$it to ,morris & ,bradley = _! accompli%m5ts1 he _h little sympa?y = ! /yles ( ei!r4 ,de ,v9ne prop]ly claim$ t a writ]'s words are ( m importance ?an ! decoration ( a design]4 ,morris int5d$ 8 books = ! %elves ( ! book collector2 ,de ,v9ne look$ ^u a book z some?+ to be read4 ,h[ev]1 !re ne$ be no conflict betwe5 ! /yles ( ,morris1 ,de ,v9ne & ,bradley4 ,! typograph] %\ld le>n to discrim9ate1 to *oose wisely :5 select+ a /yle = a book or a piece ( job "w4 ,= editions de luxe 9 limit$ numb]s1 & = booklets on art or lit]>y subjects1 ! ,morris /yle is appropriate4 ,= books on sci5tific or legal subjects1 & = booklets ( cons]vative & dignifi$ nature1 !re is no?+ bett] ?an ! ,de ,v9ne /yle4 ,= booklets :i* are to attract att5tion & = job "w t is to be di/9ctive1 ,bradley %[s ! way4 ,illu/ration3 ,a ,,jacobi ,,page ,,( #ahib ,arrang$ 9 squ>$ gr\ps 9 ! =m ( a lett] ,z ,) ,de ,v9ne beckon+ to u f ! po9t ( cons]vatism & ,bradley f ! po9t ( radicalism1 ! typograph] anxi\s to d "w prop]ly mu/ decide = himself h[ to treat x4 ,i h se5 a jewel]'s booklet cov] s fill$ ) ornam5tation by ,bradley t x 0 almo/ impossible to read ! word+1 & ,i h also se5 a *ildr5's ,bible typographically treat$ by ! ,de ,v9ne company 9 a /yle z sev]e z if x 7 a book ( legislative acts4 ,illu/ration3 ,a ,,bradley ,,page ,z produc$ at ! ,wayside ,press1 #ahif ,de ,v9ne _h always be5 a lead] 9 ! p]fect+ ( mod]n me?ods4 ,he 0 "o ( ! pione]s 9 ! use ( dry pap] & h>d press-pack+1 & gave mu* ?\ght to mod]n type-faces4 ,! type-face kn[n z ,c5tury 0 design$ aft] 8 sugge/ions z a model roman lett]4 ,de ,v9ne did mu* 9 p]suad+ pr9t]s to gr\p ! word+ ( title-pages in/ead ( equally sep>at+ ! type l9es z 0 done 9 ! middle ( ! n9ete5? c5tury4 ,*>les ,t4 ,jacobi1 ( ! ,*iswick ,press1 ,london1 z an in/ructor & writ] on pr9t+ subjects has done mu* = typography 9 ,engl&4 ,he is n w$d$ to a p>ticul> /yle ( typography1 b advocates ! adaptation ( any /yle t is good :5 by s do+ cli5ts are pleas$ & ! pr9ciples ( art are n violat$4 ,! title-page reproduc$ 9 ?is connection is unusual 9 arrangem5t4 ,! type gr\ps & ! device are all squ>$ & _! angul>ity is enhanc$ by ! exclusive use ( capitals4 ,realiz+ t a page or design is defective if x pres5ts ! appe>ance ( disjo9t$ sections1 ,mr4 ,jacobi has avoid$ su* results 9 ?is in/ance by arrang+ ! page 9 ! =m ( a lett] ,z4 ,) ?is *apt] ! hi/ory ( typography is br\ght d[n to ! tw5tie? c5tury4 ,! mod]n typograph] has great responsibilities4 ,^u him dep5ds ! solution ( ! problem :e!r or n our belov$ call+ is to be rank$ ) ! e/hetic arts4 ,%all ! product ( ! village pr9t] be only ( ! /&>d ( t ( ! village blacksmi?8 ,e typograph]1 reg>dless ( ! nature ( ! "w t is 8 to d1 %\ld cultivate a love = ! arti/ic & enl>ge 8 k ( ! ?+s t make = good pr9t+4 ,! *apt]s t foll[ w help to ?is end4 ,because pr9t+ z n[ practic$ is 9 a great degree dep5d5t ^u pr9ciples & /yles develop$ dur+ ! e>ly days ( ! art1 ! /ud5t %\ld n neglect c>efully to read & dige/ ! hi/orical facts & reproductions t h be5 pres5t$4 ,too _m typograph]s und]rate ! value ( a k ( hi/ory4 8,i d n c>e :at pr9t]s ( old did2 ,i want to "k :at ! pr9t] ( tomorr[ is go+ to d40 ,?is is almo/ a lit]al quotation ( ! rem>k ( a pr9t] :o prides himself on 8 progressiv5ess1 & he is only "o ( _m :o imag9e t to be up-to-date x is suffici5t to use new type-faces1 ornam5ts & bord]s1 c>+ little if ! result+ jobs lack appropriat5ess1 h>mony1 color1 tone1 & o!r elem5ts t are ess5tial to p]fect typography4 ,illu/ration3 ,a ,,bradley ,,page ,z produc$ at ! ,wayside ,press1 #ahif ,illu/ration3 ,a ,,de ,,v9ne ,,page ,?is probably pres5ts ,de ,v9ne's idea ( title-page arrangem5t ,he :o labors )\t a k ( hi/ory is mu* l ! "y man :o />t$ to "w on a job press4 ,he 0 all[$ to make ready a =m1 & aft] a :ile ! pressman w5t ov] & exam9$ ! "w4 ,on ! back ( ! =m he f\nd some?+ t look$ l an und]lay1 b c\ld discov] no reason = its use4 ,my/ifi$1 he inquir$ :at x 0 all ab\t1 & 0 told t ! appr5tice 0 do+ only :at he _h se5 ! pressman (t5 d be=e--cut out sev]al pieces ( pap] & place !m "u ! =m4 ,x _h nev] occurr$ to ! "y man to ask :y ?is 0 done4 ,?us x may be ) ! typograph]4 ,he arranges a job ( type composition 9 ! /yle ( some?+ good he has se51 b fails to get ! quality ( ! orig9al because he does n compreh5d j :at has s]v$ to produce t quality4 ,morris 0 a /ud5t ( anci5t pr9t+4 ,8 ?\ghts 7 back 9 ! fifte5? c5tury ) ,j5son1 ,aldus & ,koburg]1 & :5 he began to pr9t1 he pr9t$ und]/&+ly4 ,!re 0 a well-def9$ plan1 & !re 0 h>mony 9 ornam5t1 type1 ink & pap]4 ,:5 ! 8up-to-date0 pr9t] began to imitate ,morris he did x ) ! same degree ( compreh5sion possess$ by ! "y man :o made ! 8und]lay40 ,w ,bradley w\ld n today be z fam\s z he is 9 pr9t+ circles if he _h labor$ "u ! false idea t x 0 useless to "k hi/ory4 ,bradley kn[s pr9t+ hi/ory & loves old books1 & ?is k & affection are express$ 9 8 "w4 ,! pr9t] :o succe$s is ! "o :o looks ^u all k z valuable & has a good reason = ev]y?+ he does4 ,,"p ,,two ,illu/ration3 ,,example #af ,lay\t sket*$ ) color$ crayons = a catalog cov] ,illu/ration3 ,,example #ag ,! cov] pr9t$ z indicat$ by lay\t sket* ,illu/ration ,,! 8,,lay\t0 ,,man ,h[ does ! "w ( ! typograph] ( ! tw5tie? c5tury comp>e ) productions ( ! pa/8 ,9 ! belief ( "s ! good typograph]1 l ! good ,indian1 is dead4 ,! tru? is t mu* ( ! pr9t+ done dur+ ! fir/ f\r hundr$ ye>s 0 n well done4 ,:ile ! same proportionate result /ill prevails1 ! anci5t did n h ! excuse ( ! mod]n--lack ( "t2 nor has ! mod]n ! excuse ( ! anci5t--lack ( facilities4 ,h[ev]1 :ile poor "w 9 any c5tury or any indu/ry is expla9able1 x is n excusable4 ,illu/ration3 ,,example #a ,booklet cov] page laid out ) p5cil & crayon on gray /ock ,someone said1 8,! man :o atta9$ 8 ambition did n aim high en\gh40 ,p]fection is n atta9able1 b x %\ld be ! goal 9 our race4 ,_m typograph]s are do+ good "w1 al?o ea* is do+ x diff]5tly4 ,no "o is produc+ p]fect typography2 b :5 p]fection is ! pacemak] no result c be commonplace4 ,! good typograph]s ( ! pa/ _h ! _s ( ! ma/] craftsman & _! product 0 inspir$4 ,! mod]n pr9t] to succe$ ne$s only ! inspiration t comes ( /udy1 h>d "w & love ( 8 trade4 ,inspir$ "w1 h[ev]1 is g5]ally ! result ( prep>ation4 ,arti/s & adv]tis+ m5 realize ! necessity ( c>eful prep>ation = ! process ( pr9t+1 b typograph]s z a class evid5tly d n4 ,if !y did !y w\ld d ev5 bett] "w & make bigg] pr(its possible4 ,e pr9t%op %\ld h a 8lay\t0 man4 ,9 spite ( ! fact t mu* good pr9t+ is done today1 fully n9e-t5?s ( ! product is p>tially unsatisfactory because ( lack ( prep>ation4 ,:5 a bus9ess man decides to erect an (fice build+ he does n imm$iately g to a build+ contractor & tell him to build x4 ,he fir/ consults an ar*itectural eng9e]1 exam9es draw+s & ex*anges op9ions1 & :5 ! build+ contractor />ts 8 "w ev]y?+ has be5 plann$ & specifi$4 ,%\ld pr9t+ be done 9 a less ?oro mann]8 ,is n ! mak+ ( a book1 catalog or bus9ess c>d ea* proportionately z important & z well entitl$ to prop] att5tion z ! l>g] und]tak+8 ,good typography _c be produc$ if prep>ation is slight$4 ,quality pr9t+ is n accid5tal4 ,%ops fam$ = ! arti/ic excell5ce ( _! product h ma9ta9$ _! 8%op /yle0 despite *anges 9 ! =ce ( workm5 & executives1 & ?is individuality1 or 8%op /yle10 z x is t]m$1 has be5 obta9$ & reta9$ only because ! copy has be5 c>efully prep>$ & ! "w has be5 intellig5tly laid out by "s qualifi$ p]son 7arti/1 ad-writ] or typograph]7 :o und]/&s %op pref]5ces 9 ! matt] ( /yle4 ,x is ! 8in/itutional idea40 ,9 pr9t%ops ext5sive en\gh to all[ ( ! exp5se1 "o or m lay\t m5 %\ld be employ$1 & 9 ! small] conc]ns ! head job compositor or =eman c\ld d ! "w4 ,solicitors1 :5 arti/ically fitt$1 c\ld 9 special cases lay out _! own jobs ( pr9t+1 z p]sonal contact ) ! cu/om] peculi>ly fits !m to d x satisfactorily4 ,! important ?+1 anyway1 is to please ! cu/om]4 ,:ile ! art side ( ! practice ( typography is important1 x is n all important4 ,typography is also a bus9ess4 ,if ! cu/om]'s ta/es & prejudices 7 asc]ta9$ be=eh&1 _m ( ! *anges n[ made aft] jobs are 9 type1 frequ5tly caus+ inh>moni\s arrangem5ts1 c\ld be avoid$4 ,! av]age pr9t] r>ely p>allels ! exp]i5ces ( a few =tunate pr9t+ conc]ns :i*1 :5 receiv+ an ord] = a booklet or catalog1 are told ! am\nt ( ! appropriation & giv5 c>te blan*e4 ,illu/ration3 ,,example #c ,,example #b ,anticipat+ ! appe>ance ( ! pr9t$ page by utiliz+ old booklets or prep>+ specim5 %eets ( text matt] :i* are cut to prop] size & pa/$ 9 position4 ,! head+s are r\ghly sket*$ ) p5cil ,ord]s = mu* ( ! bett] class ( "w are obta9$ ?ru 8dummies0 submitt$ by pr9t]s or solicitors4 ,! cu/om] advises a c]ta9 numb] ( su* p]sons t he is 9 ! m>ket = a booklet & w\ld l to receive sugge/ions4 ,ea* competitor prep>es a 8dummy0 on ! /ock & 9 ! b9d+ int5d$ = ! complet$ booklet4 ,! cov] design is r\ghly sket*$ or o!rwise indicat$ & ! inside pages prep>$ to repres5t ! f9i%$ job4 ,let u imag9e ourselves 9 a pr9t%op ( m$ium size1 :i* _c af=d ! regul> s]vices ( an arti/4 ,f ! compos+-room =ce take ! mo/ arti/ic & practical job compositor & in/all him at a desk4 ,if !re is n suffici5t desk "w to occupy 8 full "t1 arrange ) him to fill 9 sp>e "t at ! case4 ,9 select+ a man = ! position x %\ld be rememb]$ t few typograph]s h qualifications comb9+ arti/ic p]ception & ?oro workman%ip4 ,x is 9 a great measure true t a n]v\s1 arti/ic temp]am5t unfits a typograph] = ?oro1 f9i%$ "w at ! case or /one1 :ile on ! contr>y1 a calm1 precise1 me?odical disposition is (t5 accompani$ by lack ( imag9ation4 ,ea* workman %\ld h opportunity to d t :i* he c d be/4 ,he ( ! arti/ic temp]am5t %\ld lay out ! jobs1 & he ( ! me*anical turn ( m9d %\ld con/ruct !m4 ,illu/ration3 ,,example #e ,illu/ration3 ,,example #f ,asc]ta9+ color comb9ation by means ( crayons4 ,! cold] color %\ld pr$om9ate ,illu/ration3 ,,example #d-;a ,aft] pa/+ 9 illu/ration & c\nt+ ! l9es = ma*9e composition4 ,r$uc$ f ! orig9al ,! proprietor or o!r p]son 9 au?ority %\ld discuss ) ! lay\t man ! subject ( %op /yle 9 typographical arrangem5t4 ,! matt] ( type equipm5t %\ld also be gone ov]1 z no?+ h9d]s ! lay\t man s mu* z to be compell$ to use type-faces select$ by ano!r hav+ ideas widely diff]5t4 ,x is important t ! type equipm5t be appropriate & suffici5t = ! class ( "w done4 ,an equipm5t ( a half doz5 h>moniz+ faces ( type is f> bett] ?an "o ( two doz5 ill-assort$ faces4 ,good typography is to a l>ge ext5t dep5d5t ^u ! type-faces us$4 ,illu/ration3 ,,example #d-;b ,in/ructions to op]ator ,! lay\t man %\ld make a /udy ( ! p]sonality & ta/es ( a cu/om]4 ,he %\ld meet all su* t come into ! (fice1 & arrange to call once ^u ea* ( ! regul> cu/om]s4 ,he mu/ keep 9 close t\* ) conditions 9 ! compos+-room1 s t 9 ! dis*>ge ( 8 duties he does n call = type-faces already set out ( ! cases1 or n a "p ( ! equipm5t4 ,! me*anic & ! arti/1 to d satisfactory "w1 mu/ h a c]ta9 work+ outfit4 ,! lay\t man is no exception2 :ile he c\ld p]haps manage ) only a lead p5cil & foot rule1 x w\ld be fooli% to d s4 ,8 "w w be exp$it$ if he has an assortm5t ( good crayons2 h>d1 m$ium & s(t lead p5cils2 a pair ( %e>s1 a ,t-squ>e1 a gelat9e triangle1 a type-l9e gage1 a table = giv+ ! numb] ( words to an in* 9 ! v>i\s size type bodies2 & a libr>y ( books & p]iodicals on pr9t+1 especially ( ^? %[+ examples ( type designs4 ,to provide him also ) a set ( wat] colors1 a j> ( ,*9ese :ite1 a bottle ( gold pa9t1 a bottle ( india ink & sev]al bru%es w\ld n be extravagance4 ,x w\ld be economical & wise if sev]al sample %eets ( ea* k9d ( /ock 7 kept ne> 8 desk 9 a portfolio or conv5i5t draw]4 ,book pap]s c\ld be cut 9 qu>t]s1 cov] pap]s 9 halves1 & c>dbo>d 9 v>i\s conv5i5t sizes1 all ready to be us$ at an in/ant's notice4 ,sev]al ea* ( rul$ head+s1 cut c>ds & o!r /&>d goods %\ld also be includ$4 ,9 lay+ out jobs1 especially l>ge runs1 he %\ld make !m ( su* size z w cut f ! %eet ) little or no wa/e4 ,if an ord] is to be ru%$1 he %\ld asc]ta9 if ! /ock may be _h )\t delay4 ,,words ,,to ,,! ,,squ>e ,,in* ,,sizes ,,( ,,type--,,solid ,,squ>e #e #f #g #h #i #aj #aa #ab ,,in*es ,,po9t ,,po9t ,,po9t ,,po9t ,,po9t ,,po9t ,,po9t ,,po9t #a #fi #dg #ch #cb #bh #ba #ag #ad #b #ach #id #gf #fd #ef #db #cd #bh #d #bgf #ahh #aeb #abh #aab #hd #fh #ef #f #dad #bhb #bbh #aib #afh #abf #ajb #hd #h #eeb #cgf #cjd #bef #bbd #afh #acf #aab #aj #fij #dgj #chj #cbj #bhj #baj #agj #adj #ab #hbh #efd #def #chd #ccf #beb #bjd #afh #ad #iff #feh #ecb #ddh #cib #bid #bch #aif #af #aajd #geb #fjh #eab #ddh #ccf #bgb #bbd #ah #abdb #hdf #fhd #egf #ejd #cgh #cjf #beb #bj #achj #idj #gfj #fdj #efj #dbj #cdj #bhj #bb #aeah #ajcd #hcf #gjd #faf #dfb #cgd #cjh #bd #afef #aabh #iab #gfh #fgb #ejd #djh #ccf #bf #agid #abbb #ihh #hcb #gbh #edf #ddb #cfd #bh #aicb #acdf #ajfd #hif #ghd #ehh #dgf #cib #cj #bjgj #adaj #aadj #ifj #hdj #fcj #eaj #dbj #cb #bbjh #aejd #abaf #ajbd #hif #fgb #edd #ddh #cd #bcdf #aeih #abib #ajhh #ieb #gad #egh #dgf #cf #bdhd #afib #acfh #aaeb #ajjh #gef #fab #ejd ,,sizes ,,( ,,type--,,lead$ ) #b-po9t leas ,,squ>e #e #f #g #h #i #aj #aa #ab ,,in*es ,,po9t ,,po9t ,,po9t ,,po9t ,,po9t ,,po9t ,,po9t ,,po9t #a #ej #cd #bg #bc #ba #af #ad #aa #b #ajj #fh #ed #df #db #cb #bh #bb #d #bjj #acf #ajh #ib #hd #fd #ef #dd #f #cjj #bjd #afb #ach #abf #if #hd #ff #h #djj #bgb #baf #ahd #afh #abh #aab #hh #aj #ejj #cdj #bgj #bcj #baj #afj #adj #aaj #ab #fjj #djh #cbd #bgf #beb #aib #afh #acb #ad #gjj #dgf #cgh #cbb #bid #bbd #aif #aed #af #hjj #edd #dcb #cfh #ccf #bef #bbd #agf #ah #ijj #fab #dhf #dad #cgh #bhh #beb #aih #bj #ajjj #fhj #edj #dfj #dbj #cbj #bhj #bbj #bb #aajj #gdh #eid #ejf #dfb #ceb #cjh #bdb #bd #abjj #haf #fdh #eeb #ejd #chd #ccf #bfd #bf #acjj #hhd #gjb #eih #edf #daf #cfd #bhf #bh #adjj #ieb #gef #fdd #ehh #ddh #cib #cjh #cj #aejj #ajbj #haj #fij #fcj #dhj #dbj #ccj #cb #afjj #ajhh #hfd #gcf #fgb #eab #ddh #ceb #cd #agjj #aaef #iah #ghb #gad #edd #dgf #cgd #cf #ahjj #abbd #igb #hbh #gef #egf #ejd #cif ,,example #g ,table = asc]ta9+ ! numb] ( words to squ>e in*es4 ,use ( ?is table 9 lay+ out booklets & catalogs w n only save "t b w m9imize ! *ance ( a miscalculation ,illu/ration3 ,,example #h ,notehead z set )\t in/ructions f lay\t man ,! ?ree specim5s on ?is page lack relation 9 design ,= an example ( ! work+s ( ! lay\t sy/em we w suppose t ! pr9cipal ( a local bus9ess college has br\ght 9 typewritt5 copy ( ab\t a ?\s& words to be made into a small booklet4 ,a little que/ion+ br+s out ! in=mation t ! cu/om] desires some?+ attractive1 ref9$1 & ( good quality4 ,he does n want a *eap job1 & nei!r has he money to sp5d ^u exp5sive de luxe booklets4 ,! lay\t man looks ov] 8 sample pap]s & f9ds t !re is on h& a t5-c5t :ite antique pap] #be #ch in*es 9 size4 ,tak+ a qu>t] %eet he folds x repeat$ly until ! leaf appe>s to be ab\t ! prop] size4 ,measur+ x he f9ds x to be #d #f in*es4 ,! leaf is !n trimm$ to #d #e in*es 7?us all[ance %\ld always be made = trimm+ ! edges aft] b9d+74 ,= ! cov] ! lay\t man selects f 8 samples a m$ium gray antique /ock ( good quality4 ,! cov] /ock %\ld h>monize 9 f9i% ) ! pap] on ! inside4 ,9 ?is in/ance an antique f9i%$ /ock is select$ to cov] ! antique f9i%$ pap] on ! inside4 ,_m are ! booklets t w\ld h be5 improv$ by att5tion to ?is rule ( h>mony4 ,h[ev]1 a r\gh f9i%$ cov] /ock & a smoo? inside pap] is n z in>ti/ic a comb9ation z a smoo? cov] /ock & a r\gh inside pap]4 ,! cov] /ock select$ 9 ?is in/ance is #bj #be in*es 9 size1 & an eigh? ( ?is %eet fold$ once gives a leaf #e #f in*es4 ,decid+ to h ! cov] lap ?ree-sixte5?s ( an in* ov] ! edges ( ! inside leaves1 x is trimm$ to #d-i_/af #f in*es4 ,illu/ration3 ,,example #aj ,label z set )\t in/ructions ,on "o ( ! inside leaves a page is p5cil$ (f1 ! lay\t man judg+ h[ mu* ( ! pap] %\ld be cov]$ by pr9t4 ,= *eap "w x is g5]ally necess>y to cr[d ! matt] into ! lea/ possible numb] ( pages1 & 9 su* case n>r[ m>g9s are all[$4 ,= ! bett] quality ( "w1 lib]al m>g9s are necess>y to prop] results4 ,a page %\ld set t[>d ! top & b9d+ edges1 ! m>g9s at ^! places be+ ea* ab\t ! same4 ,! m>g9 at ! "r edge %\ld be a little m ?an at ! top & back1 & ! m>g9 at ! bottom %\ld be a little m ?an at ! "r edge4 ,= ! booklet n[ suppos$ to be 9 c\rse ( prep>ation1 #b #d in*es has be5 det]m9$ z ! prop] size ( ! type-page4 ,ea* page ?us requires elev5 squ>e in*es ( type-matt]4 ,! lay\t man ref]s to ! table 7,example #g7 :i* gives ! numb] ( words to a squ>e in* & asc]ta9s t elev5 squ>e in*es ( t5-po9t type1 ! l9es sep>at$ by two-po9t leads1 %\ld accommodate "o hundr$ & sev5ty-six words4 ,multiply+ ?is numb] by six1 all[+ two pages at ! front ( ! booklet = ! title1 etc41 he f9ds ! booklet w take #a1jef words1 ab\t ! numb] ( words 9 ! copy suppli$4 ,illu/ration3 ,,example #i ,bus9ess c>d z set )\t in/ructions ,= a booklet ( ?is k9d ! type %\ld be no small] ?an t5-po9t4 ,in/ead ( /9t+ m>g9s & sacrific+ legibility1 z is (t5 done 9 endeavor+ to =ce copy into a limit$ numb] ( pages1 additional leaves %\ld be add$4 ,! cov] & inside pap]s hav+ be5 prep>$ 9 ! prop] size & numb] ( leaves1 ! dummy is /it*$ ) wire or sew$ ) silk floss z may be desir$4 ,! arrangem5ts ( ! title-page1 ! fir/ text-page & a page entirely text matt] are indicat$ 9 prop] position by means ( p5cil & crayon2 or = booklets ( a l>ge numb] ( pages x is well to set ! fir/ text-page 9 type & pa/e a pro( ( x 9 ! dummy1 gett+ by ?is means ! cu/om]'s approval ( bo? type-face & g5]al effect4 ,! appe>ance ( ! pr9t$ page may be anticipat$ by pa/+ 9 position a type-page cut f ano!r booklet already pr9t$4 7,examples #b & #c47 ,9 a %op :]e mu* booklet "w is done1 x w\ld be a conv5i5ce to ! lay\t man if a numb] ( specim5 pages1 set 9 ! available body type 7bo? solid & lead$71 7 pr9t$ = use 9 prep>+ dummies4 ,^! specim5 pages %\ld be ab\t #e #g in*es1 a size t w\ld make !m usable = mo/ purposes4 ,! cov] arrangem5t 0 sket*$ on ! gray /ock 7,example #a71 ! bord] be+ repres5t$ by ! gray l9es ( a h>d lead p5cil4 ,! type l9e 0 indicat$ by means ( a s(t black lead p5cil & an orange crayon4 ,ornam5ts are n specifi$ because !y are bett] omitt$ on booklets :]e dignity is ! pr9cipal feature4 ,! dummy booklet ?us complet$ is submitt$ to ! cu/om] & :5 approv$ goes to ! workrooms ) ! copy4 ,! compositor1 make-up man1 /ockman1 pressman & b9d] h no excuse = any misund]/&+1 z1 g5]ally speak+1 !y h m]ely to duplicate ! dummy4 ,! labor ( ! e/imate man1 too1 is less5$1 z ! dummy booklet af=ds a sub/antial basis ^u :i* to figure ! co/4 ,! plan ( mak+ a dummy booklet1 j expla9$1 c be adapt$ to _m jobs1 b ( c\rse x %\ld be v>i$ to suit special requirem5ts4 ,illu/ration3 ,,example #ab ,bus9ess c>d z laid out ,9 cases ( p]iodicals & volum9\s catalogs1 dummy %eets %\ld be pr9t$ ) ! outl9es ( ! page indicat$ by light-fac$ rule4 ,) su* %eets ! lay\t man is enabl$ quickly to pa/e 9 position pr9ts ( ! illu/rations & text matt] f ! galley pro(s4 ,gett+ 8 in/ructions 9 su* me?odical mann] ! make-up man c d 8 "w )\t confusion ( ord]s1 & ! pro(read]'s task is made easy4 ,:5 illu/rations are provid$ to be incorporat$ 9 ! text matt] !re is m or less tr\ble 9 mak+ up ! pages4 ,to c5t] all illu/rations s z to avoid *ang+ ! wid? ( ! type l9es is easy b n always arti/ic4 ,x is economical to h plates made ! full wid? ( type matt]1 b ! pr9t] is seldom consult$ until aft] ! plates are made4 ,h[ev]1 v>i\s sizes ( illu/rations may be attractively gr\p$ on fac+ pages & ! type-matt] fill$ 9 ar\nd !m4 ,?is me?od may appe> difficult because ! text matt] is (t5 compos$ on ma*9es2 b x is n difficult if prep>$ 9 ?is mann]3 ,take ! prep>$ body-type %eets1 cut !m to ! requir$ page size1 pa/e !m to ! dummy %eets1 & ^u ! pages ( text matt] ?us pres5t$ fa/5 ! pr9ts ( ! illu/rations 9 prop] positions4 ,! body-type %eets ne$ n be us$ on pages = :i* !re are no illu/rations2 9 su* in/ances m]ely ! numb] ( l9es to a page is asc]ta9$4 ,example #d-;a demon/rates h[ ! pr9t ( ! illu/ration is plac$ ov] ! body-type page1 & ! 8/ep0 %ape ( ! p5cil l9es %[s h[ ! b\nd>ies ( ! type l9es are made to fit ! outl9e ( ! illu/ration4 ,! l5g? ( type l9es %\ld always be asc]ta9$ ) ! pica 7twelve po9ts7 z ! unit ( measurem5t4 ,illu/ration3 ,,example #aa ,notehead z laid out = compositor4 ,! ?ree specim5s on ?is page are relat$ 9 design ,suppos+ ,examples #b1 #c & #d to be dummies ( pages1 ! composition ( :i* is to be done on ! l9otype or monotype ma*9e1 ! lay\t man ) 8 pica measure />ts at ! initial lett] ,t & measures & c\nts ! l9es1 not+ ! results 9 ! m>g9s4 7,see ,example #d-;a4 ,! page z %[n is slightly r$uc$1 h5ce ! l9es d n measure z set =?47 ,! figures are copi$ f ! m>g9s onto a slip & w !n appe> z %[n 9 ,example #d-;b4 ,?is plan emphasizes ! necessity ( a lay\t man z a memb] ( ! executive /aff 9 ! mod]n pr9t%op4 ,x may be a simple proc$ure to reset run-ar\nd matt] at ! mom5t x is ne$$ by ! make-up man1 b x is an exp5sive habit4 99 99 99 99 99 ,illu/ration3 ,,example #ac ,label z laid out ,! av]age /ation]y job is sometimes giv5 scant att5tion 9 ! l>g] pr9t%ops :]e long runs on cyl9d] presses ov]%ad[ x 9 importance4 ,?is condition leads to unsatisfactory results & ! cu/om] is ! suff]]2 8 /ation]y z a :ole is likely to be n only in>ti/ic b a pat*work ( typographic /yles & arrangem5ts4 ,to illu/rate ?is3 ,a deal] 9 arti/s' mat]ials ord]s at v>i\s times lett]heads1 bus9ess c>ds & package labels1 & ! copy is s5t to ! workrooms ) no in/ructions ab\t /yle4 ,assum+ t a diff]5t compositor gets ea* ord]1 ! jobs are compos$ z %[n 9 ,examples #h1 #i & #aj4 ,^! specim5s are above ! av]age 9 arrangem5t1 b are faulty 9 t !y h no relation to ea* o!r 9 appe>ance2 h no?+ di/9ctive 9 _! typography t id5tifies ! bus9ess c>d ) ! lett]head or ! label4 ,illu/ration3 ,,example #ad ,lay\t ( a cov]-page1 ) in/ructions 9 detail z to mat]ial to be us$4 ,r$uc$ f orig9al ,illu/ration3 ,,example #ae ,cov]-page z set f ! in/ructions4 ,r$uc$ f orig9al ,h[ diff]5t ! results _h an arti/ic lay\t man prep>$ ea* ord] be=e x 0 giv5 to ! compositor4 ,examples #aa1 #ab & #ac1 r\ghly sket*$ ) p5cil & crayon1 demon/rate :at c\ld h be5 done4 ,) /ation]y ?us h>moni\sly treat$ a bus9ess h\se w\ld be giv5 cr$it = individuality & progressiv5ess4 ,9 a pr9t%op do+ a good class ( "w 7e pr9t%op %\ld endeavor to d t7 ! lay\t man ought to make a /udy ( color h>mony4 ,n t x is necess>y = him to att5d an art s*ool or devote mo/ ( 8 "t & att5tion to exp]im5t+ ) prisms & light rays2 *>ts & tables :i* help to solve ! color problem are easily obta9able4 ,aft] a little /udy & practice he w le>n t :ile r$1 yell[ & blue 7! prim>y colors7 h>monize ) ea* o!r1 mixtures ( two or all ?ree give %ades t are m pleas+4 ,olive-gre5 7an art %ade7 sub/itut$ = blue1 9 comb9ation ) orange1 produces an arti/ic bl5d 9 place ( ! gaud9ess :i* o!rwise w\ld prevail4 ,?is because olive-gre5 is a mixture ( blue & orange2 a relation%ip 9 color composition is e/abli%$ & contra/ less5$4 ,a black page increases 9 int]e/ ) ! addition ( a t\* ( r$1 & = ?is purpose v]milion is recomm5d$4 ,! v]milion %ade ( r$ is approximat$ by mix+ :ite ) orange-r$4 ,! color$ crayons ) :i* ! lay\t man %\ld be suppli$ are exce$+ly useful 9 det]m9+ color comb9ations4 ,! eye is a reliable guide 9 ?is matt]1 if x is c>efully tra9$ to recognize color h>monies4 ,x %\ld be easy to di/+ui% ! "r f ! wrong color treatm5t 9 ,examples #e & #f4 ,! cold] color %\ld always pr$om9ate2 backgr\nds ( bright r$ & bright yell[ are difficult to h>monize ) any color ( ink except+ black4 ,f ! ins]t 7,examples #af & #ag7 w be se5 h[ a color comb9ation may be r\ghly sket*$ on ! actual /ock to be us$ & ! f9i%$ result indicat$ )\t sett+ a l9e ( type or ink+ a roll]4 ,:5 ! page is set 9 type x is well to h ! pro(s 9 ! colors & on ! /ock to be us$1 b x is unnecess>y to sep>ate ! design into sev]al =ms to d s4 ,= a job su* z ,example #ae1 = in/ance1 two pro(s may be pull$1 "o 9 black & "o 9 orange1 & ! initial cut out ( ! %eet pr9t$ 9 orange & pa/$ 9 position on ! %eet pr9t$ 9 black4 ,ano!r & a m satisfactory way is to ink ! entire page ) black1 !n clean ! black f ! initials1 & ink !m ) orange by means ( a f+]4 ,x may be relevant to sugge/ t ! human sk9 is ideal = ink+ purposes1 & t a pr9t]'s composition roll] is an imitation ( its qualities4 ,! lay\t man1 9 addition to ! /udy ( ink h>mony1 %\ld le>n to bl5d colors & t9ts ( pap] /ock4 ,he %\ld "k t a buff or cream inside pap] reflects ! color ( a yell[-br[n cov] /ock1 & h5ce makes a pretti] comb9ation ?an :ite inside pap] & br[n cov] /ock4 ,ano!r important po9t is ! color bl5d+ ( a tipp$-on illu/ration & ! /ock act+ z a backgr\nd4 ,! prevail+ %ade 9 a color illu/ration %\ld be mat*$ by ! backgr\nd or by a surr\nd+ bord]1 or by bo?4 ,:5 lay+ out adv]tisem5ts or o!r display pages ! size ( ! type-face %\ld be writt5 9 ! m>g9 7,example #ad74 ,practice w enable ! lay\t man intuitively to approximate ! size ne$$4 ,illu/ration3 ,,example #bj ,an ar*itectural subject appropriately treat$ ,illu/ration ,,h>mony ,,& ,,appropriat5ess ,9 music !re is t :i* ! ,g]mans call 8,leit-motif0--! guid+ !me 9 ! con/ruction or int]pretation ( musical compositions4 ,! 8,leit-motif0 f9ds a p>allel 9 ! c5tral idea or motive gov]n+ ! composition ( a build+1 a pa9t+1 a book or a job ( pr9t+4 ,if ,go?ic is select$ z ! /yle ( ar*itecture = a build+1 e detail f ! ar*es to ! smalle/ bit ( ornam5tation is kept 9 h>mony ) ! c5tral idea ( con/ruction4 ,if ! build+ is to be ,colonial1 e detail is made appropriate to ! ,colonial motive4 ,illu/ration3 ,,example #ah ,to obta9 ,h>mony x is frequ5tly necess>y to use b "o s]ies ( type1 & ei!r all capitals or all l[]-case ,! p]son is legion :o und]values ! importance ( h>mony & appropriat5ess4 ,h\ses are furni%$ )\t reg>d to a g5]al plan & furniture is add$ because x /rikes ! fancy at ! mom5t ( pur*ase4 ,a ,morris *air 9 dull-f9i%$ wood1 a ,l\is ,,xv table ) da9ty curves & gilt lu/]1 & a mahogany or ebony piano case are ga!r$ 9 motley discord on an ori5tal rug4 ,& :5 ?is same p]son has pr9t+ done1 or does x himself1 !re is aga9 reveal$ an utt] disreg>d = ! ?+s t make = h>mony4 ,:at is appropriate8 ,!re are times :5 x is difficult to give an unprejudic$ answ]1 especially :5 an ideali/ic art int]pretation ( ! appropriate is combatt$ by ! homely reason+ ( a till] ( ! soil4 ,z a f9i%+ t\* to ! classic ar*itecture ( ! agricultural build+ at ,wa%+ton ! words ,fructus1 ,c]eales1 ,=e/es & ,flores 7 c>v$ 9 suitable places on ! /ructure4 ,! secret>y ( agriculture notic$ ! ,lat9 words & =?) ord]$ ! ar*itect to h !m rec>v$ 9 ! ,engli%--,fruits1 ,gra9s1 ,woods & ,fl[]s4 ,n[ !re are ^? :o say ! words z modifi$ sugge/ a sign on a c\ntry /ore4 ,! ar*itect probably reasons t ! words z orig9ally c>v$ 7 purely decorative1 & 9 _! ,engli% =m are n only unnecess>y b are ab\t z poetic z a page ( /ock quotations 9 a newspap] or a package ( little pig sausages4 ,x requires a discrim9at+ judgm5t to di/+ui% betwe5 ! appropriate & inappropriate4 ,! pla9 p ( "o ( ! new sections ( ,new ,york ,city 7 a/\nd$ rec5tly to f9d ! /reet signs be>+ su* names z ,socrates1 ,horatius1 ,poseidon1 ,aphrodite1 ,p]icles & ,seleucus4 ,names su* z ,wall ,/reet1 ,broadway1 ,b[]y & ,fif? ,av5ue are unobjectionable1 b ,seleucus ,/reet & ,p]icles ,/reet--6 ,typograph]s frequ5tly g wrong 9 ! use ( ! old ,roman ,v4 ,! ,v z "p ( ! words ,,pvblic ,,libr>y on a /one build+ excites no comm5t2 x seems appropriate & 9 good ta/e2 b z "p ( ! words ,,pvre ,,milk on a groc]'s lett]head x tempts ! risibility 9 our natures4 ,aft] all1 good judgm5t is "o ( ! mo/ valuable assets a man c possess4 99 99 99 99 99 ,h>moni\s & appropriate results 9 pr9t+ are br\ght ab\t by discreet selection & use ( ^! ?ree elem5ts3 type1 ink1 pap]4 ,x is "o ?+ to ink ! type & pull an impression on pap]1 & x is ano!r ?+ to d x prop]ly4 ,x makes a diff]5ce :at type is us$1 :at ink is us$1 & :at pap] is us$4 ,!re are hundr$s ( type-faces1 _m colors & qualities ( inks1 & a v>iety ( f9i%es & qualities ( pap]s4 ,z to type-faces3 ,pr9t]s ( law briefs & legal blanks ne$ ! =mal1 legible mod]n romans4 ,pr9t]s mak+ a specialty ( comm]cial /ation]y1 w$d+ invitations & call+ c>ds ne$ scripts & engrav]s' romans4 ,pr9t]s ^: *ief product is high-class ann\ncem5ts & booklets _c d )\t old-/yle romans1 italics & text faces4 ,:5 ev]y?+ 9 pr9t+ f ! dim9utive call+ c>d to ! massive catalog is solicit$ _m /yles ( type-faces are ne$$4 ,illu/ration3 ,a ,h>mony4 ,! heavy l9e & ! light l9e are f\nd 9 ! con/ruction ( bo? bord] & type-face4 ,illu/ration3 ,b ,h>mony4 ,! black1 po9t$ *>act]i/ic is a peculi>ity ( bo? type-face & bord]4 ,illu/ration3 ,c ,h>mony4 ,type-face is made ( /rokes ( "o wid?2 bord] is compos$ ( "o l9e ( simil> wid?4 ,illu/ration3 ,d ,h>mony4 ,! two type faces are ( ! same design2 "o is /rong] 9 tone4 ,illu/ration3 ,e ,h>mony4 ,! two type faces are ( simil> design2 "o is slant$ & slightly alt]$ to obta9 contra/4 ,illu/ration3 ,f ,ne>-h>mony4 ,type faces are suffici5tly simil> 9 design to bl5d if contra/+ sizes are us$4 ,illu/ration3 ,g ,incongru\s4 ,bord] has no *>act]i/ics t c be f\nd 9 ! italic type-face4 ,illu/ration3 ,h ,incongru\s4 ,!re is no relation 9 ! /yle ( ^! two type-faces2 "o has s]ifs1 ! o!r none4 ,illu/ration3 ,i ,incongru\s4 ,lett]s n relat$ 9 design3 "o is cond5s$1 ! o!r ext5d$4 ,,example #ai--;,h>moni\s comb9ations1 & comb9ations t are incongru\s ,illu/ration3 ,,example #ba ,a booklet cov]1 ! color+ & typography ( :i* is sugge/ive ( ! subject ,z to inks3 ,!re are inks gr\nd 9 /rong v>ni% = bond pap]s1 inks gr\nd 9 s(t v>ni% = coat$ pap]s1 & heavy opaque inks = d>k cov] pap]s1 & x makes a deal ( diff]5ce if !y are n us$ appropriately4 ,& !n1 9 ! matt] ( h>mony ( colors !re is a subject = mu* /udy4 ,! wise pr9t] w use good black inks & enliv5 8 jobs ) m]e t\*es ( orange or v]milion4 ,black & orange are always pleas+ 9 comb9ation & look well on mo/ pap]s4 ,!re are pitfalls 9 ! use ( num]\s colors1 & until ! subject ( color h>mony is und]/ood by ! pr9t] he w wisely adh]e to black & orange4 ,z to pap]s3 ,wove & laid antique pap]s1 :ite & buff t9t$1 are appropriate = ann\ncem5ts & booklets 9 comb9ation ) old-/yle type-faces & black & orange inks4 ,da9ty pap]s ( l95 f9i% 9 comb9ation ) delicate engrav]s' type-faces1 are appropriate = mill9]s1 flori/s1 jewel]s & o!rs cat]+ to ! e/hetic ta/es ( wom54 ,dull-f9i%$ coat$ pap]s are consid]$ m arti/ic ?an highly enamel$ ones1 & !re are ^? :o pref] x z be+ m re/ful to ! eyes4 ,illu/ration3 ,,example #bc ,an old lock-plate ,x is a /up5d\s und]tak+1 9 face ( ! multitud9\s elem5ts t are "p ( ! production ( pr9t$ "w to po9t out a pa? t w lead to good typography4 ,!re are _m pr9t]s do+ good "w & ea* ( !m has probably arriv$ at 8 po9t ( atta9m5t by a diff]5t r\te4 ,!re is no royal road to le>n+4 ,! /ud5t may be assi/$1 b :e!r he succe$s dep5ds to a great degree ^u himself4 ,he mu/ h an op5 m9d1 good judgm5t1 & a lik+ = simplicity4 ,simplicity is synonym\s ) good typography & its pa? is a /raight & n>r[ "o4 ,he :o w\ld d wor?-:ile typography mu/ decide wisely :5 accept+ ! good ?+s (f]$ by 8 fri5ds1 ! pap] man1 type man & ink man4 ,!y are g5]\s 9 _! (f]+s & will+ly assi/ ! d\bt+ "o 9 decid+2 b confid5ce 9 8 own judgm5t is a necess>y qualification = ! typograph] :o w\ld atta9 success4 ,illu/ration3 ,,example #bd ,inscription on a ,roman ar* ,! ideal pr9t%op is t "o :i* conta9s only h>moni\s type-faces1 ink colors & pap] /ock4 ,?is ideal condition be+ impossible except 9 a small %op1 ! be/ alt]native is to h all type-faces z ne>ly h>moni\s z possible4 ,x w\ld be wise to build ^u ! body type z a f\ndation4 ,*oose a body face t w be suitable = mo/ purposes1 & !n select a s]ies or family ( display types t h>monize ) x4 ,if ,caslon ,old ,/yle is *os5 z ! body lett]1 ,caslon bold1 ,caslon italic & ,caslon text w af=d v>iety 9 display :ile reta9+ h>mony4 7,( c\rse ! l>ge display sizes ( ! ,caslon ,old ,/yle %\ld be includ$47 ,! ,*elt5ham family probably provides ! greate/ v>iety ( h>moniz+ faces4 ,scot* ,roman is a dignifi$ & legible lett]1 & supplem5t$ by its italic & ! l>g] display sizes is a satisfactory face = _m purposes4 ,old ,/yle ,antique is a useful lett] :]e a black tone is desir$ & is pleas+ 9 its orig9al =m4 ,!re are _m arti/ic lett]s n[ to be _h t give ! effect ( h&-lett]+1 :i* are admirable = di/9ctive adv]tis+ lit]ature4 ,illu/ration3 ,,example #bb ,type-design = catalog cov] sugge/$ by ! old lock-plate ,:ile h>mony ( type-faces is ess5tial1 yet a c]ta9 am\nt ( contra/ is desirable4 ,at "o "t x 0 cu/om>y to alt]nate a l9e ( capitals ) "o ( l[]-case4 ,?is arrangem5t gave contra/1 b n h>mony4 ,! be/ results are obta9$ by ! use ( ei!r all capitals or all l[]-case4 ,z expla9$ 9 ! *apt] 8,:5 ,books ,7 ,writt510 our alphabet 9 its orig9al ,roman =m consi/$ ( capital lett]s only4 ,l[]-case lett]s1 also kn[n z m9uscules1 are ! result ( evolution1 & 9 =m diff] mat]ially f ! capitals4 ,cu/om decrees t a capital lett] be us$ to beg9 an important ^w o!rwise 9 l[]-case1 b ) ?is exception ei!r k9d is bett] us$ alone4 99 99 99 99 99 ,example #ai illu/rates h>moni\s comb9ations ( type-faces & bord]s & also pres5ts sev]al incongru\s features4 ,section ,a is an all-capital s*eme enclos$ 9 a bord] ( heavy & light rule4 ,a bord] su* z ?is owes its orig9 to ! panels us$ by ! ,romans to surr\nd inscriptions on /one1 & z ^! inscriptions 7 9 capital lett]s only1 ! appropriat5ess ( ! treatm5t is manife/4 ,z ! lett] is also =m$ ( heavy & light /rokes ! h>mony is enhanc$4 ,9 section ,b !re is h>mony f bo? ! hi/oric & arti/ic viewpo9ts4 ,! black text face1 repres5t+ z x does ! direct result ( ! evolution f capital lett]s1 is appropriately us$ only 9 its l[]-case =m4 ,! use toge!r ( text capitals is object$ to on ! gr\nd ( illegibility4 ,?is black text face 7correctly call$ ,go?ic7 is hi/orically associat$ ) ecclesia/ical pr9t+1 & ! bord]1 consi/+ ( po9t$ crosses ( black tone1 bl5ds ) ! po9t$ black lett]s ( ! type-face4 ,illu/ration3 ,,example #be ,cov]-page = a catalog ( books1 us+ type imitations ( woodcut initials & bord]s ,section ,c %[s a pla9 lett] ( mod]n cut kn[n errone\sly z go?ic4 ,conta9+ no s]ifs1 x lacks a feature :i* has always be5 consid]$ necess>y to beauty 9 type-faces4 ,z a h>moni\s bord] = ?is face !re is no?+ bett] ?an a pla9 rule ( ! wid? ( ! type /rokes4 ,! next ?ree panels demon/rate su* h>mony z may exi/ betwe5 type-faces ( diff]5t s]ies3 ,d4--,?is panel %[s ,caslon bold 9 comb9ation ) ,caslon roman1 & demon/rates ! close h>mony exi/+ betwe5 type-faces ( ! same family4 ,e4--,ano!r demon/ration ( ! h>mony ( ! family types4 ,f4--,h>moni\s1 to a c]ta9 ext5t4 ,! type & rule 9 ! next panel d n h>monize = ^! reasons3 ,g4--,! bord] is too black & squ>e 9 =m4 ,italic1 because ( ! slant ( its lett]s1 looks bett] n surr\nd$ by a bord]1 b :5 "o is us$ x %\ld be light & conta9 "s ( ! *>act]i/ics ( ! italic4 ,9 all cases :]e ornam5tal bord]s are us$ m f9i%$ results are obta9$ if a rule sep>ates ! bord] f ! type1 z 9 ,section ,b4 ,! next two panels pres5t ! 8horrible examples10 :i* are defective = ^! reasons3 ,h4--,! type-face ( ! upp] gr\p has no?+ 9 common ) t ( ! l[] gr\p4 ,t ( ! upp] gr\p is a di/9ctive old-/yle roman1 ) s]ifs1 & is set 9 l[]-case1 :ile t ( ! l[] gr\p is a pla9 black mod]n lett]1 )\t s]ifs1 & is set 9 capitals4 ,! ma9 display %\ld nev] be light] 9 tone ?an ! less important type matt]4 ,illu/ration3 ,,example #bf ,a pla9 page )\t ornam5t or decorative types1 = a pla9 purpose ,i fails to h>monize because ! type-face ( ! l[] gr\p is slightly ext5d$ & ! "o ( ! upp] gr\p is cond5s$4 ,! %ape ( ! lett]s ( a type-face %\ld con=m to ! %ape ( ! page1 & s f> z possible to ! %ape ( ! companion lett]1 :5 "o is us$4 ,cond5s$ lett]s %\ld be avoid$ except = pages t are long & n>r[1 & an ext5d$ lett] %\ld n be us$ except on a wide page4 99 99 99 99 99 ,!re are m typographic s9s committ$ ?ru violation ( ! laws ( appropriat5ess ?an 9 any o!r way4 ,9 ?is reg>d x w\ld n be difficult to make out cases aga9/ ! be/ ( typograph]s1 ^: s9s are wa%$ away by good "w 9 o!r respects4 ,z 9 ar*itecture1 :]e "o "p ( a build+ be>s relation to all o!r p>ts1 s 9 typography !re %\ld be a motive t bl5ds all elem5ts 9 s]v+ "o well-def9$ purpose4 ,! phrase 8,is x appropriate80 prom95tly display$ above ! type cab9ets1 ov] ! presses1 9 ! /ock-room1 & ov] ! lay\t man's desk1 w\ld help to keep 9 m9d ?is important requirem5t4 ,an ar*itectural motive 0 sugge/$ by ! copy = ,example #bj1 & type-face & decorative bord] 7 select$ t ! motive %\ld be emphasiz$4 ,! ar*itecture ( ! ,romans 0 frequ5tly embelli%$ ) inscriptions 7see ,example #bd71 & 9 mod]n ar*itecture ! panel ( ,roman lett]+ is a feature2 ! lett]+ is g5]ally all capitals ( ! same size1 ( a /yle ne> t ( ! anci5t lett]+2 & ! panel is outl9$ ) mold+1 pla9 or decorative4 ,s]v+ a purpose equival5t to ! ar*itect's panel mold+1 ! type or rule bord] is a valuable addition to a page ( type4 ,a page ( display type or a halftone n surr\nd$ by a bord] is l an oil pa9t+ )\t a frame4 ,! egg-&-d>t bord] ar\nd ,example #bj is hi/orically associat$ ) ar*itecture4 ,! type-face is a ,roman capital lett] design$ by ,fr$4 ,w4 ,g\dy f an inscription f\nd 9 ! anci5t ,=um at ,rome4 ,illu/ration3 ,,example #bg-;a ,treatm5t appropriate = a *ur* program1 9 /yle bas$ ^u old ecclesia/ical manuscript books4 7,see specim5 bel[47 ,illu/ration3 ,,example #bg-;b ,portion ( a page ( an old manuscript missal ,bism>ck 0 call$ ! 8,iron ,*ancellor0 because ( 8 great /r5g? ( "* & unb5d+ w4 ,/r5g? in/antly associates itself ) ! m5tion ( iron or /eel1 h5ce ! motive = ! con/ruction ( ,example #bb4 ,x may be int]e/+ to "k t ! design ( ?is page 0 fur!r sugge/$ by ! old lock-plate 7,example #bc74 ,a pr9t] ) imag9ation c absorb ideas f _m s\rces4 ,! lock-plate is n lit]ally reproduc$ 9 type1 b a few ( its features1 includ+ ! key-hole1 7 borr[$ & conv5tionaliz$4 ,an arti/-design] does n copy 8 models closely2 !y s]ve ! purpose ( sugge/+ %ape & treatm5t & 8 imag9ation does ! re/4 ,illu/ration3 ,,example #bh ,cov]-page = a catalog ( decorative mat]ials1 sugge/+ fe/ive ga!r+s1 music & wav+ flags ,= ! cov] ( a small catalog li/+ r>e books1 a typographic motive is f\nd 9 ! woodcut bord]s & initials ( ! e>ly pr9t]s4 ,example #be %[s :at may be done ) type-f\ndry mat]ial on su* a cov]4 ,! bord] is ( black tone & ! type & initials are giv5 ! /r5g? t h>monizes ) x4 ,old books sugge/ discolor$ lea!r1 du/y %elves & pla9 m51 & x is an abrupt *ange to ! subject ( mill9]y1 ) its bright color$ fea!rs1 ribbons & delicate f9]y4 ,! mill9] ornam5ts 8 salesroom ) v9es & fl[]s & da9ty colors1 & ! pr9t] gets 8 typographic motive f su* s\rces4 ,example #ba illu/rates a booklet cov] treat$ ?us appropriately4 ,! page size is unconv5tional1 ! color+ is da9ty1 & ! type l9es are neatly dim9utive4 ,z a mill9]y /ore is unlike an (fice 9 :i* are maps & blue pr9ts & legal docum5ts1 s typography = ^! two purposes %\ld be unlike4 ,example #bf is a page sev]ely pla9 & non-s5tim5tal4 ,! types are m]ely to tell some?+ 9 a blunt mann]4 ,!re is ne$$ no t\* ( decoration or color to int]e/ ! read]1 because ^? :o read x w\ld d s :atev] ! treatm5t4 ,?is is ! only example 9 ! pres5t *apt] 9 :i* ! adv]tis+ elem5t is unimportant4 ,! page may be commonplace because x ne$ n be any?+ else1 al?o x is well to d good "w ev5 "h4 ,f ! surveyor's (fice our j\rney ( in/ruction takes u into a *ur* dur+ an elaborate ,ea/] s]vice4 ,light filt]$ ( its brightness by /a9$ glass w9d[s2 high-plac$ ,go?ic ar*es po9t+ t[>d ! sky2 s(t organ-music--all ^! create an atmosph]e ( solemnity & h>mony4 ,a program or pamphlet = use dur+ a *ur* s]vice %\ld be z appropriate to ! environm5t z a ,book ( ,common ,pray] or ,bible4 ,typographic treatm5t good z %[n 9 ,examples #bb1 #bf or #bh w\ld be ridicul\s = a *ur* program4 ,example #bg-;a %[s a page hi/orically appropriate4 ,! type-face is peculi>ly fitt+ because ( its po9t$ =m1 & also = ! reason t a lett] ( simil> design 0 us$ by m$ieval scribes on ecclesia/ical books 7see ,example #bg-;b74 ,! cross$ rules1 :i* %\ld be pr9t$ 9 orange-r$1 are adapt$ f ! guide l9es z made by ! scribes = m>k+ ! position ( a page on ! %eet4 ,illu/ration3 ,,example #cj ,title-page 9 semi-,colonial /yle1 appropriate = use ) a cov] design su* z ,example #bi ,:5 a holiday cr[d is ga!r$1 dignity is put aside & all ent] into ! fe/ive _s ( ! occasion4 ,"h is ! motive = ! typographic treatm5t ( a booklet or catalog ( decorative mat]ials z pres5t$ by ,example #bh4 ,x w\ld be excessive emphasis ( appropriat5ess to pr9t su* a page 9 a comb9ation ( bright r$ & blue4 ,! colors %\ld be s(t5$4 ,! page w\ld look well pr9t$ 9 a deep blue ) a flat blue t9t ov]pr9t+ ! /> bord]4 ,!re is room = improvem5t 9 ! support typograph]s give arti/s 9 ! production ( booklets & catalogs4 ,9 _m cases title-pages are con/ruct$ ) no reg>d to ! motive sugge/$ by ! design on ! cov]4 ,bibliophiles judge a book n only by ! excell5ce ( its execution1 b by ! h>moni\s unity t may be express$ 9 e detail1 f ! lit]>y cont5ts to ! la/ bit ( tool+ work$ on ! cov]4 ,! type1 ornam5tation1 pap]1 ink1 m>g9s1 lea!r1 ! arrangem5t ( ! title-page & ! cov] treatm5t1 all mu/ be select$ & utiliz$ 9 expression ( a dom9ant c5tral motive4 ,! same rule pres5ts ! key to good typography 9 job "w4 ,example #bi %[s ! ,colonial ar* adapt$ z ! bord] ( a booklet cov]4 ,! arti/ gives ?is treatm5t to ! cov] because ( ! motive sugge/$ by ! "n 8,colonial ,tru/ ,company10 & :5 ! title-page is set x w\ld be a mi/ake n to use "s ,colonial arrangem5t4 ,example #cj bl5ds ) ,example #bi & is modifi$ f ! old ,colonial title-page treatm5t j en\gh to give x a mod]n appe>ance )\t sacrific+ ! old-"t atmosph]e4 ,! bord] sugge/s bo? ! widely-spac$ rules ( ! ,colonial pr9t]s & ! ar*itectural pill>s ( ,example #bi4 ,no lett] spac+ is us$1 despite ! temptation (f]$4 ,illu/ration3 ,,example #bi ,! ,colonial ar* 99 99 99 99 99 ,discussion ( ! subject ( h>mony & appropriat5ess c\ld be ext5d$ mu* fur!r ?an is all[$ by ^! limits4 ,pages c\ld be fill$ ) descriptions ( in/ances 9 :i* ! compositor _h err$ 9 treat+ typography & ornam5tation inh>moni\sly or ) an unimag9ative appropriat5ess4 ,! use ( angelic ornam5ts on ,y4 ,m4 ,c4 ,a4 pr9t+1 :]e some?+ m sub/antial is desirable2 ! d\ble-mean+ t may be read into ! use ( a horse%oe ornam5t on a pr9t]'s lett]head2 ! plac+ ( illu/rations ( live fi%1 lob/]s & animal food on banquet programs--^! are a few ( ! ?+s t might be m5tion$4 ,high-class catalogs h be5 m>r$ by ! use ( /ock decorative initials :i* 7 at v>iance ) ! o!r decoration4 ,9 ord] to save a few c5ts bo? pr9t] & cu/om] are incl9$ to use /ock decoration t happ5s to be on h& at ! mom5t4 ,hundr$s ( doll>s are sp5t on ! "w & !n = ! sake ( sav+ ?irty c5ts 7! co/ ( a h>moni\s initial or ornam5t7 _m doll>s 9 effectiv5ess are sacrific$4 ,ano!r way ( injur+ ! appe>ance ( a book is to use a type-face on ! title-page t does n h>monize ) t us$ = ! body matt] & ! sub-head+s4 ,9 ord] to secure complete h>mony ev5 ! lett]+ on ! cov] %\ld bl5d 9 /yle ) t us$ = ! title-page1 sub-head+s & text pages4 ,al?o /rict adh]5ce to ! laws ( h>mony & appropriat5ess is necess>y 9 ! production ( good "w 9 any field ( endeavor1 ,am]icans seem to be really pr\d :5 !y violate su* laws4 ,we all "k ! p]son :o dresses 9 a sl\*y mann] because he read some:]e t ,horace ,greeley dress$ t way4 ,& !re is ! mod]n politician :o we>s a sl\* hat & con/antly c>ries a quid ( tobacco 9 8 m\? because ,h5ry ,clay did s4 ,!re are also h\se-organ publi%]s :o use inh>moni\s & inappropriate type-faces & decoration because ,elb]t ,hubb>d ?us treats ! cov] ( ! ,phili/9e4 ,x is n a "q ( ! sort ( clo!s a p]son actually ne$s to g f "o end ( a /reet to ano!r--,lady ,godiva rea*$ h] de/9ation ) no clo!s at all--yet we (t5 admire a p]son dress$ h>moni\sly & 9 good ta/e )\t kn[+ ! reasons = our admiration4 ,z !re is art 9 tailor+ & 9 ! selection ( clo!s1 !re is also art 9 pr9t+1 & he :o inve/igates w f9d t ! great natural laws ( beauty apply ev5 to typography1 :i* "s by _! "w seem to ?9k requires no m ?\ght ?an dit*-digg+4 ,illu/ration3 ,,example #dc ,uni=m tone 9 classic typography4 ,page by ,bruce ,rog]s ,illu/ration ,,tone ,,& ,,contra/ ,?is *apt] is a /ory ( ! alpha & omega ( color--:ite & black4 ,s9ce ! creation ( ! _w1 :5 light fir/ illum9$ ! d>kness1 ^! two colors 7if ,i may call !m colors7 h be5 emblematic ( extremes--:ite1 ! symbol ( purity & goodness1 black ( impurity & evil4 ,:ite & black repres5t extremes 9 color4 ,mix+ ( all ! color rays ( ! sol> spectrum produces :ite1 & mix+ ( all ! colors 9 ! solid =m ( pr9t+ ink produces black4 ,f ?is contra/ ( :ite & black maybe drawn a lesson 9 color4 7,example #ca47 ,light repres5ts w>m?1 d>kness cold4 ,z ! colors are t[>d light !y are w>m2 z !y are t[>d d>kness !y are cold4 ,r$ becomes w>m] z x takes on an orange hue1 & cold] z x takes on a purple hue4 ,a w>m color %\ld be contra/$ ) a cold color--z orange ) black4 ,! fur!r 9 tone ! color is f black ! m x contra/s ) ! black4 ,z an illu/ration3 ,orange is m pleas+ ?an a deep] %ade ( r$ z a companion color = black4 ,blue1 purple or gre51 select$ to be us$ ) black1 mu/ be light5$ ) :ite ink to get ! desir$ contra/4 ,illu/ration3 ,,example #ca ,contra/ 9 color & tone ,:ite & black z a comb9ation are & ev] h be5 popul> ) writ]s1 pr9t]s & read]s4 ,fully n9e-t5?s ( ! newspap]s1 books1 catalogs & o!r =ms ( read+ matt] are pr9t$ ) black ink on :ite /ock4 ,x is co9cid5t t optical necessities require = be/ results 9 read+ a black-&-:ite comb9ation1 & black ink & :ite pap] are m *eaply & easily produc$ ?an o!r colors ( ink & pap]4 ,illu/ration3 ,,example #cb ,an example ( uni=m tone & contra/ ( black & :ite4 ,page by ,f4 ,w4 ,kleuk5s1 ,d>m/adt ,?is *apt] is also an illu/rat$ s]mon on uni=mity ( tone or dep? ( color1 9 :i* is po9t$ out ! necessity ( br++ _m spots ( black or gray into h>moni\s relation4 ,! e/hetic importance ( uni=mity ( tone is univ]sally recogniz$4 ,*oirs are rob$ 9 :ite & black2 fa%ion has its uni=m clo?+ = ! h\rs & functions ( ! day & night2 !at] *oruses & ! soldi]y are liv+ masses ( uni=m tone & color4 ,z uni=mity is important 9 ^! ?+s1 s is uni=mity important 9 ! tone ( a page ( pr9t+4 ,a type-page exhibit+ a v>iegat$ mass ( black & gray tones is n unlike a squad ( recruits 9 diff]5t /yles ( clo?+ m>*+ irregul>ly2 :ile on ! contr>y a type-page ( uni=m tone & arrangem5t maybe lik5$ to a uni=mly equipp$ regim5t ( soldi]s m>*+ ) rhy?mic tread4 ,a page ( display typography compos$ ( a mixture ( irregul> gray & black tones is inexcusable 9 ! sight ( ! art-lov+ read]4 ,z comb9ations ( inh>moni\s type-faces are wrong1 equally s are comb9ations ( incongru\s tones4 ,= ! sake ( contra/ & v>iety 9 typography1 art pr9ciples are too (t5 ignor$1 ! pr9t] confess+ to ignorance or lack ( +5uity4 ,contra/ is necess>y1 b x may be _h )\t sacrific+ uni=mity4 ,aga9 mak+ use ( a milit>y simile3 soldi]s are m>*$ 9 platoons1 companies1 battalions & regim5ts t ! monotony ( solid =mation may be brok52 type is arrang$ 9 gr\ps & p>agraphs = simil> reasons4 ,:ile an absolutely solid page ( type may pres5t a pleas+ tone1 a slight break 9 ! regul>ity is desirable = read+ purposes4 ,?us art makes concession to utility1 b su* concession %\ld always be grant$ reluctantly4 ,!re is classic au?ority = ! arrangem5t ( ! type l9es 9 ,example #bj ( ! prec$+ *apt]1 b on ! majority ( pr9t+ jobs x is necess>y to compromise ) utility & emphasize important words1 z 9 ,example #ai-;a ( ! same *apt]4 ,! secret ( produc+ arti/ic typography 9 ^! practical times is to pilot ! ideas ( ! cu/om] into arti/ic *annels2 emphasize ! words he wants emphasiz$1 b d x 9 a way t w result 9 cr$itable typography4 ,!re is a "r way & !re is a wrong way ( arrang+ type1 & too _m typograph]s arrange type ! wrong way & unju/ly blame ! cu/om] = ! result4 ,illu/ration3 ,,example #cd 99 99 99 99 99 ,! effectiv5ess ( uni=mly black tone on a backgr\nd ( :ite is well illu/rat$ on ! beautiful book title %[n z ,example #cb1 9 :i* ev5 dep? ( color is consi/5tly ma9ta9$4 ,!re is n a weak spot on ! page2 bord]1 ornam5t & lett]+ are ( equal tone1 & ! :ite backgr\nd is reflect$ ?ru ! black pr9t 9 agreeable contra/4 ,! ,g]mans are ma/]s 9 _! treatm5t ( contra/ & uni=m tone1 & he :o bewails ! limitations ( black & :ite pr9t+ %\ld pond] ov] ! results %[n by ?is specim5 f ov] ! sea4 ,"h is a practical demon/ration ( ! work+s ( ! !ory ( uni=m tone 9 typography4 ,example #cc displays f\r ornam5ts1 ea* ( a diff]5t tone or dep? ( color4 ,"o ( ! cu/oms :5 con/ruct+ a booklet cov]-page to be ornam5t$1 is fir/ to select an ornam5t t is appropriate 9 design & ( prop] proportions4 ,^u ?is ornam5t ! page is con/ruct$1 & x dictates ! *>act]i/ics ( ! bord] & ( ! type-face2 its tone det]m9es ! tone ( ! entire page4 ,?is is also true ( a tradem>k furni%$ by ! cu/om]1 al?o su* plates are frequ5tly s in>ti/ic t a compromise is necess>y4 ,illu/ration3 ,,example #ce ,assum+ t a cov]-page is to be design$ & t ornam5t ,a has be5 select$ = use on ! page1 a rule bord] is *os5 ) triple l9es approximat+ ! /r5g? ( ^? 9 ! ornam5t4 7,example #cd47 ,! l9es are v ?91 & :ite space is a l>ge factor 9 produc+ a tone t is light & da9ty1 9 keep+ ) ! subject ( ! illu/ration4 ,a p]fect result w\ld be obta9$ ) a type-face ( v ?9 /rokes1 yet ,caslon capitals1 slightly sep>at$ to let 9 :ite space1 give good results4 ,illu/ration3 ,,example #cc ,f\r ornam5ts1 ea* ( a diff]5t dep? ( tone1 us$ 9 ! con/ruction ( ! f\r pages %[n z examples #cd1 #ce1 #cf & #cg ,illu/ration3 ,,example #cf ,! ornam5t %[n z ,b has be5 =m$ ( l9es d>k] ?an ^? us$ 9 ! fir/ ornam5t1 & a mass ( :ite =ms a spot ( contra/4 ,rules ( ! prop] tone are select$ & a bord] unit adopt$ t reflects ! spot ( :ite 9 ! ornam5t4 7,example #ce47 ,*elt5ham capitals ma9ta9 ! tone s*eme4 ,9 ?is case1 z 9 o!rs1 ! type-face is a trifle /rong] 9 tone ?an ornam5t & bord]4 ,?is is well4 ,type-l9es on a cov] are usually ( m importance ?an ! decoration4 ,illu/ration3 ,,example #cg ,illu/ration3 ,,example #ch4 ,d>k tone--solid ,illu/ration3 ,,example #ci4 ,light tone--spac$ ,two extremes ( tone on book pages4 ,! same type-face is us$ on bo? pages2 ! spac+ betwe5 words & l9es alt]s ! tone ,illu/ration3 ,,example #dj ,a page by ,j4 ,h4 ,kehl]1 9 :i* illu/ration & text are bl5d$ 9 uni=m tone ,ornam5t ,c diff]s f ornam5t ,a 9 t x is compos$ ( light l9es contra/$ ) solid blacks4 ,a bord] is made ( a light l9e & a d>k "o1 & ! ,bodoni type-face1 conta9+ light & heavy /rokes 9 contra/ ) a :ite backgr\nd1 assi/s 9 produc+ a decid$ly pleas+ m$ium black tone 7,example #cf74 ,?is comb9ation ( ornam5t1 type & rule demon/rates !re is consid]able tone beauty 9 a well-select$ contra/ ( light & d>k l9es :5 set (f by lib]al :ite space betwe5 l9es & 9 ! backgr\nd4 ,! d5se black tone ( ornam5t ,d is duplicat$ 9 ! d>k-l9e bord] fill$ ) black decorative units 7,example #cg74 ,! black-pr9t+ ,*auc] ,text reflects n only ! tone b ! decorative *>act]i/ics ( ornam5t & bord]4 ,! tone ( ?is example approximates t ( ! ,g]man page 7,example #cb74 ,^! f\r examples af=d an int]e/+ /udy 9 uni=m tone4 ,z ! tone or dep? ( color increases f ! light gray ( ,example #cd to ! d5se black ( ,example #cg1 x w be obs]v$ t ! contra/ betwe5 ! pr9t & ! pap] backgr\nd also increases4 ,?is leads to ! subject ( contra/4 ,:at am\nt ( contra/ is ne$$ on ! ideal job ( pr9t+8 ,!re is conflict betwe5 art & utility on ?is "q1 b !re ne$ be none4 ,art dem&s t ! pr9t be a "p ( ! pap] ^u :i* x is impress$1 mu* z ! plant is a "p ( ! e>? 9 :i* its roots are buri$1 & utility dem&s t ! pr9t %all be /rong & cle> t read+ may be made easy4 ,! arti/-pr9t] less5s ! contra/ betwe5 pr9t & pap] by pr9t+ ) gray ink on gray /ock1 br[n ink on light br[n /ock1 & s =?4 ,! utility pr9t] gets ! maximum ( contra/ by pr9t+ ) black ink on :ite /ock4 ,z pr9t+ is bo? art & bus9ess "s compromise mu/ be made1 & x is ?is3 ,on two-color pr9t+ h all read+ matt] 9 ! /rong] color & subdue ! color ( ! decoration s t ! contra/ betwe5 ! pap] & ! pr9t ( ! read+ portion ( ! page is s(t5$ by ?is int]m$iate tone4 ,black pr9t on :ite pap] is made arti/ic by impress+ ! pr9t firmly on antique pap]4 ,?is roots ! pr9t to ! pap]1 & ! result is m ideali/ic ?an t pres5t$ by ! pr9t da9tily set ^u ! surface ( glossy1 enamel$ pap]s4 ,illu/ration3 ,,example #da ,! spott$ black tone ( ! bord] is reflect$ 9 ! treatm5t ( ! text4 ,! tone is made uni=m by pr9t+ ! bord] 9 a light color4 ,page by ,univ]sity ,press1 ,cambridge ,lack ( arti/ic feel+ among typograph]s & cu/om]s is responsible = unpleasant contra/s 9 tone4 ,a d5se black illu/ration or initial w be set 9 a page ( light gray read+ matt]1 or type ( black tone w be us$ on a page ) an illu/ration ( light l9es4 ,great contra/ 9 any detail ( typography is n art b ecc5tricity2 ?is /atem5t may be made pla9 by a comp>ison4 ,"o w9t]'s day :5 ! conv5tional folk ( ,new ,york 7 we>+ clo?+ ( a somb] hue1 !y 7 />tl$ by ! appe>ance among !m ( ,m>k ,twa9 9 a suit ( :ite4 ,six mon?s lat] ! humori/'s g>b w\ld h excit$ no comm5t1 b ! black clo!d mass ( humanity ar\nd him emphasiz$ ! :it5ess ( 8 attire1 & ! conspicu\sness ?us produc$ sep>at$ him f 8 surr\nd+s & made him an object ( curiosity4 ,su* ?+s are done by great m5 to %[ _! disreg>d = cu/om & by o!rs because !y are fooli% or are adv]tis+ some?+2 b x is common-s5se "r f ,c]vantes to d :5 9 ,rome z ! ,romans d 7mean+ t pr9t$ "w :i* bo? attracts & repels by its gaudy1 unconv5tional appe>ance is n ne>ly s good or desirable z ! m conv5tional pr9t$ "w :i* ta/efully & quietly pres5ts its message 9 subdu$ tones74 ,"o man w become widely kn[n because he has div$ f a big bridge or gone ov] ,niag>a ,falls2 ano!r because he has pa9t$ a great picture or model$ a great /atue4 ,! "o ?rills1 ! o!r impresses4 ,x may be easi] to produce typography :i* attracts att5tion by contra/1 b su* results d n br+ ! la/+ satisfaction t comes f typography ?\ghtfully & arti/ically design$4 ,illu/ration3 ,,example #dd ,a /udy 9 uni=mity ( tone z f\nd 9 comb9ations ( type & decoration ,illu/ration3 ,,example #db ,! tone ( ! illu/ration & type-face is "h bl5d$4 ,c>d by ,s*ool ( ,pr9t+1 ,bo/on1 ,mass4 ,sev]al o!r po9ts are sugge/$ by ,examples #cd to #cg4 ,a page = a cov] %\ld be ( d>k] tone ?an a page to be us$ z a title inside ! book2 ?is :]e ! body-type ( ! inside pages is ( ! cu/om>y gray tone4 ,a cov] plac$ ^u a book to protect x sugge/s /r5g?1 & ! typography ( ! cov] %\ld con=m to ?is sugge/ion4 ,! reason = ! uni=m tone pres5t$ by ea* ( ! f\r examples above m5tion$ is ano!r important po9t4 ,7 ! bord] d>k] ?an ! ornam5t & type l9es1 ! ornam5t d>k] ?an ! bord] & type l9es1 or ! type l9es d>k] ?an ! ornam5t & bord]1 !re w\ld n be uni=mity ( tone1 & a consequ5t loss 9 ! effectiv5ess t comes f tone h>mony4 99 99 99 99 99 ,! tone ( a mass$ page is ( vital importance 9 ! typography ( a book1 & a happy m$ium is some:]e betwe5 ! "u-spac$ black type-page ( ,morris & ! ov]-spac$ hair-l9e type-page aga9/ :i* ! ,morris page 0 a prote/4 ,examples #ch & #ci %[ ! mann] 9 :i* ! tone ( a page may be controll$ by spac+4 ,9 ,example #ch ! page is mod]ately spac$ betwe5 words & l9es & 9 ,example #ci ! page is lib]ally spac$1 pres5t+ two extremes & vividly pictur+ ! mann] 9 :i* spac+ influ5ces ! page tone4 ,! tone ( ! p5-&-ink outl9e illu/ration 9 ,example #dj is admirably duplicat$ 9 ! typographical treatm5t accord$ ! page4 ,! result w\ld n h be5 s satisfactory if !re _h be5 no quad l9es to break ! solidity ( ! page4 ,! spott$ black tone ( ! decorative bord] 9 ,example #da is reflect$ 9 ! typography ( ! page1 a result obta9$ by us+ a bold-fac$ body-type & sep>at+ ! words ) a lib]al am\nt ( space4 ,h[ev]1 ! tone w\ld n be equal pr9t$ 9 "o color1 b by pr9t+ ! bord] 9 a light] color ! tones are equaliz$4 ,"h is a sugge/ion = obta9+ ev5 tones4 ,:]e "o portion ( ! page is bold] ?an ! o!r1 pr9t x 9 a light] %ade ( ink1 or if any "p ( a type-page mu/ be pr9t$ 9 a light] color1 set t "p 9 a type-face ( d>k] tone 7,example #dg74 ,job pr9t]s %\ld be int]e/$ 9 ,example #db1 z x is a good pres5tation ( ! !ory ( uni=m tone4 ,! effect ( ! op5-l9e illu/ration is duplicat$ 9 ! spac$ ,j5son capitals & cross l9es4 ,! result w\ld h be5 ev5 bett] _h ! small gr\ps on bo? sides ( ! illu/ration be5 slightly lett]spac$ & ! l9e at ! bottom spac$ less4 ,example #dc1 on ! ins]t1 is a classic int]pretation ( uni=m tone4 ,! ar*itectural design is =m$ ( l9es ab\t ! same /r5g? z ! /rokes ( ! type-face & ! mass$ capital lett]s admit suffici5t light to give !m a tone ne> to t ( ! op5-spac$ bord]4 ,example #dd 7ins]t7 is a pleas+ bl5d ( tone & *>act]i/ics4 ,! delicate light-gray tone ( ! ,camelot type-face is closely mat*$ 9 ! decoration & bord]1 & altoge!r ?is is an almo/ p]fect exemplification ( ! subject ( ?is *apt]4 ,x is seldom t an arti/ s c>efully consid]s ! *>act]i/ics ( a type-face & reproduces ^! *>act]i/ics 9 s admirable a mann] z 0 done 9 ?is in/ance4 ,illu/ration3 ,,example #de ,9 :i* ! tone ( ! initial & headpiece is light5$ to ne> t ( ! text portion4 ,page by ,he9tzemann ,press1 ,bo/on ,initials & headpieces %\ld approa* closely ! tone ( ! type-page ( :i* !y are p>ts4 ,example #de %[s su* a comb9ation1 ) ! tone ( ! decoration j a trifle d>k] ?an t ( ! text portion4 ,an initial has o!r duties to p]=m ?an m]ely to look pretty2 x mu/ direct ! eye to ! beg9n+ ( ! read+ matt]4 ,9 ! manuscript books ( ! ,middle ,ages1 writt5 )\t p>agraphs1 ! />t+ po9t ( a new ?\ght 0 d5ot$ by an initial m or less elaborate4 ,! utilit>ian purpose ?us s]v$ by ! initial is reason = mak+ x a trifle d>k] ?an ! rema9d] ( ! page4 ,h[ev]1 if !re is great contra/ 9 tone1 ! page w be difficult to read because ( ! initial claim+ too mu* att5tion4 ,! effect w\ld be mu* l attempt+ to li/5 to "o speak] :ile ano!r is call+ & beckon+4 ,illu/ration3 ,,example #df ,illu/ration3 ,,example #dh ,display l9es 9 tone %\ld mat* ! bord] ,e rule has its exception & ,i wi% to record "o 9 ! matt] ( uni=m tone4 ,on a page compos$ ( display l9es & a l>ge am\nt ( read+ matt] x is an (f5se aga9/ legibility to set ! read+ matt] 9 a type-face ( black tone to correspond ) ! display l9es1 consid]able contra/ be+ necess>y 9 su* cases to make read+ easy4 7,example #dh47 ,not)/&+ ?is exception 9 ! case ( read+ matt]1 uni=m tone %\ld be reta9$ betwe5 display l9es & bord]4 ,illu/ration3 ,,example #dg ,if a catalog is illu/rat$ 7& ! majority are7 x is important to h ! illu/rations prom95t on ! page1 sacrific+ tone to utility if necess>y4 ,sometimes ! illu/rations are pr9t$ 9 d5se black & ! rema9d] ( ! page 9 gray or br[n4 ,:ile ?is causes ! illu/rations to /& out 9 relief--an important po9t :5 ma*9]y is depict$--x %\ld n be =gott5 t ! type matt] mu/ be read4 ,9 adv]tis+ composition x is seldom possible to h an ev5 tone on ! entire page4 ,! ,new ,york ,h]ald adv]tis+ pages are unique 9 ?is respect4 ,outl9e type-faces are us$1 & all illu/rations are r$rawn 9 outl9e be=e !y are publi%$4 ,?is s]ves to give a uni=mly gray tone to ! pages1 b ! adv]tis]s are n en?usia/ic ov] ! effects4 ,:ile o!r newspap]s may n be able to ma9ta9 uni=m page tone1 x is possible at lea/ to h ea* adv]tisem5t pres5t a tone uni=m 9 its display$ p>ts & bord]1 & ! good typograph] w secure su* effects4 ,! gray %ad$ type-faces n[ available %\ld enable pr9t]s & publi%]s to obta9 tone uni=mity :]e gray effects are desir$ & l>ge type sizes us$4 ,illu/ration3 ,,example #di ,equal spac+ is necess>y to obta9 uni=m tone ,irregul> lett]spac+ has be5 ! cause ( _m pages ( unsatisfactory tone4 ,9 a display$ page :]e "o l9e is spac$ betwe5 lett]s1 all l9es %\ld be simil>ly spac$4 ,example #di pres5ts a decid$ly unconv5tional lett]head by reason ( ! lett]spac+1 & x illu/rates ! po9t t all l9es %\ld be spac$ equally4 ,x may be well to w>n job compositors incl9$ to imitate ! /yle ( ?is head+ t !re are few cu/om]s :o w\ld conc$e any m]it to su* an arrangem5t1 & x %\ld be us$ sp>+ly4 ,unconv5tional treatm5t1 ev5 ?o good along ! l9es ( ! /yle *os51 is n always appreciat$4 ,illu/ration3 ,,example #eh ,9 :i* ! ornam5t1 ! bord] & ! type-face are 9 proportion ,illu/ration ,,proportion1 ,,balance ,,& ,,spac+ ,symmetry is necess>y to beauty4 ,?is law ( e/hetics is z applicable to typography z to sculpture & ar*itecture4 ,proportion & balance-- ! ?+s t make = symmetry 9 typography--are obta9$ only by giv+ ! "w m att5tion ?an seems necess>y to ! av]age produc] & buy] ( pr9t+4 ,:y %\ld ! pr9t] worry ab\t e/hetics--ab\t symmetry8 ,:at has art to d ) pr9t+1 anyway8 ,que/ions su* z ^! f9d too frequ5t voice 9 ! pr9t+ trade1 com+ f ! employee ^: int]e/ & ambitions end :5 he 8gets ! scale10 & ! employ] :o is satisfi$ m]ely to deliv] s _m p\nds ( pap] & ounces ( ink = s mu* money4 ,pity ! man ^: "w is drudg]y & :o d5ies t art & beauty are meant = him4 ,he has 8 anti!sis 9 ! man :o1 appreciat+ ! high] bless+s1 neglects to give value to ! m common & practical ?+s4 ,illu/ration3 ,,example #ej ,"o me?od ( det]m9+ ! page l5g?4 ,! page %\ld measure diagonally twice its wid? ,!re h always be5 two oppos+ classes--9 religion1 politics1 art1 music1 bus9ess4 ,on all que/ions "o portion ( humanity is 8=0 & ! o!r 8aga9/10 mo/ly because ( ! influ5ce ( environm5t ^u ta/es & int]e/s4 ,moz>t's & ,bee?ov5's music *>ms & en?uses & also lulls to sleep4 ,"o class %\ld try to und]/& ! o!r4 ,ea* has good reasons = its pref]5ces1 b none at all = its prejudices4 ,! pa9t] ,rub5s1 ga!r+ inspiration 9 ! c\rts ( royalty1 portray$ luxury & magnific5ce4 ,millet1 pa9t+ 9 a b>n1 pictur$ pov]ty1 sorr[ & dull$ m9ds4 ,:at pleas$ "o f\nd little sympa?y 9 ! o!r4 ,dur+ ! ,middle ,ages le>n$ m5 talk$1 wrote & ?\ght 9 ,lat91 & :5 x 0 propos$ to translate ! ,scriptures into ! language ( ! masses ^! m5 held up _! h&s 9 horror4 ,n s _m ye>s ago ! book pr9t] look$ ^u ! job pr9t] z ! ,roman patrician look$ ^u ! plebeian1 b ! job pr9t] has absorb$ dignity & typographic ta/e f ! book pr9t]4 ,:ile ! book pr9t]'s highe/ ideal is a volume ) uncut leaves ornam5t+ ! book %elves ( ! collector1 ! job pr9t]'s mission is to be all ?+s to all m54 ,he pr9ts ! ref9$ ann\ncem5ts ( art s*ools "o day & ano!r day f9ds him plac+ wood type to tell ! /ory ( a rural sale ( articles 8too num]\s to m5tion40 ,!re %\ld be m sympa?y betwe5 ! book pr9t] & ! job pr9t]1 & also betwe5 ! pr9t] :o reg>ds 8 call+ z a bus9ess & ! pr9t] :o reg>ds x z an art4 ,! employ] & employee :o consid] pr9t+ only a means to an end & t end money1 are z ne> "r & z ne> wrong z !y :o produce art pr9t+ = art's sake & =get ! pay envelop & ! cu/om]'s *eck4 ,! fir/ />ve _! s\ls1 ! la/ _! bodies4 ,illu/ration3 ,,example #ea ,ano!r me?od ( det]m9+ ! page l5g?4 ,! l5g? ( ! page %\ld measure fifty p] c5t m ?an its wid?4 ,^! examples also pres5t proportionate m>g9s1 ! foot m>g9 9 ea* in/ance be+ ! l>ge/ ,! pr9t] :o does ?+s arti/ically 9 an economical mann] 8/rikes twelve0 79 ! slang ( ,elb]t ,hubb>d74 ,pr9t+ ne$ n be %orn ( beauty to be pr(itable to bo? pr9t] & cu/om]1 ?o beauty too conspicu\s turns att5tion f ! real purpose ( ! pr9t$ job--:i*1 9 ! case ( a booklet1 is ! message ! words convey4 ,an eque/rian /atue ( ,napoleon %\ld feature ! great conqu]or1 n ! horse1 b w\ld be impossible ) ! horse left out4 ,art is ess5tial to pr9t+2 s are ,uncle ,sam's specim5s ( /eel engrav+4 ,! m art ! pr9t] absorbs ! l>g] %\ld gr[ 8 collection ( ^! engrav+s4 ,/udy ( art ar\ses ambition2 ambition br+s bett] & h>d] "w4 ,x reveals 9 ! typograph] ! diff]5ce betwe5 m]e lead-lift+ & ! arti/ic selection & arrangem5t ( types4 ,! boy :o sweeps ! floor & does 8 be/ is ne>] art-heav5 ?an he :o sets type & c>es n h[ he does x4 ,! pr9t] :o det]m9es to le>n ab\t art--:o makes cont9u$ ef=t to f9d ! reason :y "o man's "w is good & ano!r's is n1 w be surpris$ & gratifi$ at ! new _w t unfolds itself z he /udies4 ,he w f9d t al?o hav+ eyes1 he has really se5 only z he has appreciat$4 ,!re is no easy road to ! appreciation ( ! beautiful4 ,art does n consi/ m]ely ( a set ( rules to be obs]v$2 !re are few beacon lights plac$ by ^? :o h trod ! road4 ,beyond a c]ta9 po9t ! novice mu/ dep5d ^u intuition or 8feel+40 ,great pa9t]s h be5 ask$ _! me?od ( produc+ ma/]pieces1 & h be5 unable to expla94 99 99 99 99 99 ,illu/ration3 ,,example #ec ,9 :i* v]tical l9es pr$om9ate ,9 introduc+ ! subject ( 8,proportion0 x is well fir/ to dispose ( book pages4 ,9 old5 times ! sizes ( books 7 kn[n by ! numb] ( folds to a %eet ( pap] ab\t #ah #bd in*es4 ,a book made f su* %eets1 fold$ once into two leaves1 0 kn[n z a folio volume & measur$ ab\t #ab #ah in*es4 ,fold$ twice into f\r leaves1 a qu>to1 measur+ #i #ab in*es4 ,fold$ ?ree times into eight leaves1 an octavo1 measur+ #f #i in*es4 ,pap] is n[ made 9 a v>iety ( sizes1 :i* all[ ( individual pref]5ces be+ satisfi$4 ,= ! sizes ( catalogs #i #ab & #f #i are becom+ /&>d4 ,! sizes d n dep>t f> f ! rule ( proportion :i* holds t ! wid? ( ! page %\ld be two-?irds its l5g?4 ,examples #ej & #ea illu/rate two widely-us$ me?ods ( det]m9+ page l5g?s4 ,by ! fir/ me?od 7,example #ej7 ! page %\ld measure diagonally twice its wid?4 ,9 ?is in/ance ! wid? be+ eight picas1 ! diagonal measurem5t is sixte5 picas4 ,by ! second me?od ! l5g? ( ! page %\ld measure fifty p] c5t m ?an its wid?4 ,"h ! wid? be+ eight picas1 ! l5g? is twelve picas4 ,^! measurem5ts may or may n include ! runn+ titles or folios4 ,illu/ration3 ,,example #ed ,comp>e ) ,example #ec ,if only small m>g9s are possible1 ! page 7exclusive ( runn+ title7 %\ld be ab\t c5t]$1 ) a slight incl9ation t[>d ! head & back4 ,b :5 m>g9s are reasonably ample ! page %\ld set lib]ally t[>d ! head & back2 ! m>g9s ( ! head & back 7exclusive ( ! runn+ title7 %\ld be ab\t ! same1 ! out] side m>g9 %\ld be fifty p] c5t m ?an ! back m>g91 & ! foot m>g9 "o hundr$ p] c5t m ?an ! back m>g94 ,v>i\s explanations ( ?is rule h be5 put =w>d1 a few ( :i* are3 ,! old book-own] mak+ m>g9al notations z he read1 ne$$ wide m>g9s = ! purpose4 ,e>ly manuscript books 7 b\nd on wood1 & ?is wood 0 ext5d$ at ! foot & us$ to hold ! book :5 read+4 ,two pages be+ expos$ to view 7 treat$ z "o page1 mu* z d\ble columns are n[ treat$4 ,z book illum9ators requir$ room = _! h&iwork ! m>g9s may h ?us orig9at$4 ,! pr9cipal reason :y we %\ld obs]ve su* m>g9s is t ! arrangem5t has ! sanction ( long usage & ! approval ( ! be/ bookmak]s s9ce books 7 writt54 99 99 99 99 99 ,! job pr9t]1 x is reasonable to suppose1 is m int]e/$ 9 proportion z x ref]s to display typography4 ,he asks3 ,:at relation has type1 9 ! %ape ( its face1 to ! page ( :i* x is a "p8 ,& ! answ] is3 ,a type-face %\ld con=m 9 ! proportion ( its lett]s to ! proportion ( ! page4 ,let u ?oroly und]/& ?is4 ,9 ,example #eb !re are %[n ?ree wid?s ( type--cond5s$1 m$ium & ext5d$4 ,! type ( m$ium wid? is m us$ ?an ! cond5s$ or ext5d$ k9d1 & mo/ pages h a proportion su* z ,example #ee4 ,f viewpo9ts ( bo? economy & art1 ! type-face ( m$ium wid? %\ld be giv5 pref]5ce :5 select+ type equipm5t4 ,cond5s$ types are prop]ly proportion$ = use z head+s 9 ! n>r[ columns ( newspap]s & = n>r[ fold]s & booklets4 ,illu/ration3 ,,example #ee ,! conv5tional page %ape1 ) type & ornam5t 9 proportion ,illu/ration3 ,,example #eb ,?ree wid?s ( type-faces ,illu/ration3 ,,example #eg ,comp>e ) ,example #ef ,_m ( ! laws t are necess>y to good typography also gov]n ! o!r arts4 ,z an in/ance1 9 ar*itecture x is requisite t a tall & n>r[ build+ conta9 a prepond]ance ( v]tical l9es1 a feature mo/ noticeable 9 *ur* build+s ( ,go?ic /yle 7,example #ed74 ,because ! ext5t ( v]tical l9es is great] ?an t ( horizontal ones 9 a cond5s$ type-face1 su* a face is prop] = a long & n>r[ page 7,example #ec74 ,! proportion ( page %[n by ,example #ee is ab\t t met ) mo/ frequ5tly 9 pr9t+ production4 ,"h ! v]tical l9es are 9 a slight majority1 b x is int]e/+ to obs]ve t 9 ,example #ef :]e ! page is m wide ?an long1 horizontal l9es are m num]\s ?an v]tical ones4 ,illu/ration3 ,,example #ef ,9 :i* horizontal l9es pr$om9ate ,x is n always possible to foll[ out 9 e detail ! requirem5ts ( proportion4 ,ar*itects mu/ sacrifice mu* 9 ! int]e/s ( utility & 9 def]5ce to ! wi%es ( _! cli5ts4 ,pr9t]s mu/ d likewise1 b z a rule !y travel f>!r f true art pr9ciples ?an d ar*itects4 ,consid] ! contra/+ proportions ( ! /ructures 9 ,examples #ed & #eg4 ,9 ,example #ed notice t ! op5+s h be5 made to con=m to ! g5]al proportions1 & t v]tical l9es h be5 multipli$ to emphasize n>r[ness & hight4 ,z a contra/1 9 ,example #eg obs]ve ! wid? ( ! op5+s2 h[ x bl5ds ) ! g5]al proportion ( ?is /ructure4 ,n[ to asc]ta9 t typography p>allels ar*itecture comp>e ,example #ec ) #ed1 & #ef ) #eg4 ,illu/ration3 ,,example #ei ,illu/ration3 ,,example #fj ,! type-faces ( ^! two examples are n 9 proportion ) ! pages ,an exagg]at$ idea ( ! relation ( l9es to proportion is furni%$ by ,examples #fb 7see ins]t7 & #fc4 ,! v]tical l9es ( ,example #fb run ) ! l5g? ( ! page z smoo?ly z a canoe float+ d[n /ream4 ,! horizontal l9es ( ,example #fc are irritat+ 9 _! disreg>d ( proportion4 ,= ! eye to take 9 at a glance bo? ! page l9es runn+ v]tically & ! rules runn+ horizontally is z difficult z wat*+ a ?ree-r+ circus4 ,examples #ei & #fj also illu/rate ?is po9t4 ,i h prep>$ 9 ,example #eh 7see ins]t7 a page 9 :i* n only are ornam5t1 type-face & page-design 9 proportion1 b ! *>act]i/ics ( ! ornam5t are reflect$ 9 ! bord]1 & ! tone is uni=m4 ,irregul>ity ( =m is valuable 9 break+ monotony1 & 9 "s =ms ( art may be ess5tial1 b z conta9$ 9 ,example #fa ?is feature is inh>moni\s4 ,be=e exp]im5t+ ) v>iety or becom+ agitat$ ab\t monotony ! typograph] %\ld p]fect himself 9 ! ?+s t make = regul>ity4 ,:5 he le>ns to set a page t is h>moni\s & 9 proportion !n x may be well to introduce irregul>ity--9 homeopa?ic doses4 99 99 99 99 99 ,!re is mu* unc]ta9ty manife/$ among typograph]s z to ! proportionate /r5g? ( display l9es on a page4 ,a type l9e is proportionately l>ge or small z x contra/s ) its environm5t4 ,gulliv] 0 a giant :5 among pigmies4 ,! =emo/ citiz5 ( a c\ntry t[n is consid]ably r$uc$ 9 importance :5 he rubs elb[s ) ! big m5 ( ! cities4 ,! homely adage t 8a big frog 9 a small puddle is a small frog 9 a big puddle10 is applicable to typography4 ,a display l9e surr\nd$ by o!r type l9es 7,example #fd7 mu/ be made l>g] or by /r5g!n$ /rokes made bold] ?an :5 alone on ! page 7,example #fe74 ,! old ,city ,hall 9 ,new ,york is claim$ to be ! mo/ beautiful "w ( ar*itecture 9 ! city1 b is ridicul\sly out ( proportion ) ! t[]+ (fice build+s surr\nd+ x4 ,illu/ration3 ,,example #fc ,horizontal l9es are n suitable = a v]tically n>r[ page 7,see ,example #fb1 ins]t7 ,illu/ration3 ,,example #fa ,type-faces & bord]s are mismat$ ,examples #ff1 #fg & #fh are /udies 9 ! proportion ( a type-face to ! page ( :i* x is a "p4 ,9 ,example #ff ! page is l>gely cov]$ ) type1 treatm5t t is necess>y on po/]1 dodg] & o!r pr9t$ matt] t mu/ =ce its pres5ce ^u ! public4 ,9 ,example #fg ! page consi/s mo/ly ( blank space1 ! type /&+ mode/ly & apologetically 9 ! mid/ ( t space4 ,?is treatm5t is prop] on da9ty works ( poetry or :5 ! dem&s ( extreme ref9em5t are to be satisfi$4 ,example #fh is ! 8happy m$ium10 ! compromise--a /r5g? ( display t w be satisfactory 9 almo/ e case4 ,?is me?od ( arriv+ at correct treatm5t emphasizes ! ne$ 9 ! typograph] ( a judicial z well z an arti/ic temp]am5t4 ,! wise judge kn[s t tru? is ab\t midway betwe5 ! claims ( oppos+ c\nsel4 ,illu/ration3 ,,example #fd ,illu/ration3 ,,example #fe ,a display l9e surr\nd$ by o!r type l9es mu/ be made l>g] ?an :5 alone on ! page1 to obta9 proportionate emphasis 99 99 99 99 99 ,balance is ano!r important subject1 z x has a big %>e 9 mak+ typography good or bad4 ,! build] works ) plumb-l9e & _s-level t 8 walls may be 9 p]fect balance1 ?o sometimes he is tempt$1 z ! pr9t] is tempt$1 to "w away f ! c5t] ( gravity4 ,9 ,italy !re is a build+1 an ar*itectural curiosity--! lean+ t[] ( ,pisa 7,example #gc7 9 ! con/ruction ( :i* gravity has be5 defi$ to ! limit1 & 9 ,canada only rec5tly a bridge 9 c\rse ( con/ruction on ?is gravity-defy+ pr9ciple1 fell 9 a mass into ! riv]4 ,9 typography1 safety f blund] lies 9 type l9es horizontally c5t]$4 ,typographic exp]ts exp]im5t+ ) out-(-!-c5t] balance1 bo? succe$ & fail4 ,compositors imitat+ !m g5]ally fail4 ,example #gf is an out-(-!-c5t] arrangem5t t is fairly successful4 ,balance is sav$ by ! type-l9es 9 ! upp] left corn] & by ! bord] surr\nd+ ! page4 ,examples #fi & #ge %[ out-(-c5t] balance adapt$ to a bus9ess c>d & a booklet cov]4 ,illu/ration3 ,,example #fi ,out-(-c5t] balance1 adapt$ to a bus9ess c>d ,:ile horizontally ! c5t] is ! po9t ( p]fect balance1 v]tically x is n4 ,/ick a p9 ?ru ! v c5t] ( an oblong piece ( c>dbo>d & twirl ! c>d2 :5 movem5t ceases ! c>d may n hang uprightly4 ,m>k (f ! c>d 9 ?ree equal sections & /ick ! p9 ?ru ! horizontal c5t] ( ! l9e sep>at+ ! upp] two ?irds4 ,aft] be+ twirl$ ! c>d w cease to move 9 a p]fectly upright position4 ,example #ga %[s a ^w plac$ 9 exact c5t]1 yet x appe>s to be l[4 ,example #gb %[s a l9e above c5t] at ! po9t ( v]tical balance4 ,on a title-page1 bus9ess c>d1 & on mo/ jobs ( pr9t+ ! weight %\ld come at ?is po9t4 ,! pr9cipal l9e1 or gr\p1 %\ld provide /r5g? necess>y to give balance4 ,example #gj pres5ts a page ) type gr\p & ornam5t plac$ unusually high4 ,! typograph] responsible 0 und\bt$ly te/+ balance to ! limit4 ,illu/ration3 ,,example #ff ,type proportionately too l>ge = ! av]age page ,illu/ration3 ,,example #fg ,type proportionately too small = ! av]age page ,illu/ration3 ,,example #fh ,?is proportion is ab\t "r = ! av]age page ,illu/ration3 ,,example #fb ,9 :i* ! l9es ( ! design run 9 ! prop] direction4 ,arrang$ by ,w ,bradley ,illu/ration3 ,,example #gj ,9 :i* ! upp] type gr\p is unusually high4 ,page by ,d4 ,b4 ,updike ,sometimes ! cu/om] gets a notion he wants a type-l9e plac$ diagonally across ! page 9 a mann] l ,example #gd4 ,su* arrangem5ts g5]ally %[ lack ( imag9ation & are crudely freaki%4 ,!re are s _m ord]ly ways ( arrang+ type t su* poorly balanc$ specim5s are deplorable4 ,illu/ration3 ,,example #gd ,a disord]ly arrangem5t ,spac+ is seem+ly "o ( ! little ?+s--m]ely incid5tal to ! me*anical practice ( typography4 ,:5 ! appr5tice compositor is told to divide 8 spaces ev5ly among all ! words 9 a l9e2 n to ?9 space "o l9e & d\ble-?ick space ano!r2 to transpose a two-po9t lead1 or make "s o!r :at to him may appe> to be trivial alt]ation 9 spac+1 he judges 8 in/ructor to be ov]-p>ticul>4 ,yet ! prop] apportionm5t ( space on a page det]m9es ! tone & ! balance & aids 9 giv+ proportion & emphasis4 ,9 type-mak+1 :5 a font ( type is design$1 n only is ea* lett] consid]$ sep>ately1 b 9 comb9ation ) e o!r lett] ( ! alphabet1 t :5 ! lett]s are assembl$ into words space may be ev5ly di/ribut$4 ,! design]s ( ! be/ type-faces h giv5 att5tion to ?is feature & h demon/rat$ t legibility is increas$ ) prop] space di/ribution4 ,because ( ! excessive op5 space x conta9s1 ! capital ,l gives ! mo/ tr\ble ( any lett] us$ z an initial4 ,z "p ( ! ^w 8,mill9]y0 ! irregul>ity ( spac+ is p>ticul>ly prom95t 7,example #gi-;a74 ,p>tly to ov]come ?is irregul>ity ! companion lett]s %\ld be spac$ z %[n 9 #gi-;b4 ,:5 ! lett]s ,a ,t occur toge!r1 & ! space betwe5 !m %\ld be decreas$1 x is necess>y to file ! metal 9 ! upp] "r ( ! type ,a & ! metal 9 ! l[] left ( ! type ,t4 ,illu/ration3 ,,example #ga ,a ^w plac$ 9 exact c5t] appe>s to be l[ ,illu/ration3 ,,example #gb ,%[+ ! po9t ( v]tical balance ,) roman type-faces1 important words are usually emphasiz$ by italics or small capitals4 ,! ,g]mans1 us+ = body purposes a text lett] :i* has no italic or small capitals1 space ! lett]s to get emphasis 7,example #hj-;a74 ,lett]-spac$ words ?us us$ are p]haps z neat z italic1 & ! idea may well be adapt$ to roman types 7,example #hj-;b74 ,illu/ration3 ,,example #gc ,balance out ( c5t] ,illu/ration3 ,,example #ge ,! ornam5t balances ! design4 ,page by ,s*ool ( ,pr9t+1 ,bo/on ,illu/ration3 ,,example #gf ,out-(-c5t] balance4 ,page by ,w ,bradley ,! relation ( l9es to proportion1 z illu/rat$ by ,examples #fb & #fc1 is also to be consid]$ 9 ! composition ( pla9 read+ pages4 ,example #gg %[s h[ ! effect ( horizontal l9es is giv5 by n>r[ spac+ betwe5 ! words & wide spac+ betwe5 ! l9es4 ,?is gives a result1 l t ( ,example #fc1 contr>y to ! pr9ciples ( proportion4 ,h[ ?is may be ov]come is illu/rat$ 9 ,example #gh1 :i* conta9s ! same am\nt ( space betwe5 ! words z is betwe5 ! l9es4 ,?is treatm5t n only gives bett] proportion1 b improves ! tone ( ! page4 ,illu/ration3 ,,example #gg ,! effect ( horizontal l9es is giv5 by n>r[ spac+ betwe5 ! words & wide spac+ betwe5 ! l9es ,illu/ration3 ,,example #gi ,o!r lett]s mu/ be spac$ because ( ! op5 appe>ance ( ! lett] 8,l0 ,illu/ration3 ,,example #ha ,! errone\s & obsolete practice ( spread+ ! l9es ov] ! page ,adapt+ ?is pr9ciple to display composition1 ,examples #ha & #hb are enlight5+4 ,example #ha %[s ! mann] 9 :i* "s ye>s ago display l9es 7 errone\sly di/ribut$ ov] ! entire page1 pres5t+ 9 effect ! faults ( ,example #gg4 ,! mann] ( rectify+ ^! faults is demon/rat$ 9 ,example #hb1 :]e ma9 l9es are gr\p$ at ! po9t ( balance 9 ! upp] "p ( ! page4 ,! n>r[ measure to :i* ^! words are set necessitates lett]spac+4 ,! result+ appe>ance is f> f satisfactory yet x enables illu/rations to be gr\p$ pleas+ly & makes possible a squ>+ ( ! pages :i* c\ld n be done o!rwise4 ,illu/ration3 ,,example #gh ,! effect ( horizontal l9es is avoid$ by hav+ ! space betwe5 ! words approximate t betwe5 ! l9es ,illu/ration3 ,,example #hj ,emphasis obta9$ by lett]spac+1 9 lieu ( italics & small capitals ,illu/ration3 ,,example #hb ,! correct mod]n practice ( gr\p+ ! l9es at ! po9t ( balance ,x is n always t results are z p]fect z we desire !m4 ,9 ,new ,engl& !re is a pr9t] :o1 9 ! op9ion ( ^? =tunate to h view$ 8 "w1 is produc+ typography classically p]fect2 yet ?is man goes f 8 "w at ! close ( ! day almo/ disc\rag$ because ( ! faults t are evid5t to 8 tra9$ eye4 ,! arti/'s ideal always eludes him & ! *ase seems a hopeless "o1 yet he cont9ues on le/ he lose sight ( x altoge!r4 ,x is a good sign :5 "o recognizes imp]fections2 x means t he is ga9+ gr\nd on success4 ,illu/ration3 ,,example #abe ,illu/rat+ ! significance ( ornam5tation1 z appli$ to a booklet4 ,design by ! ,mat!ws-,nor?rup ,works1 ,buffalo1 ,n4 ,y4 ,illu/ration ,,ornam5tation ,(f] a *ild ! *oice ( two toys1 alike except+ t "o has a fl[] pa9t$ ^u x1 & he w d\btlessly select ! ornam5t$ "o2 prov+ t ! human race has a natural lik+ = ornam5tation4 ,:5 ! old-"t trad] visit$ savage c\ntries1 he took ) him color$ glass & br\ght back gold4 ,! glass soon aft] ornam5t$ ! somb] bodies ( ! savages1 & ! gold became r+s & bracelets worn by ! :ites4 ,!re are ^? 9 ?is day :o love ! trees & ! fl[]s & he> music 9 ! brooks1 b m f9d pleasure 9 artificially ornam5t$ ball-rooms ) music bl[n & sawn & hamm]$ f brass & catgut & %eepsk94 ,illu/ration3 ,,example #hc ,! egg-&-d>t ornam5t ,illu/ration3 ,,example #hd ,! bead ornam5t ,man 0 creat$ 9 a g>d5 ( fl[]s & trees pleasant to ! sight1 yet he has ev] be5 ye>n+ = a new ,ed5 ( pure gold1 g>ni%$ ) preci\s /ones1 =gett+ t ,solomon 9 all 8 glory 0 n array$ l ! lily ( ! field4 ,nature is ! great arti/1 & man's ornam5tation at be/ is a poor imitation ( natural ?+s4 ,! trees ( ! =e/ gave ! motive = ! /one columns & ornam5tal capitals ( ar*itecture1 & ! plant & animal _w furni%$ !mes = tal5t$ calligraph]s 9 ! days :5 books 7 lit]ally writt54 ,! blue vault ( ! skies inspir$ ,mi*elangelo to plan ! great dome ( ,/4 ,pet]'s at ,rome1 z ! sun furni%$ a model = ! ,indian :ile decorat+ 8 tepee1 & ! fl[]s ( ! field h provid$ inexhau/ible color h>monies4 ,illu/ration3 ,,example #he ,! egg-&-d>t ornam5t z a typographic bord] ,9 ! e>ly days ( ?is c\ntry mo/ ( ! inhabitants devot$ _! work+ h\rs to ! /ruggle = exi/5ce1 & x has be5 only )9 rec5t ye>s t ! av]age man has giv5 ?\ght to art4 ,_m a "o has ?r[n (f 8 le?>gy to discov] beautiful ?+s all ab\t :i* he _h nev] be=e notic$4 ,art gall]ies & libr>ies all ov] ! ,unit$ ,/ates are aid+ greatly 9 ! cultivation ( ta/e = art1 & ! pr9t] to :om ^! privileges are accessible1 yet :o does n avail himself ( _! advantages1 is mu* l ! man :o 0 lo/ 9 ! ,adirondacks1 n kn[+ he 0 b a half-mile f a railroad4 ,*9a1 :o c\ld conqu] ! _w if %e only knew h] p[]1 has be5 sleep+ = c5turies1 :ile a little h&ful ( intellig5t p on a small isl& ( ,europe wields an influ5ce t is felt :]ev] ! sun %9es4 ,illu/ration3 ,,example #hf ,! bead ornam5t z a typographic bord] ,! pr9t] & he ( an alli$ vocation %\ld take less ?\ght ( food & raim5t & devote m ?\ght to le>n+ ! ?+s ( today & ye/]day ) :i* he may be b little acqua9t$4 ,if "o kn[s j en\gh to 8make a liv+0 he w nev] make m ?an a liv+4 ,a /udy ( art1 ( hi/ory1 ( ! l>g] ?+s 9 ! pr9t+ bus9ess1 w result 9 ! good ?+s ( ! e>? be+ add$4 99 99 99 99 99 ,is ornam5tation necess>y to art-typography8 ,ask "o good pr9t] & he w answ]1 yes4 ,ask ano!r & he w answ]1 no4 ,"o ( ! mean+s ( ornam5t z giv5 by ! ,/&>d diction>y is3 8,a "p or an addition t contributes to ! beauty or elegance ( a ?+40 ,a pap] may be s pleas+ 9 texture z to give beauty or elegance to an o!rwise pla9 page ( pr9t+2 9 fact1 x is sometimes a mi/ake to use type ornam5ts or o!r embelli%m5t on a ri*ly f9i%$ h&-made pap]4 ,on ! contr>y1 a /ock poor 9 quality or color _h bett] be cov]$ ) decoration to div]t att5tion f ! pap]4 ,illu/ration3 ,,example #hg ,conv5tionaliz$ papyrus plant 7,egyptian7 ,illu/ration3 ,,example #hh ,! w+$ ball1 an ornam5t mu* us$ by ! ,egyptians ,illu/ration3 ,,example #hi ,! acan?us leaf1 mu* us$ by ! ,greeks & ,romans 9 ornam5tation ,illu/ration3 ,,example #ij ,palm-l ornam5t1 us$ by ,greeks & ,romans ,illu/ration3 ,,example #ia ,pla9 & dignifi$4 ,! ,doric pill> ,illu/ration3 ,,example #ib ,slightly ornam5tal4 ,! ,ionic pill> ,illu/ration3 ,,example #ic ,elaborately ornam5tal4 ,! ,cor9?ian pill> ,!re are pr9t%ops 9 :i* all ornam5ts are kept "u lock & key2 a compositor wi%+ to use decoration mu/ pres5t good reasons be=e he gets x4 ,cu/om]s h become suspici\s ( type ornam5tation because ( ! peculi> use to :i* pr9t]s sometimes put x4 ,a "y man "s ye>s ago became possess$ ( a desire to d arti/ic pr9t+ & _h a numb] ( type ornam5ts pur*as$ ) :i* to express 8 ideas4 ,:5 "o pro( aft] ano!r came f ! cu/om] ) om9\s blue m>ks ^u ! *]i%$ ornam5ts1 he realiz$ ! necessity ( revis+ 8 ideas ( art4 ,= fully a ye> aft] t he work$ )\t volunt>ily us+ an ornam5t1 mean:ile develop+ all ! possibilities ( good type-faces & appropriate pap] /ocks & color comb9ations4 ,x has be5 claim$ t fa/+ has a b5eficial effect on ! body2 be t z x may1 our fri5d c]ta9ly improv$ 8 arti/ic ta/e by 8 ab/95ce4 ,:5 he aga9 began us+ ornam5ts x 0 ) discrim9ation & aft] /udy ( _! significance & appropriat5ess4 99 99 99 99 99 ,?is leads to ! subject ( motive or reason 9 ornam5tation4 ,! /yles ( typography may be g5]ally divid$ into two classes1 "o dom9at$ by ,roman or ,italian influ5ce & ! o!r by ,go?ic or ,g]man influ5ce4 ,dur+ ! ,middle ,ages ! ,go?ic influ5ce 0 felt *iefly because ! po9t$ /yle ( ar*itecture & embelli%m5t 0 sanction$ by ! ,*ri/ian *ur*4 ,z art 0 practically dead outside ! *ur*1 ! art-work]s absorb$ ! ,go?ic /yle4 ,illu/ration3 ,,example #id ,ornam5tation z us$ by ! ,romans on an entablature & a ,cor9?ian pill>1 %[+ egg-&-d>t1 bead1 & acan?us ornam5ts ,:5 typography 0 inv5t$ ,gut5b]g's fir/ book 0 bas$ ^u ! ,go?ic /yle--! type-face a po9t$ black lett]1 su* z 0 !n us$ on manuscript books1 & ! ornam5tation po9t$ foliage 7done by h&74 ,x 0 "s ye>s aft] ?is t typography came "u ! influ5ce ( ! ,italian ,r5aissance1 & bo? type-faces & decoration assum$ ! ,roman /yle4 ,9 ! old days !re 0 sympa?y betwe5 ! v>i\s arts & crafts1 & x work$ = h>mony 9 effects4 ,build+-decoration1 metal-c>v+ & wood-engrav+ 7 gov]n$ by ! same arti/ic motive1 & 7 (t5 done by ! same man1 mu* z ! pr9t] at "o "t 0 compositor1 pressman1 b9d]1 typef\nd]1 ink-mak] & pap]-mak]1 all 9 "o4 ,n[1 _m a piece ( pr9t+ goes wrong because ! ideas ( sev]al p1 inh>moni\s f lack ( relation1 are inject$ into ! "w dur+ ! sev]al /ages necess>y = its production4 ,! relation ( typography to ar*itecture is pla9ly %[n 9 ! =mation ( ! ,roman & ,go?ic alphabets4 ,! lett]s ( ! ,roman alphabet1 dignifi$ 9 _! /raight /rokes & symmetrical 9 _! r\nd$ l9es1 sugge/ features ( ,roman ar*itecture 7,example #ajf2 also see ,example #dc ( a previ\s article74 ,9 ! int]e/+ picturesqu5ess ( ! po9t$ black ,go?ic lett] may be se5 reflections ( ! graceful ar*es ( ! ca!dral po9t+ upw>d l h&s 9 pray]--& ( ! po9t$ leaf ornam5tation ( ! ,go?ic p]iod4 7,example #ajg47 ,illu/ration3 ,,example #ih ,da9ty1 elaborate rococo ornam5t1 z appli$ to a program title-page4 ,comp>e ) ! *air1 ,example #ig ,ornam5tation is bo? inv5tive & imitative4 ,an ornam5t purely inv5tive or "o purely imitative is seldom arti/ic4 ,a *ild may make a jumble ( l9es t al?o orig9al means no?+2 :5 x is old] x may draw a fl[] s reali/ic & imitative t little is left to ! imag9ation4 ,:5 a fl[] or plant is us$ z a model 9 design+ an ornam5t x is 8conv5tionaliz$10 t is1 x is bl5d$ ) its environm5t4 ,a fl[] 9 a g>d5 surr\nd$ by o!r vegetation %\ld be z ! o!r fl[]s1 b z an ornam5t on ! flat surface ( pap] x %\ld be )\t p]spective4 ,example #ajh-;a %[s h[ commonplace an ornam5t looks :5 its details are c>efully %ad$ 9 p]spective4 ,examples #ajh-;b & #ajh-;c %[ h[ m decorative an ornam5t is :5 ei!r outl9$ or fill$ 94 ,sometimes %ad[s are m]ely sugge/$1 z on ! fruit basket & book ornam5ts 9 ,example #aac4 ,illu/ration3 ,,example #ie ,squ>e-l9$1 ornam5tless furniture ,illu/ration3 ,,example #ig ,da9ty & elaborate rococo ornam5t1 z appli$ to furniture4 ,comp>e ,example #ih ,illu/ration3 ,,example #ajj ,slightly ornam5tal typography4 ,comp>e ) *air opposite4 ,design by ,w ,bradley ,9 ! conv5tionaliz$ decorative art ( all ages may be f\nd traces ( ! ?+s :i* h inspir$ ! decorator4 ,! lotus leaf1 & ! papyrus plant 7:i* once gave writ+ mat]ial to ! _w7 ?\s&s ( ye>s ago influ5c$ ,egyptian design 7,example #hg74 ,religion dictat$ _m ( ! decorative =ms 9 anci5t art4 ,! w+$-ball-&-asps 7,example #hh7 0 a favorite device 9 ,egyptian decoration & has come to u by way ( ,roman my?ology z ! w+$ /aff ( ! h]ald ,m]cury1 ! ribbons on ! /aff supplant+ ! ,egyptian asps1 b lat] evolv+ into s]p5ts z 9 ! decorative bord] ( ,example #abe4 ,! "w ( ! be/ arti/s is full ( mean+4 ,! ,egyptians consid]$ c]ta9 animals sacr$1 & !y 7 reproduc$ num]\sly 9 ! picture-writ+ & ornam5tation ( ! "t4 ,! sacr$ beetle z conv5tionaliz$ 0 mu* us$4 ,9 ,example #abe ! cog-:eel ( comm]ce is conv5tionaliz$ z ! rim ( ! ball1 :i* also conta9s a seal4 ,! an*or & rope1 h\r glass1 wrea?1 tor*1 acan?us leaves1 all are conv5tionaliz$ & bl5d$ pleas+ly 9 outl9e draw+4 ,! tone ( ! bord] approximates t ( ! type matt] x surr\nds4 ,illu/ration3 ,,example #if ,squ>e-l9$1 ornam5tless typography4 ,comp>e ) *air opposite4 ,design by ,flem+ ,c>nrick1 ,new ,york ,illu/ration3 ,,example #ii ,slightly ornam5tal furniture ,! acan?us leaf 7,example #hi7 is ! model = mu* ( ! elaborate leaf decoration f\nd on ! capitals ( ,cor9?ian columns & :]ev] ri* impos+ leaf ornam5t is desir$4 ,! an!mion 7,example #ij7 is a palm-l ornam5t us$ by ! ,greeks & ,romans1 n[ frequ5tly f\nd 9 decorative "w ( an ar*itectural nature4 99 99 99 99 99 ,x may n occur to ! av]age pr9t] t ar*itecture is 9 any way alli$ ) typography--t !re is any connection betwe5 ! ornam5tation ( a build+ & a job ( pr9t+4 ,fr$ ,w4 ,g\dy1 ,bruce ,rog]s & ,d4 ,b4 ,updike employ conv5tionaliz$ ar*itectural columns & ar*es to ornam5t title-pages ( classic motives4 ,! av]age typograph]1 ?o1 f9ds m inspiration 9 ! ornam5tation t is only an embelli%m5t to ar*itecture4 ,!re are sev]al ornam5tal units t are us$ m frequ5tly ?an o!rs1 & ^! are ! egg-&-d>t 7,example #hc7 & ! bead 7,example #hd74 ,y1 :o are read+ ?is1 are invit$ to v]ify by obs]vation ?is la/ /atem5t4 ,a pr9t] :o did s 0 a/oni%$ at ! eggs1 d>ts1 & beads t 7 to be se5 :]ev] he look$4 ,cut into ! /one ( build+s1 c>v$ into ! wood ( furniture1 us$ on mold+ ab\t doors & w9d[s1 on (fice p>titions1 on libr>y lamps1 9 ! ceil+ panels ( re/aurants1 ab\t ! prosc5iums 9 !at]s1 ar\nd ! mirror 9 ! b>b] %op--:]ev] he look$ !re 7 ! ornam5ts4 ,x is rem>kable h[ non-obs]vant ! av]age pr9t] is4 ,! h&s ( arti/s--,greeks & ,romans--:o liv$ ?\s&s ( ye>s ago made simil> designs1 & yet a k ( hi/ory is c\nt$ non-ess5tial by pr9t]s & o!rs6 ,illu/ration3 ,,example #aja ,regul>ity ( repeat ,illu/ration3 ,,example #ajb ,v>iety ( repeat ,illu/ration3 ,,example #ajc ,monotony ,illu/ration3 ,,example #ajd ,less monotony ,illu/ration3 ,,example #aje ,contra/$ %apes prev5t monotony ,illu/ration3 ,,example #ajf ,type bord] ( ,roman ar*itectural ornam5t4 ,comp>e ! /raight & curv$ l9es ) ! ,roman type-face ,let u apply ! egg-&-d>t & bead ornam5ts z bord]s 9 typography1 & notice h[ admirably !y s]ve ! purpose4 ,example #he %[s ! egg-&-d>t ornam5t p]haps too c>efully drawn z to detail2 & ,example #hf demon/rates h[ ! bead ornam5t may be adapt$ to panel "w4 ,f e>ly times !re seems to h be5 a triple division ( ta/e reg>d+ ornam5t4 ,9 ! days ( ,rome ^! divisions 7 giv5 expression 9 ! treatm5t ( support+ columns1 ! ?ree /yles be+ kn[n respectively z ,doric1 ,ionic & ,cor9?ian4 ,! ,doric column is sev]ely pla91 ! ,ionic slightly ornam5tal1 & ! ,cor9?ian elaborately ornam5tal4 ,! ,doric /yle 7,example #ia7 is emblematic ( dignity1 simplicity & /r5g?1 & appeals to ! man pref]r+ ^! qualities 9 pr9t+4 ,! ,ionic /yle 7,example #ib7 repres5ts ref9em5t 9 ornam5t1 & pleases ! man able to discrim9ate betwe5 ! sev]ely pla9 & ! ov]-ornam5t$--a quality ( judgm5t wor? cultivat+ by e typograph]4 ,illu/ration3 ,outl9$ ,fill$ 9 ,illu/ration1 n ornam5t ,ornam5ts )\t p]spective ,,example #ajh ,! ,cor9?ian /yle 7,example #ic7 expresses ! pref]5ce ( _m :o delight 9 o/5tation & elaboration 9 ornam5t4 ,! elaborate1 %[y acan?us leaf usually =ms ! *ief decoration = ! capital surm\nt+ ! column1 & ! entablature 7,example #id7 is p>ticul>ly ri* 9 ornam5tation4 ,! ,doric pill> has be5 call$ mascul9e & ! ,ionic fem99e1 ! /urd9ess ( ! "o & ! grace ( ! o!r also be+ lik5$ to ! w>like ,sp>tans :o emphasiz$ ! developm5t ( ! body & ! arti/ic ,a!nians :o especially develop$ ! intellect4 ,?is diff]5ce 9 ideals & pref]5ces has come d[n ! c5turies to our "t4 ,a few ye>s aft] ,cromwell1 pla91 blunt1 & ev5 disapprov+ ( sculpture & pa9t+1 0 rul+ ,engl&1 across ! *annel ,l\is ,,xiv4 /rutt$ 9 corsets & on high r$ heels amid gilt & glam\r 9 ! c\rts ( ,france4 ,illu/ration3 ,,example #ajg ,type-bord] ( ,engli%-,go?ic po9t$ ornam5t4 ,comp>e ! black po9t$ effects ) ! ,go?ic type-face ,monks & nuns liv$ pla9ly 9 ! company ( b>e walls & squ>ely cut *airs1 & dress$ 9 subdu$ br[ns & blacks1 :ile at ,rome surr\nd$ by ! art works ( ,mi*elangelo & ,raphael ! high] dignit>ies 7 clo!d 9 brilliant r$s1 & gold & :ite4 ,illu/ration3 ,,example #aji ,extravagant wall bord] ornam5tation1 design$ dur+ ! ,r5aissance 9 ,italy ,morris lov$ an old worn-out h\se1 squ>ely-cut furniture1 burlap1 & subdu$ colors2 :ile ! ,newly-ri*es boa/ ( ! magnific5ce ( _! mansions1 ,l\is ,qu9ze ball-rooms & import$ tape/ry4 ,only rec5tly two *ur* build+s 7 remodel$4 ,9 "o 7 plac$ ornam5tal brass rail+s1 lect]n1 pulpit & c&elabra1 & /a9$-glass pictorial w9d[s2 ! walls 7 cov]$ ) gilt fleurs-de-lis on m>oon backgr\nds1 & ! entire effect 0 "o ( *eap magnific5ce4 ,! o!r *ur* _h be5 an old ,colonial /ructure ( squ>e proportions4 ,dignifi$ mahogany furni%+s 7 select$1 ! walls 7 ornam5t$ 9 pure geometric designs1 pale gold on t9t$ backgr\nds1 & ! w9d[s 7 made ( small panes ( glass subdu$ 9 color1 9 h>mony ) ! ar*itecture ( ! build+1 ) a result t spoke good ta/e & ref9em5t4 ,examples #ie1 #if1 #ig1 #ih1 #ii1 #ajj1 pres5t ! ?ree divisions ( ta/e-- ! pla91 ornam5tless2 ! slightly ornam5tal1 & ! elaborately ornam5tal--appli$ to typography & reflect$ 9 furniture4 ,! typograph] %\ld le>n t ! arts are relat$1 t ! /yles ( home-furni%+s & ar*itecture influ5ce ! /yles ( typography4 ,a few ye>s ago mission furniture 0 introduc$ & along ) x came ar*itecture t call$ = expos$ ro( supports1 squ>ely-cut mold+s1 co>se fabric wall cov]+s1 subdu$ gre5 & br[n tape/ries4 ,& be=e !y knew ! reason1 pr9t]s 7 us+ heavy brass rules1 rugg$ type-faces & pr9t+ on d>k-hu$ antique pap]s4 ,example #if is a program page produc$ "u ^! influ5ces4 ,comp>e x ) ! s-call$ 8mission0 *air 7,example #ie7 & note ! resemblance ( motive4 ,bo? are rugg$1 angul> & pla94 ,illu/ration3 ,,example #aaj ,roman scroll ornam5t cut 9 /one ,illu/ration3 ,,example #aaa ,type ornam5t bas$ ^u geometric l9es ,illu/ration3 ,,example #aab ,type ornam5t bas$ ^u foliage ,illu/ration3 ,,example #aac ,type ornam5t bas$ ^u ! inanimate ,illu/ration3 ,,example #aad ,type ornam5t bas$ ^u ! animate ,illu/ration3 ,,example #aae4 ,ornam5tal h&-lett]$ effect2 obta9$ by initials1 text lett] & rule ,n[ = contra/1 comp>e !m ) ! da9ty1 elaborately ornam5tal *air 7,example #ig7 & ! title-page 7,example #ih74 ,bo? *air & title-page designs are bas$ ^u ! frivol\s rococo /yle ( ! p]iod kn[n z ,l\is ,,xv4 7or ,l\is ,qu9ze74 ,9 t p]iod1 %ells & leaves conv5tionaliz$ into graceful1 gold5 curves 7 bl5d$ ) a pr(usion ( roses & o!r fl[]s4 ,/raight l9es 7 avoid$1 & furniture & ar*itecture took on curves ev5 to ! ext5t ( caus+ /ructural weakness4 ,illu/ration3 ,,example #aaf ,corn] ornam5ts may h be5 sugge/$ by ! bolts on inscription plates or by ! cross l9es on books ,illu/ration3 ,,example #aag ,ivy-leaf ornam5tation1 & spaces fill$ 9 by decoration4 ,f an old manuscript book ,because a majority ( type-faces are built ^u horizontal & v]tical l9es1 rococo type ornam5tation is seldom successful 9 typography4 ,! p5-&-ink bord] design 7,example #ih7 is a clev] adaptation ( ! ,l\is ,,xv4 rococo /yle4 ,!re is n an absolutely /raight v]tical or horizontal l9e 9 ! bord]1 & ) ! curves & fl[]s1 ribbons1 lattice-"w & cupids x makes an appeal to wom54 ,! type-face comb9$ ) ! bord] has simil> *>act]i/ics--a fre$om ( l9e & an abundance ( curves4 ,examples #ii & #ajj %[ a *air & an ann\ncem5t page1 bo? slightly ornam5t$ to please ^? folks :o l nei!r ! sev]ely pla9 nor ! elaborately ornam5tal4 99 99 99 99 99 ,ornam5t is second>y to ! real purpose ( ! ?+ x embelli%es2 x %\ld n be s lavi% z to di/ract att5tion f ! m important object4 ,a booklet is issu$ to convey a message1 & %\ld ! read+ matt] be ov]%ad[$ by ornam5tation1 ?is purpose may n be accompli%$4 ,a 8fl[]y0 oration may ent]ta9 & please an audi5ce1 b x may n conv9ce4 ,9 #ahif ,bryan /amp$$ a conv5tion by 8 extemporane\s eloqu5ce & metaphor1 b :5 he came to ! 8enemy's c\ntry0 & fac$ an audi5ce :i* want$ facts1 he read 8 address f c>efully prep>$ manuscript4 ,illu/ration3 ,,example #aah ,fill+ blank spaces ) ornam5tation1 z 0 done on manuscript books4 ,page by ,gov]nm5t ,pr9t%op1 ,b]l91 ,g]many ,dur+ ! ,middle ,ages1 :5 nations 7 fight+ = exi/5ce & necessities ( life 7 b>ely obta9able1 !re 0 little ornam5tation except 9 isolat$ in/ances1 b :51 ab\t ! fifte5? c5tury1 ! ,r5aissance came1 art receiv$ an en?usia/ic reception4 ,ornam5tation 0 indulg$ 9 to excess1 ! arti/s us+ all ! classic =ms & inv5t+ new ones4 ,example #aji1 %[+ wall bord] decoration1 looks to ! pr9t] l a specim5 %eet ( type bord]s4 ,?is br+s to m9d t !re is always ! temptation to ov]-ornam5t :5 an arti/ic job is desir$1 & ! necessity ( advis+ pr9t]s to re/ra9 !mselves & save a few ornam5ts = o!r "w4 ,our bre?r5 ( ! clo? l to repeat ! /ory ( ! !ological /ud5t prea*+ 8 fir/ s]mon be=e ! ,sem9>y au?orities4 ,he began at ,g5esis & took 8 he>]s ?ru ! entire ,bible to ,revelation4 ,:5 he _h f9i%$ an old pr(essor gravely ask$ :at he w\ld prea* ab\t ! next ,sunday4 ,! fam\s design] ,*ipp5dale1 fir/ made 8 furniture s]viceable & !n add$ ornam5t1 f :i* fact ! pr9t] %\ld pr(it4 ,h a pr9t$ job s]ve its purpose1 & ornam5t x only s f> z is consi/5t to ?is end4 ,x is frequ5tly advisable to omit decoration & let ! type talk )\t int]ruption4 99 99 99 99 99 ,ornam5tation :5 us$ = bord] purposes has two features :i* may n be app>5t to ! sup]ficial glance--regul>ity 9 repetition & v>iety 9 repetition4 ,example #aja %[s repeat$ /rokes ( ! same l5g?4 ,9 ,example #ajb by alt]nat+ ! l5g? ( ! /rokes ! design is made m int]e/+4 ,examples #ajc1 #ajd & #aje illu/rate ?is pr9ciple 9 r\nd$ =ms4 ,9 ! fir/ !re is monoton\s repetition1 9 ! second !re is less monotony because ! oval =m is less regul> ?an ! circle1 & 9 ,example #aje1 by contra/+ ! =ms 9 bo? size & %ape ! design acquires new decorative int]e/4 ,?is pr9ciple ( contra/ & v>iety is exemplifi$ 9 mo/ bord] designs4 ,9 ,example #ajg ! light scroll l9es contra/ ) ! black leaves1 & 9 ,example #ajf curves are contra/$ ) angles4 ,contra/ is sometimes obta9$ ) color1 z %[n 9 ,example #abc4 99 99 99 99 99 ,illu/ration3 ,,example #aai ,semi-ornam5tal ecclesia/ic /yle ,ornam5t z us$ by ! pr9t] may be divid$ into f\r classes3 ,ornam5t bas$ ^u geometric l9es 7,example #aaa71 ornam5t bas$ ^u foliage 7,example #aab71 ornam5t bas$ ^u ! inanimate 7,example #aac7 & ornam5t bas$ ^u ! animate 7,example #aad74 ,! c5t] ornam5t 9 ,example #aaa conta9s ! cross & circle1 ecclesia/ic devices1 & its conv5tionaliz$ po9t$ leaves w\ld also admit x to ! gr\p %[n z ,example #aab--ornam5t bas$ ^u foliage4 ,leaves & fl[]s f ! beg9n+ h be5 a prolific s\rce ( inspiration to arti/s4 ,be=e ! inv5tion ( typography ! decorator ( manuscript books revel$ 9 foliage1 z w be se5 by ,example #aag1 & today :5 decoration is add$ by ! process ( pr9t+ ! same lib]al use ( foliage is evid5c$ 7,example #aah74 ,9 bo? examples %\ld be notic$ ! cu/om ( fill+ blank spaces ) decoration4 ,illu/ration3 ,,example #abj4 ,,initials a--,foliage decoration bas$ on ! acan?us leaf b--,imitation ( mortis$ woodcut initials c--,simple geometric treatm5t d--,rugg$ ,colonial /yle e--,sugge/+ lit]>y use f--,italian ornam5tation g--,pla9 black & :ite effect h--,mod]n adaptation ( ,roman tor* i--,g]man scroll decoration j--,bas$ ^u ! uncial "* k--,woodcut effect z us$ by ,morris ,! inanimate 7,example #aac7 l5ds itself bett] = ornam5tal purposes ?an does ! animate 7,example #aad71 & ! less famili> ! subject ! bett] ornam5t x makes4 ,an ornam5t bas$ ^u ! animate is %[n 9 ,example #abd1 & z w be se5 x is n z pleas+ z ! "o 9 ,example #aba1 :i* is bas$ ^u ! inanimate4 ,illu/ration3 ,,example #aba ,simple ornam5tation appli$ to lett]head4 ,design by ,h>ry ,a4 ,ang]1 ,seattle1 ,wa%4 ,initials af=d a conv5i5t means ( ornam5tation 7,example #abj74 ,an initial well *os5 z to tone & appropriat5ess (t5 satisfies all dem&s 9 ?is l9e4 ,! mortis$ ,colonial initial indicat$ by b looks well ) ,caslon roman & pr9t$ on antique pap]4 ,! acan?us design a looks well ) ,wa%+ton ,text2 ! ,italian design f1 ) a lett] su* z ,bodoni4 ,initials are us$ 9 a highly decorative mann] 9 ,example #aae1 aft] ! /yle f\nd 9 ecclesia/ical manuscripts4 ,! possibilities ( type & rule are "h well set =?4 ,illu/ration3 ,,example #abb ,appropriate ornam5tation appli$ to ! mod]n booklet4 ,page by ! ,mund]-,?oms5 ,company1 ,baltimore1 ,md4 ,sometimes ornam5ts 9 ! corn]s ( a pla9 rule bord] 7,example #aaf7 are suffici5t decoration4 ,^! effects may h be5 sugge/$ by ! corn] bolts ) :i* brass plates are fa/5$ to walls4 ,9 ! booklet decoration 7,example #abb7 ! arti/ has tak5 8 motive f ! ^w 8,wa%+ton0 mak+ ! capitol dome & its supports ! c5tral figure 9 ! design1 :i* is ,colonial 9 "*4 ,draw+ a l9e d[n ?ru ! c5t] ( ! design x w be f\nd t ) a few m9or exceptions ! "r half is a duplicate 9 rev]se ( ! left half4 ,! effect is frequ5tly f\nd 9 decorative "w1 z x gives balance & diff]5tiates betwe5 illu/ration & decoration4 ,an illu/rative design1 %[+ an actual sc5e1 w\ld n be effective4 ,illu/ration3 ,,example #abc ,effect ( alt]nat+ colors1 = cov]s & end-leaves ( booklets & catalogs ,wall pap] & l9oleum designs are made 9 patt]ns t repeat at int]vals & = ?is reason answ] ! purpose ( decoration4 ,example #aai pres5ts a program page1 :i*1 :ile attractive1 has b "o ornam5t1 an ecclesia/ic design4 ,! arrangem5t ( b&s above & bel[ ! ma9 display assi/s 9 =m+ a decorative effect4 ,type decoration 9 use today %[s a pref]5ce = =ms f ,italian s\rces4 ,sev]al ye>s ago ! ,colonial _s _h influ5c$ a pref]5ce = ,go?ic-,engli% =ms4 ,! "w ( ,g\dy1 ,clel& & o!rs has _h a "p 9 develop+ ta/e = ! ,italian4 ,9 clos+ ?is *apt] x may be well aga9 to w>n ! pr9t] n to ov]-ornam5t4 ,! relation ( ornam5t to typography is well cov]$ 9 ! caution ( an exp]i5c$ ar*itect to a novice3 8,ornam5t con/ruction1 b d n con/ruct ornam5t40 ,! be/ art is t :i* is conceal$1 & :i* unobtrusively adds effectiv5ess to a piece ( pr9t+4 ,illu/ration3 ,,example #abd ,?is ornam5t1 bas$ ^u ! animate1 n well suit$ = bus9ess purposes ,illu/ration3 ,,example #abf ,illu/ration3 ,,example #abg ,^! pages are model specim5s ( book typography4 ,%[n "h 9 ! actual size ( ! orig9als1 f z9c et*+s ,illu/ration ,,! ,,typography ,,( ,,books ,good ta/e1 a quality ess5tial to ! successful production ( all k9ds ( pr9t+1 is ( great importance 9 ! typography ( books4 ,9 ! matt] ( good ta/e mo/ ( u are speciali/s--we p]fect our judgm5t 9 "s "o respect & let x rema9 erratic 9 o!rs4 ,a musician or o!r arti/ may /& high 9 8 class & yet1 p]haps1 %[ poor ta/e 9 dress & mann]s4 ,illu/ration3 ,,example #abh ,appropriate title-page ( a book ( classic poems4 ,by ,bruce ,rog]s ,a p]son ( good ta/e is usually cons]vative4 ,he weighs all new ?+s 9 ! balance ( judgm5t1 & all[s en?usia/ic faddi/s to pu% him (f ! sidewalk r ?an jo9 ! cr[d & %\t ) x4 ,he kn[s ! fickl5ess ( mobs & rememb]s t 9 a week hosannas h be5 *ang$ to %\ts ( bitt] invective4 ,! m]*ant cat]+ to ! :ims ( fa%ion ev] has unsalable /ock on 8 %elves4 ,9 ! days ( militant ,rome ! cr[d :i* "o day *e]$ ,sulla1 ! next day cr[n$ ,m>ius ) laurel4 ,illu/ration3 ,,example #abi ,title-page ) a n9ete5? c5tury motive4 ,by ,bruce ,rog]s ,! natural t5d5cy ( humanity is radical4 ,! cons]vatives are 9 ! m9ority1 yet _! influ5ce is great because _! op9ions are g5]ally bas$ ^u sure f\ndations4 ,( c\rse a p]son c be progressive & possess a pres5t-day m9d )\t be+ ei!r radical or cons]vative4 ,! natural t5d5cy ( job pr9t]s is radical4 ,left mu* to _! own :ims & fancies !y produce pr9t$ ?+s :i* may please only = ! mom5t4 ,! te/ ( gold is n 9 its appe>ance :5 pur*as$1 b 9 ye>s ( we>4 ,because a job ( pr9t+ is made = %ort s]vice is no reason :y x %\ld n be z well done z book composition is requir$ to be4 ,all ! art-reasons 9 book typography are equally applicable to job typography4 ,! two me?ods %\ld n be judg$ by sep>ate /&>ds--a ?+ is good1 or x is n4 ,at ! pres5t "t educational "w is elevat+ ! /&>d ( job typography1 & ! design] ( job composition1 draw+ clos] to 8 book bro!r1 is beg9n+ to notice ! faults & flaws 9 ! latt]'s "w4 ,illu/ration3 ,,example #acj ,illu/ration3 ,,example #aca ,poor examples ( book typography4 ,two pages :i* set =? ! common practice ( inh>moni\s type treatm5t1 ! title-page conta9+ old-/yle type-faces & ! text-page mod]n type-faces4 ,! type-face %\ld be ( ! same design 99 99 99 99 99 ,! book typograph]1 l ! lawy]1 is gov]n$ by prec$5t4 ,:5 ! legal man pres5ts an argum5t he cites ,doe v4 ,doe1 & ,smi? v4 ,jones1 & ) ea* new discov]y ( prec$5t is increas+ly happy4 ,! common law "u :i* we 9 ,am]ica are gov]n$ orig9at$ 9 ,engl& c5turies ago1 & ! radicals :o w\ld disp5se ) ?is law catalog !mselves z an>*i/s4 ,! "r-?9k+ man is con/ructive4 ,:5 a new ?+ has be5 prov$ good he believes 9 add+ x to :at has already be5 con/ruct$4 ,! radical is de/ructive 9 t he w\ld de/roy :at has be5 con/ruct$ & )\t always sett+ "s new ?+ 9 its place4 ,attics h be5 kn[n to hold ma/]pieces :i* h be5 disc>d$ = new1 frivol\s ?+s t f an art viewpo9t are wor?less4 ,william ,morris set out to *ange book typography1 & 9 contra/ to ! typography ( ! day 8 ideas may h seem$ radical4 ,:at he really (f]$ 0 ! good ?+s f\nd 9 ! works ( ! old ma/]s ( ,v5ice & ,nuremb]g--typography & decoration t _h well /ood ! te/ ( c5turies4 ,book pages produc$ fifty ye>s ago by ,pick]+ & ,:itt+ham look well today2 n because !y are old1 b because !y 7 9 good ta/e !n1 & are 9 good ta/e n[4 ,pages set by _! contempor>ies 9 cond5s$ roman look abom9able n[1 because !y 7 contr>y to true art pr9ciples !n4 99 99 99 99 99 ,! book indu/ry 9 ,am]ica is trem5d\s--s mu* s t because ( its magnitude quality 9 typography is likely to be lo/ sight (4 ,9 ,new ,york ,city 9 "o ye> eight million books are read or consult$ ?ru its public libr>y sy/em6 ,c\ld ! monk1 ) 8 m]e score ( books *a9$ to %elves1 h _h a vision ( ?is1 :at w\ld h be5 8 ?\ghts8 ,or1 ,b5jam9 ,frankl91 z he f\nd$ ! fir/ circulat+ libr>y8 ,&rew ,c>negie1 ridicul$ :5 ann\nc+ 8 int5tion to use 8 weal? 9 provid+ build+s = public libr>ies1 liv$ to see himself ackn[l$g$ a b5efactor ( mank9d4 ,next to provid+ books is ! necessity ( provid+ good books & ( pr9t+ !m accord+ to ! laws ( art & good ta/e4 ,cont9ual association develops a ta/e = ! ?+s associat$ )4 ,if ! majority ( books are poorly compos$ or poorly pr9t$1 !y w unconsci\sly be tak5 z /&>ds ( book /yle by ! read+ public4 ,! /yle ( book typography1 av]ag$ 9 ?is way1 is today f> f flatt]+4 ,x is r>ely t ! read+ pages1 title-page & cov] h>monize 9 /yle & motive4 ,on ! av]age volume ! text-pages seem to h be5 set 9 any face t *anc$ to be on ! compos+ ma*9e at ! "t2 ! title-page is 9 "s type =eign 9 /yle & design to ! face us$ on ! body ( ! book1 & ! cov] 7usually ! only "p ( ! "w giv5 arti/ic att5tion7 is design$ )\t reg>d to :at is on ! inside4 ,! :ole effect rem9ds "o ( a box ( b]ries ) only ! heal?y memb]s ( ! family 9 view4 ,_m a "t ,i h pick$ up a book 9 arti/ic b9d+1 only to lay x d[n disappo9t$ at ! typographical treatm5t ( ! inside pages4 ,ev5 a book %\ld be hone/ly :at x seems1 & n a wood5 nutmeg4 ,illu/ration3 ,,example #acb ,illu/ration3 ,,example #acc ,two pages ( composite ,colonial & mod]n typography4 ,relation is e/abli%$ betwe5 ! title-page & text-page ?ru use ( ! same k9d ( decoration 99 99 99 99 99 ,! book-page reproductions us$ 9 connection ) ?is *apt] may prove m valuable if ea* is consid]$ sep>ately 9 ! ord] ( its appe>ance4 ,,examples #abf ,,& #abg 7,ins]t74--,! title-page & an inside page ( a book :i* 9 its way is a model4 ,f ! viewpo9ts ( art1 legibility1 good ta/e1 typography1 pr9t+1 & b9d+1 ! book is v satisfactory4 ,! classic re/ra9t ( ! ,italian s*ool & ! human int]e/ ( ! ,go?ic are "h bl5d$ h>moni\sly4 ,^! pages w please ! lov] ( l[]-case lett]s1 z f ! label-title on ! cov] to ! la/ p>agraph ( ?is volume n a l9e has be5 set 9 capitals4 ,! type-face is a h&some old-/yle roman bas$ ^u ! ,caslon model1 & 9 ! book itself is pr9t$ ^u a h>d h&-made pap] 9 a d5se & cle> black ink4 ,! only decoration us$ 9 ! book is f\nd 9 ! *apt] initials1 al?o decoration is sugge/$ 9 ! use ( brackets on ea* side ( ! page numb]s4 ,only two sizes ( type are on ! title-page1 & ! *apt] head+s cl+ to ! type-page 9 a mann] t helps ! tone effect ( ! :ole4 ,! reproduc$ pages are %[n 9 ! actual positions ( ! orig9als4 ,! m>g9s ( a full read+ page measure five picas at ! fold1 six picas at ! head1 sev5-&-a-half picas at ! out] edge1 & elev5 picas at ! foot4 ,! type-page cov]s slightly m ?an "o-?ird ( ! surface ( ! leaf ^u :i* x is pr9t$4 ,! type-page 9 proportion measures diagonally twice its wid?1 a po9t illu/rat$ 9 ,example #ej ( a previ\s article4 ,,example #abh4--;,a r$uc$ facsimile ( ! title-page ( a limit$ edition ( classic poems1 produc$ at ! ,riv]side ,press "u ! sup]vision ( ,bruce ,rog]s4 ,?is typograph] /&s among ^? 9 ,am]ica :o are giv+ !mselves to ! "w ( /e]+ ! pr9t+ craft back to ! wat]s 9 :i* x sail$ 9 ! days ( ,aldus ,manutius4 ,bruce ,rog]s came f ,indiana ) no te*nical k ( typography1 b arti/ic tal5t soon enabl$ him to ga!r ! details1 & = a numb] ( ye>s he design$ books = ! ,riv]side ,press t br\ght him fame & help$ to raise ! /&>d ( pr9t+ 9 ,am]ica4 ,,example #abi4--,!re is "o feature ( ,bruce ,rog]s' "w :i* /&s out prom95tly1 & t is 8 reg>d = ! appropriate4 ,! lit]>y motive ( a book gives ! cue = its typographic treatm5t1 & he pr9ts z if he 7 liv+ 9 ! p]iod s pres5t$1 & influ5c$ by its ta/es4 ,! 8,john ,gre5leaf ,:itti]0 title-page sugge/s a product ( ! middle n9ete5? c5tury1 :5 ,:itti] liv$1 & ,example #abh is imbu$ ) ! _s ( ! ,greek ,!ocritus4 ,b two sizes ( type are us$ 9 ! ,:itti] page1 & ^! are apportion$ accord+ to ! importance ( ! word+4 ,illu/ration3 ,,example #acd ,illu/ration3 ,,example #ace ,two pages1 ! typography ( :i* %[s unusual c>e & consid]ation = detail4 ,typography by ,j4 ,h4 ,na% ,illu/ration3 ,,example #acf ,a text-page 9 mod]n roman4 ,by ,colonial ,press ,illu/ration3 ,,example #acg ,a text-page 9 old-/yle type-faces4 ,by ,colonial ,press ,,examples #acj ,,& #aca4--,two pages f a book issu$ by a prom95t publi%+ h\se & pr9t$ by a prom95t press4 ,!y are reproduc$ = ! purpose ( po9t+ out a fault common to a majority ( books ( ! pres5t day--inh>moni\s typography4 ,:ile ! text pages are consi/5t 9 ! use ( pla9 mod]n roman1 ! title-page ) no reg>d = ! face us$ on ! text pages is compos$ 9 ,caslon roman & mod]niz$ old-/yle4 ,x w\ld seem t1 true to ! title1 ! pr9t] _h aim$ to pres5t ?ree repres5tative type-faces us$ dur+ a hundr$ ye>s4 ,&1 to make matt]s worse1 ! cov] conta9s an elaborate tw5tie? c5tury design4 ,:y d n publi%]s realize t ^! ?+s are wrong8 ,:y d n pr9t]s realize x8 ,aft] ! six hundr$ pages ( ?is book _h be5 set 9 mod]n roman1 ! co/ ( sett+ a title-page also 9 mod]n roman w\ld h be5 ridicul\sly small4 ,pr9t]s do+ "w = publi%]s %\ld provide display faces to mat* _! ma*9e lett]s1 or else :5 buy+ matrices ( a body face1 assure !mselves t display faces may also be _h4 ,arti/s1 too1 %\ld be caution$ to make _! design n only aft] ! motive sugge/$ by ! lit]>y cont5ts ( ! book1 b also aft] ! typography 7:i* %\ld ( c\rse be bas$ ^u ! lit]>y motive74 ,illu/ration3 ,,example #ach ,title-page ) an ,italian motive4 ,by ,oswald ,press1 ,new ,york ,,examples #acb ,,& #acc4--,two pages 9 /yle composite ,colonial & mod]n4 ,relation betwe5 ! read+ pages & ! title-page is e/abli%$ ?ru use ( type ( ! same s]ies & also by adapt+ ! fl[] decoration to ! runn+ head4 ,c]ta9 books l5d !mselves to decoration2 ?is is "o ( !m1 because x is ( ! ent]ta9+ sort4 ,s]i\s books1 su* z ^? on ! subjects ( law1 m$ic9e & sci5ce1 %\ld h no decoration4 ,! wise book typograph] w n use decoration unless he compreh5ds j :at he is do+4 ,illu/ration3 ,,example #aci ,page f a *ildr5's book1 design$ & writt5 by ,w ,bradley ,,examples #acd ,,& #ace4--;,j4 ,h4 ,na%1 :o design$ ! typography ( ! book ( :i* ^! two pages are a "p1 produc$ results t are exceptionally good f a typographic po9t ( view4 ,! bord] z se5 9 ,example #acd 0 us$ on ! title1 introduction & cont5ts pages1 & ! bord] 9 ,example #ace 0 us$ ?ru\t ! text pages4 ,! cross$-l9e bord] effect 0 ev5 adapt$ to ! frontispiece4 ,! title-page is an excell5t example ( consi/5t typography2 n a l9e ( l[]-case is to be f\nd on ! page1 & prom95ce is proportionately giv5 ! title ( ! book & ! names ( au?or & publi%]s4 ,! read+ matt] is set )9 six po9ts ( ! rule bord]1 t ! page %\ld h b "o m>g94 ,if ! space betwe5 type & bord] 7 l>g] x w\ld give ! appe>ance ( ano!r m>g94 ,! initial lett]s assi/ ! read] 9 locat+ ! beg9n+ ( ea* /ory4 ,,example #acf4--,?is page is 9 a /yle associat$ ) ! mod]n novel & 0 set on ! l9otype 9 elev5-po9t ,scot* ,roman2 ! l9es tw5ty picas wide1 lead$ ) two-po9t leads4 ,! runn+ head is 9 capitals ( ! body lett]1 sep>at$ f ! read+ page by a half-po9t rule1 & ! page numb] is c5t]$ at ! foot4 ,,example #acg4--;,a good example ( mod]n book composition1 set on ! l9otype 9 twelve-po9t ,caslon ,old ,/yle1 ! l9es tw5ty picas wide1 sep>at$ by f\r po9ts4 ,! runn+ head is 9 a black text lett] suit$ to a book ( ?is k9d4 ,an am\nt ( space equal to a l9e ( type & ! lead+ foll[+ x1 has be5 plac$ betwe5 ! runn+ head & ! read+ page4 ,,example #ach4--,no /yle ( typography is 9 su* good ta/e z t :i* is bas$ on ! old ,italian1 9 :i* b "o /yle ( type-face1 usually ! ,caslon1 is us$1 & ! capitals lett]spac$ a trifle4 ,?is /yle has be5 work$ into a symmetrical page & an ornam5t includ$ t because ( its ,italian treatm5t bl5ds neatly ) ! typography4 ,x might be int]e/+ to note t ! illu/rations 9 ?is book 7 9 l9e1 & :]e emphasis 0 ne$$ 9 side head+s small capitals 7 us$ & ! lett]s sep>at$ by slight spac+4 ,,example #aci4--;,a page f a book = *ildr51 writt5 & illu/rat$ by ,w ,bradley4 ,! type-face is a wide1 legible lett] & 0 specially design$ by ,mr4 ,bradley4 ,ea* *apt] is begun ) a l9e ( old ,engli% black lett]1 foll[$ by sev]al l9es ( highly decorative italic4 ,! illu/rations are int]pret$ 9 ! grotesque decorative /yle t ,bradley does s well4 ,! runn+ heads & page numb]s are 9 ! italic4 ,illu/ration3 ,,example #adj ,h>mony 9 tone ( type-face & decoration4 ,typography by ! ,tr[ ,press1 ,new ,york ,,example #adj4--;,a page notable = ! h>mony betwe5 ! tone ( ! type-face & decoration4 ,! illu/ration has be5 treat$ by ,beatrice ,/ev5s 9 a decorative _s1 & is v effective4 ,! capitals ( ! body matt] are us$ = ! 8,*apt] ,,iii0 l9e1 & small] capitals = ! descriptive l9e "u x4 ,! pla9 initial is m effective ?an an ornam5tal "o w\ld h be54 ,,example #ada4--;,a title-page ( classic design 9 ,scot* ,roman type4 ,! an*or & dolph91 orig9ally ! device ( ,aldus1 z enl>g$ 9 outl9e has mu* to d ) ! effectiv5ess ( ! page4 ,! dignifi$ beauty ( ?is page makes x wor?y ( close /udy4 ,,example #adb4--;,a fur!r demon/ration ( ! beauty ( classic typography4 ,fr$4 ,w4 ,g\dy has done _m ?+s wor? :ile1 b none bett] ?an ?is4 ,he n only design$ ! small] type-faces & lett]$ ! l>ge l9es 9 h>mony1 b arrang$ ! page &1 9 its orig9al =m1 pr9t$ x4 ,am]ican typography owes mu* to ,mr4 ,g\dy & x is a pleasure to include ?is page "h4 ,illu/ration3 ,,example #ada ,a title-page ( classic design1 ) an ,ald9e an*or device4 ,by ,william ,asp5wall ,bradley ,,example #adc4--,?is is a page f "o ( ! ,roycr(t]s' s]i\s ef=ts 9 bookmak+4 ,x 0 pr9t$ 9 d5se black ink on :ite /ock1 ! l>ge text initials /&+ =? 9 pleas+ contra/4 ,,example #add4--,?is is a page f a book by ,!odore ,l4 ,de ,v9ne1 & probably pres5t$ 8 p]sonal ideas 9 book typography4 ,notice ! spac+ ar\nd ! subhead+1 & ! treatm5t ( footnotes4 ,! fir/ l9e "u ! subhead+ is n ind5t$4 ,,examples #ade ,,& #adf4--;,d4 ,b4 ,updike1 ( ! ,m]rym\nt ,press1 is responsible = ! typography ( ^! pages1 :i* are a portion ( a book conta9+ ! c]emony ( m>riage z p]=m$ 9 ! ,prote/ant ,episcopal ,*ur*4 ,! type is a special lett] bas$ ^u e>ly =ms4 ,! book 0 pr9t$ 9 black & v]milion4 ,mr4 ,updike1 ) ,rog]s1 ,g\dy & o!rs1 believes t ! way to improve typography 9 ,am]ica is to d typography z well z x c be done4 ,he e/abli%$ ! ,m]rym\nt ,press 9 #ahih1 & has arrang$ & pr9t$ _m f9e volumes1 9 addition to mu* high-grade small "w4 ,illu/ration3 ,,example #adb ,classic feel+ express$ 9 a mod]n title-page4 ,design$ by ,fr$4 ,w4 ,g\dy ,,example #adg4--;,books ( poetry are usually treat$ 9 a typographic /yle t is light & da9ty4 ,! typograph] :o has ! _s ( ! arti/ 9 him puts m into a book ?an is requir$ by ! traditions ( ! craft & endeavors to express ) type & decoration ! _s ( ! poet's message4 ,! v]ses ( ,edg> ,allan ,poe1 ) _! sugge/ion ( d>k %ad[s & pa?os1 make ! book design]'s task difficult1 b 9 ?is example ,mr4 ,na% has giv5 ! "w a decorative treatm5t t 9 its d>k tone helps to beautify ! sad _s ( ! great ,am]ican poet4 ,wa%+ton ,text %[s =? admirably z a type = ^! pages & ! decorative panel h>monizes ) x 9 bo? tone & design4 ,9 its orig9al =m ! book 0 pr9t$ 9 dull black & dull r$ inks on a ton$ h&-made pap]4 ,! lib]al m>g9s assi/$ 9 giv+ t t\* ( exclusiv5ess & ta/e t is ess5tial 9 good book-pr9t+4 ,illu/ration3 ,,example #adc ,text-page ( a de luxe volume4 ,by ! ,roycr(t]s1 ,ea/ ,aurora1 ,n4 ,y4 ,illu/ration3 ,,example #add ,text-page f a book by ,de ,v9ne4 ,note treatm5t ( runn+ titles1 sub-head+s & footnotes ,illu/ration3 ,,example #ade ,illu/ration3 ,,example #adf ,two pages f a small ecclesia/ical book4 ,by ,d4 ,b4 ,updike ,,example #adh4--;,fr5* title-pages ( ! eighte5? c5tury are furni%+ motives = ! design+ ( cov] & title-pages = ! uses ( publi%+ & adv]tis+1 & to _m ?is page by ,bruce ,rog]s w h consid]able int]e/4 ,! design c>ries ! _s ( an age :5 decoration 0 rampant & :5 ar*itecture & books 7 fe/oon$ & adorn$ ) cupids4 ,! decorative lett]+ us$ 9 ! ma9 title %[s su* influ5ce4 ,?is book 9 its fir/ edition 0 pr9t$ 9 #aghi1 & :5 rec5tly repr9t$ ! typographic _s ( ! old volume 0 incorporat$ 9 x4 ,x does n measure up to ! rec5tly accept$ ideas ( tone-h>mony & %ape-h>mony1 yet ! elem5t ( appropriat5ess is s /rong t ^? %ortcom+s are n to be held aga9/ x4 ,illu/ration3 ,,example #adg ,go?ic treatm5t ( a book ( poetry4 ,typography design$ by ,j4 ,h4 ,na% = ,paul ,eld] ,company ,cu/om has develop$ a law = ! arrangem5t ( ! sev]al p>ts ( a book4 ,!re is fir/ a blank leaf kn[n z ! fly-leaf1 foll[$ by a leaf ) ! title ( ! volume 9 small type slightly above c5t] or plac$ t[>d ! upp] "r corn]4 ,! frontispiece1 if "o is us$1 is !n ins]t$4 ,! next leaf conta9s ! title-page1 :i* usually gives ! title ( ! "w1 "n ( au?or or editor1 place ( orig91 "n ( publi%] & date ( issue4 ,on ! back ( ?is leaf1 slightly above c5t]1 is ! copyright notice1 & 9 ! l[] c5t] or "r corn] ! impr9t ( ! pr9t]4 ,! table ( cont5ts & ! table ( illu/rations foll[1 tak+ z _m pages z are necess>y4 ,! preface1 or au?or's introduction1 is next1 aft] :i* ano!r half-title may be ins]t$ ahead ( ! fir/ *apt]4 ,! d$ication1 at "o "t occupy+ a page 9 ! =e "p ( ! book1 is occasionally us$4 ,! index is ins]t$ 9 ! re> ( ! book4 ,?is re>-index is n f\nd 9 novels1 b 9 books on te*nical subjects & ^? us$ = ref]5ce purposes4 ,x is cu/om>y to numb] book pages ) ,arabic num]als beg9n+ ) ! fir/ *apt]1 all pages 9 advance ( ! fir/ *apt] be+ numb]$ ) l[]-case ,roman num]als4 ,! page numb]s1 :5 at ! foot1 %\ld be sep>at$ f ! type-page by ! same am\nt ( space us$ betwe5 ! l9es4 ,!re is t5d5cy among inexp]i5c$ pr9t]s to place ! numb]s too f> f ! type-page4 ,illu/ration3 ,,example #adh ,:]e a ,fr5* /yle ( treatm5t is appropriate4 ,design$ by ,bruce ,rog]s ,!re is a rule t ! runn+ title %\ld be sep>at$ f ! type-page by space equival5t to a quad l9e ( ! size ( body-type us$1 al?o ! be/ typograph]s pref] only ab\t half t am\nt ( space4 ,pages conta9+ *apt] head+s are l[]$ at ! head bel[ ! regul> page hight4 ,example #abg %[s a l[]+ ( five picas space4 ,o!r books %[ m or less ?an ?is am\nt ( space1 b ! space all[$ 9 ?is example is pleas+4 ,:5 an initial is us$ ! space betwe5 x & ! type %\ld be ! same1 bo? at ! "r side & foot ( ! initial4 ,! position ( a book page %\ld be t[>d ! b9d+ & ! head4 ,9 elaborate books ( wide m>g9s ?is incl9ation %\ld be great1 b 9 ! conv5tional book ( n>r[] m>g9s x %\ld be less noticeable--say six po9ts t[>d ! b9d+ & eighte5 po9ts t[>d ! head4 ,! use ( an em-quad betwe5 s5t5ces on a book page is enc\rag$ by _m pr9t]s1 b ! new-?\ght compositor uses two ?ree-to-em spaces or less4 ,by ref]r+ to example #abg x w be f\nd t ! same am\nt ( space sep>ates all words 9 "o l9e4 ,! capital lett] seems suffici5t indication ( ! beg9n+ ( a s5t5ce4 ,9 ! fir/ book pr9t$ f sep>ate types 7see reproduction ( page f ,gut5b]g's ,bible 9 ! *apt] on 8,! ,orig9 ( ,typography07 !re 0 no space us$ betwe5 s5t5ces1 ! p]iod 9 ! judgm5t ( ! pr9t] sep>at+ ! words suffici5tly4 ,illu/ration3 ,,example #adi ,title-page lett]+ & decoration by ,f4 ,w4 ,g\dy1 = ! ,caxton ,co41 ,clevel&1 ,o4 ,illu/ration ,,booklets1 ,,pamphlets1 ,,bro*ures1 ,,leaflets ,did ,i wi% to be flippant ,i w\ld op5 ?is *apt] by ask+1 8,:5 is a booklet n a booklet80 & might ev5 be p>don$ = do+ s1 = no o!r ^w has be5 s misus$ z has 8booklet40 ,a booklet1 ! diction>ies tell u1 is j a little book1 z is indicat$ by ! suffix 8-let10 :i* t]m9ation =ms dim9utives f ,fr5* & ,engli% n\ns4 ,yet 8booklet0 has be5 us$ to designate n only little books1 b big books1 & has l$ to ! r tautological description1 8a little booklet40 ,:5 does a booklet cease to be little1 & is its littl5ess 9 its dim5sions1 9 ! numb] ( pr9t$ %eets1 or 9 "s o!r feature n recogniz$ 9 a hurri$ consid]ation ( ! subject8 ,go+ back to ! lexicons-- ,a booklet1 z has be5 said1 is a little book4 ,a leaflet1 accord+ to ! ,/&>d ,diction>y1 is 8a little leaf2 also a tract40 ,web/] says x is 8a %eet ( small pages :i* are fold$1 b n /it*$2 a fold]40 ,a pamphlet1 we und]/& f ! ,/&>d1 is 8a pr9t$ "w /it*$ or pa/$1 b n p]man5tly b\nd2 a brief treatise or essay40 ,web/] says x is 8,a book ( a few %eets ( pr9t$ matt]1 or =m]ly ( manuscript1 commonly ) a pap] cov]2 specifically1 sometimes1 any su* "w n 9 excess ( eighty pages1 & n b\nd40 ,! ^w 8pamphlet0 0 d]iv$ f a popul> ,lat9 poem1 8,pamphilus10 ( ! twelf? c5tury4 8,bro*ure0 is a ,fr5* ^w (t5 us$ = 8pamphlet40 ,web/] gives its mean+ z 8a pr9t$ & /it*$ book conta9+ only a few leaves2 a pamphlet2 a treatise or article publi%$ 9 su* =m40 ,a circul> is a lett] or a note1 usually pr9t$4 ,h[ev]1 = ! purposes ( ?is *apt]1 :ile ,i %all endeavor s f> z possible to use "o ( ! above approv$ t]ms 9 designat+ ! v>i\s examples ( pr9t+1 ! ^w 8booklet0 9 "s in/ances may h a wid] application ?an 8a little book40 99 99 99 99 99 ,illu/ration3 ,,example #aej ,illu/ration3 ,,example #aea ,two pages f a leaflet design$ )\t decoration or color1 a notewor?y expon5t ( simplicity 9 typography4 ,by ! ,m>*banks ,press1 ,new ,york ,! *ap-books sold 9 ! sev5te5? c5tury1 conta9+ abbreviat$ /ories1 71 p]haps1 prototypes ( ! booklet2 b z n[ us$ ! booklet is a mod]n conception4 ,x is a result ( developm5t 9 /hetical k among adv]tis]s & ! buy+ public1 :o h le>n$ to discrim9ate & to dem& arti/ic1 ta/eful workman%ip4 ,:5 ! 8dodg]0 or h&bill ceas$ to be effective z a publicity auxili>y to ! newspap]1 ! booklet 0 born4 ,/ate laws consid] a few plac>ds or publication 9 "o or two obscure newspap]s suffici5t notification to ! public1 b ! adv]tis] kn[s ! futility ( su* obsolete me?ods & gets 8 message to ! public 9 num]\s ways--travel+ salesm51 newspap]s & magaz9es1 trade1 te*nical & class publications1 h\se-organs1 catalogs1 booklets1 circul>s1 po/]s1 novelties1 c> c>ds1 electric signs1 etc4 ,to an ext5t ! booklet's mission is educational2 x introduces ! bus9ess h\se1 gives au?oritative answ]s to que/ions t ! prospective buy] w\ld naturally ask1 expla9s advantages & gives reasons = sup]iority4 ,! booklet is be/ if writt5 9 a /yle t is non-te*nical1 & %\ld be treat$ by ! arti/ & pr9t] 9 a mann] t w int]e/ ! recipi5t4 ,illu/ration3 ,,example #aeb ,illu/ration3 ,,example #aec ,illu/ration3 ,,example #aed ,?ree pages f an easily read booklet 9 ,scot* ,roman1 %[+ ! typographic /yle ( ,b5jam9 ,%]b[1 ,new ,york ,illu/ration3 ,,example #aee ,illu/ration3 ,,example #aef ,two pages f an eight-page leaflet1 9 :i* ! typography 0 reli$ ^u = results4 ,! rule bord]s 7 pr9t$ close to ! edges ( ! pap]4 ,by ,william ,h5ry ,bak]1 ,clevel&1 ,o4 ,among ! us]s ( ! booklet z a publicity m$ium are railroads1 cities1 hotels1 real-e/ate companies1 banks1 clo?i]s1 educational in/itutions1 pr9t]s1 & manufactur]s ( automobiles1 musical in/rum5ts1 cam]as1 & tools & equipm5t ( _m k9ds4 ,if "o wi%es to pur*ase intellig5tly a piano or o!r exp5sive article he obta9s a booklet on ! subject1 & :e!r he buys or n dep5ds l>gely ^u ! impression obta9$ f ! booklet2 if x is well writt51 in=mative1 c>efully illu/rat$ & h&somely pr9t$1 x w be likely to ex]t an influ5ce 9 favor ( a sale4 ,! pr9t]'s %>e 9 produc+ su* a booklet is l>ge1 al?o he is call$ ^u to "w 9 conjunction ) ! writ]1 ! arti/ & ! engrav]4 ,mu* ( ! booklet pr9t+ is plann$ by adv]tis+ writ]s & comm]cial arti/s4 ,! be/ results are obta9$ :5 arti/ & writ] bl5d _! ideas h>moni\sly2 ?is is possible only :5 ! writ] has arti/ic ta/es & a def9ite und]/&+ ( typography4 ,9 _m booklets ! text matt] does n fit ! decoration4 ,i h 9 m9d an in/ance 9 :i* ! arti/ laid out sixte5 pages ( m>g9al illu/rative decoration1 & ! writ] suppli$ only ab\t half ! copy necess>y to fill ! sixte5 pages4 ,to ov]come ! defici5cy ! pr9t] set ! text matt] 9 an excessively l>ge size ( type1 b ev5 !n ! space left = ! read+ matt] 0 only p>tly fill$4 ,if ! writ] 0 unable to fill ! space1 ! arti/ %\ld h decreas$ ! numb] ( decorative pages or else plann$ 8 decoration to cov] m surface4 ,illu/ration3 ,,example #aeg ,illu/ration3 ,,example #aeh ,illu/ration3 ,,example #aei ,?ree pages t demon/rate ! possibilities ( type & rule 9 obta9+ effective results4 ,by ,b>n>d ,j4 ,lewis1 ,bo/on1 ,mass4 ,^? h\ses t h made a success ( booklet pr9t+ produce a job t is h>moni\s & complete4 ,read+ matt]1 illu/rations1 decoration1 pap]1 ink & color treatm5t1 all bl5d on _! booklets4 ,!re is a c5tral motive ar\nd :i* all conc]n$ 9 ! make-up ( ! booklet weave _! ideas4 ,al?o su* a condition is ideal1 x is n absolutely necess>y1 & x is n always pr(itable1 = a pr9t%op to h "u its ro( a complete equipm5t = produc+ e detail ( a booklet4 ,"o ( ! successful produc]s ( booklets--an arti/ ) associates able to int]pret 8 ideas--_h 9 8 arti/ic suite ( (fices a palm :i* he enjoy$ %[+ to visitors :o ask$ to see ! 8plant40 ,on ! o!r h&1 !re is ! head ( a l>ge pr9t+ conc]n produc+ high-class booklets :o has arti/ic ideas b :o dep5ds ^u ! op5 field ( arti/s & engrav]s to develop & p]fect 8 plans4 ,he manages to meet a prospective cu/om] & f conv]sation ) him le>ns some?+ ( 8 ta/es & pref]5ces4 ,?is pr9t] !n selects an arti/ ^: /yle ( "w w mo/ likely appeal to ! cu/om] & be be/ = ! purposes ( ! booklet4 ,he assumes t ! mo/ successful arti/s are ^? :o h specializ$ on "s "o k9d ( "w--classic ,roman lett]+ & decoration2 sev5te5?-c5tury ,fr5* decoration2 ,old ,engli% or ,am]ican colonial effects2 mod]n ,g]man color+ & decoration2 art-n\veau creations1 ! s]i\s & ! humor\s2 illu/rations ( *ild life1 or ( ! ,civil ,w> p]iod4 ,:ile !re are v]satile arti/s l ,w ,bradley :o c d good "w 9 _m /yles1 !y are n num]\s4 ,"s pr9t]s reta9 typographic arti/s :o s]ve cli5ts by ! h\r4 ,^! arti/s sometimes are adv]tis+ writ]s :o h /udi$ ! art side ( pr9t+ & "k t mu* dep5ds ^u ! type-face us$4 ,to plan a booklet prop]ly ! comm]cial pr9t] mu/ "k some?+ ( ! pr9ciples ( art & adv]tis+ & ( good book typography4 ,booklet pr9t+ is really ! connect+ l9k betwe5 job pr9t+ & book pr9t+4 ,! unconv5tionality ( job typography & ! dignity & cons]vatism ( book typography c successfully be bl5d$ 9 ! booklet4 99 99 99 99 99 ,,example #adi 7,ins]t74--,?is /yle ( title-page is appropriate = a booklet or bro*ure 9 :i* ! typography plays an important "p 9 ! production4 ,! pr9t] hav+ plates ( ?is k9d deliv]$ to him %\ld = ! rema9+ pages endeavor to use a type-face :i* has "s relation 9 /yle to ! lett]+ f\nd 9 ?is example4 ,! page hav+ be5 drawn by ,fr$]ick ,w4 ,g\dy1 "o ( 8 type-faces w\ld1 ( c\rse1 be mo/ h>moni\s1 b o!r old-/yle lett]s su* z ,cloi/] ,old/yle1 ,caslon ,old/yle & ,old-,/yle ,antique w\ld also be suitable4 ,"s ( ! pages w\ld possibly include initial lett]s drawn 9 ! same /yle z ! decoration1 & ?ru\t ! "w ! motif e/abli%$ by ! title-page %\ld be ma9ta9$4 ,an antique-f9i%$ pap] bl5ds be/ ) ! g5]al decorative plan1 b if coat$ /ock mu/ be us$ x %\ld be ( a dull f9i%4 ,art "w ( ! quality ( ?is example _c be procur$ f e arti/4 ,?is example is expressive ( ! p]sonal ta/e & tal5t ( ,g\dy4 ,illu/ration3 ,,example #afj ,a label pa/$ on a brilliant cov] /ock is /rik+4 ,design$ by ,?omas ,maitl& ,clel& = ! ,oswald ,press1 ,new ,york ,,examples #aej ,,& #aea4--,! pr9t] 9 ! ma9 mu/ be 8 own arti/1 & he c be/ s]ve himself & 8 cu/om]s on su* occasions by provid+ pure typographical effects4 ,?is is difficult4 ,! pr9t] mu/ h /udi$ good typography--he mu/ "k typography n only z a work] at ! trade b z a /ud5t ( ! art4 ,he mu/ be ?oroly acqua9t$ ) type-faces4 ,8 type equipm5t usually %[s 8 k 9 ?is reg>d2 if x consi/s ( odds & ends ( type-faces aimlessly select$1 he is n 9 a position to give 8 cu/om] ! prop] s]vice1 b if 8 equipm5t ma9ly consi/s ( ^? type-faces t h be5 approv$ by ! lead+ typograph]s & type design]s ( ! c\ntry1 he w n only r5d] good s]vice to 8 cu/om] b w conf] a b5efit on e "o :o receives a copy ( ! pr9t$ matt]4 ,! public le>ns to l :atev] is s]v$ to x mo/ frequ5tly1 & if x is provid$ ) good pr9t+ & especially good typography1 ! tone ( pr9t+ g5]ally w be elevat$ & fur!r dignity giv5 to ! bus9ess4 ,! examples "u consid]ation are f a nationally kn[n pr9t+ (fice :i* conf9es its type equipm5t to ?ree s]ies & at "o "t practically us$ b "o s]ies on all its "w4 ,! leaflet 0 made to fit a bus9ess envelop4 ,! /ock 0 ,japan vellum & !re 0 no decoration--only a /&>d approv$ type-face ( a readable size 7f\rte5-po9t74 ,su* a leaflet attracts att5tion above mo/ adv]tis+ matt] because ( its simplicity4 ,x is good m because ( :at is left (f ?an = :at is put on4 ,illu/ration3 ,,example #afa ,admirable treatm5t = a small am\nt ( read+ matt]4 ,bo? pages by ,edw>d ,ev]ett ,w9*ell1 ,new ,york ,,examples #aeb1 #aec ,,& #aed4--,^! are ! cov]-page & fir/ & second text pages ( a booklet :i* is purely a typographical product4 ,!re 0 also a title-page simil>ly treat$4 ,! fir/ two words ( ! title1 8,gett+ into ,pr9t10 7 on ea* ( ! f\r pages set 9 italic l[]-case1 & ! ^w 8,pr9t0 0 9 roman capitals4 ,scot* ,roman 0 us$1 & ,mr4 ,%]b[ has produc$ o!r effective booklets ) ?is type-face4 ,he has a pref]5ce = ! elev5- & twelve-po9t sizes & frequ5tly sep>ates 8 l9es ) a two-po9t lead4 ,! result1 especially 9 ! n>r[ measure made necess>y by ! smallness ( ! booklet1 is a page t "o likes to read4 ,!re is a fre%ness1 an individuality1 ab\t 8 type arrangem5t1 :i* quality is probably due to ! fact t he nev] 0 a practical pr9t]4 ,he began z an adv]tis+ writ] & /udi$ typography & its use = adv]tis+ purposes unre/ra9$ by ! traditions ( ! craft z h&$ d[n f compositor to appr5tice4 ,8 "w1 h[ev]1 is influ5c$ by ! /udy he has made ( ! "w ( typograph]s & calligraph]s ( ! pa/ five or six c5turies4 ,by ?is /udy he has obta9$ a k t mo/ pr9t]s lack because ( _! reluctance to explore ! pa/4 ,! bord]s surr\nd+ ^! pages are made f typef\nd]s' brass rule1 & o!rwise ! only ornam5tation is a floret on ! cov] & a small] "o on ! fir/ text page4 ,p]haps no new note is /ruck 9 ! arrangem5t ( ! cov]-page1 b ! treatm5t ( ! upp] "p ( ! fir/ text page is diff]5t f t :i* w\ld be giv5 by ! av]age good compositor4 ,illu/ration3 ,,example #afb ,a good way to arrange a page :5 ! photograph is ( proportions diff]5t f ^? ( ! booklet page4 ,note treatm5t ( caption ,illu/ration3 ,,example #afc ,illu/ration3 ,,example #afd ,two booklet pages 9 :i* typography 0 ! *ief dep5d5ce 9 secur+ arti/ic results4 ,! bord]s 7 made ) brass rule & ! illu/ration 0 tipp$ on4 ,by ,taylor ,taylor1 ,san ,francisco1 ,cal4 ,,examples #aee ,,& #aef4--,^! are f an eight-page leaflet1 &1 l ! previ\s examples1 !y give evid5ce ( an und]/&+ ( typography t comes f /udy ( ! subject4 ,mr4 ,bak] 9 ^! pages provides practically no m>g9s outside or inside ! rule bord]4 ,?is bord] is m]ely a "o-po9t rule :i* s]ves a good purpose )\t =c+ itself ^u ! att5tion4 ,! type-face is ,old-,/yle ,antique1 :i* z ! ye>s g by does n seem to lose its 8flavor40 ,x is a readable type-face & "o t is at its be/ :5 us$ on antique-f9i%$ pap]1 z 9 ?is case4 ,! leaflet 0 pr9t$ 9 black ink on a gre5i% cream-t9t$ pap]4 ,mr4 ,bak]'s p]sonal device adds decorative value to ! title-page4 ,x w be notic$ t ! head+s are set 9 a l>g] size ( ! body type & l9$ at ! left4 ,!re is no ind5tion except+ = ! repr9t$ lett]s1 :i* are set 9 a small size ( ! same type4 ,^! lett]s treat$ 9 ?is mann] are only incid5tally made a "p ( ! adv]tis+ argum5t4 ,,examples #aeg1 #aeh ,,& #aei4--;,caslon ,old/yle & ,caslon ,text are factors 9 ! effectiv5ess ( ! booklet ( :i* ^! ?ree pages are repres5tative4 ,^! ?ree examples are additional evid5ce t type alone :5 prop]ly us$ is almo/ z effective f an adv]tis+ po9t ( view z if support$ by ! be/ decoration & illu/ration4 ,x might be said t good typography is to be pref]r$ at all times to poor art "w1 al?o really good art "w prop]ly subord9at$ w und\bt$ly add attractiv5ess & int]e/ to a booklet o!rwise well treat$ typographically4 ,! bord] ( contra/$ heavy & light rule adds typographic value to ! booklet "u consid]ation1 & ! use ( ! light rule 9 o!r ways on ! title-page & "u ! head+s 9 ,examples #aeh & #aei also has an influ5ce = good4 ,a two-l9e initial 9 color at ! beg9n+ ( ea* p>agraph & ! sett+ (f ( "o p>agraph f ano!r by blank space are di/9ctive features 9 ! make-up ( ! pages4 ,ornam5ts are us$ 9 ! runn+ head+s1 & !y are ! same design z t us$ on ! title-page4 ,! size ( ?is booklet 0 #c #e in*es4 ,x %\ld be notic$ t ,mr4 ,lewis 9 ^! pages places no m space betwe5 s5t5ces ?an betwe5 ! v>i\s words ( ! l9e1 al?o ,mr4 ,%]b[ & ,mr4 ,bak] on ! prec$+ examples use m4 ,!re is diff]5ce ( op9ion among good pr9t]s z to ! am\nt ( space betwe5 s5t5ces4 ,"s ( !m pref] ! em-quad1 :i* has be5 us$ by ! av]age pr9t] = a great _m ye>s4 ,o!rs believe ) ! anci5t pr9t]s t ! p]iod & ! capital are suffici5t indication ( ! beg9n+ ( a new s5t5ce )\t ! ins]tion ( a squ>e ( :ite space t affects ! tone ( ! page4 ,x %\ld be not$ 9 ,mr4 ,lewis's pages t :ile he has all[$ fair m>g9s ar\nd ! outside ( ! rule bord]1 he has arrang$ = v little m>g9 inside1 & to ?is is due a c]ta9 compactness t is agreeable4 ,,example #afj4--,?is is ! cov] ( a small book ( in=mation4 ,! cov] /ock 0 deep r$ 9 color & ! title 0 pr9t$ on ,japan vellum /ock & pa/$ z a label on ! cov]4 ,! label design is by ,?omas ,maitl& ,clel&1 ^: c>efully =m$ lett]+ (f]s sugge/ions to good pr9t]s :o "k ! value ( dignity 9 lett]+ & decoration4 ,a title label1 especially :5 d>k cov] /ock is us$1 makes x possible to include a typographic effect on ! cov]1 ?us insur+ h>mony consi/5t ) ! type-face t may be us$ on ! inside ( a booklet4 ,! title-page t 0 a "p ( ?is small book 0 %[n z ,example #ach ( ! *apt] on books4 ,illu/ration3 ,,example #afe ,illu/ration3 ,,example #aff ,attractive re> & front cov] designs ( an unconv5tional booklet4 ,! arr[heads 9 ! orig9al 7 9 em]ald-gre5 ink4 ,by ,e4 ,g4 ,jacobson1 ,new ,york ,illu/ration3 ,,example #afg ,"o ( ! eight pages ( a prospectus = 8,! ,am]ican ,pr9t]40 ,! initial 8,a0 0 9 color4 ,by ,w ,bradley ,,examples #afa ,,& #afb4--,two fac+ pages f a booklet design$ by ,edw>d ,ev]ett ,w9*ell & pres5t+ ! attractive features ( a l>ge ,new ,york hotel4 ,!re is b a small am\nt ( descriptive matt]1 conf9$ mo/ly to two pages 9 ! front ( ! book1 yet ! treatm5t is su* t m words w\ld h spoil$ x4 ,! pla9 rule bord] gives uni=m %ape to ! pages & pleas+ly contra/s ) ! lib]al :ite space inside4 ,9 ,example #afa ! descriptive matt] is gr\p$ at ! head ( ! page 9 ,avil1 an int]e/+ old-/yle roman type-face4 ,! fad+ ( ! vignett$ edges ( ! halftone into ! surr\nd+ :ite space is effective4 ,example #afb demon/rates h[ an illu/ration :i* is out ( proportion to ! page may be plac$ to get good results4 ,! caption1 set 9 capital lett]s slightly spac$1 is 9 keep+ ) ! squ>$ /yle ( ! page4 ,compositors %\ld /udy ! position ( ?is caption4 ,_m w\ld be incl9$ to c5t] x directly "u ! illu/ration2 ?is w\ld cause ! l[] "p ( ! page to seem empty & unf9i%$4 ,by mov+ ! caption d[n1 s z to break into ! :ite space & divide x1 ! s5se ( vacancy is n exp]i5c$4 ,,examples #afc ,,& #afd4--,^! are two pages f a booklet 9 :i* typography 0 ! *ief dep5d5ce ( ! pr9t] 9 secur+ arti/ic effects4 ,! bord] is made ( brass rules & f\r small ornam5ts2 a decorative initial is introduc$ at frequ5t int]vals ?ru\t ! booklet2 o!rwise1 ! effect is due to c>e 9 ! details ( typesett+4 ,! space betwe5 s5t5ces is ! same z t betwe5 ! words ( a l9e1 & widely spac$ l9es are n to be f\nd4 ,x %\ld be kept 9 m9d t ! be/ typography is t 9 :i* ! spac+ betwe5 words is n excessive4 ,c>elessness 9 typesett+ & 9 ! op]ation ( compos+ ma*9es is responsible = unpleasant effects produc$ by wide spac+ & by 8riv]s0 runn+ ?ru ! page4 ,9 ,example #afd ! illu/ration 0 tipp$ on4 ,! pap] us$ 9 ?is book 0 a buff antique1 ! tipp$-on pr9ts be+ on dull-coat$ /ock4 ,! d>k-br[n ink us$ = ! text pages 0 also us$ = ! pr9ts1 mak+ a pleas+ color h>mony4 ,illu/ration3 ,,example #afh ,illu/ration3 ,,example #afi ,two pages f a booklet 9 :i* no decoration 0 us$1 ! decorative quality ( ! type-face impress$ on h&-made pap] hav+ be5 dep5d$ on to provide a dignifi$ beauty4 ,by ! ,oswald ,press1 ,new ,york ,,examples #afe ,,& #aff4--,^! are re> & front booklet cov]s1 ! design ( :i* is /rik+ because ( ! disreg>d = conv5tionality4 ,no capital lett]s are us$1 an idea t %\ld be adopt$ ) reluctance by pr9t]s unless _! cu/om]s approve ( ! innovation4 ,mo/ buy]s ( pr9t+ are slaves to conv5tionality & hesitate to accept typography or especially drawn "w :i* is biz>re or 9 any way a dep>ture f ! usual me?ods ( treat+ pr9t$ "w4 ,! activity ( ,g]man1 ,au/rian & ,fr5* arti/s 9 ?is c\ntry1 h[ev]1 has caus$ "s bus9ess & adv]tis+ m5 to be m tol]ant 9 ^! ?+s1 z ! bright color+1 da%+ decoration & ! newness ( x all seem to get att5tion :]e conv5tional effects fail4 ,x might be said 9 ref]5ce to ! lett]+ on ^! examples t ! design] has n produc$ any?+ really new s f> z ! use ( ! s-call$ l[]-case lett]s in/ead ( capitals is conc]n$4 ,!re 0 a p]iod 9 ! developm5t ( ! mod]n alphabet :5 its *>act]s 7 nei!r 8capitals0 nor 8l[]-case0 z we "k !m--a p]iod 9 :i* ! m9uscules 7 be+ evolv$ f ! anci5t ,roman capitals or majuscules4 ,al?o mod]niz$1 ! lett]+ "h us$ c be trac$ hi/orically to ! uncial lett]+ ( ! days ( manuscript books4 ,! arr[heads 7 9 em]ald gre54 ,illu/ration3 ,,example #agj ,a h&-lett]$ cov]-page4 ,by ! ,blan*>d ,press1 ,new ,york ,,example #afg4--,?is page1 design$ = ! prospectus ( ! tw5ty-fif? anniv]s>y numb] ( ,! ,am]ican ,pr9t]1 9 my op9ion is among ! be/ ?+s t ,w ,bradley has done4 ,!re 7 eight pages & on all ! decorative head+s 7 simil>1 al?o ea* _h suffici5t *ange 9 ! treatm5t to give special int]e/ to ! page4 ,! f9e l9e decorative bord]s 7 9 pleas+ contra/ to ! d>k-ton$ illu/rations & ! lib]al apportionm5t ( blank space4 ,f\rte5-po9t ,caslon ,old/yle1 ! k9d ) ! long desc5d]s1 0 us$ = ! text matt]4 ,! l>ge ,caslon initial add$ ano!r int]e/+ spot ( black4 ,! decoration & type matt] 7 pr9t$ 9 black ink on buff-t9t$ dull-coat$ pap]1 & ! l>ge drawn initial on ea* page 0 9 sepia br[n4 ,! orig9al size ( ?is pamphlet 0 #f #i in*es4 ,,examples #afh ,,& #afi4--,no decoration ( any k9d 0 us$ 9 ?is booklet1 unless ! p]iod gr\ps may be c\nt$ z su*4 ,! purpose 0 to produce arti/ic pr9t+ 9 good ta/e by dep5d+ ^u ! type-face & ! pap] = results4 ,decorative int]e/ 7usually welcome 9 a mild way7 0 suppli$ by ! swa% capitals ( ! italic & by lett]spac+ capitals & small capitals :]ev] !y appe>$4 ,! *apt] head+s ( all ! pages 9 ?is book 7 align$ ) "o ano!r & n 8sunk0 z is sometimes done4 ,! pages are made int]e/+ by ! v>i$ use ( italic l[]-case & roman capitals4 ,! size ( ?is booklet 9 ! orig9al 0 five by eight in*es1 & ! m>g9s 7 made to con=m to ^? us$ on good book composition1 ea* m>g9 increas+ 9 ?is ord]3 ,head1 inn] side1 out] side1 foot4 ,illu/ration3 ,,example #aga ,page f a typographically treat$ commemoration book ,illu/ration3 ,,example #agb ,unconv5tional arrangem5t ( a booklet page4 ,by ,corday ,gross1 ,clevel&1 ,o4 ,,example #agj4--,lett]+1 z has be5 po9t$ out1 has an important place 9 booklet design+ along ) decoration1 illu/ration & typography1 & f well-lett]$ designs ! pr9t] c obta9 valuable sugge/ions4 ,?is example 0 pr9t$ on h&-made pap]1 & ! deckle edges & r\gh surface ( ! pap] bl5d$ ) ! freeh& draw+ ( lett]s & bord]4 ,!re 0 a fur!r bl5d ( ! h&-lett]+ & ! ,caslon type-face us$ on ! inside pages4 ,! lett]+ 0 bas$ ^u ! same model z ! ,caslon1 :i* is /&>d = old-/yle effects4 ,"h is a h9t = pr9t]s3 ,di/9ction w be add$ to booklets o!rwise pr9t$ f ,caslon or simil> type-faces if ! cov] & ! display head+s are h&-lett]$4 ,?is may be done ) fair results by sett+ !m fir/ 9 ,caslon type4 ,aft] ! type has be5 arrang$ satisfactorily1 take a pr9t 9 blue t9t on pap] suitable = draw+ ) ink4 ,! lett]s may !n be trac$ freeh& ) black india ink ov] ! blue pr9t & any desir$ rugg$ness or v>iation introduc$4 ,z light-blue ink w n reproduce :5 a z9c et*+ is made1 ! blue pro( ne$ n be c>efully adh]$ to4 ,italic & small capitals %\ld be introduc$ 9 su* lett]$ designs4 ,,example #aga4--,?is is a page f a s\v5ir booklet conta9+ an acc\nt ( ! ex]cises held 9 commemoration ( ! fiftie? anniv]s>y ( ! ,new ,york ,typo!t4 ,almo/ ! entire book 0 set 9 f\rte5-po9t ,cloi/] ,old/yle & ,italic & pr9t$ 9 black & orange ink on a :ite antique-f9i%$ pap] ( good quality4 ,! cov] 0 a dome/ic vellum-l pap] :i* conta9$ ! words1 8,gold5 ,anniv]s>y ( ! ,typo!t10 set 9 ,cloi/] ,italic ) swa% initials1 ! two l9es be+ deeply /amp$ into ! pap] on gold leaf4 ,9 ?is mann] /rict typographic h>mony 0 ma9ta9$ ?ru\t ! booklet4 ,l>ge decorative initials 7 introduc$ 9 sev]al in/ances & two-l9e initials ( ,cloi/] capitals 7 us$ 9 a m9or way4 ,?is page %\ld (f] sugge/ions to pr9t]s :o are call$ ^u to pr9t s\v5ir volumes2 9 fact1 mu* "w ( ?is k9d c be creat$ by ! pr9t] sugge/+ ! publi%+ ( su* volumes aft] hi/oric or memorial meet+s are held 9 8 city4 ,,example #agb4--,?is is ! fir/ inside page ( a booklet1 ! /ock ( :i* consi/$ ( a ?9 /raw-color$ ,japanese pap]1 pr9t$ on "o side only4 ,! cov]1 a heavy1 r\gh d>k-gre5 pap]1 conta9$ only ! wa/ebasket illu/ration pr9t$ on bo? front & re> 9 gold ink set into ! /ock by a heavy impression4 ,! simplicity ( ! typography accords ) ! treatm5t z a :ole4 99 99 99 99 99 ,pr9t]s w accompli% ! mo/ 9 booklet pr9t+1 z 9 o!r bran*es ( ! craft1 if !y live 9 an arti/ic atmosph]e4 ,sir ,jo%ua ,reynolds1 ! great ,engli% pa9t]1 said3 8,! m ext5sive y\r acqua9tance is ) ! works ( ^? :o h excell$1 ! m ext5sive w be y\r p[]s ( inv5tion40 ,t is ! reason pa9t]s haunt ,italy & o!r art c5t]s :]e ! works ( ! old ma/]s are accessible4 ,! pr9t] %\ld take j\rnals su* z ,! ,am]ican ,pr9t]1 devot$ to ! art ( typography2 = ^! j\rnals br+ to ! great army ( craftsm5 specim5s ( ! "w ( fam\s pr9t]s & ( ^? :o are contribut+ _! mite to ! cause ( good typography4 ,! helpful atmosph]e ( ! trade pap]s c be supplem5t$ by specim5 booklets = /udy purposes4 ,^! booklets c be obta9$ by writ+ to ! pr9t]s produc+ !m1 or to ! adv]tis]2 & _m c be _h f retail h\ses sell+ ! articles adv]tis$ 9 ! booklets4 ,! pr9t] mu/ le>n m ?an he n[ kn[s ab\t art or he w become only a caddie 9 ! game ( booklet pr9t+1 ) ! arti/ & ad4-writ] mak+ all ! puts4 ,! pr9t] is dep5d+ too mu* ^u ! arti/ & too little ^u himself4 ,! possibilities ( type arrangem5t h n be5 exhau/$ & nev] w be1 yet _m work]s at ! pr9t+ trade act ^u ! assumption t good pr9t+ is impossible )\t ! arti/'s initiative & co-op]ation4 ,_m a good job ( pr9t+ has be5 spoil$ by inf]ior lett]+ or decoration1 ! "w ( a poor arti/4 ,)al1 !re is no?+ m ideal ?an a good pr9t] & a good arti/ work+ toge!r to produce p]fect pr9t+4 ,illu/ration3 ,,example #age ,page f an automobile catalog design$ by ,?omas ,maitl& ,clel&4 ,! caption is gr\p$ 9 spac$ capitals ( ,bodoni ,book4 ,! illu/ration is f a p5-&-ink draw+ ,illu/ration3 ,,example #agf ,unusual treatm5t ( a specifications page4 ,words 9 capitals are lett]spac$4 ,rules are us$ to add "* to ! page4 ,^! reproductions are "o-half ! size ( ! orig9als ,illu/ration ,,catalogs ,rusk91 enum]at+ ?ree bran*es ( ar*itectural virtue1 requires ( a build+ 7#a7 t x act well1 & d ! ?+s x 0 int5d$ to d1 9 ! be/ way2 7#b7 t x speak well1 & say ! ?+s x 0 int5d$ to say1 9 ! be/ words2 7#c7 t x look well1 & please u by its pres5ce1 :atev] x has to d or say4 ,^! ?ree requirem5ts1 l _m o!rs t are important 9 ! eyes ( ! ar*itect1 c be appli$ to ! illu/rat$ catalog1 :i* mo/ pr9t]s at "o "t or ano!r are call$ ^u to produce3 7#a7 ,! catalog %\ld act well2 x %\ld be con/ruct$ 9 a mann] fitt+ ! purpose = :i* x is issu$4 ,if1 say1 x conta9s a li/ ( plumb]s' supplies1 x %\ld be b\nd 9 /rong /ock ( a color t w n easily soil4 ,if x conta9s a li/ ( jewelry & is = retail purposes1 x c\ld be b\nd delicately 9 light /ock4 7#b7 ,! catalog %\ld speak well2 ! illu/rations %\ld be fai?ful pres5tations ( ! articles to be sold1 & ! descriptive matt] %\ld be well writt51 accurate & in=mative4 7#c7 ,! catalog %\ld look well2 ! type-faces1 pap]1 ink1 b9d+ & o!r elem5ts %\ld be h>moni\s2 ! illu/rations & descriptive matt] %\ld be arrang$ ) reg>d to balance & proportion1 & ! treatm5t z a :ole %\ld be pleas+ & int]e/+4 ,!re 0 a "t :5 catalogs 7 pr9t$ )\t att5tion to ^! ?+s1 or if ! fir/ two requirem5ts 7 compli$ ) ! ?ird 0 ignor$4 ,x w necessitate no ef=t = ! read] to recall ! days :5 m]*ants _h no ord]ly plans = display+ _! w>es--:5 ! av]age /or]oom & w9d[ look$ l a curiosity %op4 ,^? 7 ! days :5 ! catalog 0 a het]og5e\s collection ( woodcuts & type-faces1 pack$ on ! pages to ! v edge ( ! pap]4 ,n[ _m %[ w9d[s & salesrooms are delights to ! eye1 & simil> c>e & ta/e are %[n 9 ! pr9t+ ( ! catalog4 ,illu/ration3 ,,example #agg ,ar*itectural title treatm5t by ,w ,dwigg9s4 ,! lett]+ conta9s typographical sugge/ions ,! catalog is a portable %[case & f x ! cu/om] makes selection1 (t5 )\t see+ ! article itself4 ,^! facts make x ess5tial t goods be display$ invit+ly & 9 good ta/e4 ,an article well display$ requires few words to sell x4 ,place a girl ( pla9 features1 b h&somely dress$1 9 ! mid/ ( beautiful colors & lights1 & a doz5 millionaires w want to m>ry h]--an extreme illu/ration ( ! p[] ( attractive display1 emphasiz+ ! necessity ( 8play+ up0 ! ord9>y to create ! desire ( possession4 ,x is possible1 also1 to accompli% ?is purpose by diff]5t me?ods4 ,x is told ( ,joseph9e t1 wi%+ to ga9 ! admiration ( ,napoleon1 %e appe>$ at a reception 9 a g[n ( pure :ite1 )\t ornam5t4 ,! contra/ ( h] simple dress ) ! elaborate co/umes ( ! o!r wom5 & ) ! elegant furni%+s ( ! room 0 su* z to draw complim5ts f ! emp]or4 ,x %\ld be rememb]$1 h[ev]1 especially by ! typograph]1 t m]e pla9ness ( dress did n w9 ,joseph9e h] triumph1 b t arti/ic simplicity did4 ,a block ( m>ble r\gh-hewn f ! qu>ry is pla91 b1 c>v$ into /atu>y by a ,rod91 is f> m ?an t4 ,?is po9t is wor?y ( m$itation by all :o wi% to produce ! effective & attractive catalog4 ,ef=ts h be5 made to /&>dize ! dim5sions ( catalogs2 x w\ld be well = pr9t]s & o!rs to assi/ 9 accompli%+ ?is purpose4 ,a committee ( ! ,am]ican ,society ( ,me*anical ,eng9e]s1 aft] inve/igat+ ! sizes ( catalogs 9 common use1 recomm5d$ t ! /&>d size ( catalogs be six by n9e in*es4 ,! recomm5dation 0 also made t ! size ( bullet9s & l>ge catalogs be eight & a half by elev5 in*es4 ,o!r sugge/ions by ! committee 73 ,pap]-cov]$ catalogs int5d$ to be p]man5tly fil$ %\ld be trimm$ to exact size1 cov] & all1 b>r+ deckle edges4 ,ov]lapp+ cov]s are favor$ only :5 ! cov]s are /iff en\gh to support ! catalog's weight :5 /&+ on edge4 ,titles %\ld be pr9t$ on ! expos$ backs ( ! catalogs1 read+ f top d[nw>d4 ,! date ( publication %\ld appe> on ! title-page4 ,an index c>d ( /&>d size 7?ree by five in*es71 conta9+ ! title & "* ( ! cont5ts1 %\ld be inclos$ 9 e catalog4 ,illu/ration3 ,,example #agh ,illu/ration3 ,,example #agi ,fac+ pages t %[ effective results obta9$ 9 a simple way4 ,! pla91 legible typography ably supports ! /rong illu/ration & attractive bord] treatm5t4 ,by ! ,mat!ws-,nor?rup ,works1 ,buffalo1 ,n4 ,y4 ,be=e proce$+ ) ! composition ( a catalog ! pr9t] %\ld insi/ t ! copy be legible1 ord]ly prep>$1 & all po9ts settl$ z to type-face1 head+s & position ( illu/rations4 ,a dummy page %\ld be plann$ & set up1 & x %\ld be /udi$ & discuss$ by cu/om] & pr9t] be=e "w is begun on ! catalog z a :ole4 ,if ! catalog is to be elaborately treat$1 all draw+s %\ld be approv$ & plates made be=e ! type "w is comm5c$4 ,if ! pr9t] is assi/+ 9 ! g5]al prep>ation ( ! catalog1 he %\ld keep be=e ! cu/om] ! fact t decoration is m]ely supplem5tal1 & %\ld urge fir/ att5tion to ! type matt] & illu/rations4 ,,example #age4--,?is catalog is "o ( ^? productions :i* 9 /yle s closely express ! p]sonality ( an individual t !y are n a direct help 9 tea*+ typography or catalog plann+ to o!rs4 ,mo/ typograph]s mu/ proce$ accord+ to def9$ requirem5ts & plan _! "w ) reg>d to set /yles4 ,mr4 ,clel& & a few o!r typographic arti/s 9 ?is c\ntry c>ry out _! ideas )\t ! assi/ance ( an advisory bo>d4 ,! av]age typograph] or arti/1 on ! o!r h&1 mu/ n only incorporate ! sugge/ions ( half a doz5 p]sons1 b mu/ submit to ! deletion ( mo/ ( ! little ?+s t to 8 way ( ?9k+ give 8 "w "* & make x wor? :ile--! p5alty ( be+ m]ely an av]age typograph]4 ,mr4 ,clel& is a /ud5t ( ! be/ pr9t+ ( pa/ c5turies1 & 8 ref9$ ta/e & wond]ful skill ) ! p5 enable him to produce effects t w\ld be envi$ by ! ma/] pr9t]s ( old4 ,on ?is page he has us$ ,bodoni ,book1 slightly spac+ ! capital lett]s & gr\p+ ! matt] s t x dom9ates ! blank space 9 ! l[] portion ( ! page4 ,! c>t\*e1 or panel1 z "h us$ = ! c> "n 0 9 favor 9 ,bodoni's day1 a hundr$ or m ye>s ago4 ,! horizontal position ( ! illu/ration adds to ! pleasure 9 exam9+ ! catalog1 = :5 an illu/ration runs ! long way ( su* a page ! necess>y turn+ ( ! book is an annoyance4 ,,example #agf4--;,brass rules are seldom well appli$ 9 typographic "w1 b :5 !y are1 z 9 ?is in/ance1 ! results are pleas+4 ,?is page1 because ( its tabul> nature1 0 d\btlessly difficult to arrange1 & e compositor1 appreciat+ t fact1 w admire :at ,mr4 ,clel& has accompli%$4 ,x %\ld be notic$ t words ( roman capitals h 9 e in/ance be5 lett]spac$1 :ile ^? 9 l[]-case h n4 ,?is treatm5t gives effects t are unusual & well lik$ by p]sons ( good ta/e4 ,,example #agg4--,?is %[s ! cov] ( a catalog ( plays4 ,w ,dwigg9s 9 8 usual clev] mann] has made a design full ( "*1 human 9 ! abs5ce ( ! me*anical4 ,! lett]+ conta9s sugge/ions = effects t c\ld be approximat$ ) "s well-design$ type-face4 ,x w probably be well to w>n aga9/ ! c>eless use ( typographic ornam5ts 9 any attempts t may be made to imitate ! effect ( ?is decorative bord]4 ,ar*itectural designs =m$ ) ! av]age pr9t%op mat]ial seldom look well4 ,simple rule effects w\ld be bett]4 ,illu/ration3 ,,example #ahj ,illu/ration3 ,,example #aha ,inside page & cov] ( a publication catalog design$ by ,d4 ,b4 ,updike4 ,! typographic treatm5t ( ^! two pages is suitable & pleas+4 ,! cov] /ock 0 gre5-gray ( a r\gh antique f9i% ,,examples #agh ,,& #agi4--;,9 _m catalogs a page illu/ration is fac$ ) a page ( read+ matt] describ+ x4 ,9 ?is in/ance ! descriptive matt] is small 9 am\nt & = t reason pres5t$ a problem 9 typography4 ,! pr9t]1 h[ev]1 solv$ ! difficulty by us+ a type-face fairly l>ge 9 size1 b ( good design1 & plac+ ! gr\p 9 ! upp] "p ( ! page align$ ) ! top ( ! illu/ration4 ,x is well to keep 9 m9d t 9 booklets1 catalogs & simil> "w good results are frequ5tly obta9$ by align+ all pages at ! head4 ,! effectiv5ess ( ^! two pages is help$ also by ! fact t a r$ bord] surr\nds ea* page & ! halftone has a d>k backgr\nd4 ,,example #ahj4--,!re is evid5ce 9 ?is specim5 t x is possible to obta9 v>iety & int]e/ by simple means4 ,! italic1 especially ) ! decorative quality f\nd 9 swa% lett]s1 is a factor1 & ! rule at ! head1 ) bits ( decoration at ! ends1 also helps4 ,x w be notic$ t no lead]s h be5 us$2 _! omission is sometimes advisable1 at o!r times n4 ,an antique-f9i%$ :ite pap] is be/ = old-/yle effects su* z ?is4 ,,example #aha4--,?is cov]-page has be5 built on ! small illu/ration4 ,f ! old fireplace ! view ( ! room fades into ! pap] /ock4 ,aft] ! bord] l9e is ext5d$ f ! draw+1 !re rema9s a l>ge am\nt ( blank space1 on :i* ! title1 9 a well-balanc$ position1 is arrang$ 9 type4 ,! address neatly fitt$ 9 ! space at ! foot f9i%es ! design at t po9t4 ,illu/ration3 ,,example #ahb ,g]man po/] type on a groc]y catalog ) *>act]i/ic block gr\p+ ,illu/ration3 ,,example #ahc ,illu/ration3 ,,example #ahd ,typographic arrangem5t ( ! title-page & "o ( ! inside pages ( a museum catalog4 ,! proportions ( ?is type-face bl5d h>moni\sly ) ! dim5sions ( ! page4 ,example #ahd %[s "s details ( catalog composition ,illu/ration3 ,,example #ahe ,rules add a decorative quality to ?is book catalog4 ,by ,j4 ,h4 ,na% ,,example #ahb4--,mod]n ,g]man typographical ideas h f\nd expression 9 ?is groc]y-catalog page4 ,! lett]+ is type1 ! black tone & decorative =m ( :i* 7 probably inspir$ by /rong lett]+ design$ = po/] purposes4 ,rules seem to h a place 9 ! build+ ( mod]n ,g]man art effects1 z w be se5 by ?is design4 ,bold type z us$ "h is possibly unnecess>ily =ceful1 b :5 color is to be %[n 9 its true values x is desirable4 ,color nev] %[s to advantage 9 ?9 l9es1 :ile broad l9es br+ out ! color qualities ( ! ink4 ,?is is :y color$ inks pr9t$ f light-fac$ types seem to lack ! brilliancy ( ! pr9ts f flat-surfac$ plates 9 ink-mak]s' sample books4 ,,examples #ahc ,,& #ahd4--;,e pr9t] at "s "t is call$ on to produce catalogs 9 :i* books or o!r publi%$ articles are li/$ & pric$1 & on su* occasions wi%es to see :at 8! o!r fell[0 has done 9 ?is l9e4 ,= ?is reason ! two pages are ( int]e/4 ,!y %[ a title-page & a repres5tative inside page f a catalog issu$ by ! ,metropolitan ,museum ( ,art1 ,new ,york4 ,! type-face is ( ! class usually designat$ z ,fr5* ,old/yle1 & its proportions bl5d h>moni\sly ) ! dim5sions ( ! page4 ,! di/ribution ( blank space on ! title is pleas+2 ! type l9es are s gr\p$ z to secure value f ! backgr\nd ( :ite4 ,9 ,example #ahd ! heads & subheads are pleas+ly contra/$ by ! use ( capitals 9 "s cases & small capitals 9 o!rs4 ,ea* item is gr\p$1 & ! te*nical details are kept ord]ly by be+ plac$ 9 a l9e ) ! price4 ,no p]iod is us$ aft] ! item numb]4 ,illu/ration3 ,,example #ahf ,an automobile catalog page 9 :i* ! type matt] 0 prom95tly treat$4 ,! orig9al page 7ab\t twice ?is size7 0 pr9t$ 9 d>k-gray & orange inks on :ite antique pap]4 ,by ! ,rob]t ,l4 ,/illson ,company1 ,new ,york ,illu/ration3 ,,example #ahg ,unusual treatm5t ( an automobile catalog page4 ,! orig9al 0 m ?an twice ?is size4 ,! matt] is lib]ally suppli$ ) head+s1 ! arrangem5t 9 ! panel at ! left tak+ c>e ( mo/ ( !m4 ,by ! ,cadillac ,pr9t+ ,company1 ,detroit1 ,mi*4 ,illu/ration3 ,,example #ahh ,page 9 r$uc$ size f a w9e li/ design$ by ,t4 ,m4 ,clel& = ! ,oswald ,press4 ,int]e/+ use ( rules 9 tabul> /yle ,,example #ahe4--,scot* ,roman type is us$ to excell5t advantage 9 ?is book-catalog page4 ,! title 9 ea* case is 9 l>ge capitals1 ! sub-title & ! "n ( ! au?or are 9 small] capitals1 ! explanatory matt] 9 roman l[]-case & ! te*nical details 9 small italic4 ,x w be se5 t ! adv]tis+ po9ts h be5 c>efully consid]$4 ,a rule bord] & two ornam5ts add decorative quality4 ,! clos5ess ( ! bord] to ! type matt] m]ges x ) ! page 9 an attractive mann]4 ,z 9 ?is case1 decorative treatm5t %\ld be a "p ( ! g5]al design & n some?+ sep>ate4 ,,example #ahf4--,on automobile catalogs typography seldom receives ! att5tion x des]ves4 ,illu/ration & decoration are giv5 great att5tion1 & :at type matt] is us$ seems to be l a gue/ invit$ at ! elev5? h\r4 ,h[ev]1 ?is example is f a catalog 9 :i* type acts an important "p4 ,9 its orig9al =m ?is page 0 ab\t twice ! size ( ! reproduction & 0 pr9t$ 9 d>k gray & orange on :ite antique pap]4 ,x w be se5 t beg9n+ ) a color$ initial ! read] c )\t ef=t or eye/ra9 read ! descriptive matt]1 :i* is foll[$ by te*nical details 9 small] type & a l9e illu/ration ( ! c>4 ,scot* ,roman 0 us$1 & x 0 n f\nd necess>y to introduce italic4 ,,example #ahg4--,! treatm5t ( ?is page is uncommon = catalog purposes4 ,a ,g\dy type-face 0 pr9t$ 9 d>k br[n 7bord] rules 9 light br[n7 on an ,italian h&-made pap]4 ,! size 0 m ?an twice t %[n "h4 ,sub-head+s h all be5 gr\p$ 9 ! panel at ! left1 ea* s plac$ z to be opposite ! p>agraph to :i* x belongs4 ,! effect 0 "o ( ri*ness & sugge/ive ( quality4 ,illu/rations ( ! c>s 7 ( page size pr9t$ by ! gravure process4 ,,example #ahh4--;,few pr9t]s w\ld use rules 9 tabul> =m = a high-class w9e li/2 tabul> "w is suppos$ to (f] no opportunity = art expression4 ,we "k ( ! /one reject$ by ! build] :i* became ! head/one ( ! corn]4 ,we h also he>d ( ,mi*elangelo c>v+ a ma/]piece f an ill-%ap$ block ( /one t _h be5 disc>d$ by o!r sculptors4 ,mr4 ,clel& did an equally int]e/+ ?+ :5 he select$ rules to give decorative quality to ?is w9e li/1 supplem5t+ *>act]i/ically drawn head- & tail-pieces4 ,caslon ,old/yle 0 us$ & ! pap] 0 h&-made4 ,a pleas+ effect 0 obta9$ by lett]spac+ ! capitals 9 ! head+s4 ,illu/ration3 ,,example #ahi ,g]man treatm5t ( a w9e li/1 %[+ neat typography & attractive decoration ,,example #ahi4--,we usually expect /rong1 mascul9e effects f ,g]man typograph]s & decorators1 & :5 we come across a w9e li/ z da9ty z ?is "o we are surpris$ & pleas$4 ,!re is rem>kable h>mony ( type-face1 decoration & illu/ration4 ,! type-face is uncommonly legible = s ornam5tal a lett]1 & ! light decorative l9es ( ! illu/ration & bord] reflect ! qualities ( ! type-face4 ,9 ! orig9al !re 0 an additional bord] ar\nd ! "o "h %[n1 & x 0 pr9t$ 9 a v light gray-br[n t9t4 ,! t9t also appe>$ 9 p>ts ( ! illu/ration4 ,illu/ration3 ,,example #aij ,illu/ration3 ,,example #aia ,title-page ( a catalog ( exhibits1 & a page %[+ ! use ( capitals & italic = ! descriptions4 ,by ,d4 ,b4 ,updike ,,examples #aij ,,& #aia4--,^! pages are f an exhibition catalog4 ,d4 ,b4 ,updike is responsible = ! typography1 h5ce ! pages af=d an int]e/+ /udy4 ,! catalog is pr9t$ 9 f\r sizes ( type1 al?o a cursory view ( ! pages w\ld lead to ! impression t a less numb] is us$4 ,!re are ?ree sizes ( capitals & "o size ( italic4 ,a fact t makes ! catalog unique is ! abs5ce ( roman l[]-case4 ,x is difficult to visualize an eighty-two-page book )\t roman l[]-case1 b "h is "o4 ,! title-page 7,example #aij7 is compos$ 9 ?ree closely relat$ sizes ( capitals1 correspond+ to ! sizes us$ on ! inn] pages4 ,! important words1 8,catalogue10 8,memorial ,exhibition0 & 8,augu/us ,sa9t-,gaud5s10 are set a size l>g] ?an ! m9or words 8( a0 & 8( ! works (10 al?o ! diff]5ce is b a po9t4 ,! small woodcut is an appropriate accompanim5t ( ! classic /yle ( ! type composition1 & ! h>mony is fur!r enhanc$ by pr9t+ 9 a cle> black ink on ?9 :ite antique pap]4 ,example #aia %[s a page f ! body ( ! catalog1 ! features ( :i* are wor? not+4 ,all l9es except+ ! exhibit numb] are set flu% at ! left1 & ! p>agraphs or gr\ps are sep>at$ by space4 ,! title ( ! exhibit is set 9 ! l>g] capitals1 ! descriptive matt] 9 italic l[]-case1 & quot$ words 9 ! small] capitals4 ,punctuation at ! ends ( l9es is sometimes omitt$ & sometimes us$4 ,! rule adopt$ by mod]n typograph]s--to omit punctuation po9ts at ! ends ( display l9es--leads to nice di/9ctions :5 a page su* z ?is "o is to be treat$4 ,z a help 9 decid+ on prop] m>g9al di/ribution on "w ( ?is sort1 x is well to m5tion t ! size ( ! leaf ( ?is catalog 0 #d #g in*es1 ! type pages measur+ #b #e in*es or less1 ! type pages n be+ ( regul> l5g?4 ,! m>g9 at ! head 0 in*2 at ! b9d+ edge1 in*2 at ! out] edge1 #a in*es2 at ! foot1 #a in*es or m4 ,illu/ration3 ,,example #aib ,int]e/+ page f a sew+-ma*9e catalog4 ,by ,mat!ws-,nor?rup ,works1 ,buffalo1 ,n4 ,y4 ,,example #aib4--,?is %[s a page f a catalog ( sew+ ma*9es & sew+-ma*9e p>ts4 ,! work+s ( ! ma*9e 7 pictur$ 9 su* a reali/ic mann] t ! effect 0 almo/ equival5t to a demon/ration on ! ma*9e itself4 ,! bord] did n =ce itself on ! att5tion1 yet furni%$ ! decorative elem5t to ! page4 ,! type matt]1 9 ,caslon roman1 0 /yli%ly arrang$ 9 h>mony ) illu/ration & bord]1 & 0 notable because x 0 probably giv5 z mu* consid]ation z ! design+ & plate-mak+4 ,illu/ration3 ,,example #aic ,neat typography on an attractive backgr\nd4 ,glove catalog by ! ,hall-,taylor ,company1 ,milwaukee1 ,wis4 ,illu/ration3 ,,example #aie ,clev] treatm5t ( tabul> matt] 9 a catalog page4 ,by ! ,*asm>-,w9*ell ,press ,illu/ration3 ,,example #aid ,an arti/ic treatm5t ( a comm]cial catalog %[+ :at is possible 9 typography4 ,by ,taylor ,taylor1 ,san ,francisco1 ,cal4 ,,example #aic4--,?is firm has gloves to sell & 9 a p>ticul>ly pleas+ & arti/ic mann] catalogs !m = ! in=mation ( ! buy+ public4 ,by means ( ! f\r-color process ! gloves are %[n 9 _! natural colors1 & plac$ 9 ! 8spotlight10 z x 71 by ! gradual fad+ away ( ! d>k backgr\nd ab\t !m4 ,a g5]al talk on ! subject ( gloves is c>ri$ f page to page1 :ile ! numb] & description are plac$ 9 small] type directly b5ea? ! articles4 ,,example #aid4--;,9 comm]cial catalog "w ! illu/ration ( ! article to be sold is ( ! same importance z ! article on ! c\nt] 9 ! salesroom4 ,! usual me?od ( sell+ is to %[ ! cu/om] ! article & !n by giv+ in=mation ab\t x & tell+ ( its good qualities to p]suade ! cu/om] to buy4 ,! illu/ration1 !n1 is important1 & by look+ on ,example #aid1 we c see h[ "o pr9t] recogniz$ ?is fact4 ,! roll ( y>n is prom95t 9 ! page & ! "n ( ! y>n is second 9 seek+ att5tion4 ,! goods are display$ attractively 9 surr\nd+s t are int]e/+4 ,! decorative bord] 7made ( rule7 has m]g$ ) x ! "n ( ! manufactur]4 ,,example #aie4--;,x requires ! skill ( a typograph] & ! tal5t ( an arti/ to make a good-look+ page f tabul> matt]4 ,:]e ?is comb9ation is lack+ ! result is commonplace & unsatisfactory4 ,x 0 n lack+ on ?is example1 = "o seldom sees a tabul> page s attractively arrang$4 ,illu/ration3 ,,example #bjj ,program cov] page 9 ecclesia/ical /yle ,illu/ration ,,programs 8,let all ?+s be done dec5tly & 9 ord]40 ,^! words ( ,paul1 :ile possible ( wide application1 h peculi> significance appli$ to ! program4 ,! program exi/s because ( recognition ( ! necessity ( ord]ly proc$ure 8:]e two or ?ree are ga!r$ toge!r40 ,hi/orically1 ! program has come to u f ! e>ly times1 :5 all k 0 transmitt$ by ^w ( m\?4 ,*ur* s]vices are ! result ( evolution f anci5t c]emonies1 & o!r ex]cises = :i* programs are us$ orig9at$ 9 ! f> pa/4 ,programs famili> to pr9t]s c\ld be divid$ into f\r classes3 ,programs ( sacr$ s]vices1 dance programs1 banquet programs1 & programs = v>i\s ent]ta9m5ts4 ,9 ?is ord] !y w be consid]$4 ,illu/ration3 ,,example #bja ,excell5t arrangem5t = economiz+ space on a program conta9+ num]\s small titles ,! hi/orical side ( ! program ( sacr$ s]vices %\ld n be ov]look$4 ,x is a mi/ake = pr9t]s to produce *ur* programs 9 ! same /yle ( typography employ$ on secul> =ms4 ,*ur* programs1 m ?an any o!r l9e ( pr9t+1 (f] opportunity = arti/ic treatm5t1 & _! production is pleasure to ! arti/-pr9t] :o believes significance is an important elem5t 9 good typography4 ,illu/ration3 ,,example #bjb ,an almo/ p]fect specim5 ( *ur*-program pr9t+1 %[+ ! missal /yle ,! key to ! prop] treatm5t ( ecclesia/ical pr9t+ lies 9 ! old manuscript books writt5 9 ! mona/]ies4 ,black ink 0 commonly us$ = ! ma9 portion ( books1 & v]milion1 a r$ e>? 7rubrica71 = titles & important p>ts ( ! text4 ,9 ! writ+ ( ,missals 7conta9+ s]vices ( ! celebration ( mass71 ( ,psalt]s 7conta9+ ! psalms71 & ( ,books ( ,h\rs 7conta9+ pray]s & (fices = ! sev]al h\rs ( ! day71 maltese crosses & uncial capitals 7 writt5 9 v]milion4 ,uncial capitals are n[ made by sev]al type f\ndries z ,missal initials1 ,caxton initials1 ,sylph initials1 etc41 & maltese crosses are easily procur$4 ,z black text lett]s 7 also us$ on ^! missals & psalt]s1 ! type-faces n[ kn[n z ,caslon ,text1 ,cloi/] ,black1 ,flemi% ,black1 etc41 be+ copies ( ^! e>ly text lett]s1 are appropriate faces = display portions ( *ur* programs4 ,text lett]s 7 long ago discont9u$ = body purposes 9 ,engli% pr9t+1 h5ce !y h become unfamili> to ! g5]al read] & x is n desirable to use !m = su* purposes4 ,a roman lett] su* z ,caslon is ! be/ companion = ^! black text lett]s4 ,illu/ration3 ,,example #bjc ,classic treatm5t ( *ur*-program page4 ,by ,d4 ,b4 ,updike1 ,bo/on1 ,mass4 ,! ,*ur* ( ,engl&1 ! ,am]ican bran* ( :i* is kn[n z ! ,prote/ant ,episcopal ,*ur*1 des]ves mu* cr$it = ! mod]n developm5t ( an ecclesia/ical /yle ( pr9t+4 ,because ( ! cu/om ( us+ r$ ink 9 =ms ( s]vice1 = ! p>ts giv+ direction z to ! conduct ( ! s]vices1 ^! p>ts h become kn[n z 8rubrics40 ,x is necess>y to m5tion to pr9t]s g5]ally t :5 colors are us$ on programs or books ( s]vice ! 8rubrics0 %\ld be 9 r$4 ,?is treatm5t is illu/rat$ 9 ! page f ! m>riage s]vice %[n z ,example #adf 9 ! *apt] on 8,books0 :i* also %[s an uncial initial4 ,:5 only black is us$ x is cu/om>y to set ! rubrics 9 italic4 ,illu/ration3 ,,example #bje ,g5]\s m>g9s on a *ur* program are pleas+ ,,example #bjj 7,ins]t74--,?is title-page pres5ts a mod]n int]pretation ( ! hi/oric ecclesia/ical treatm5t4 ,! black type-face is ,caslon ,text1 & is a copy ( "o ( ! e>ly manuscript lett]s1 z be=e m5tion$4 ,z po9t$ ,go?ic is usually accept$ z ! /yle ( *ur* ar*itecture1 s po9t$ ,go?ic type-faces h be5 adopt$ = *ur* pr9t+ by typograph]s :o "k4 ,uncial rubricat$ initials z us$ on ?is title-page are kn[n comm]cially z ,caxton initials4 ,! r$ l9es :i* are a prom95t "p ( ! page h hi/oric significance4 ,n[ gr[n to possess decorative value1 !y orig9at$ ?ru ! necessities ( writ]s ( manuscript books1 & 7 orig9ally guide l9es = writ+4 ,!y designat$ ! position ( ! page & ! l9es ( lett]s4 ,) ! anci5t *ur*m5 ! maltese cross 0 ! symbol ( ,*ri/1 & today also ^! crosses h t significance1 al?o to a great ext5t !y are n[ consid]$ m]ely z ecclesia/ical decoration4 ,! squ>e device 9 ! c5t] is 9 ! ,celtic /yle ( ornam5t4 ,! significance ( ! design lies 9 ! decorative cross & ! lett]s ,i4 ,h4 ,s4 7,iesus ,hom9um ,salvator1 ,lat91 mean+ 8,jesus ,savi\r ( ,m5074 ,x may be well to sugge/ t treatm5t ( *ur* pr9t+ %\ld be v>i$ sometimes ) ! d5om9ation = :i* ! "w is done4 ,! majority ( cl]gym5 w be pleas$ ) pr9t+ treat$ 9 ! accept$ ecclesia/ical /yle1 yet !re are "s1 prejudic$ aga9/ 8high *ur*0 liturgies & emblems1 & o!rs ) individual ideas ( :at is appropriate1 :o mu/ be consid]$4 ,! writ] recalls an in/ance 9 :i* ! cu/om]1 an ,episcopal cl]gyman1 object$ to :at he call$ a 8,lat90 cross1 us$ z an ornam5t on a title-page1 & 0 satisfi$ :5 a maltese cross 0 sub/itut$ = ! purpose4 ,_m *ur* programs :i* n[ appe> commonplace w\ld take on a *ur*ly aspect if rubricat$1 ev5 ?o t be possible only on ! title-page4 ,! example "u consid]ation 7,no4 #bjj71 x w be notic$1 is con/ruct$ on squ>$ l9es1 a %ape dictat$ by ! l>ge decorative device4 ,:ile ! page z arrang$ is int]e/+ & fairly h>moni\s1 ! po9t$ lett]s 9 ! type l9es w\ld bl5d bett] ) a device ( ! po9t$ ,go?ic k9d2 or1 aga91 ! squ>$ device w\ld be 9 clos] h>mony ) a squ>$ type effect su* z c\ld be obta9$ ) roman capitals4 ,illu/ration3 ,,example #bjd ,program cov]-page 9 semi-missal /yle4 ,by ,lee ,critt5d51 ,new ,york ,,example #bja4--,?is page pres5ts an excell5t sugge/ion = ! arrangem5t ( a program 9 :i* num]\s small titles appe>4 ,if ea* title 7 set 9 a measure ! full wid? ( ! type page1 z is frequ5tly done1 ! matt] w\ld n come into "o page4 ,! arrangem5t z %[n n only economizes space b gives symmetry & tone1 :i* o!rwise w\ld n be _h4 ,! portions 9 r$ are well select$ = pr9t+ 9 t color4 ,!re is arti/ic value 9 ! %ape =m$ by ! v]tical divid+ rule & ! page head+4 ,illu/ration3 ,,example #bjf ,a dance c>d by ,edw>d ,w4 ,/utes1 ,spokane1 ,wa%4 ,illu/ration3 ,,example #bjh ,unconv5tional treatm5t ( a dance program ,,example #bjb4--,?is page has n ! compactness ( ! prec$+ "o1 yet e/hetically x is m pleas+4 ,x is an almo/ p]fect specim5 ( *ur*-program pr9t+4 ,z already m5tion$1 ! horizontal r$ l9es & ! black text lett] us$ = titles h an ecclesia/ical motive4 ,c>eful disposition ( blank space has giv5 a pleas+ tone to ! page1 :i* is also help$ by ! position ( ! second /anza ( ! hymn at ! foot4 ,! type-faces are h>moni\s1 ! use ( black text1 old-/yle roman & italic af=d+ a pleas+ v>iety4 ,by includ+ 9 ! color ! initial lett]s & ! title 8,holy ,communion10 all p>ts ( ! page are bl5d$ & relat$4 ,,example #bjc4--,! pr9t] may be naturally curi\s to "k h[ a typograph] su* z ,d4 ,b4 ,updike1 :o is kn[n to specialize on ecclesia/ical typography1 treats *ur* programs4 ,"h is an ,updike page1 f a program ( ,l5t5 s]vices1 arrang$ 9 ! simple1 classic /yle ( typographic treatm5t t he always r5d]s s well4 ,z w be notic$1 ! ma9 portion ( ! type page is align$ at ! left4 ,! mann] ( us+ capitals1 small capitals1 l[]-case & italic is an int]e/+ /udy4 ,:ile exam9+ ! page x is enlight5+ to note t ,a4,m4 & ,p4,m4 are 9 small capitals1 & t no space o!r ?an furni%$ by ! p]iod is plac$ betwe5 ^! abbreviations or ! degrees ,d4,d41 ,ph4,d41 etc4 ,illu/ration3 ,,example #bjg ,page f a booklet program4 ,by ,c4 ,r4 ,b]an1 ,d5v]1 ,colo4 ,,example #bjd4--,?is is ! title-page ( a small program :i* 0 9 booklet =m1 a page be+ devot$ to ea* ev5t on ! program4 ,! title-page is 9 missal /yle1 ) cross rules & uncial initials4 ,! spac$ ,pab/ capitals at ! foot are n suffici5tly /rong 9 tone to balance ! upp] "p ( ! page4 ,p]haps ! effect w\ld be bett] _h ! missal /yle ( treatm5t be5 ext5d$ to ! l[] portion ( ! page4 ,,example #bje4--,?is is ! second page ( a small program us$ at ! lay+ ( ! corn]-/one ( a new *ur* build+4 ,x w\ld h be5 possible to get all ! type matt] on "o page1 b cr[d+ into small space is (t5 done at ! sacrifice ( beauty1 & ?is program pr(its by ! lib]al m>g9s4 ,! rule l9es at ! head 7 us$ to obta9 uni=mity ( page wid? & hight4 ,! outl9e type ornam5t gives ecclesia/ic dignity to ! program4 ,! two-l9e initial at ! beg9n+ ( ea* hymn adds /yle & f9i% to ! typography4 99 99 99 99 99 ,! dance program is a f> /ep f ! *ur* program4 ,! contra/ betwe5 ! subdu$ & rev]5t atmosph]e ( ! h\se ( wor%ip & ! gayety & frivolity ( ! brilliantly light$ ball-room emphasizes ! necessity ( pr9t]s us+ _! be/ p[]s ( discrim9ation 9 treat+ ! v>i\s programs t come to _! %ops4 ,! dance program %\ld be da9ty4 ,:ite seems to be m acceptable ?an color$ /ock on :i* to pr9t ! ord] ( danc+4 ,! type & ink treatm5t %\ld be neat & delicate4 ,if a bold type-face be us$1 x %\ld be pr9t$ 9 a light t9t ( ink1 su* z gray1 pale blue1 pale gre51 & ! l4 ,x is possible = pr9t]s to produce attractive dance programs ) ! mat]ial g5]ally f\nd 9 ! %op1 yet /ock fold]s may save we> ( ! ?\ght ma*9]y & probably be m satisfactory to ! cu/om]4 ,"y p are imitative & may be suspici\s ( a dance program :i* does n resemble ^? !y h se5 be=e2 x has got to 8look l a dance program40 ,= fifty ye>s or m dance programs h consi/$ ( fold$ c>dbo>d ) tassel & p5cil dangl+ !refrom4 ,! /ock fold] is to be _h 9 a v>iety ( designs pr9t$ or emboss$ on ! fir/ page1 appropriate = _m occasions4 ,h[ev]1 !re are %[n ?ree typographic dance programs4 ,illu/ration3 ,,example #bji ,! decorative bord] on a banquet program4 ,by ,edw>d ,ev]ett ,w9*ell1 ,new ,york ,illu/ration3 ,,example #baa ,page f a booklet program4 ,by ,w ,bradley ,illu/ration3 ,,example #bab ,! banquet program 9 ! =m ( a *eckbook ,,example #bjf4--;,an ,indian bord] 0 us$ ar\nd ?is dance c>d1 b its /rong l9es 7 s(t5$ by pr9t+ 9 gray & r$4 ,:ite /ock 0 us$4 ,9 ! headl9e1 in/ead ( ! cu/om>y p]iods1 dots are c5t]$ decoratively4 ,arti/s (t5 place a dot or small ornam5t betwe5 words ( a lett]$ design = ! purpose ( b5efit+ ! tone4 ,m (t5 practically no space at all is plac$ betwe5 words if 9 l[]-case beg9n+ ) capital lett]s4 ,,example #bjg4--;,a "p ( an out+ program1 ?is page c>ries ! /yle ( all ! o!r pages z reg>ds bord] & head panel4 ,x illu/rates ! effectiv5ess & economy ( uni=m bord] treatm5t on a program4 ,!re are v few programs t w\ld n be b5efit$ by decorative bord]s 9 color4 ,b "o bord] ne$ be set 9 type1 duplicates be+ obta9$ by electrotyp+4 ,if !re are to be only a few hundr$ programs1 two bord]s may be set 9 type & pr9t$ on all ! %eets1 runn+ only two pages on4 ,if desir$1 a h&-drawn decorative bord] c\ld be engrav$ & aft]w>d duplicat$ by electrotyp+4 ,,example #bjh4--,!re is no?+ conv5tional 9 ! design ( ?is dance program4 ,x is diff]5t f mo/ o!rs4 ,! rule l9es ext5d to ! bord]1 & ! head+ 8,dances0 sets slightly to ! "r ( c5t]1 support$ und]nea? by ! graceful fl[] ornam5t4 ,punctuation is omitt$4 ,?is page is recomm5d$ = dance c>ds1 :5 ! pr9t] desires to h ! job exclusively typographic4 99 99 99 99 99 ,illu/ration3 ,,example #baj ,a halftone decorative backgr\nd on a program4 ,design by ,griffi?-,/ill+s ,press1 ,bo/on1 ,mass4 ,illu/ration3 ,,example #bac ,humor\s treatm5t ( titles & odd m5u arrangem5t4 ,design by ! ,griffi?-,/ill+s ,press1 ,bo/on1 ,mass4 ,! banquet program n s _m ye>s ago "h 9 ,am]ica & 9 ,engl& 0 commonly call$ a bill ( f>e4 ,n[ only ! cross-roads hotel & ! *eap city eat+ h\se h bills ( f>e4 ,! polite title is n[ 8m5u10 pron\nc$ m5-yu or meh-noo4 ,"s writ]s claim ! ^w came to u f 8,manu10 a my?ical sage said to h sprung f ! god ,brahma4 ,yet ! diction>y w\ld seem to indicate t ! ^w is ,fr5*1 mean+ small1 & 0 d]iv$ f ! ,lat9 m9utus1 little4 ,x is possible t ! small portions n[ s]v$ 9 _m re/aurants sugge/$ ! use ( 8m5u0 because ( ! contra/ ) ! g5]\s 8help+s0 ( ! old-fa%ion$ meal4 ,9 #aeab a 8%ore d9n]0 = an individual consi/$ ( 8a qu>t ( be]1 a qu>t ( w9e1 salt fi%1 r$ h]r+1 :ite h]r+s & a di% ( sprats40 ,illu/ration3 ,,example #bad ,sugge/ion = a m5u page1 introduc+ a bit ( fun ,illu/ration3 ,,example #bae ,a classic m5u page4 ,design$ by ,d4 ,b4 ,updike1 ,bo/on1 ,mass4 ,9 ! banquet program ! pr9t] has great opportunity to make use ( 8 inv5tive faculties4 ,no o!r k9d ( program all[s ( su* v>i$ treatm5t4 ,!re is no limit to ! %apes1 ! type arrangem5ts & ! color treatm5ts t are suitable = banquet programs4 ,an association ( lea!r m]*ants holds a d9n] & ! memb]s may f9d beside _! plates a program b\nd 9 a m9iature hide1 ! %eets ( ! program atta*$ by a lea!r ?ong4 ,bank]s meet & ! program may be 9 ! =m ( a *eckbook4 ,= an a?letic association an oval-%ap$ program sugge/+ a football w 8score40 ,newspap] publi%]s w appreciate ! m5u li/ pres5t$ z a papi]-ma*e matrix ( ! type =m4 ,comm]cial travel]s w\ld be pleas$ 7 _! banquet programs design$ 9 imitation ( a mileage book4 ,a lit]>y society d9n] w\ld be appropriately grac$ 7 ! program pr9t$ on p>*m5t & w\nd ar\nd a wood5 or ivory rod1 z 8books0 7 b\nd 9 anci5t times4 ,illu/ration3 ,,example #bag ,dignifi$ /yle = m5u page4 ,by ! ,de ,v9ne ,press1 ,new ,york ,pyrography c\ld be bl5d$ ) typography 9 produc+ odd effects 9 banquet programs4 ,"o way ( gett+ results by ?is me?od is to pr9t ! m5u page on a piece ( s(t wood1 say a qu>t] ( an in* ?ick1 & !n1 by means ( ! pyrographic writ+ tool1 burn a decorative bord] ar\nd x4 ,type ornam5ts & bord]s c\ld be pr9t$ on ! wood z a guide = burn+ ! designs4 ,_m effective m5u =ms c\ld also be evolv$ ) ! assi/ance ( ! bookb9d]4 ,pulp bo>d cov]$ ) an arti/ic cov] pap] makes a h&some backgr\nd = m\nt+ ! m5u page1 :i* %\ld be pr9t$ on a h>moniz+ /ock4 ,italian & ,japanese h&-made pap]s are p>ticul>ly suitable = su* "w1 & :5 ! /yle ( typography is made to bl5d ) ! /ock ! effect is ri*4 ,dome/ic manufactur]s1 too1 make a l>ge l9e ( arti/ic pap]s applicable to ! purpose4 ,,example #bji4--,?is page is f a booklet program1 & is companion to ,example #abe ins]t$ 9 a prec$+ *apt]4 ,x sets =? ! value ( ! decorative bord] on programs4 ,! arrangem5t ( ! type matt] is ! cu/om>y "o4 ,! m9or di%es are set 9 small type1 :ile ! damp /uff f ! w9e cell> is repres5t$ at ! left 9 rubricat$ text lett]s4 ,,example #baj4--;,a halfton$ decorative backgr\nd 9 olive 0 a feature t l5t value to ?is page1 :i* is "o ( a numb] ( simil>ly treat$ pages 9 a booklet program4 ,! classic panel design makes a good backgr\nd = a m5u page4 ,! idea is applicable 9 _m o!r ways4 ,illu/ration3 ,,example #baf ,a m5u program us$ by ma/] pr9t]s4 ,by ,*>les ,edw>d ,peabody1 ,toronto1 ,ont4 ,illu/ration3 ,,example #bah ,treatm5t simulat+ woodcut decoration ,,example #baa4--,?is *apt] w\ld be incomplete )\t "o or two ,bradley specim5s4 ,"h is an idea 9 m5u pr9t+ born :ile he 0 ) ! ,am]ican ,type ,f\nd]s ,company 9 #aije4 ,x took ! =m ( a small booklet #b by #d in*es1 eight pages & cov]1 & ea* page 0 devot$ to "o ( ! di%es on ! m5u4 ,bel[ ! "n ( ! di% 0 a *ap-book ornam5t4 ,al?o ! small booklet has be5 little us$ z a =m = m5u purposes1 x has possibilities = developm5t t %\ld n be ov]look$ by ! pr9t]4 ,illu/ration3 ,,example #bai ,! missal /yle adapt$ to a m5u program4 ,by ,w ,bradley ,,example #bab4--;,"h is a novel banquet program4 ,ea* di% on ! m5u 0 pres5t$ 9 ! =m ( a *eck on ! 8,pr9t]s' ,bank ( ,dyspepsia10 & ! 8bank0 0 ord]$ to pay to ! ord] ( ! gue/ a portion ( food or dr9k1 9 ?is in/ance oy/]s on ! half-%ell4 ,! *ecks 7 sign$ by appropriate names1 8,a4 ,%ellgame0 9 ?is in/ance4 ,! entire lot ( *ecks 0 b\nd 9 ! cu/om>y *eckbook /yle4 ,,example #bac4--;,9 ?is program ! m5u is t]m$ 8,ha%0 & ! toa/s 8,reha%40 ,! treatm5t is unique1 especially 9 ! arrangem5t ( ! li/ ( palate tickl]s4 ,illu/ration3 ,,example #bbj ,unique treatm5t ( a m5u page 9 :i* ! m9or di%es are arrang$ at ! "r ,,example #bad 7,ins]t74--,sugge/$ = a m5u page 9 two colors4 ,banquets are occasions ( gayety & enjoym5t1 & humor is appreciat$4 ,display+ *oice dr9ks prom95tly1 & !n 9 a note at ! foot call+ att5tion to ! fact t !y c be _h at ! b> at regul> rates1 is a bit ( fun t has n be5 widely p]petrat$4 ,typographically ! page is ref9$1 yet is suffici5tly decorative to appeal to a l>ge class ( cu/om]s4 ,,example #bae4--;,a classic m5u page by ,updike4 ,roman capitals & italic l[]-case only are us$4 ,p]haps ?is is ! way ,aldus w\ld set ! page 7 he alive today4 ,! page z a mass is symmetrical4 ,,example #baf4--,?is page is f a program us$ at a ma/] pr9t]s' banquet1 all pages be+ treat$ 9 a /yle appropriately humor\s4 ,! ^w 8,/ock0 tops ! page in/ead ( ! usual 8,m5u40 8,make-up0 heads ! li/ ( (fic]s1 & 9 ?is mann] 7 ! gue/s' funny-bones agitat$4 ,,example #bag4--;,"h is a program = ^? accu/om$ to eat 9 a =eign language4 ,! typographic treatm5t is ref9$ & dignifi$1 ! roman capitals & ! italic bl5d+ classically4 ,little side hits su* z ^? to ! "r are always appreciat$1 especially :5 c>efully select$4 ,illu/ration3 ,,example #bbb ,ref9$ ent]ta9m5t program page4 ,design by ,d4 ,b4 ,updike1 ,bo/on1 ,mass4 ,illu/ration3 ,,example #bba ,excell5t typographic treatm5t4 ,by ,h>ry ,haime1 ,bo/on1 ,mass4 ,,example #bah4--;,an arti/ic treatm5t simulat+ woodcut decoration suitable = _m occasions is pres5t$ by ?is page4 ,! f\r initial lett]s give ! appe>ance ( a decorative head+ & bl5d well ) ! bord]4 ,x is appropriate t capitals %\ld be us$ ?ru\t ! page & t ! type-face %\ld be ,old-,/yle ,antique4 ,! florets divid+ ! di%es di/ribute ! color pleas+ly4 ,! fact t ?is program 0 us$ by an organization ( me*anical eng9e]s expla9s ! que] word+ ( ! li/ ( good ?+s to be eat54 ,illu/ration3 ,,example #bbc ,illu/ration3 ,,example #bbd ,^! two pages are f an ent]ta9m5t program by ,bruce ,rog]s1 ,cambridge1 ,mass41 & furni% int]e/+ mat]ial = /udy ,,example #bai4--;,bradley sugge/s ano!r good arrangem5t 9 ?is page4 ,x is simply con/ruct$1 yet possesses int]e/ & /yle4 ,! orig9al 0 9 black & light-br[n inks on buff antique /ock4 ,illu/ration3 ,,example #bbe ,a program page 9 l[]-case4 ,by ,/etson ,press1 ,bo/on1 ,mass4 ,,example #bbj4--,?is page has ! m]it ( be+ unique :ile conta9+ elem5ts ( ! arti/ic4 ,! important di%es are set =? prom95tly1 ! m9or di%es appe>+ 9 small type gr\p$ at ! "r4 ,uncial initials bl5d ) ! ,old-,/yle ,antique type4 ,! horizontal rule & ! l>ge fl[] ornam5t play necess>y p>ts 9 obta9+ a balance4 ,illu/ration3 ,,example #bbf ,! decoration 0 9 color4 ,by ,fr$ ,s4 ,lang1 ,los ,angeles1 ,cal4 ,,example #bba4--,! treatm5t ( ! titles at ! left side & ! symmetrical arrangem5t at ! foot ( ?is example are highly comm5dable4 ,! details ( ! entire page d5ote ! f9i%$ typograph]4 ,! comb9ation ( capitals & small capitals is pleas+1 & ! mann] 9 :i* v>iety has be5 secur$ 9 a design ( ord]ly arrangem5t is comm5dable4 ,illu/ration3 ,,example #bbg ,program 9 ! ,go?ic /yle4 ,design$ by ,m]rym\nt ,press1 ,bo/on1 ,mass4 99 99 99 99 99 ,programs = ent]ta9m5ts & ex]cises1 :ile n all[+ ! unre/ra9$ work+s ( ! fancy t ^? = banquets d1 are yet prop] vehicles = c>ry+ arti/ic ideas4 ,! program %\ld be arti/ic4 ,! commonplace program is a disappo9tm5t to ! intellig5t auditor & an evil 9 t x influ5ces ! public ta/e t[>ds m$iocrity4 ,! pr9t] :o _c produce a good ent]ta9m5t program has ne$ to /udy art pr9ciples & obs]ve ! arti/ic programs be+ produc$ by o!rs4 ,,example #bbb4--;,a ref9$ program page by ,updike4 ,9 ! orig9al ! bord] 0 pr9t$ f a copp] intaglio plate on smoo?-surfac$ h&-made pap]1 ! read+ portion be+ pr9t$ cle>ly & %>ply f type4 ,updike's "w is not$ = ! cle>ness ( ! pr9t4 ,j en\gh ink is c>ri$ to prev5t ! pr9t be+ call$ gray4 ,( c\rse ! type mu/ be clean & unaffect$ by we>1 ! ink well gr\nd & ! impression firm4 ,?is specim5 is almo/ entirely 9 italic1 ) 8swa%0 or decorative capitals t add int]e/ to a page ( dignifi$ typography4 ,swa% italic capitals prop]ly us$ are valuable aids 9 secur+ attractive yet ref9$ typographic effects4 ,,examples #bbc ,,& #bbd4--,^! two pages by ,bruce ,rog]s %\ld h int]e/ = e pr9t] :o loves good typography4 ,! z9c reproductions ( ^! pages1 also t ( ! prec$+ example1 fail to pres5t ! %>p pr9t ( ! orig9als4 ,roman l[]-case is abs5t f ?is program4 ,rog]s & ,updike1 ) ,aldus1 h demon/rat$ t roman l[]-case is n ess5tial to typography4 ,p]haps t is :y _! "w has di/9ction--o!r pr9t]s set mo/ ( _! type f ! roman l[] case4 ,on ! title-page ! features ( p>ticul> int]e/ are ! long s 9 ! ^w 8music10 ! swa% italic capitals & ! woodcut ornam5t4 ,! program page is int]e/+ 9 its con/ruction & its details %\ld be /udi$ closely4 ,unless suitable ornam5tation is available1 program pages _h bett] be treat$ pla9ly z "h1 ) su* att5tion to ! details ( ! type arrangem5t z w obta9 f9i%$ results4 ,x is a te/ ( typographic ability 9 ! production ( a program page to compose "w t1 )\t ! fri5dly aid ( decoration1 is pleas+ to look ^u4 ,,example #bbe4--,?is page %[s admirable treatm5t ( a brief program4 ,! v>i\s sizes ( type are well di/ribut$1 & ! consi/5t use ( roman l[]-case is pleas+4 ,,example #bbf4--,! type 9 ?is page ov]pr9t$ ! decoration :i* 0 9 pale orange & pale gre54 ,! decoration 0 appropriate 9 t ! program 0 = a meet+ held on ! fruit-gr[+ ,pacific ,coa/4 ,,example #bbg4--,! ,go?ic /yle dom9ates ?is page4 ,except+ ! two uncial initials1 only "o size ( type has be5 us$4 ,t fact alone is int]e/+1 z ! result is rem>kably f9i%$4 ,decoration ( quality = simil> effects c be obta9$ by hav+ hi/oric decorative bord]s f old books photograph$ & r$rawn ^u ! photograph ) su* alt]ations z are desir$4 ,! face ( ! photograph c !n be wa%$ away1 leav+ only ! draw+1 f :i* ! plate is made4 ,illu/ration3 ,,example #bbh ,a well-arrang$ page4 ,by ,/etson ,press1 ,bo/on1 ,mass4 ,,example #bbh4--,! li/ ( *>act]s 9 a dramatic ent]ta9m5t is "h display$ 9 an unusual mann]4 ,x is s easy = compositors to set copy su* z ?is 9 ! conv5tional type-lead]-type me?od1 b ?is compositor has arrang$ x to con=m to ! proportion ( ! page4 ,! program conta9+ small adv]tisem5ts1 especially ! !at] program1 is possible ( mu* improvem5t4 ,su* typography %\ld be giv5 bett] att5tion1 z !at] programs ex]t l>ge influ5ce 9 =m+ public ta/e4 ,illu/ration3 ,,example #bbi ,classic capitals comb9$ ) rules4 ,suitable = ann\ncem5ts hav+ to d ) art1 ar*itecture1 lit]ature & music ,illu/ration ,,ann\ncem5ts ,publicity is d\btlessly ess5tial to success 9 e bus9ess & pr(ession4 ,! public is int]e/$ 9 ! man :o does ?+s1 b ?is int]e/ is obvi\sly conf9$ to ! man :o x kn[s does ?+s4 ,! great m5 are adv]tis$ m54 ,! great de$s ( hi/ory are ^? adv]tis$ by poets & hi/orians4 ,%akespe>e made fam\s _m anci5t *>act]s1 z did ,plut>* be=e him1 & ! mo/ fam\s acts ( ! ,am]ican ,revolution are ^? p]=m$ ne> ! homes ( poets & writ]s4 ,we w\ld n be famili> ) ! rides ( ,paul ,rev]e & 8,phil0 ,%]idan _h !y n be5 adv]tis$ by means ( pr9t]s' ink4 ,sev]al ye>s ago 9 ,new ,york an influ5tial art society recogniz$ ! "w ( a mural pa9t] by aw>d+ him a m$al4 ,9 accept+ x ! arti/ sadly rem>k$ t ! recognition came too late 9 life = him to 8use x z a help to live )10 :i* proves t 9 ! he>t ( ! mo/ pr\d & s5sitive arti/ or pr(essional man !re is a feel+ t he ne$s publicity--recognition1 if t ^w is less (f5sive--9 ord] t 8 life "w may be successful4 ,x is fa%ionable = prom95t p]sons to employ press ag5ts1 & go+s & com+s & do+s are told to ! public at e opportunity4 ,9 ! days be=e ! developm5t ( newspap]s & o!r typographical m$iums = adv]tis+1 ! p dep5d$ ^u ! public cri] to make all sorts ( ann\ncem5ts4 ,he w\ld attract a cr[d by s\nd+ bla/s ) a horn or by r++ a bell1 & !n make kn[n 8 message4 ,! mod]n repres5tative ( ! cri] is ! pr9t$ ann\ncem5t4 ,x is n conf9$ to any def9ite size or %ape1 (t5 consi/+ ( "o page only1 pr9t$ on c>d or pap] /ock4 ,illu/ration3 ,,example #bcj ,illu/ration3 ,,example #bca ,two pages f a dignifi$1 ref9$ & arti/ic ann\ncem5t fold]1 pr9t$ 9 black ink on br[n-t9t$ h&-made pap] ,! ann\ncem5t =m may be consid]$ ! mo/ p]sonal ( ! pr9t$ m$iums ( publicity4 ,x pres5ts a direct1 individual appeal or invitation1 & ! recipi5t1 influ5c$ by ?is fact1 is likely to give x m consid]ation ?an "s o!r =m ( adv]tis+4 ,recognition is flatt]+ to all ( u1 & ^u receipt ( an ann\ncem5t we are apt to feel pleas$ t our patronage or p]sonality is ?us recogniz$4 ,illu/ration3 ,,example #bcb ,ann\ncem5t 9 ,colonial /yle4 ,by ,a4 ,f4 ,mackay ,! pr9t] is dep5d$ ^u by mo/ cu/om]s to furni% sugge/ions = ! physical make-up ( ! ann\ncem5t1 & he is also frequ5tly ask$ = advice 9 reg>d to ! phraseology4 ,?is places a responsibility ^u him t he _c well ignore1 & he %\ld be able to respond ) prop] sugge/ions4 ,be+ ?us qualifi$ to assi/ ! cu/om] has _m times l$ to fur!r & pr(itable bus9ess4 ,! pr9t] possess+ ! confid5ce ( 8 cu/om]s has an asset ( great value4 ,! mo/ common =m ( typographic ann\ncem5t is t pr9t$ f roman1 text1 go?ic or script type-faces 9 imitation ( engrav$ intaglio pr9t+4 ,! /yles ( ?is =m ( ann\ncem5t *ange slightly ) ! fa%ions 9 copp]plate effects4 ,pr9t]s desir+ to d su* "w w\ld d well to obta9 samples f "o ( ! lead+ society /ation]s & foll[ !m closely 9 arrangem5t1 spac+ ( words & l9es1 & size & k9d ( /ock4 ,?is class ( "w all[s ( little orig9al or decorative treatm5t4 ,if o!r =ms or treatm5ts are desir$ a /&>d type-face1 su* z ,caslon or ,cloi/]1 %\ld be us$4 ,_m compositors err 9 comb9+ copp]plate-engrav]s' faces ) rules & bord]s1 or 9 o!r ways misus+ !m2 = su* results are 8nei!r fle%1 fi% nor f[l10 z ! say+ goes4 ,if ! cu/om] reque/s an imitation copp]plate effect1 give x to him z closely z y c2 t is good bus9ess policy1 & is 9 accordance ) ! s\nd advice to 8,d y\r be/1 no matt] :at ! circum/ances10 rem9d+ "o ( ! old rhyme3 ,if ,i 7 a cobbl]1 x w\ld be my pride ,! be/ ( all cobbl]s to be2 ,if ,i 7 a t9k]1 no t9k] beside ,%\ld m5d an old kettle l me4 ,b1 :5ev] possible1 get on high] gr\nd4 ,if y mu/ be a t9k]1 be a good "o1 b r be a produc] ( new ?+s ?an a build] ( pat*es & some?+ t is 8z good z new40 ,pr9t]s %\ld te/ _! e>ne/ness ) tasks t develop _! art in/9cts &1 accompani$ by prop] f9ancial return1 br+ t satisfaction :i* comes f "w well done4 99 99 99 99 99 ,illu/ration3 ,,example #bcc ,odd treatm5t ( an ann\ncem5t4 ,by ,t4 ,m4 ,clel& ,,example #bbi 7,ins]t74--,usually ! pr9t] %\ld n set an adv]tis+ page all 9 capitals1 nor %\ld he use _m rules 9 its composition2 b :5 ! typographic design] has skill & arti/ic ta/e 9 addition to a develop$ s5se ( fitness & ref9em5t1 ! w>n+s & 8?\-%alt-nots0 t apply to mo/ pr9t]s are n = him4 ,mr4 ,na%1 ) ! use ( ,fr$ ,w4 ,g\dy's ,=um type-face & rules t sugge/ ! guide l9es ( old manuscript books1 has produc$ an ann\ncem5t t is classic 9 composition1 pleasant to look ^u1 & a page t c>ries ! message 9 an especially effective & appropriate mann]4 ,! orig9al 0 pr9t$ on h&-made pap]4 ,?is type-face has be5 model$ on anci5t ,roman lett]+ & = t reason has a classic "* t makes x suitable = ann\ncem5ts & o!r pr9t+ hav+ to d ) art1 ar*itecture1 lit]ature & music4 ,,examples #bcj ,,& #bca4--,^! are ! fir/ & ?ird pages ( an ann\ncem5t orig9ally pr9t$ 9 black ink on br[n-t9t$ h&-made pap]4 ,! type-face1 ,caslon1 0 %>ply impress$ into ! /ock4 ,x may be advisable to /ate "h t all ,caslon romans are n alike4 ,! face usually sold by typef\nd]s has ! desc5d]s %ort5$1 t ! lett]s may con=m to ! sy/em ( alignm5t adopt$ "s ye>s ago 9 ,am]ica4 ,?is %ort5+ ( desc5d]s1 seem+ly a trivial matt]1 affects ! g5]al appe>ance ( ! type-face4 ,attempts to 8improve0 ! ,caslon face are apt to end disa/r\sly to ! effectiv5ess ( ! lett]4 ,x has *>act]i/ics t are ess5tial to its beauty1 & %orn ( any ( ^? *>act]i/ics x loses attractiv5ess proportionately4 ,?is ann\ncem5t fold] is ( a quality seldom atta9$ 9 pr9t+1 dep5d+ z x does ^u detail 9 typesett+ & presswork4 ,! reproduction _c pres5t ^! po9ts1 because ! f9i% ( ! pap]1 ! cle>ness ( ! pr9t1 ! spac+1 ! apportionm5t ( m>g9s1 ! tone1 all c\nt$ 9 ! f9i%$ result4 ,,example #bcb4--,?is circul> ann\ncem5t 9 its orig9al =m 0 #i #ab in*es 9 size1 ! pap] ^u :i* x 0 pr9t$ be+ gray-gre5 laid h&-made4 ,! positions ( ! gr\ps ( type matt] & ! sizes ( m>g9s are features wor?y ( /udy4 ,o!r po9ts ( int]e/ are3 ! treatm5t ( head+ & initial1 ! use ( florets at ! beg9n+ ( ea* p>agraph1 & ! committee signatures4 ,! la/-nam$ l9es are set 9 italic l[]-case ) roman capitals1 ,aldus /yle4 ,! bord] 0 pr9t$ 9 dull r$1 close to ! edge ( ! pap]4 ,,example #bcc4--,?is meet+ ann\ncem5t is ( ! same s]ies z ! prec$+ example1 b1 set all 9 black text lett] )\t bord]1 ! effect is totally diff]5t4 ,! peculi> black & gray tones ( ! ,caslon ornam5ts bl5d well ) simil> *>act]i/ics pres5t$ 9 ! mass$ black lett]4 ,! page 0 pr9t$ 9 v]milion & black on buff laid h&-made /ock4 ,! effectiv5ess ( ?is /yle ( ann\ncem5t is due n alone to ! typography & /ock1 b to ! g5]\s size ( ! %eet us$--good pap] & pl5ty ( x4 ,?is ann\ncem5t 0 mail$ )\t envelops1 ! d\ble %eet be+ fold$ into ?irds & ! l[] end ins]t$ into ! upp] end4 ,illu/ration3 ,,example #bcd ,illu/ration3 ,,example #bce ,^! specim5s are lett]$ 9 a /yle t sugge/s ! /urdy mascul9e "* ( ! lett]+ develop$ ) ! new ,g]man decorative po/] art4 ,design$ by ,oswald ,coop]1 ,*icago ,illu/ration3 ,,example #bcf ,a classic arrangem5t bas$ ^u ! ar*itectural inscription plate4 ,by ,b5jam9 ,%]b[1 ,new ,york ,illu/ration3 ,,example #bcg ,ornam5ts z eye-attract]s4 ,an idea t c\ld be adapt$ to _m jobs ( pr9t+4 ,design$ by ,w ,bradley ,illu/ration3 ,,example #bch ,po/al-c>d ann\ncem5t1 ! typography ( :i* is attractive1 n because ( :at is put on1 b because ( :at is left (f ,illu/ration3 ,,example #bci ,good adv]tis+ typography4 ,type gr\ps & blank space well proportion$1 & an int]e/+ decorative spot ( color ,,example #bcd4--,?is ann\ncem5t page is lett]$ 9 a /yle t sugge/s ! /urdy mascul9e "* ( ! lett]+ t has be5 develop$ ) ! new ,g]man decorative art4 ,typograph]s %\ld n make ! mi/ake ( assum+ t a page set 9 ! s-call$ go?ic types ( ! typef\nd]s w\ld give ?is effect4 ,:ile ! lett]s are )\t s]ifs1 z are ! go?ic types1 yet !y h n ! me*anical p]fection ( ^? types4 ,type-faces1 lett]+ & draw+ ( any k9d seem to be bett] lik$ :5 !y possess ! human quality ( imp]fection4 ,i once call$ on ,bo>dman ,rob9son1 !n c>tooni/ ( ! ,new ,york ,tribune1 & f\nd him at "w on a c>toon = ! day4 ,i notic$ t he _h consid]ably alt]$ ! picture on :i* he 0 work+1 & ,i ask$ him ab\t x4 ,) a smile1 he /at$ t he _h be5 work+ on ! c>toon = sev]al h\rs 9 ord] to make x look z if x _h be5 drawn 9 fifte5 m9utes4 ,g]man typef\nd]s h made type-faces t c>ry ! qualities ( ?is po/] /yle ( lett]+4 ,! "y pr9t] %\ld n inf] f ?is t c>eless & unf9i%$ typographic "w is pref]able to a c>eful1 f9i%$ product4 ,x w be f\nd t ! arti/ or pr9t] :o c be/ give ?is little t\* ( human nature to designs is "o :o fir/ le>n$ to d ! "w z p]fectly z possible4 ,,example #bce4--,?is design 0 ! fir/ page ( a fold] ( :i* ,example #bcd 0 ! ?ird page4 ,oswald ,coop]1 :o lett]$ ?is ann\ncem5t1 us$ ! figure ( a dog t _h be5 drawn by ! ,g]man po/] arti/ ,hohlwe91 b gave him due cr$it 9 ! upp] left corn]4 ,?is /yle ( lett]+1 z has already be5 m5tion$1 is appropriate to ! subject ( ,g]man po/]s & 9 h>mony ) ! po/] illu/ration us$4 ,heavy treatm5t ( ?is k9d (f]s a ri* opportunity = ! use ( /rong & h>moni\s colors4 ,light-fac$ type is v unsatisfactory z a c>ri] ( color1 b ! broad /rokes ( ?is /yle ( lett]+ make possible a lib]al %[+ ( color on ! page4 ,an extra color has be5 introduc$1 al?o ! orig9al ann\ncem5t 0 entirely 9 br[n on a br[n-t9t$ c>d4 ,,example #bcf4--;,f ! viewpo9ts ( art & dignity an ann\ncem5t c>d su* z ?is "o is always 9 good ta/e4 ,its /yle is classic1 be+ arrang$ along ! l9es ( an ar*itectural inscription plate4 ,! bord] is ! reliable egg-&-d>t patt]n & ! type-face is ,caslon4 ,capitals are ess5tial to be/ results 9 ?is sort ( design4 ,,example #bcg4--,! idea sugge/$ 9 ?is page1 ( us+ ornam5ts z eye-attract]s1 is a good "o4 ,:ile ! design z a :ole is decorative 9 "*1 ! adv]tis+ elem5t is n ov]look$4 ,! sev]al articles ( m]*&ise are prom95tly display$1 z is also ! "n ( ! /ore4 ,9 ! s]ies ( type designs ( :i* ?is 0 a "p1 ! design] /rongly emphasiz$ ornam5tation4 ,!re 0 a reason = 8 do+ ?is1 z he 0 engag$ 9 introduc+ new typographic decorative mat]ial1 b pr9t]s work+ = ! comm]cial public are engag$ 9 a diff]5t vocation4 ,9 attempt+ su* designs z ?is1 compositors %\ld decrease ! prom95ce ( ! ornam5ts & bord] & increase t ( ! read+ portion ( ! page4 ,illu/ration3 ,,example #bdj ,%[+ ! use ( roman1 italic & spac$ small capitals on an organization ann\ncem5t ,illu/ration3 ,,example #bda ,unusual division into two gr\ps1 provid+ = fold4 ,by ! ,calumet ,press1 ,new ,york ,,example #bch4--,?is ann\ncem5t 0 pr9t$ 9 black ink on a ,gov]nm5t po/al c>d4 ,! "y compositor w1 no d\bt1 recognize ! small am\nt ( actual typesett+ necess>y = ?is page2 h[ev]1 he %\ld n ov]look ! fact t ! results 7 really secur$ by "o-t5? manual labor & n9e-t5?s bra9 ex]cise4 ,a specim5 su* z ?is is good n because ( :at is put on b because ( :at is left (f4 ,!re are only a rule bord]1 a small silh\ette illu/ration & f\r l9es ( type exclusive ( ! signature1 yet ! busy man gets ! message & exp]i5ces pleasure 9 gett+ x4 ,! type 9 ! orig9al 0 no l>g] ?an 0 necess>y to be easily read4 ,compositors frequ5tly =get t ann\ncem5ts ( ?is k9d are read at a di/ance ( only a foot f ! eyes1 & t twelve-po9t type is really l>ge en\gh = ! purpose4 ,x is usually a mi/ake to make ! type-face v l>ge or v small4 ,"o is an unnecess>y size & ! o!r is an illegible size4 ,,example #bci4--,?is is ano!r ann\ncem5t set 9 twelve-po9t type1 ) a lib]al di/ribution ( blank space4 ,! p]sonal m>k ( ,mr4 ,bak] adds a decorative t\* ( color t attracts att5tion & helps to make ! page di/9ctive4 ,illu/ration3 ,,example #bdc ,h>mony ( type-face & decoration ,,example #bdj 7,ins]t74--,?is ann\ncem5t has typographic int]e/ 9 t x %[s h[ v>iety & adv]tis+ emphasis c be obta9$ by ! prop] use ( italic & small capitals ) l[]-case roman1 especially ) a type-face su* z ,cloi/] ,old/yle4 ,! small capitals are lett]spac$2 !y usually respond pleas+ly to su* treatm5t4 ,typograph]s :o h /udi$ ! matt] ( spac+ h f\nd t capitals & small capitals c be lett]spac$ ) good results1 & t roman & italic l[]-case seldom look well if ! lett]s are sep>at$ by spac+4 ,x is probably an exagg]ation to say t l[]-case %\ld nev] be spac$1 z typographic arti/s su* z ,w ,bradley h produc$ v effective results ) lett]spac$ l[]-case2 b ! av]age compositor _h bett] adh]e to ! rule ( nev] lett]spac+ l[]-case lett]s4 ,x w be notic$ t on ?is ann\ncem5t ! "n ( ! organization1 ! words 8,d9n]0 & 8,exhibit0 & ! "n ( ! gue/1 are set 9 capitals & small capitals ) lett]spac+4 ,! names ( ! books1 ! title ( ! talk1 & ! reque/ to return a c>d1 are 9 italic4 ,only "o size ( type has be5 us$1 except+ = ! committee gr\p at ! foot4 ,9 ord] t ! words 8,program ,committee0 %\ld n look exactly l ! o!r l9es 9 ?is gr\p1 !y 7 lett]spac$4 ,illu/ration3 ,,example #bdb ,a /udy 9 tone values & m>g9s ,illu/ration3 ,,example #bdd ,arti/ic =m = brief ann\ncem5t4 ,by ,a4 ,f4 ,mackay1 ,new ,york ,,example #bda4--,?is ann\ncem5t =m1 l ,no4 #bdj1 is conv5tional 9 size1 ! pap] ^u :i* ! orig9al 0 pr9t$ measur+ #e #g in*es4 ,! arrangem5t ( ! type page 0 design$ to provide = ! fold :i* horizontally cross$ ! c5t] ( ! page4 ,! division into two gr\ps1 ea* 9 a diff]5t type-face1 is unusual1 & ! mann] 9 :i* ?is has be5 accompli%$ is in/ructive to ! /ud5t ( typography4 ,! use ( a l>ge initial gives di/9ction to ! upp] gr\p1 & spac+ ( ! ,caslon capitals 9 ! l[] gr\p ma9ta9s a di/9ction !re4 ,?is page illu/rates two po9ts recogniz$ by good typograph]s--t ! pr9t$ effect ( old-/yle roman capitals is usually improv$ by a slight increase ( space betwe5 lett]s1 & t1 on ! o!r h&1 ! pr9t$ effect ( text lett]s w\ld be impair$ by increas$ space betwe5 !m4 ,!re is dang] ( too great contra/ ( tone 9 a page1 & _h ?is example be5 execut$ less skilfully1 x w\ld h fail$ 9 effect4 ,illu/ration3 ,,example #bde ,colonial treatm5t ( an ann\ncem5t page4 ,by ! ,calumet ,press1 ,new ,york ,,example #bdb4--,?is ann\ncem5t circul> af=ds a /udy 9 tone values1 especially 9 ! orig9al size1 :i* 0 #i #ab in*es4 ,! type1 ,old ,/yle ,antique1 0 twelve-po9t1 ) six-po9t slugs betwe5 l9es4 ,! black tone ( ! type-face & ! lib]al spac+ f\nd relation%ip 9 ! black tone & op5 l9es ( ! initial lett] at ! head4 ,?is h>mony 0 c>ri$ out 9 ! entire page1 ! black & :ite tones contra/+ ?ru\t4 ,no gray l9es 7 us$2 ev5 ! monogram at ! foot 0 con/ruct$ ( /rong l9es4 ,9 obta9+ an effect l ?is x is necess>y t ! type-face be ( m$ium black tone some:]e betwe5 ! gray tone ( ! ,caslon face & ! heavy black tone ( ! ,john ,hancock or o!r extra-black faces4 ,x may be well to call att5tion to ! m>g9s inside ! rule bord]4 ,! arti/ avoids monotony 9 m>g9s4 ,9 old books ! f\r m>g9s surr\nd+ a type page diff]$4 ,! foot m>g9 0 ! l>ge/1 ! o!rs be+ small] 9 ?is ord]3 out] side1 head1 inn] side4 ,9 ?is ann\ncem5t page ! foot m>g9 is l>g] ?an ! o!rs1 & ! head pres5ts ! smalle/ am\nt ( m>g9al space4 ,! side m>g9s 7 made equal because1 unlike ! pair$ book page1 ?is page /&s alone4 ,,example #bdc4--;,h>mony ( type-face & decoration is ! *ief attraction ( ?is ann\ncem5t c>d4 ,"s ( ! *>act]i/ics ( ,wa%+ton ,text 9 tone & /roke are also f\nd 9 ! initial lett] & bord]1 & to ?is ! h>mony is due4 ,plac+ ( ! initial lett] s l[ on ! page 0 a bit ( d>+1 yet balance is reta9$1 due to ! head+4 ,,example #bdd4--,:ile only a little fold]1 #c #d in*es 9 size1 ?is job 0 exce$+ly effective4 ,x 0 pr9t$ 9 black on :ite antique /ock4 ,su* a =m c\ld well be adapt$ to _m brief ann\ncem5ts4 ,,example #bde4--,?is =m 0 set 9 type dur+ ! ,colonial revival t int]e/$ good pr9t]s ab\t ! ye> #aijj4 ,caslon type & ,colonial decoration give an individual "* to ! page4 ,colonial effects are n s common j at ?is "t1 :i* fact is quietly dige/$ by ! wise typesett] z he recognizes 8 opportunity4 ,illu/ration3 ,,example #bdf ,an ann\ncem5t lit]ally treat$ 9 ,colonial typography1 ev5 to ! use ( ! long 80 ,illu/ration3 ,,example #bdg ,illu/ration3 ,,example #bdh ,fir/ & second page ( an arti/ic1 unembelli%$ ann\ncem5t circul>4 ,design$ by ,b5jam9 ,%]b[1 ,new ,york ,,example #bdf4-,?is ann\ncem5t demon/rates ! possibilities ( typography along ! l9es ( appropriat5ess4 ,a ,colonial organization wi%$ to ann\nce a meet+ at :i* w\ld be celebrat$ ! f\nd+ ( ! fir/ ,am]ican newspap]1 & desir$ some?+ 9 ,colonial /yle4 ,! pr9t] look$ up a reproduction ( an e>ly newspap] & set ! head+ 9 a /yle su* z 0 giv5 ! head+s ( newspap]s 9 ! e>ly days4 ,! society _h an emblem or seal engrav$ 9 ! s]ifless & *>act]less /yle ( lett]+ t ! av]age engrav] w give an organization4 ,! pr9t] _h ! emblem r$rawn1 giv+ in/ructions to ! arti/ to draw ! entire design 9 freeh& & to be c>eful t ! l9es & lett]+ be n too regul>4 ,in/ructions 7 also issu$ to h s]ifs on ! lett]+ & to h x conta9 ! contra/$ light & heavy /rokes ( ! roman type-face ( ! ,colonial p]iod4 ,z w be se5 by ! example h]e)1 ! idea 0 well c>ri$ out by ! arti/4 ,! society _h appropriately phras$ ! ann\ncem5t4 ,! pr9t] c>ri$ ! idea along by us+ a small size ( 8e0 9 ! ^w 8ye10 & a long 8s10 made by cutt+ a "p ( ! cross f ! 8f40 ,a suitable h&-made pap] 0 select$ & ! pap] 0 damp5$ be=e pr9t+ x4 ,! ann\ncem5t 0 !n fold$ up & seal$ 9 ! /yle ( ,colonial times1 )\t an envelop4 ,,examples #bdg ,,& #bdh4--,^! are ! fir/ & second pages ( a l>ge circul> ann\ncem5t pr9t$ 9 black & light olive-br[n on buff-t9t$ laid antique pap]4 ,no embelli%m5t is us$1 nor is any ne$$1 ! treatm5t be+ suffici5tly arti/ic4 ,! arrangem5t ( ! fir/ page is uncommon4 ,! lack ( m>g9s ar\nd ! type gr\p & ! abs5ce ( pr9t on ?ree-fif?s ( ! page w\ld be c\nt$ by "s pr9t]s z m]e ecc5tricities1 yet to o!rs ^! ?+s spell art4 ,compositors int]e/$ 9 ?is arrangem5t %\ld notice h[ ! type l9es fit ! phraseology4 ,! adv]tis+ elem5t has be5 consid]$ by ! design] along ) /hetic requirem5ts4 ,! d\ble l9e ( capitals at ! head ( ! second page 0 duplicat$ on ! ?ird4 ,! second page %[s simplicity & legibility t are admirable1 ! lib]al m>g9s & ! ?ree-l9e initial be+ notewor?y features4 ,illu/ration3 ,,example #bdi ,"o ( f\r pages ( a conv5tion ann\ncem5t1 %[+ ! attractiv5ess ( rules :5 prop]ly us$ ) head+s ,,example #bdi4--,?is is ! second page ( a conv5tion ann\ncem5t & is evid5ce ( ! success t is possible ) ! prop] use ( a well-design$ type-face1 an appropriate initial1 & rules to sep>ate ! head+s4 ,a comb9ation ( a heavy- & light-fac$ rule has always look$ well ) ! ,caslon /yle ( type-face4 ,illu/ration3 ,,example #bej ,ann\ncem5t design$ by an arti/ :o believes 9 ! lib]al lead+ ( type l9es ,illu/ration3 ,,example #beb ,blott] ann\ncem5t 9 rugg$ ,colonial /yle ,,example #bej4--,?is ann\ncem5t1 orig9ally pr9t$ on h&-made pap]1 all 9 black ink1 0 design$ by a fam\s ,new ,york arti/-typograph]1 :o believes t !re is great] legibility :5 ! l9es are sep>at$ by a lib]al use ( leads ?an :5 !y are 8set solid40 ,! arrangem5t is unusual 9 sev]al respects--! plac+ ( ! "n 9 ! f>-(f upp] corn]1 ! use ( ! initial 8,a0 9 ! mid/ ( a s5t5ce1 ! sett+ ( ! names ( ! (fic]s 9 italic & _! titles 9 roman1 & ! lib]al lead+ previ\sly ref]r$ to4 ,illu/ration3 ,,example #bea ,ann\ncem5t 9 black & gray on gray fabric-f9i%$ /ock1 illu/rat+ h>mony ( type-face & decoration ,,example #bea4--,?is specim5 also has ! feature ( an initial 9 ! mid/ ( a s5t5ce1 & x may be well to sugge/ to "y compositors t x is bett] n to use an initial 9 ?is mann]4 ,?is page w\ld probably be ev5 m effective if ! entire ^w 8ann\nces0 7 9 l[]-case4 ,! ann\ncem5t 0 pr9t$ 9 black & gray on a light-gray /ock4 ,! f\ndry t made ?is s]ies ( type also made ornam5ts t w\ld h>monize ) x & ?us enabl$ ! pr9t] to produce an arti/ically pleas+ page4 ,?is lett] is "o ( a few t closely sugge/ good h&-lett]+4 ,! selection ( type sizes & ! arrangem5t & apportionm5t ( m>g9s help to make a result t reflects cr$it on ! pr9t]'s art4 ,,example #beb4--;,a blott] 0 ! vehicle t c>ri$ ?is ann\ncem5t1 :i* is 9 ! rugg$ ,colonial /yle ( typography ( ! ye> 9 :i* ?is piece ( "w 0 produc$4 ,! tone is pleas+1 z is also ! contra/ ( :ite & black4 ,! ornam5t bl5ds 9 %ape & /yle ) ! accompany+ typographical treatm5t4 ,9 ! production ( 8 own ann\ncem5t =ms ! pr9t] is n hamp]$ by ! requirem5ts ( cu/om]s4 ,he works ) ! unre/rict$ fre$om ( a ,mi*elangelo & !re is little reason :y 8 "w %\ld n be ( ! be/1 if he w read & /udy books & trade magaz9es4 ,illu/ration3 ,,example #beg ,! hi/oric ,go?ic1 or po9t$ /yle ,illu/ration3 ,,example #beh ,/rong treatm5t1 ! motive ( mod]n orig9 ,illu/ration3 ,,example #bei ,a /rik+ effect t %\ld please ! college /ud5t ,illu/ration ,,tickets ,x is said ( pr9t]s :o make no attempt to le>n ! pr9ciples gov]n+ art typography1 t once or s 9 a lifetime !y produce an arti/ic job ( pr9t+4 ,!y become mu* elat$ at ! ph5om5on1 n realiz+ t x 0 br\ght on by ! unconsci\s introduction into _! product ( art pr9ciples4 ,! exp]i5ce may be lik5$ to t ( a *ild :o accid5tally t\*es an electric button1 caus+ ! room sudd5ly to be illum9at$4 ,! *ild kn[s ! light is !re1 b does n compreh5d h[ x got !re4 ,n[ in/ead ( be+ ! cause ( an ori5tal h&%ake1 a good job ( pr9t+ ought to be an ev]yday occurr5ce1 & ! /irr+ ( ! wat]s %\ld be left = ! bad job ( pr9t+ :51 un=tunately1 x happ5s along4 ,lack ( int]e/ is ! reason = ! non-developm5t ( _m pr9t]s 9 ! art side ( typography4 ,because1 to _m compositors1 pr9t+ is m]ely a means ( mak+ a liv+1 only en\gh k is acquir$ to enable !m to 8hold _! jobs10 or1 9 ! cases ( employ]s1 to reta9 _! cu/om]s4 ,"t sp5t 9 ! pr9t%op is consid]$ drudg]y & ! pleasures ( life come aft] ! :i/le has bl[n4 ,!re are "y pr9t]s :o "k comp>atively no?+ ab\t good typography1 yet are au?orities on ! rules ( p9ocle1 baseball1 or o!r pa/imes4 ,& !re are old] pr9t]s1 too1 :o c\ld write a book ab\t *ick5-rais+1 yet d n "k :5 type-faces h>monize4 ,any man :o is n int]e/$ 9 8 vocation is to be piti$4 ,unless 8 he>t is 9 8 "w1 a lawy]1 prea*]1 editor1 ad-writ]1 arti/ or pr9t] w n be successful4 ,int]e/ may be develop$4 ,if ! typograph] w devote a portion ( ! "t n[ sp5t on outside matt]s to ! /udy ( 8 craft1 & especially ! art side ( pr9t+1 8 "w w become light] & ! h&s on ! clock w *ase ea* o!r4 ,! same conc5tration ( ?\ght n[ devot$ to unimportant side int]e/s w\ld br+ l>ge divid5ds if inve/$ 9 ! /udy ( typography4 ,effici5cy is a gu>antee ( /eady "w & good pay to ! employee1 & an assurance ( /eady cu/om]s & bett] prices to ! employ]4 ,illu/ration3 ,,example #bef ,classic1 ref9$ treatm5t1 = art & lit]>y purposes ,! typograph] :o pref]s fre$om f c>e1 & ! blissfulness ( ignorance1 is a poor memb] ( society4 ,he %\ld l9e up among ! _w's work]s & accept "s ( ! responsibilities4 ,! fir/ ?+s he obs]ves1 %\ld he become a /ud5t1 are ! imp]fections ( 8 own product4 ,"w t be=e look$ good to him1 n[1 view$ 9 a new light1 is defective1 & f9ally ! old v]dict is rea*$1 8,!re is none p]fect1 no1 n "o40 ,:ile to ! exp]i5c$ art-pr9t] expectations ( absolutely p]fect results are kn[n to be futile1 he tries = "o hundr$ p] c5t j ! same4 ,a man lacks some?+ 9 8 make-up :5 he is satisfi$ to be rat$ z a tw5ty-five or fifty p] c5t pr9t]4 99 99 99 99 99 ,tickets1 al?o only a m9ute "p ( ! pr9t+-(fice product1 af=d opportunity = ! practice & developm5t ( art pr9t+4 ,9 typography !re are _m !mes & /yles & _! incorporation into type-designs is an int]e/+ & in/ructive /udy4 ,! compositor or lay\t man %\ld "k & und]/& ^! v>i\s /yles1 t he may be able to adapt himself to any dem& made = 8some?+ diff]5t40 ,res\rcefulness is a valuable *>act]i/ic = any pr9t] to possess1 & close exam9ation ( ! n9ete5 ticket =ms1 & c>eful read+ ( :at foll[s1 %\ld s]ve to develop t quality4 ,^! =ms 7 design$ by ! au?or especially = ?is *apt]4 ,,example #bef4--;,x is fitt+1 9 comm5c+ a s]ies ( type arrangem5ts1 fir/ to %[ "o bas$ ^u a classic motive4 ,! design is old to /ud5ts ( art1 yet may be new to pr9t]s 9 g5]al4 ,! arrangem5t has be5 us$ = _m ye>s by lead+ ar*itects on inscription tablets1 & ! idea itself comes f anci5t ,rome4 ,! egg-&-d>t bord] is a /&>d embelli%m5t 9 ar*itectural design+4 ,! roman type-face is hi/orically prop]1 especially ! adh]5ce to capitals1 z orig9ally !re 0 none b :at we call capitals1 ! small 8l[]-case0 or m9uscule lett]s hav+ be5 evolv$ dur+ ! ,middle ,ages4 ,! lett]s ( roman type-faces usually set v close toge!r & to get c]ta9 results ! capitals %\ld be slightly spac$4 ,"o-po9t spaces h be5 us$ 9 ?is example4 ,:ite c>dbo>d is pref]able to a color$ "o on :i* to pr9t ?is design4 ,,example #beg 7,ins]t74--,! hi/oric ,go?ic or *ur* /yle furni%$ ! motive = ! treatm5t ( ?is ticket4 ,bo? bord] & type-face possess *>act]i/ics peculi>ly ,go?ic--notably ! po9t$ =m ( ! lett]s & floret4 ,!re is also bl5d ( tone1 & simil> contra/ ( heavy & light /rokes 9 lett] & bord]4 ,anci5t features are consi/5tly c>ri$ out 9 ! arrangem5t4 ,! l9es are set close to ! bord] & made full l5g?4 ,contra/ is obta9$ by ! use ( color & ! emphasis 9 type size ( two important phrases4 ,?is /yle ( treatm5t is appropriate = tickets us$ by *ur*es or k9dr$ organizations4 ,illu/ration3 ,,example #bfj ,mod]n treatm5t bas$ ^u ! ,colonial ,,example #beh 7ins]t74--,! /yle ( ?is ticket is a mod]n conception & orig9at$ 9 ! art revival ( ! latt] "p ( ! la/ c5tury4 ,! motive is mascul9e & its features are contra/ ( tone1 mass+ ( lett]+1 & lib]al blank space4 ,x w be notic$ t :ile 9 ?is specim5 ! m>g9 inside ( bord] is wide1 on ! previ\s specim5 7,example #beg7 !re is practically no space inside ( ! bord]4 ,^! features are necess>y 9 ! correct int]pretation ( ! respective /yles4 ,! motive ( ! specim5 "u consid]ation is p>ticul>ly applicable to tickets = m9/rel p]=mances1 smok]s1 club out+s1 & o!r affairs 9 :i* m5 are int]e/$4 ,,example #bei 7,ins]t74--,! color bord] on ?is specim5 sugge/s a means ( v>y+ ! treatm5t ( tickets1 ! ext5sion ( ! bord] into two ( ! corn]s add+ di/9ction4 ,su* a design z ?is is likely to meet approval among college /ud5ts1 z !y welcome odd & /rik+ effects4 ,! /rong italic l[]-case is a relief f ! _m m famili> roman faces us$ on su* tickets4 ,emphasis ( important p>ts is obta9$ by increas+ ! type sizes until prop] contra/ is obta9$4 ,illu/ration3 ,,example #bfb ,da9tily appropriate 9 type-face & illu/ration ,illu/ration3 ,,example #bfc ,! secession or mission /yle appli$ to ticket composition ,,example #bfj4--,! treatm5t ( ?is example may be describ$ z mod]n bas$ ^u ! ,colonial4 ,! ,caslon type-face furni%es a ,colonial atmosph]e1 & ! bord] treatm5t ( color inside surr\nd+ rules bl5ds ) ! type-face4 ,only two sizes ( type are us$ & l[]-case is consi/5tly adh]$ to4 ,! %ape ( ! ma9 gr\p gives a pleas+ symmetry to ! arrangem5t1 ! floret s]v+ well to complete ?is result4 ,! effect z a :ole is booki%1 & may be adapt$ to v>i\s lit]>y & art purposes4 ,:ite or buff /ock w\ld be suitable1 antique f9i% pref]r$4 ,illu/ration3 ,,example #bfa ,sugge/$ = c\rse tickets4 ,c\pons %\ld be atta*$ ,,example #bfa4--,!re may be an idea "h = c\rse tickets 9 :i* a numb] ( lectures are li/$4 ,! =m z %[n is n complete1 ! idea includ+ ! atta*m5t at "o side ( c\pons conta9+ ! names & dates ( ! lectures4 ,only capitals are us$ & ! ?ree ma9 l9es are align$ at ea* end ( ! measure4 ,! n>r[ bord] gives a f9i% to ! g5]al design1 :i* is well suit$ = pr9t+ 9 black ink on :ite /ock4 ,illu/ration3 ,,example #bfd ,! ecclesia/ical or missal /yle well adapt$ ,,example #bfb4--;,"h we h a ticket ( peculi> int]e/ to wom5 & ! treatm5t is da9tily appropriate4 ,caslon italic is an admirable lett] = ! purpose1 z x is graceful & neat4 ,bold treatm5t & l>ge type h be5 avoid$1 ! ma9 portion ( ! copy be+ gr\p$ 9 ! c5t] & surr\nd$ by lib]al blank space4 ,! outl9e illu/ration und]pr9t+ ! type gr\p gives add$ int]e/ to ! ticket & may h adv]tis+ value 9 ! sugge/ion x pres5ts ( ! ev5+'s pleasure4 ,:ite c>d w\ld be prop]1 & a buff or gray-blue /ock might also look well4 ,illu/ration3 ,,example #bfe ,p]haps ,morris w\ld h set a ticket ?is way ,,example #bfc4--,?is ticket pres5ts ! geometric1 or s-call$ secession /yle2 a mild example1 ?o4 ,because /raight l9es =m its motive1 "s call x ! mission /yle4 ,!re are possibilities 9 x = ! typograph] look+ = fre% ideas ) :i* to v>y 8 "w4 ,"r "h x may be well to w>n compositors aga9/ becom+ en?usia/ic ov] e new /yle ( type arrangem5t t may come to 8 notice4 ,!re are m5 :o 9 _! endeavors to d some?+ to w9 fame-- some?+ a/oni%+ & entirely orig9al--set out on unkn[n seas )\t rudd] or compass4 ,! result usually is %ipwreck4 ,! pr9t] :o />ts out to produce typography n f\nd$ on "s prov$ & tri$ base builds a h\se 9 ! s&s t may come tumbl+ d[n at ! fir/ te/ ( endurance4 ,a type-face ( squ>$ %ape su* z ! capitals ( l9+ go?ic is be/ fitt$ to accompany ! squ>es & angul> ornam5ts ( ! mission or secession /yle4 ,a gray /ock on :i* to pr9t ?is example w\ld be a wise selection4 ,illu/ration3 ,,example #bfg ,mod]n application ( classic type effects ,illu/ration3 ,,example #bfh ,patt]n$ aft] ,colonial treatm5t ( title-pages ,,example #bfd4--,?is specim5 w be recogniz$ z an adaptation ( ! missal or mass-book /yle ( treatm5t1 m5tion$ 9 a previ\s *apt]4 ,x is an accept$ ecclesia/ical arrangem5t1 & proves z pleas+ on a ticket z on a title-page4 ,uncial initials 7z are "h %[n 9 color7 may be _h ( typef\nd]s 9 slight v>iations4 ,:ite or buff c>d admirably supports missal treatm5t4 ,,example #bfe4--;,inspiration = ticket designs may ev5 be drawn f ! "w ( ,william ,morris & ! ,italian pr9t]s :o us$ ! black-ton$ decorative bord]1 al?o ?is /yle %\ld n be und]tak5 unless ! prop] bord] is available4 ,! "o "h adapt$ c>ries out ! idea fairly well4 ,old ,/yle ,antique set snugly to fill ! panel gives ! prop] results1 ! capital l9es also be+ necess>y to ?is /yle4 ,tickets = educational & art functions especially l5d !mselves to ?is treatm5t & :ite c>d %\ld be us$4 ,illu/ration3 ,,example #bff ,! m$ieval art work] furni%$ a motive = ?is ticket ,,example #bff4--,! motive = ?is ticket =m came f obs]v+ t art work]s dur+ ! ,middle ,ages frequ5tly engrav$ inscriptions ar\nd ! m>g9s or bord]s ( plates1 slabs1 doors1 & l objects4 ,?is sugge/$ ! adoption ( ! idea to c>ry a few p]t95t words on an ent]ta9m5t ticket4 ,c>dbo>d ( almo/ any color c\ld be us$4 ,,example #bfg4--,p]haps ?is arrangem5t c\ld be describ$ z a mod]n application ( classic type effects4 ,! display l9es are 9 ,*elt5ham1 a face t approximates "s ( ! anci5t ,roman lett]+1 & ! treatm5t ( ! ticket z a :ole is *a/e4 ,! ornam5ts1 surr\nd$ z !y are by blank space1 emphasize ! classic simplicity ( ! ticket4 ,! type gr\p is tap]$ to give prop] symmetry4 ,illu/ration3 ,,example #bfi ,a da9ty1 ref9$ effect suit$ to _m occasions ,,example #bfh4--,?is is purely a ,colonial effect & closely foll[s ! arrangem5ts f\nd on title-pages ( ! sev5te5? & eighte5? c5turies4 ,hair-l9e rules well sep>at$ by space 7 common 9 ^? days4 ,! type "h us$ is ,caslon1 a lett] cut 9 ! eighte5? c5tury1 & "o especially suit$ to ,colonial typography4 ,antique-f9i%$ c>d 9 :ite & buff is appropriate4 ,,example #bfi4--;,da9ty1 ref9$ effects are dem&$ by c]ta9 cu/om]s4 ,?is specim5 demon/rates ! effectiv5ess ( su* treatm5t on a ticket4 ,two sizes ( type 7,pab/71 all capitals & slightly spac$1 give ! prop] results4 ,! ornam5ts are us$ z symbolic decoration4 ,illu/ration3 ,,example #bgj ,robu/ treatm5t ( an out+ ticket ,,example #bgj4--,! typography ( ?is ticket is di/9ctly mascul9e4 ,?is result has be5 obta9$ by ! use ( capitals ( a robu/ type-face1 s di/ribut$ 9 size z /rongly to emphasize ! important phrases4 ,_h ?is =m be5 pr9t$ 9 "o color1 ! two type l9es n[ 9 color %\ld h be5 r$uc$ a size4 ,x is well = compositors to keep 9 m9d t :5 orange is us$ 9 comb9ation ) black1 ! portion pr9t$ 9 orange w be light] 9 tone ?an t 9 black1 unless ! diff]5ce is provid$ = by bold] or l>g] type-faces4 ,any color ( /ock except+ da9ty t9ts w\ld d = ?is ticket4 ,illu/ration3 ,,example #bgb ,treatm5t t %\ld prev5t easy c\nt]feit+ ,illu/ration3 ,,example #bgc ,corn] decoration suitable to ! subject ,,example #bga4--,?is unusual arrangem5t 0 dictat$ by ! nature ( ! cab ornam5t4 ,! %apes ( ! type gr\ps are built ab\t x4 ,7 ! cab ornam5t n us$1 ano!r arrangem5t w\ld be necess>y4 ,!re are social clubs ( all k9ds 9 e city1 & balls are frequ5tly held = :i* tickets are ne$$4 ,an elem5t ( int]e/ su* z is giv5 by ! cab ornam5t w\ld surely be appreciat$ by su* cu/om]s4 ,illu/ration3 ,,example #bga ,! cab ornam5t dictat$ ! type =mation ,,example #bgb4--,occasionally !re comes to ! pr9t%op a cu/om] want+ a ticket :i* _c easily be duplicat$ by any "o ) a press & a few fonts ( type4 ,in/ead ( ref]r+ ! cu/om] to a li?ograph] ! pr9t] %\ld asc]ta9 if he is n 9 a position to produce su* a ticket4 ,! /yle ( ! "o "h %[n is sugge/$ = su* em]g5cies4 ,a type bord] pr9t$ 9 color =ms ! backgr\nd4 ,ov] ?is pr9t ! read+ matt]1 & = ! display l9es use a type-face t happ5s n to be possess$ by o!r pr9t]s 9 ! same city4 ,9 provid+ a bord] = ?is ticket a rule ) d\ble l9es has be5 us$1 ?us bl5d+ x ) ! d\ble l9es ( ! type-face4 ,:ite /ock %\ld be select$ = ?is ticket4 ,,example #bgc4--,! corn] decoration is 9 keep+ ) ! subject ( ?is ticket1 & ! arrangem5t z a :ole is sugge/$ = simil> purposes4 ,any color ( c>dbo>d is suitable4 ,illu/ration3 ,,example #bgd ,?is arrangem5t has an old ,fr5* motive ,,example #bgd4--,! decoration ( e>ly ,fr5* books furni%$ ! motive = ! typographical treatm5t ( ?is ticket4 ,x is submitt$ simply to demon/rate t ideas = arrangem5t c be pick$ up 9 _m qu>t]s1 & z a sugge/ion t typograph]s g ?ru ! _w ) eyes op54 ,illu/ration3 ,,example #bge ,neat1 conv5tional treatm5t ( a lett]head conta9+ a l>ge am\nt ( copy4 ,! bold-face type l5ds v>iety to ! head+ & br+s out important po9ts ,illu/ration3 ,,example #bgf ,pr(essional /ation]y mu/ be treat$ ) dignity & ref9em5t4 ,! type %\ld be small ,illu/ration3 ,,example #bgg ,sugge/$ treatm5t = *ur* /ation]y ( ! conv5tional k9d4 ,a text lett] is appropriate & is usually satisfy+ ,illu/ration3 ,,example #bgh ,z a *ange f ! /yle %[n 9 ,example #bgf1 pr(essional /ation]y c\ld be treat$ 9 ?is mann] 9 "o body size ( a mod]n job type ,illu/ration ,,lett]heads ,,envelops ,is !re a /&>d size ( lett] %eet & envelop = comm]cial correspond5ce8 ,a look ?ru ! lett] files ( any bus9ess h\se w reveal ! int]e/+ fact t mo/ ( ! lett]s are on %eets measur+ #h #aa in*es4 ,lett] %eets ( ab\t ?is size h be5 9 use = _m ye>s4 ,f ,de ,v9ne's ,price ,li/ ( #ahga we le>n t #aj #af in*es 7#h #aj fold$7 0 ! favorite size ( lett] %eet1 & t = comm]cial lett]s ! size #aj #ag in*es 7#h #aj fold$7 0 sometimes requir$4 ,note %eets 7 !n 9 two sizes3 ,comm]cial note1 #h #aj in*es 7#e #h fold$72 & packet note1 #i #aa in*es 7#e #i fold$74 ,! typewrit] & mod]n comm]cial requirem5ts h s9ce develop$ use ( ! s+le leaf1 al?o = p]sonal correspond5ce & c]ta9 ref9$ bus9ess purposes ! fold$ note %eet is prop]4 ,9 pass+ x might be not$ t 9 ! price li/ above m5tion$ ! pr9t] is urg$ to *>ge an increas$ price :5 8brass or ,fr5* fl\ri%es are us$ 9 excess40 ,! composition ( 8"o pla9 head+1 ( n m ?an f\r /raight l9es10 0 to be *>g$ at sev5ty-five c5ts2 8"o ornam5tal head+ ) curv$ l9es10 tw5ty-five or fifty c5ts additional4 ,illu/ration3 ,,example #bgi ,?is elaborate bord] cont9u$ ar\nd ! entire %eet4 ,9 ! orig9al ! colors 7 subdu$ & h>moni\s & on a br[n-gray h&-made pap] ,illu/ration3 ,,example #bhj ,a suitable type-face symmetrically arrang$1 ) a h>moni\s decorative device ,z has be5 /at$1 ! /&>d size ( ! pres5t-day comm]cial lett]head is #h #aa in*es4 ,/range to say1 ! /&>d size ( envelop 7kn[n z ,no4 #f ,gov]nm5t7 us$ = ! c>ry+ ( ^! lett] %eets measures #f #c1 ?o if a snug fit 7 requir$ ! envelop w\ld be ab\t #e #c in*es4 ,! /&>d size1 h[ev]1 %\ld usually be select$1 z all sorts ( enclosures are made to fit x4 ,! l>ge 8(ficial0 envelop is also us$ ext5sively = bus9ess purposes1 ! mo/ common size 7,no4 #aj ,gov]nm5t7 measur+ #i #d in*es4 ,x takes a lett] %eet ( two p>allel folds1 & also provides = bus9ess & adv]tis+ enclosures l>g] ?an ^? plann$ = ! /&>d envelop ( small] dim5sions4 ,di/9ction is giv5 bus9ess /ation]y by fold+ ! /&>d lett] %eet twice s t1 fold$1 x measures #e #d in*es1 & by us+ an envelop 7,b>onial7 t measures an eigh? or a qu>t] ( an in* l>g] ea* way4 ,= private or semi-private purposes ?is k9d ( envelop is pref]r$1 especially if ! lett] %eet is us$ z a d\ble note %eet4 ,! head+ is frequ5tly pr9t$ on ! f\r? page ( ! d\ble note %eet1 s t :5 ! message is writt5 on ! f\r? & fir/ pages & ! %eet is op5$1 ! lett] appe>s z two pages 9 a book4 ,ano!r size ( m5's p]sonal correspond5ce %eet measures #e #h in*es fold$ once4 ,aft] be+ writt5 ^u ! %eet is aga9 fold$1 & x !n measures #e #d in*es4 ,:5 ! cu/om] is will+ to pay a price = :i* ! be/ quality ( /ation]y may be furni%$1 ! pr9t] %\ld secure f h\ses specializ+ 9 society /ation]y envelops t are made ) a m /yli% flap ?an ^? commonly us$ = bus9ess purposes4 ,ano!r size ( lett] %eet1 us$ = m5's p]sonal correspond5ce & = giv+ an exclusive appe>ance to comm]cial /ation]y1 measures ab\t #g #aj in*es4 ,! pap] is giv5 two p>allel folds & fits 9 an envelop t measures ab\t #g #d in*es4 ,illu/ration3 ,,example #bha ,arti/ic treatm5t 9 squ>$ effects ,illu/ration3 ,,example #bhb ,a simple treatm5t ( a head+ ) little copy4 ,capitals h be5 lett]spac$ a trifle ,s9ce ! typewrit] is 9 su* g5]al use1 rul$ lett] %eets are seldom call$ =2 9 fact1 rul$ correspond5ce %eets ( any k9d are n[ 9 poor ta/e4 ,! old-"t notehead is also little us$1 ! half-lett] %eet 7#h #e in*es71 & ! two-?irds lett] %eet 7#h #g in*es71 pr9t$ ! broad way1 tak+ its place = brief bus9ess messages4 ,illu/ration3 ,,example #bhd ,! heavy bord] effect ( ! ,colonial /yle ( typography gives "* to ?is head+4 ,by ,ar?ur ,nelson ,! typographical treatm5t ( lett]heads & envelops %\ld h "s relation1 & x is n[ g5]ally conc$$ t ! pap] %\ld be ! same 9 bo? cases4 ,a good grade ( pap] is n[ consid]$ ess5tial = bona-fide correspond5ce1 a *eap] grade be+ all[$ = =m lett]s4 ,a light-weight pap] ( a high grade is pref]able ov] a heavy-weight pap] ( a l[ grade4 ,quality isn't a matt] ( weight1 al?o if x c be af=d$ ! heavi] weight is n 9 ! lea/ objectionable4 ,tw5ty-p\nd folio 7#ag #bb7 seems to be mo/ easily obta9$ 9 ! v>i\s pap]s4 ,z to ! /yle ( typographic treatm5t1 ! pr9t] mu/ 9 all cases consid] ! ta/es ( 8 cu/om]s1 & especially ! bus9ess or pr(ession = :i* ! /ation]y is to be us$4 ,z an in/ance1 ! /yle ( typographic treatm5t ( doctors' & lawy]s' /ation]y seldom *anges4 ,x %\ld be kept 9 m9d t simple1 neat1 ref9$ typography is appropriate = almo/ e ord] ( /ation]y1 :ile elaborate typography 9 _m cases is inappropriate4 ,color is seldom well us$ on /ation]y4 ,mo/ lett]heads t ! writ] has se5 :i* h be5 treat$ 9 ?ree or f\r colors w\ld h be5 m pleas+ if giv5 b "o pr9t+4 ,a te/ ( typographic skill is to design a lett]head t 9 "o pr9t+ w look attractive & di/9ctive4 ,! head+ %\ld usually be pr9t$ 9 black or "s d>k5$ color1 & if ano!r impression is desir$ a v small "p ( ! design pr9t$ 9 orange or v]milion w add a t\* ( bright color4 ,all ! reproductions %[n are r$uc$ 9 size1 ^? on ! ins]ts be+ only slightly small]4 ,illu/ration3 ,,example #bhc ,!re is a great deal ( "* 9 ?is simple lett]head design4 ,! lant]n is really a monogram4 ,by ,*>les ,r4 ,capon ,,example #bge 7,ins]t74--,li?ograph]s & /eel-die pr9t]s really furni% ! /yles = ! conv5tional arrangem5t ( lett]heads4 ,!y "w along /&>diz$ l9es & usually produce well-balanc$1 appropriate head+s4 ,typographical pr9t]s %\ld /udy /ation]y produc$ by ^! processes & obs]ve h[ ! p>ts ( head+s are gr\p$ & ! adv]tis+ po9ts emphasiz$2 = a lett]head is "o =m ( adv]tis+4 ,!re are limitations1 h[ev]1 9 ! copy+ ( su* lett]head arrangem5ts4 ,only pla9 designs %\ld be /udi$ = ?is purpose4 ,imitations ( %ad$ & ornam5tal lett]+ are seldom successful4 ,example #bge demon/rates h[ a good lett]head c be design$ along li?ographic l9es4 ,! effectiv5ess ( ?is head+ dep5ds a great deal ^u ! use ( bo? light- & d>k-fac$ type4 ,:]e !re is a great deal ( matt]1 z 9 ?is in/ance1 ! head+ w\ld likely appe> flat & un9t]e/+ & w\ld lose "s ( ! adv]tis+ qualities x possesses if ! light-fac$ type 7 us$ ?ru\t4 ,?is is no argum5t = bold-fac$ type on /ation]y head+s z a usual ?+1 b ref]s to ! k9d ( head+ "h %[n4 ,! p>ts 9 ! d>k-fac$ type include ! firm "n1 ! nature ( its bus9ess & ! city 9 :i* ! firm is locat$4 ,! names ( ! (fic]s are arrang$ 9 ! upp] "p ( ! head+1 & ?is position ( ! names seems to be satisfactory 9 mo/ in/ances4 ,! telephone numb] & cable address are 9 ! c5t] ne> ! date l9e4 ,! type us$ 9 ?is head+ is ,c>d ,li?o & ,c>d ,light ,li?o4 ,,example #bgf 7,ins]t74--,pr(essional /ation]y mu/ be treat$ ) dignity & ref9em5t1 & ! type %\ld be small4 ,treatm5t su* z ?is w\ld und\bt$ly meet ) approval f ! pr(essional cu/om]4 ,x w\ld be a mi/ake to apply to pr(essional /ation]y ! v>iety ( attractive & int]e/+ arrangem5ts t are applicable to /ation]y us$ = _m bus9ess & adv]tis+ purposes4 ,! pr9t] w\ld save resett+ ( ! "w & m surely please 8 cu/om]s if1 9 fill+ ord]s = doctors1 lawy]s1 ar*itects1 eng9e]s & o!r pr(essional m51 he attempt$ no?+ b ! conv5tional dignifi$ treatm5t illu/rat$ by ?is example4 ,! type is an imitation engrav]s' go?ic slightly lett]spac$ to give ! effect usually f\nd on /eel-die "w4 ,,example #bgg 7,ins]t74--,m9i/]s1 includ$ z !y are 9 ! pr(essional class1 l to h _! /ation]y dignifi$ & neat4 ,at ! same "t !y d n object to ! use ( text type1 z x has a *ur*ly sugge/ion4 ,?is type1 too1 mu/ be small1 t us$ "h be+ eight-po9t 9 size4 ,illu/ration3 ,,example #bhg ,sugge/ion ( ! ecclesia/ic 9 ! design ( a lett]head = a *ur* pr9t] ,,example #bgh 7,ins]t74--,/ation]y = a lawy]1 l t = a doctor1 %\ld be dignifi$ & ref9$4 ,x is well to give him ! pr(essional cu/om]'s /yle ( typography su* z t ( ! doctor's head+1 b if a dep>ture is to be made f ! imitation /eel-engrav$ lett]+1 x is possibly well to use a mod]n /yle ( type su* z ! ,bodoni1 & lett]space ! capitals1 z 0 done 9 ?is example4 ,b "o size ( type-face has be5 us$ "h 7eight-po9t71 capitals1 italic1 & small capitals be+ utiliz$4 ,,example #bgi4--,practically nev] %\ld a lett]head be treat$ ) ! elaborat5ess ( ?is "o unless ! cu/om] expressly desires su* treatm5t & is will+ to pay = x1 or ! lett]head is ! pr9t]'s own1 z 9 ?is in/ance4 ,! reproduction1 un=tunately1 does n pres5t ! ri* qualities ( ! orig9al1 :i* 0 pr9t$ 9 gre5-gray & r$-gray on a gray h&-made pap]4 ,! typography 0 m]g$ ) ! pap] /ock1 & !re 0 n ! contra/ f\nd 9 ! reproduc$ specim54 ,illu/ration3 ,,example #bhe ,on :i* a meet+ is adv]tis$ ,illu/ration3 ,,example #bhf ,a panel1 :5 well treat$1 gives di/9ction to /ation]y4 ,by ,ar?ur ,nelson ,illu/ration3 ,,example #bhh ,arti/ic yet simple arrangem5t1 ! feature ( :i* are ! ?ree l9es ( equal l5g?4 ,by ,leon ,i4 ,lead] ,,example #bhj4--,old-,/yle ,antique1 z ?is head+ %[s1 is a good type-face = ! lett]head ( an art publication company4 ,capitals h be5 us$ ?ru\t & gr\p$ s z to =m a symmetrical arrangem5t t h>monizes well ) ! decorative device plac$ "u x4 ,a feature ( ?is head+ is t all matt] is includ$ 9 ! "o gr\p1 except+ ! "n ( ! city1 :i* is plac$ to receive ! date l9e4 ,illu/ration3 ,,example #bhi ,lett]head = a /orekeep] sell+ a g5]al l9e ( goods ,illu/ration3 ,,example #bij ,panel treatm5t t sugge/s ! bus9ess4 ,by ,ar?ur ,nelson ,illu/ration3 ,,example #bib ,unique arrangem5t ( a di/9ctive head+4 ,by ,h>ry ,a4 ,ang] ,,example #bha4--,successful treatm5t ( a head+ l ?is dep5ds ^u ! typograph]'s ability s to arrange ! copy1 )\t resort+ to lett]spac+1 t all l9es are ! same l5g?4 ,x is necess>y also to use all capitals ( an old-/yle face ( d>k tones 9 :i* ! lett]s set fairly close toge!r1 a result su* z c be _h ) ,old-,/yle ,antique or ,cloi/] ,old/yle4 ,! decorative device 9 its %ape h>monizes ) ! =mation ( ! gr\p ( type l9es above x4 ,! lib]al blank space t surr\nds ?is head+ is an important factor 9 its attractiv5ess4 ,! orig9al 0 on br[n pap]4 ,,example #bhb4--,:5 ! pr9t] receives copy z brief z t us$ = ?is lett]head he exp]i5ces difficulty 9 produc+ an effect t w be attractive4 ,) ! cu/om>y engrav]s' type-faces no?+ v satisfactory is possible1 b by us+ a type-face ( "*1 su* z ,caslon ,old/yle 9 its orig9al =m1 z 0 done "h1 arti/ic int]e/ c be add$4 ,two sizes ( capitals1 spac$1 7 us$ = ! firm "n4 ,italic 0 select$ = ! ^w 8,groc]s10 ) a swa% or decorat$ capital t accompanies ! old ,caslon type-face4 ,capitals & small capitals 7 utiliz$ = ! date l9e4 ,a t\* ( decorative int]e/ 0 add$ to ! head+ by ! use ( a rule1 on ea* end ( :i* 0 plac$ a dagg]1 su* z is usually a "p ( book fonts4 ,?is treatm5t c\ld be made ev5 m effective by pr9t+ ! lett]head on a :ite bond pap] ( good quality4 ,,example #bhc4--,?is lett]head is (f]$ z a sugge/ion = arti/ic treatm5t :5 n mu* copy is furni%$ & x is possible to use a small decorative device4 ,! type-face %\ld h old-/yle qualities ( an arti/ic nature & %\ld be slightly lett]spac$4 ,! lant]n device on ?is head+ is really a monogram1 clev]ly design$4 ,! orig9al 0 9 black & orange on buff-t9t$ pap]1 & z %[n by ! reproduction1 ! head+ 0 plac$ v high on ! %eet4 ,illu/ration3 ,,example #bia ,dignifi$ yet novel treatm5t ,,example #bhd4--;,= "s reason a bord] made ( a heavy l9e & a light "o h>monizes ) ! type matt] 9 ,caslon ,old/yle1 especially :5 lib]al blank space sep>ates ! type & ! bord]1 z 9 ?is in/ance4 ,x is well usually n to h ! bord] d>k] 9 tone ?an ! type matt]1 b on ?is head+ x w\ld be a mi/ake to light5 ! bord]1 :i*1 h[ev]1 w\ld look well pr9t$ 9 v]milion or orange ink4 ,a buff-t9t$ pap] ( an antique f9i% w\ld bl5d ) ! ,caslon typography4 ,x is a dep>ture f conv5tional me?ods to place ! names ( ! firm memb]s 9 ! l[] "p ( ! panel4 ,?is 0 probably done s t ! "n ( ! b9d]y w\ld /& out )\t int]f]5ce f type matt] above x1 b z a concession to conv5tionality x w\ld probably be well to place ! names 9 ! upp] "p ( ! panel4 ,,example #bhe4--,! pr9t] is frequ5tly call$ ^u to arrange = an organization a lett]head :i* conta9s an ann\ncem5t ( ! next meet+ ( ! society4 ,! example "u consid]ation %[s h[ ?is may be done2 ! meet+ ann\ncem5t is pres5t$ pla9ly1 yet a lett]head appe>ance is reta9$4 ,! "n ( ! society crosses ! lett] %eet & is jo9$ on ea* end by a gr\p ( (fic]s4 ,! ref]5ce to ! meet+ occupies ! space directly "u ! "n ( ! society4 ,9 ! orig9al ! ma9 "p ( ! head+1 :i* n[ /&s out s /rongly1 0 subdu$ by ! use ( gray ink4 ,,example #bhf4--,!re is sugge/ion ( ! ar*itectural panel ab\t ! arrangem5t ( ?is head+4 ,! sugge/ion is cont9u$ by ! use ( a classic ,roman type-face ma9ly 9 capitals4 ,panels are n z successful on lett]heads z !y w\ld be if m judgm5t 7 us$ 9 =m+ !m4 ,?is head+ %\ld prove helpful 9 work+ out ! panel idea4 ,its proportions c\ld be small] ) good results4 ,! orig9al 0 pr9t$ ) gre5-black ink on a primrose color ( bond pap]1 b w\ld also look well on :ite /ock4 ,,example #bhg4--;,a lett]head is successful if by its treatm5t x sugge/s ! l9e ( bus9ess = :i* x is us$4 ,?is "o measures up 9 t respect4 ,by ! use ( ! old text type & ,maltese crosses an ecclesia/ical t\* is giv54 ,! old *ur* missal books ( ! manuscript days 7 brilliant 9 rubrication1 a feature ( :i* 7 rul$ l9es1 crosses & initials 9 v]milion4 ,! arrangem5t ( ?is head+ is also "o t c\ld be us$ = _m purposes4 ,"s ( ! facts ab\t ! bus9ess are bl5d$ ) rules 9 a decorative b& t gives bread? to ! head+4 ,illu/ration3 ,,example #bie ,neatness & dignity 9 lett]head design+ ,,example #bhh4--,lett]heads arrang$ s t all l9es are ! same l5g?1 especially if su* arrangem5t all[s prop] emphasis ( ! firm "n1 usually look well & h arti/ic int]e/4 ,?is head+ is "o su* z almo/ any pr9t] ) a good old-/yle type-face c\ld produce4 ,l ,example #bha1 ?is treatm5t requires ! use ( capitals4 ,l[]-case 9 squ>e or block =mation does n %ape up h>moni\sly4 ,capitals exclusively %\ld be us$ :5 su* effects are plann$4 ,,example #bhi4--;,a lett]head = a g5]al /ore inv>iably pres5ts a problem to ! pr9t] :o wi%es to produce a h>moni\s & well-balanc$ head+4 ,x is difficult prop]ly to display copy :i* includes su* a v>iety ( articles z furniture1 jewelry1 /oves & c(f9s4 ,! typograph] responsible = ?is lett]head set x 9 ,caslon ,old/yle1 gr\p$ x z well z he c\ld1 & introduc$ decorative value by means ( florets pr9t$ 9 color4 ,! "n ( ! m]*ant 0 giv5 ! mo/ prom95ce1 & 8,furniture0 0 featur$ = ! reason t x seem$ to con/itute ! pr9cipal "p ( ! bus9ess4 ,! pr9t] :o objects to ?is arrangem5t %\ld try 8 h& at resett+ x4 ,z copy1 ?is head+ is 9 /rong contra/ to t suppli$ = ,example #bhb4 ,illu/ration3 ,,example #bic ,individuality obta9$ by means ( decorative initials ,illu/ration3 ,,example #bid ,j a neat typographical arrangem5t ,illu/ration3 ,,example #bif ,a head+ 9 two gr\ps4 ,by ,h>ry ,a4 ,ang] ,,example #bij4--,?is example is a resett+ ( a lett]head on :i* ! pr9t] _h imitat$ bricks by us+ oblong bord] units pr9t$ 9 r$4 ,8 ef=t 0 too lit]al1 & 9 re>rang+ ! head+ ! purpose 0 m]ely to sugge/ bricks & tiles 9 a light-pr9t+ bord]4 ,spac$ ,caslon capitals complet$ an effect t is unusual & di/9ctive4 ,! l9e 8,brick & ,tile0 c\ld be pr9t$ 9 color4 ,illu/ration3 ,,example #big ,a neat lett]head & uncommon di/ribution ( color4 ,by ,leon ,i4 ,lead] ,illu/ration3 ,,example #bih ,d\ble-panel treatm5t t is unusual ,,example #bia4--,!re is a dignifi$ yet novel attractiv5ess ab\t ?is head+4 ,! light cross-rules give %ape1 & individuality is inject$ by slightly spac+ ! lett]s & conf9+ ! color to ?ree small initials4 ,go?ic 7sans-s]if7 type looks well treat$ 9 ?is mann]4 ,z w be se51 lib]al blank space is necess>y = a "r effect4 ,! orig9al 0 pr9t$ 9 black & v]milion ink on gray bond pap]4 ,illu/ration3 ,,example #cjj ,a lett]head 9 ,caslon roman capitals & italic l[]-case1 ) t\* ( color 9 ! di/9ctive %op m>k ,,example #bib4--,! design] ( ?is lett]head plann$ to get some?+ diff]5t & succe$$4 ,he did x1 too1 ) ! good old ,caslon type-face4 ,?is type has prov$ its wor? 9 comm]cial job "w1 & !re seems to be no limit to its usefulness4 ,by spac+ ! lett]s 9 ?is head+ a peculi> tone has be5 obta9$ :i* gives ! lett]head mu* ( its "*4 ,! position ( ! lamp ornam5t is odd4 ,black & orange ink & :ite pap] 7 us$4 ,,example #bic4--,:ile x is saf] to pr9t club /ation]y 9 ! conv5tional /yle ( pr(essional /ation]y1 !re are clubs :i* w appreciate any individuality & attractiv5ess ! pr9t] may introduce on ! lett] %eet4 ,?is head+ is a sugge/ion ( :at might be done 9 ?is direction4 ,wa%+ton ,text has be5 comb9$ ) decorative initials4 ,,example #bid4--,! problem "h 0 to produce a lett]head = m5 :o appreciate typographic neatness1 & ! problem 0 met by sett+ ! head+ 9 ,caslon l[]-case & introduc+ italic 9 sev]al places :]e x w\ld be ( ! mo/ value4 ,z w be se51 ! names ( ! (fic]s 7 gr\p$ on ! left1 & balanc$ on ! "r by a gr\p t tells ( ! ?+s ! /ore has to sell4 ,x is likely t copy su* z ?is w\ld meet ) diff]5t treatm5t f ! av]age compositor1 :o w\ld be incl9$ to di/ribute ! copy ov] all p>ts ( ! lett]head4 ,! lesson to be le>n$ is t ! sev]al p>ts ( copy %\ld be ord]ly apportion$ to positions on ! lett] %eet1 z 9 ?is in/ance4 ,,example #bie4--,?is is an excell5t example ( a good lett]head1 orig9ally produc$ by ! incis$ copp]plate me?od4 ,/udy ( its details w\ld b5efit ! typographic pr9t] = ! reason t1 z m5tion$ 9 ! beg9n+ ( ?is *apt]1 design]s ( lett]heads produc$ by li?ographic & intaglio processes h giv5 mu* ?\ght to lett]head arrangem5t4 ,! ma9 "p ( ! head+ is symmetrically arrang$ 9 a gr\p 9 :i* att5tion has be5 giv5 to spac+4 ,! illu/ration is dispos$ ( at ! left1 & an add$ l9e has be5 plac$ 9 ! upp] "r corn] & pr9t$ 9 r$4 ,! neatness & dignity ( ?is lett]head are an inspiration4 ,illu/ration3 ,,example #bii ,di/9ction 9 lett]head design4 ,! rule bord]1 :i* ext5d$ ar\nd ! entire %eet1 0 9 a %ade ( ink light] ?an t us$ = ! type ,,example #bif4--,! copy ( ?is lett]head pres5t$ a problem :i* 0 solv$ by mak+ two di/9ct gr\ps ( ! type matt]4 ,9 ! ma9 gr\p 7 plac$ ! matt]s ( national importance1 & 9 ! upp] gr\p 9 small] type su* copy z ref]s to ! /ate organization4 ,compositors %\ld obs]ve h[ ! 8,y0 at ! end ( ! ma9 l9e has be5 ext5d$ into ! m>g9 s t ! gr\p alignm5t might be reta9$4 ,! pr9t+ comb9ation 0 black ink & :ite pap]4 ,,example #big4--,p]haps ! use ( italic capitals exclusively w\ld h be5 m consi/5t1 yet ! "o l9e ( roman capitals does n detract f ! pleasure ! neatness ( ?is head+ af=ds ! admir] ( good pr9t+4 ,! di/ribution ( color is uncommon4 ,! italic %ort-& 77 adds a t\* ( decoration to ! head+4 ,typograph]s w f9d t ^! old-/yle italic %ort-&s look well 9 display l9es sub/itut$ = ! spell$-out 8&40 ,! roman %ort-& 77 is sev]e 9 "* & is n s pleas+4 ,,example #bih4--,occasionally x is advisable to inclose type matt] 9 a panel1 al?o 9 mo/ in/ances ! typograph] w f9d t a lett]head is neat] if no rule panel is us$4 ,h[ev]1 !re is some?+ attractive & diff]5t ab\t ! panel treatm5t ( ?is lett]head4 ,)\t ! rules ! head+ w\ld be neat1 b w\ld lose a di/9ction t is n[ giv5 x by ! rules4 ,! type-face1 ,pack>d ,old/yle1 possesses a quality f\nd 9 h&-lett]+ & looks well on ?is head+4 ,,example #bii4--;,a l9e bord] f9i%+ (f ! edges ( ! lett] %eet adds a quality to ! appe>ance ( ! /ation]y t makes x wor? :ile :5 ! pr9t] uses ! idea on 8 own /ation]y or a cu/om] is will+ to pay ! increas$ co/ necess>y = su* an effect4 ,on ! ,fell lett]head ! bord] 0 9 a %ade ( ink light] ?an t us$ = ! type4 ,! arrangem5t ( ! head+ is wor?y ( /udy1 especially ! disposition ( ! (fic]s' names1 :i* are plac$ "o "u ano!r in/ead ( be+ conv5tionally arrang$ 9 a l9e at ! top ( ! %eet4 ,:ile ?is head+ is h&-lett]$1 x is sugge/ive ( simil> effects t c\ld be produc$ ) good type-faces ( an old-/yle design4 ,,example #cjj4--;,ano!r lett]head 9 ! ,caslon type-face1 roman capitals & italic l[]-case be+ us$4 ,mu* ( ! attractiv5ess ( ! head+ is due to ! spot ( decorative color made by ! %op device1 :i* 9 design bl5ds well ) ! type-face & because ( its position br+s ! eye to ! title ( ! press4 ,! names ( ! (fic]s are plac$ above ! c5t]1 & ! s]vice r5d]$ by ! press is outl9$ 9 ! end gr\ps4 ,illu/ration3 ,,example #cjc ,type arrangem5t z us$ by a not$ typograph]4 ,pr9t$ on ! f\r? page ( a fold$ note %eet ,,example #cja4--,! cross-l9e panel is "h adapt$ to lett]head purposes ) "s success4 ,! decorative bord] is a suitable "o = su* arrangem5t & af=ds relief f ! pla9 brass rule4 ,h[ev]1 x only dep>ts f ! pla9 rule suffici5tly to add an int]e/+ t\* ( irregul>ity to ! l9es4 ,text type has be5 us$ = ! c5t]1 & :]e ,caslon capitals are f\nd 9 ! panel !y are lett]spac$4 ,illu/ration3 ,,example #cja ,! cross$-l9e panel successfully adapt$ to lett]head purposes4 ,by ,adams-,br&] ,company ,illu/ration3 ,,example #cjb ,a ,g]man idea 9 lett]head treatm5t ,,example #cjb4--,:ile ,g]man treatm5t 9 adv]tis+ design & typography is usually ?\ght to be /rong & =ceful1 yet c]ta9 classes ( "w are produc$ 9 a da9ty yet *>act]i/ic /yle4 ,?is lett]head is pres5t$ because ( ! int]e/ x w d\btless h to ,am]ican pr9t]s4 ,illu/ration3 ,,example #cjd ,humor 9 a notehead is exceptional ,,example #cjc4--,?is notehead pr9t$ 9 two sizes ( capitals is int]e/+ 9 t x is ! "w ( a not$ book typograph]4 ,! l>g] capitals are n lett]spac$1 b ! small] ones are4 ,a triangul> =mation ( p]iods adds a t\* ( decoration betwe5 gr\ps4 ,?is notehead 0 pr9t$ on ! f\r? page ( a fold$ %eet 9 dull-f9i%$ black ink on :ite bond pap]4 ,illu/ration3 ,,example #cje ,conv5tional treatm5t ( an envelop corn] ,,example #cjd4--;,humor 9 a notehead is que/ionable & %\ld be us$ only 9 exceptional cases4 ,mr4 ,glov]1 h[ev]1 has us$ x to good advantage4 ,pr9t+ has always be5 su* a s]i\s bus9ess t cu/om]s may welcome a pr9t] :o c smile ev5 on 8 note %eets4 99 99 99 99 99 ,illu/ration3 ,,example #cjg ,envelop corn] prom95tly treat$ 9 a decorative lett] ,illu/ration3 ,,example #cjh ,h>mony ( device & type treatm5t4 ,by ,ray ,gre5leaf ,! envelop is an ackn[l$g$ conv5i5ce 9 correspond5ce4 ,x n only protects ! lett] f be+ soil$ or tamp]$ )1 b is a conv5i5ce to ! po/-(fice & a means ( adv]tis+4 ,! fir/ use t ! pr9t$ "p ( an envelop has is to in=m ! po/al au?orities ( ! "n & address ( ! s5d] s t if a lett] _c be deliv]$ x c be return$4 ,on gov]nm5t-pr9t$ envelops ?is in=mation is giv5 9 ! briefe/ & pla9e/ possible way4 ,h[ev]1 ! great] numb] ( bus9ess m5 recognize ! adv]tis+ possibilities ( ! envelop1 & n only h ! pap] mat* t us$ = lett]heads1 b see to x t ! typographic treatm5t is also 9 accord ) t on ! lett] %eet4 ,! treatm5t ( ! face ( ! envelop %\ld be neat4 ,x is n only 9 poor ta/e to cov] ! envelop ) pr9t+1 b is aga9/ ! po/-(fice regulations4 ,!re are ^? :o pref] to pr9t ! type matt] on ! flap ( ! envelop1 & o!rs :o pr9t ! type matt] 9 ! usual corn] & ! tradem>k on ! flap4 ,,example #cje4--,?is is a specim5 ( a conv5tionally treat$ envelop corn] 9 imitation /eel-engrav$ lett]+4 ,! old-fa%ion$ 8,aft] five days return to0 z "h us$ is n mu* 9 vogue1 & pr9t]s w\ld d well to omit x unless ! cu/om] insi/s ^u its inclusion4 ,?is envelop corn] is 9 ! same /yle ( typography z ! lett]head t accompani$ x4 ,illu/ration3 ,,example #cjf ,di/9ctive & arti/ic treatm5t ,,example #cjf4--;,arti/ic int]e/ ( a m$ieval "* has be5 giv5 ?is envelop corn] by ! use ( ,old-,/yle ,antique1 & especially by ! decorative device 9 color4 ,! design ( ?is envelop is di/9ctive1 & mail f ?is s\rce w\ld easily be recogniz$ aft] "o or two lett]s _h be5 receiv$4 ,,example #cjg4--,occasionally x is good policy to br+ out ! "n ( ! bus9ess 9 a prom95t way1 especially if x c be treat$ 9 a decorative lett] su* z ! "o us$ 9 ?is in/ance4 ,n e bus9ess w all[ ( su* prom95t treatm5t1 & 9 ?is matt] ! pr9t] ne$s to use judgm5t4 ,! type has be5 align$ at ! left4 ,,example #cjh4--;,x is seldom t an envelop corn] is treat$ s h>moni\sly & arti/ically z ! "o "u consid]ation4 ,! g5]al "* ( ! decorative device is mat*$ by ! /yle ( ! type-faces us$4 ,! squ>+ ( ! type gr\p also adds %ape h>mony4 ,?is corn] c>d1 design$ "s ye>s ago1 is pro( ( ! fact t good "w is always good4 ,illu/ration3 ,,example #cji ,an elaborate envelop corn] ,,example #cji4--,seldom %\ld an envelop corn] c>d be z elaborate z ?is "o1 b :5 su* an arrangem5t is all[able1 z 9 ?is case1 ! design %[n is wor?y ( consid]ation4 ,! type-face is ,caslon ) ,caslon ,text1 & ! b&s are made by us+ squ>e ornam5ts ) alt]nat+ blank space inside ( rules4 ,illu/ration3 ,,example #cab ,! non-/ock-rul$ type ( billhead1 ) a panel 9 :i* "n1 date & o!r items are record$4 ,%[+ use ( roman l[]-case ,illu/ration3 ,,example #cac ,remove ! words 8,sold to0 & ! rule "w1 & ?is c\ld be us$ z a lett]head4 ,%[+ use ( italic l[]-case ) spac$ roman capitals ,illu/ration ,,billheads ,,/atem5ts ,! pr9t] call$ on to produce a billhead has a responsibility seldom fully realiz$4 ,he has a duty to himself1 to 8 cu/om] & to ^? :o come aft]1 :i* is be/ c>ri$ out by suitable & dignifi$ type composition4 ,a bus9ess h\se has be5 kn[n to use ! same design ( billhead = fifty ye>s1 & x is a fact t _m m]*ants _c be p]suad$ to *ange ! /yle ( ! billhead1 no matt] h[ homely x may be4 ,billheads & /atem5ts %\ld correspond 9 /yle to t ( lett]heads & o!r =ms ( /ation]y1 & 9 *ang+ ! design x mu/ n be =gott5 t ^! o!r =ms %\ld also be alt]$ to h>monize4 ,! pap] %\ld be ( ! same f9i% & color1 & ! ma9 features ( type arrangem5t simil>4 ,! type-face mu/ be ! same on all4 ,! /&>d sizes ( billheads = comm]cial purposes are3 #h #e in*es1 #h out ( a %eet #ag #bb4 #h #g in*es1 #h out ( a %eet #ag #bh4 #h #i in*es1 #f out ( a %eet #ag #bh4 #h #ad in*es1 #d out ( a %eet #ag #bh4 ,pr(essional billheads are usually an in* or two small] ?an ! smalle/ size ( comm]cial billheads4 ,!re is a v>iety ( sizes 9 /atem5ts4 ,popul> sizes are ^? cut out ( folio 7#ag #bb in*es71 :i* !n measure #e #e in*es1 & #e #h in*es4 ,illu/ration3 ,,example #caj ,9 :i* are pres5t$ ! pr9cipal features ( ! av]age comm]cial invoice1 or billhead4 ,! cu/om]'s "n is plac$ 9 ! l[] left corn] ,illu/ration3 ,,example #caa ,h[ a lett]head may be conv]t$ into a billhead4 ,! upp] portion is also %[n z ,example #bhc 9 ! *apt] on lett]heads ,:e!r rul$ or n1 x is cu/om>y to all[ ab\t #b in*es = ! pr9t$ head+ on bo? billhead & /atem5t4 ,because ( ! ext5sive use ( 8w9d[0 envelops1 ! head+ %\ld be s arrang$ t ! "n & address ( ! cu/om] c be plac$ 9 ! l[] left "p ( ! billhead4 ,! exact position c be asc]ta9$ by plac+ a billhead ov] su* an envelop & jogg+ ! two at ! head & left side4 ,:5 held to ! light ! op5+ 9 ! face ( ! envelop c be trac$ on ! billhead4 ,! billhead is fold$ to fit ! envelop & ins]t$ s t ! "n & address c be se54 ,use ( ! typewrit] & w9d[ envelops has br\ght a *ange 9 ! arrangem5t ( billheads1 & pr9t]s1 :5ev] !y h opportunity1 %\ld alt] ! old billhead arrangem5t to con=m to ! new requirem5ts4 ,mo/ billheads a qu>t] ( a c5tury ago conta9$ 9 ! upp] "r corn] 9 script 7usually7 a date l9e1 & "u x at ! left 0 a dott$ l9e beg9n+ ) a l>ge script ,m4 ,imm$iately foll[+ came ! firm "n 7usually r l>ge7 flank$ on ! left by ! ^w 8,to10 & on ! "r by ! abbreviation ( debtor1 8,dr40 ,s ! appr5tice boy 0 taught1 & he w\ld !n be fur!r in/ruct$ to place ! words 8,deal]s 90 7or _! equival5t7 9 small type1 c5t]$2 !n to display ! words indicat+ ! l9e ( goods c>ri$4 ,9 a small l9e at ! l[] "r corn] 0 ! /reet address1 & align$ opposite 7 ! my/ic words 8,t]ms ,ca%40 ,sometimes ! words 8,b\ght (0 7 sub/itut$ = 8,to0 & 8,dr40 ,! old] pr9t]s w rememb] ! logotypes 9 v>i\s fancy designs ( ! phrase 8,b\ght (0 t ! typef\nd]s furni%$ 9 ^? days1 :i* logotypes 7 set aga9/ type l9es ( d\ble great prim] caps4 ,n[ 8,b\ght (0 has be5 supplant$ on billheads by 8,sold to10 :i* directs att5tion to ! fact t ,john ,smi? has sold goods to ,?omas ,br[n1 r ?an t ,?omas ,br[n has b\ght goods ( ,john ,smi?--a di/9ction )\t a diff]5ce1 "o might say1 yet !re is int]e/ 9 not+ ! *ange4 ,illu/ration3 ,,example #cad ,a billhead1 or /atem5t1 9 a classic non-display /yle ( typography t sugge/s e>ly pr9t+4 ,by ,d4 ,b4 ,updike ,! probable reason = ! 8,m0 be+ disc>d$ 9 rec5t ye>s on comm]cial billheads is t _m bus9ess h\ses are n[ corporations1 :i* fact makes 8,mr40 & 8,messrs40 no long] suitable z =ms ( address4 ,illu/ration3 ,,example #caf ,a suitable billhead ) int]e/+ bord] treatm5t4 ,no guide l9es h be5 us$ ,,example #caj4--,?is specim5 pres5ts ! ma9 features ( ! av]age comm]cial invoice1 or billhead4 ,usually !re are conditions ( sale :i* c be plac$ at ! top ( ! head+ ) a rule und]nea?1 al?o !y are sometimes arrang$ at ! side or at ! foot ( ! invoice4 ,! "n ( ! company is giv5 mo/ prom95ce1 foll[$ by m5tion ( ! commodity or product4 ,! numb]1 /reet & city naturally %\ld be display$ s t ! cu/om]'s location c be ref]r$ to quickly 9 correspond5ce4 8,sold to0 prec$es ! space left blank = ! cu/om]'s "n1 & ?is1 z has be5 expla9$1 %\ld be 9 ! l[] left corn]4 ,blanks = ! date1 t]ms1 invoice numb]1 l$g] numb]1 cu/om]'s ord] numb] & o!r notations ( record may be gr\p$ 9 conv5i5t op5 spaces4 ,,example #caa4--,! composition ( a billhead really beg9s ) ! composition ( a lett]head4 ,x %\ld be possible to take any lett]head & by add+ a few l9es conv]t x into a billhead4 ,! specim5 "u consid]ation %[s h[ ?is is done4 ,! orig9al ( ?is billhead 0 exhibit$ z ,example #bhc 9 ! prec$+ *apt]4 ,! conv5tional phrase 8,sold to0 is plac$ 9 its cu/om>y position & ! o!r phrases add$ at suitable spots4 ,pr9t]s %\ld keep ?is sugge/ion 9 m9d &1 :5 lay+ out a billhead1 design ! upp] "p z !y w\ld a lett]head4 ,illu/ration3 ,,example #cae ,typographic art & good ta/e1 z demon/rat$ by ?is specim51 h a place on billheads z well z on books ,,example #cab 7,ins]t74--,?is is an int]e/+ repres5tative ( ! non-/ock-rul$ head+1 & x also illu/rates ! *anges ! typewrit] has wr\ght 9 billhead pr9t+4 ,:5 bills 7 writt5 9 by h&1 script type & dott$ rule prevail$1 b because ( ! use ( typewrit]s1 script & horizontal guide l9es are gradually disappe>+ f ! face ( billheads4 ,! example "u consid]ation also demon/rates ! effectiv5ess ( ,caslon l[]-case = billhead purposes4 ,:5 e l9e is 9 roman l[]-case !re is h>mony1 b sometimes !re is also monotony4 ,9 ?is in/ance1 h[ev]1 ! introduction ( italic & small caps w\ld alt] ! plan ( ! head+ & detract f its di/9ction4 ,! rule bord] & ! panel = ! ins]tion ( cu/om]'s "n & address give di/9ction4 ,,example #cac 7,ins]t74--,!re is "h ano!r demon/ration ( ! trans=mation ( a lett]head into a billhead4 ,remove ! words 8,sold to0 & ! rul+ at ! foot & ! =m is ready = ! lett] %eet4 ,k5n]ley type1 al?o prim>ily a book face1 is also usable on /ation]y :]e neat1 di/9ctive effects are desir$4 ,capitals are spac$ 7z 9 ! old books ( ,aldus71 & italic is us$ ) ! capital l9es1 ?is use ( italic also be+ sugge/$ by ! "w ( ! ,ald9e ,press4 ,h[ev]1 ! specim5 is n int5d$ to be 9 ! classic _s ( ,aldus2 x is m]ely a mod]n comm]cial sugge/ion4 ,,example #cad4--;,"h is a billhead1 or /atem5t1 9 classic typography t sugge/s ! /yle ( ! fifte5? c5tury4 ,! head+ is practically 9 "o size ( type4 ,adv]tis+ di/9ction is obta9$ by us+ capitals = ! "n1 capitals & small capitals = ! bus9ess "n & address1 & italic = 8,9 acc\nt )40 ,!re is n mu* t is /rik+ ab\t ?is billhead1 yet1 pr9t$ on a f9e quality ( writ+ pap]1 x w\ld make "o really glad to receive a bill ( ?is k9d4 ,illu/ration3 ,,example #cah ,invoice ) l[] portion divid$ into columns1 z sometimes us$ 9 bus9ess ,,example #cae4--;,d4 ,b4 ,updike makes pla9 by ?is specim51 z well z by ! prec$+ "o1 t typographic art & good ta/e c be us$ 9 ! design+ ( a billhead z well z 9 ! design+ ( a book4 ,! woodcut device has ! same good quality z ! typography4 ,! old-fa%ion$ 8,m0 & 8,dr40 are us$1 & bl5d well ) ! old dignity ( ! head+4 ,! rul+ on ! l[] "p ( bo? ( ^! head+s 0 pr9t$ f rules4 ,!re are o!r good pr9t]s :o pref] brass rule to ! rul+ ma*9e = billhead purposes4 ,ma*9e rul+ is conv5i5t1 b is n 9 good ta/e = billheads1 /atem5ts & lett]heads ( really f9e quality4 ,,example #caf4--,! /ation]y ( a book deal] %\ld h a booki% "*--t is1 ! typography %\ld be inspir$ by ! same skill & ta/e ev9c$ 9 ! treatm5t ( a good book4 ,a well-design$ type-face %\ld be select$1 & !re %\ld n be a great contra/ 9 ! sizes us$4 ,:5 x is possible to h two pr9t+s1 ! extra impression c\ld take ! =m ( a simple rule bord] 9 color1 z on ?is specim54 ,! fir/ type l9e runs almo/ f bord] to bord] at ! head1 & ano!r portion ( ! copy is arrang$ directly "u x 9 ?ree ev5 l9es4 ,! 8,sold to0 occupies its approv$ position4 ,no guide l9es are provid$ = ! acc\ntant's "p ( ! bill1 z ) a typewrit] ! v>i\s items c bett] be fill$ 9 )\t !m1 & a billhead really looks neat] )\t ! rules4 ,,example #cag4--;,= pr9t+ on color$ /ock /rong treatm5t is sometimes advisable--treatm5t su* z has be5 giv5 ?is head+4 ,on :ite pap] ! type sizes %\ld be kept small1 z ! light backgr\nd illum9ates ! pr9t4 ,:ite & black =m ! greate/ contra/4 ,!re is n mu* contra/ betwe5 blue ink & blue pap]1 = in/ance1 & x is necess>y to /r5g!n ! pr9t by ! use ( a l>g] or bold] type-face4 ,! arrangem5t %[n is unconv5tional4 ,a full l9e has be5 made ( ! bus9ess title1 ! "n itself be+ slightly emphasiz$ by pr9t+ x 9 color & giv+ an initial effect to ! fir/ lett]4 ,o!r p>ts ( ! copy are gr\p$ at suitable po9ts1 8,sold to0 occupy+ ! usual l[] left corn]4 ,illu/ration3 ,,example #cag ,l>ge treatm5t t w\ld look well 9 h>moni\s colors on color$ pap] ,illu/ration3 ,,example #cai ,decorative type treatm5t suitable = ! bus9ess ( pa9t+ & decorat+ ,,example #cah4--,_m invoices & billheads n[ h ! l[] "p divid$ into columns = tak+ c>e ( ! v>i\s items peculi> to ! bus9ess1 z 9 ?is in/ance4 ,! cu/om] usually decides :5 he wi%es to dep>t f ! conv5tional rul$ effect1 & x is j z well = ! pr9t] n to sugge/ a *ange ( ?is sort1 z x means extra composition = :i* ! cu/om] may be dis9cl9$ to pay4 ,! type-face on ?is well-arrang$ example is a good "o = pla9 comm]cial head+s4 ,x w\ld be well1 = conv5i5ce1 to place ! 8,m0 9 ! l[] left corn] & move ! build+ address to ! "r corn]1 ov] ! /reet address4 ,,example #cai4--;,a decorator's /ation]y seems to (f] opportunity = effects away f ! cu/om>y pla9 treatm5t ( ! av]age head+4 ,?is /atem5t1 9 ! same /yle z a lett]head t accompani$ x1 %[s a decorative type-face & an arrangem5t t c\ld possibly be call$ decorative4 ,! upp] two type gr\ps are jo9$ by ! uncial initial1 & ! two gr\ps at ! left are connect$ by ! fl[] ornam5t4 ,illu/ration3 ,,example #cbj ,an uncommon arrangem5t4 ,! ma9 type l9e tells ! /ory1 z ! company's title describes ! bus9ess ,illu/ration3 ,,example #cba ,cr$it bill made f ! prec$+ billhead by add+ a l9e at ! head & *ang+ 8,sold to0 to 8,cr$it0 ,,example #cbj4--,?is is an unusual arrangem5t = a billhead4 ,z ! bus9ess is /at$ 9 ! firm "n1 !re is n ! usual necessity = a second display l9e4 ,:ile ?is arrangem5t c\ld be c>ri$ out 9 "s o!r type-face1 ! s]ifless 8block0 lett] z "h us$ is n displeas+4 ,! gr\p+ ( ! bran* h\ses is good1 & o!r gr\ps are also well plac$4 ,,example #cba4--,mo/ bus9ess h\ses f9d ne$ = cr$it bills1 to be us$ :5 goods are return$ or "s error has be5 made 9 bill+4 ,su* =ms are easily provid$ by us+ ! billhead1 add+ ! words 8,cr$it ,memor&um0 at ! head & *ang+ 8,sold to0 to 8,cr$it40 ,9 ord] t cr$it bills may look unlike regul> bills1 !y %\ld be pr9t$ 9 color z is "h %[n4 ,,example #cbb4--;,all pr(essional /ation]y %\ld be ref9$4 ,! sizes ( pap] & type %\ld be small & ! :ole effect re/ra9$ & polite4 ,su* "w seldom *anges 9 /yle1 & consequ5tly !re is little v>iety4 ,! =m %[n "h w\ld probably prove acceptable = _m ye>s to m5 ( ! m$ical & simil> pr(essions4 ,x may n be out ( place to rem9d ! read] t an invoice 7or bill7 is a li/ s5t to a pur*as] or consignee1 conta9+ ! items & *>ges ( m]*&ise t h be5 =w>d$ to him4 ,z to ! /atem5t3 ,x is a common practice to s5d ea* cu/om] at ! fir/ ( ! mon? a /atem5t %[+ ! debit balance ( 8 acc\nt to date1 :e!r x is due or n1 enabl+ him to comp>e ! /atem5t ) ! l$g] acc\nt4 ,9 ord] to call ! att5tion ( cu/om]s to ! fact t paym5t is desir$1 _m bus9ess h\ses s5d a /atem5t :5ev] a bill is due 7:5 goods are pur*as$ on ,janu>y #aj1 z an in/ance1 at t5 days1 a /atem5t is s5t ,janu>y #bj74 ,!re are num]\s o!r =ms us$ 9 bus9ess1 su* z *ecks1 deposit slips1 drafts1 promissory notes1 bills ( lad+ & ! l1 b !re is n space to %[ !m "h4 ,su* =ms1 if possible1 %\ld be 9 h>mony ) ! /yle ( ! lett]heads1 billheads & o!r /ation]y4 ,! same type-face %\ld be us$ & ! arrangem5t ( display p>ts %\ld h simil>ity4 ,illu/ration3 ,,example #cbb ,on pr(essional bills ! pap] & type %\ld be small & ! treatm5t re/ra9$ & polite ,illu/ration3 ,,example #cbc ,a label t cat*es ! att5tion at a di/ance & looks well on ! backgr\nd ( wrapp+ pap] ,illu/ration3 ,,example #cbd ,a label ( classic simplicity = small packages & a bus9ess t emphasizes da9t9ess & delicacy ,illu/ration ,,package ,,labels ,! effect ( an attractive package is recogniz$ to be ( su* importance t a widely kn[n manufactur+ conc]n rec5tly su$ a competitor = imitat+ ! appe>ance ( its packages & labels4 ,h[ev]1 n all bus9ess m5 feel ?is way ab\t x4 ,aft] sp5d+ "t & money 9 ! production ( m]*&ise ( high quality1 x is m ?an fooli% to economize on ! pack+4 ,x is possible1 ) good clo!s well select$1 to make an unattractive p]son attractive1 & x is also possible to make an attractive p]son unattractive by poor clo!s ill select$4 ,apply ?is4 ,! wrapp+ pap] %\ld be /rong1 & ( color & f9i% suit$ to ! article to be wrapp$4 ,"s /yli% city dry-goods h\ses use pap] ) di/9ctive /ripes or small monograms pr9t$ ov] its surface4 ,a well-kn[n hab]da%] wraps 8 hats 9 s(t black pap]4 ,! selection ( ! wrapp+ /ock %\ld ( c\rse be gov]n$ by ! "* ( ! bus9ess & ! class ( cu/om]s1 b z 9 simil> in/ances1 x is dang]\s to und]e/imate ! ta/e ( "o's cu/om]s4 ,! p]sons :o lack appreciation ( a neatly wrapp$ & attractive package are v few inde$4 ,among m]*ants1 druggi/s are kn[n to wrap ! neate/ packages4 ,?is seems to be due 9 "p to _! pr(essional tra9+4 ,n _m pr9t]s give _! product a simil> attractiv5ess at ! "t ( deliv]y4 ,illu/ration3 ,,example #cbe ,a h&-lett]$ design = typographic /udy ,illu/ration3 ,,example #cbf ,ano!r label ri* 9 sugge/ion ,! art ( mak+ a good impression also includes ! fa/5+ ( ! wrapp]4 ,cord & tw9e are commonly us$1 & int]e/ is sometimes add$ by select+ appropriate colors4 ,l95 tape = a bus9ess ( an exclusive nature gives di/9ction4 ,gumm$-pap] tape1 :ile conv5i5t1 seldom looks well1 & :5 pr9t$ on looks worse4 ,corrugat$ bo>d :5 prop]ly us$ adds bo? neatness & protection to ! package4 ,"s pr9t]s h c>tons made f ?is bo>d1 9 :i* _! product is pack$ & deliv]$4 ,! pr9t$ label is ( ! mo/ int]e/1 z x af=ds a spot ( attraction & furni%es in=mation ne$$ 9 ! deliv]y ( packages4 ,all labels %\ld be plann$ ) ! wrapp+ pap] z a backgr\nd4 ,a label may look well alone1 yet :5 plac$ on ! package may appe> weak & un9t]e/+4 ,9 ord] to te/ ?is1 two labels ( contra/+ treatm5t are pictur$ m\nt$ on a %eet ( conv5tional wrapp+ pap]4 ,x w be admitt$ t ! /rong] label is m /rik+ & cat*es ! att5tion4 ,!re are ^? :o w pref] ! weak] label because ( its neatness & beauty1 yet we mu/ n lose sight ( ! fact t labels1 unlike bus9ess c>ds & lett]heads1 are n usually se5 at close range :5 on packages4 ,a bus9ess c>d is exam9$ a few in*es f ! eyes1 :ile a label on a package is frequ5tly view$ f a po9t sev]al feet away4 ,illu/ration3 ,,example #cbg ,rul$ l9es = ! address1 9 panel ,illu/ration3 ,,example #cbh ,a mass ( black lett]+ ) contra/s ,illu/ration3 ,,example #cbi ,arti/ic quality & int]e/ ?r\gh typography ,!re does n seem to be any /&>d size = labels4 ,!y v>y f f\r1 five & six in*es wide to ?ree1 f\r & five in*es high4 ,:5 ,! ,am]ican ,pr9t] conduct$ a label competition x specifi$ ! size z five by f\r in*es1 & ?is seems to be a good av]age size4 ,! pap] on :i* ! label is pr9t$ %\ld be /ock t pa/es easily4 ,:ite is us$ to ! greate/ ext5t1 al?o a cream-t9t$ color su* z comes 9 ,japan vellum is pref]r$ by "s p]sons ( good ta/e4 ,,example #cbc 7,ins]t74--,z has be5 said1 ?is label %[s ! effectiv5ess ( heavy effects4 ,a design su* z ?is has adv]tis+ value4 ,x c be se5 & read at "s di/ance1 yet is n (f5sive 9 appe>ance4 ,! r$ bord] is attractive1 & m]ges ! label ) ! wrapp+ backgr\nd4 ,! type-face has decorative quality4 ,! comb9ation ( black1 r$ & cream 9 /rong contra/s is wor?y ( /udy4 ,z w be notic$1 all capitals h be5 us$1 & !re is n mu* space betwe5 ! l9es or betwe5 bord] & type-face4 ,,example #cbd 7,ins]t74--,= small packages & = a bus9ess t places emphasis on da9t9ess ?is label treatm5t w\ld be j ! ?+4 ,! classic simplicity ( its design & ! m]e t\* ( color %\ld appeal to _m4 ,! ma9 l9e is set 9 f\rte5-po9t capitals & ! o!r ?ree l9es 9 twelve-po9t small capitals4 ,lett]spac+ adds decorative int]e/ & m]ges ! lett]s ) ! backgr\nd by all[+ ! pap] to %[ ?ru4 ,! type-face is ,g\dy ,old/yle4 ,! dots betwe5 ! words are hyph5s slightly cut4 ,! bord] is arrang$ to sugge/ an ar*itectural panel4 ,?is label & ! prec$+ "o h be5 compos$ m]ely to sugge/ possible effects4 ,x w\ld n be difficult to adapt mo/ label copy to ! /yles %[n4 ,,example #cbe4--,?is & o!r h&-lett]$ labels includ$ 9 ?is *apt] are pres5t$ z /udies = ! typograph]4 ,h&-lett]$ designs by good arti/s are usually arrang$ ) mu* ?\ght1 & ! details give _m ideas to ^? :o h tra9$ !mselves to grasp !m4 ,x w be notic$ t ! bord] ( ?is label is compos$ ( ?ree l9es1 a heavy & light l9e close toge!r & a light l9e a trifle remov$4 ,at ! head are two l9es ( roman capitals & "o ( italic4 ,d n ov]look ! small] capitals 8,m0 & 8,o10 & ! close spac+ ( ! words 9 italic4 ,! device is small & 9 color4 ,! use ( roman l[]-case1 capitals & small capitals & italic 9 ! l[] gr\p %\ld be exam9$ c>efully4 ,:ile x is n possible to obta9 exactly ^! same results ) type1 !y c be approximat$ effectually4 ,x is well1 h[ev]1 to emphasize at ?is po9t t 9 approximat+ ! effects ( any good piece ( lett]+ x makes a diff]5ce :at type-face is us$4 ,x w be notic$ t ! italic capitals 9 ?is specim5 h a decorative quality4 ,su* an effect c be imitat$ 9 a small way by ! use ( ! swa% lett]s t are furni%$ ) "s old-/yle italics4 ,,example #cbf4--,?is is ano!r lett]$ design t is ri* 9 sugge/ion4 ,no bord] is us$1 & ! lett]+ is arrang$ close to ! edges ( ! pap]4 ,contr>y to ! treatm5t ( ! prec$+ example1 ! lett]+ is all slightly spac$4 ,:ile x is well = ! "y compositor n to lett]space l[]-case1 su* practice is all[able :5 ! results are good4 ,! effect "h is "o ( antiquity1 especially s9ce ! lett]s are n p]fectly =m$ 7note ! 8m0 9 ! ^w 8,amsd5074 ,caslon ,old/yle %\ld be us$ 9 plann+ ?is /yle ( "w4 ,an unusual feature is t a "p ( ! copy is plac$ at ! foot ( ! label s t ! address is writt5 betwe5 two gr\ps ( lett]+4 ,! same plan is f\nd 9 ! prec$+ example4 ,,example #cbg4--,!re is sugge/ion ( ,italian art 9 ?is label4 ,simil> effects c\ld be closely approximat$ ) typef\nd]s' mat]ial4 ,att5tion is call$ to ! mann] 9 :i* ! lett]s are treat$ s z to avoid an excess ( blank space 9 su* gr\ps z ! 8,,ata0 9 8catalogue40 ,rule guide l9es 9 a panel are provid$ = ! address4 ,?is space is usually left blank on mod]n labels1 al?o cons]vative h\ses are incl9$ to reta9 ! rules4 ,9 l9e ) old ideas1 ! 8,m0 is includ$ 9 ! address portion4 ,?is lett] is usually omitt$ on labels = ! same reason t x is left (f ( billheads4 ,,example #cbh4--;,closely spac$ black-ton$ lett]+ is /ill lik$ by "s p]sons1 & !re is no use d5y+ t :5 x is well r5d]$ ! effect is pleas+4 ,?is example pres5ts a mass ( black lett]+ 9 ?ree l9es ( equal l5g?1 ! l9es m]g+ ) "o ano!r to pres]ve ! mass effect4 ,! bord]1 =m$ ( a heavy & a light] l9e1 is drawn ) human irregul>ity t is 9 keep+ ) ! "* ( ! design z a :ole4 ,! 8,=0 9 italic af=ds contra/ 9 bo? =m & color4 ,also note ! treatm5t ( 8,/410 :i* is made small & plac$ 9 a position above ! base ( ! o!r lett]s4 ,?is treatm5t is typical ( antique typography4 ,,example #cbi4--,t arti/ic quality & int]e/ may be put 9 a label =m by means ( typography is prov$ by ?is example4 ,! lacelike bord]1 ! spac$ ,k5n]ley types & ! words & rule 9 r$ bl5d attractively4 ,adv]tis+ value is pres5t1 yet x is s m]g$ ) ! g5]al composition & ! label t x is n (f5sive4 ,9 fact1 x adds decorative qualities4 ,?is label =m w\ld look well cle>ly pr9t$ on a r\gh-f9i%$ pap] ( good quality--a h&-made pap] if possible4 ,,example #ccj4--;,ano!r typographic label ( "*1 a /udy 9 black & :ite4 ,! bord] 7a comb9ation ( a heavy & a light rule7 0 made int5sely black to contra/ ) ! :ite backgr\nd1 an effect z ( color4 ,a type-face 7,bodoni ,bold7 ) simil> /rong contra/s 0 !n select$1 arrang$ ) lib]al m>g9s 9 ! upp] "p4 ,a suitable ornam5t 9 d>k tones add$ ! picture elem5t1 & ! words 8,deliv] to0 7 widely lett]spac$1 z !y 7 us$ decoratively4 ,?is & ! o!r typographic specim5s indicate ! possibilities t are pres5t 9 ! ev]yday tools ( ! pr9t] & ! mat]ial t is available4 ,_m pr9t]s feel t !y are n able to produce typographic "w ( real quality1 assum+ t special equipm5t is ne$$4 ,! tru? is t _m are n able to produce good pr9t+ because _! type equipm5t & decorative mat]ial h n be5 well select$4 ,! fact t !re is a lack ( suitable type-faces usually reveals itself to !m aft] !y h le>n$ t "o type-face is n s good z ano!r4 ,9 ! f9i%$ "w !re is no?+ se5 ( ! presses1 ( ! impos+ /ones1 or ( ! compos+ frames1 b ! pr9t ( ! type-face is on e %eet4 ,illu/ration3 ,,example #ccj ,a typographic /udy 9 black & :ite ,illu/ration3 ,,example #cca ,a ,caslon specim51 ) decorative int]e/ ,illu/ration3 ,,example #ccb ,h>mony ( bord]1 decorative device & lett]+ ,illu/ration3 ,,example #ccc ,possible ( typographic improvem5t ,illu/ration3 ,,example #ccd ,fre$om ( treatm5t t is di/9ctive ,illu/ration3 ,,example #cce ,label us$ = a special li/ ,,example #cca4--;,a specim5 9 ,caslon1 9 :i* roman capitals & italic l[]-case 7! ,ald9e comb9ation7 make up an int]e/+ label4 ,! swa% italic capitals add a specific decorative quality4 ,! l>ge l[]-case 8f0 gives a graceful t\* to ! 8=40 ,dott$ rule inside ! black bord] is a *ange f ! conv5tional cont9u\s l9e4 ,?is =m 0 pr9t$ on ,japan vellum4 ,,example #ccb4--,?is is ano!r h&-drawn label ) qualities t c be approximat$ 9 typography4 ,bord]1 decorative device & lett]+ are 9 ! same key1 & ! h>mony is agreeable4 ,!re are ^? :o ?\ghtlessly condemn black bord]s z fun]eal1 a judgm5t t is bas$ on prejudice & n on an und]/&+ ( _! use4 ,x is well1 h[ev]1 to caution ! "y compositor aga9/ abuse ( ! black bord]2 x w\ld be well if he 7 to use no black bord]s until he _h develop$ ta/e 9 ! practice ( typography4 ,,example #ccc4--;,an unusual label design t c\ld probably be improv$ ) c>eful typography4 ,! initials ( ! text lett]+ are n exactly h>moni\s1 & ! space betwe5 words 9 ! l[] gr\p is excessive4 ,pr9t]s %\ld practice on ! improvem5t ( ! design4 ,,example #ccd4--;,a *>act]i/ic ,g\dy type arrangem5t1 ) a fre$om ( treatm5t t is di/9ctive4 ,h[ _m pr9t]s w\ld give ! prom95ce to 8,f0 t x has "h8 ,?is sugge/s ! cu/om ( pr9t]s ( ! sixte5? c5tury 9 />t+ a title-page ) a l>ge size ( type reg>dless ( ! importance ( ! ^w or words4 ,,example #cce4--,?is label 0 us$ 9 mail+ to a special li/ "s f9e pieces ( pr9t+4 ,! "n ( ea* addressee 0 pr9t$ 9 ) type z %[n by ! reproduction1 &1 ne$less to /ate1 attract$ att5tion4 ,! treatm5t ( ?is label is uncommon 9 ano!r respect-- ! mode/ inconspicu\sness ( ! phrase1 8,f ! ,b>tlett-,orr ,press1 ,new ,york40 ,x w\ld d no h>m if pr9t]s also /udi$ ! /ock labels manufactur$ by c]ta9 /ation]y h\ses4 ,!y w f9d mu* t is poor & commonplace & little t %\ld be directly copi$1 b !re are _m sugge/ions 9 label mak+ t c\ld be adapt$4 ,! 8rev]se-plate0 idea is "o4 ,! label is set 9 type & a pro( s5t to ! photo-engrav]1 :o makes a plate 9 :i* ! lett]s %[ :ite & ! backgr\nd black4 ,?is plate c !n be pr9t$ 9 color on gumm$ pap] & ! pap] trimm$ s z to 8ble$0 ! edges ( ! pr9t$ backgr\nd4 ,illu/ration3 ,,example #cch ,=ceful bus9ess-c>d treatm5t exemplifi$ by b&-lett]+ ,illu/ration3 ,,example #cci ,gray-br[n /ock is suitable = unconv5tional effects ( ?is k9d ,illu/ration3 ,,example #cdj ,! black monogram has mu* to d ) ?is c>d's attractiv5ess ,illu/ration ,,bus9ess ,,c>ds ,polite society requires t a visitor %all be ann\nc$ by a c>d be>+ 8 or h] "n1 & ! c\rtesies ( bus9ess call = ?is same =mality4 ,! man call$ on unexpect$ly is plac$ at a disadvantage if he has n und]/ood ! visitor's "n & has no idea ( 8 bus9ess4 ,a c>d t cle>ly tells bo? "n & bus9ess prev5ts emb>rassm5t & misund]/&+4 ,! c>d makes x unnecess>y = ! call] to expla9 :o he is4 ,)\t ! pr9t$ in=mation he w\ld likely ne$ to introduce himself ?us3 8,i am ,james ,johnson4 ,i am presid5t ( ! ,johnson ,manufactur+ ,company4 ,we manufacture ma*9]y = ! mak+ ( pa9ts4 ,our (fice is at #cbj ,broadway4 ,our telephone numb] is ,wor? #dfec40 ,b ) all ?is neatly pr9t$ or engrav$ on a c>d1 dignity is ma9ta9$ & emb>rassm5t avoid$4 ,! sizes ( bus9ess c>ds are f> f be+ /&>diz$4 ,exam9ation ( ab\t "o hundr$ bus9ess c>ds %[$ a range ( sizes f #c #a to #d #b in*es4 ,! size ( :i* !re 7 mo/ & :i* gave an indication ( /&>dization 0 #c #b in*es4 ,fully "o-qu>t] ( ! c>ds 7 ( t size4 ,f ?is inve/igation x w\ld seem logical = pr9t]s to use t size unless ! cu/om] ord]s o!rwise4 ,:ite c>ds pr$om9at$ 9 ! lot exam9$1 & ?is sugge/s t x is 9 good ta/e = ! pr9t] to use :ite /ock on mo/ ( ! bus9ess c>ds t he is call$ on to pr9t4 ,illu/ration3 ,,example #ccf ,! probable result ( an attempt to /&>dize ! cont5ts & arrangem5t ( a bus9ess c>d ,illu/ration3 ,,example #ccg ,dignifi$ treatm5t = ! c>d ( a well-kn[n h\se4 ,! firm "n & address are subord9at$ to ! "n ( ! p]son us+ ! c>d4 ,no bus9ess is m5tion$1 an omission op5 to discussion ,,example #ccf4--;,if an ef=t 7 made to /&>dize ! cont5ts & arrangem5t ( a bus9ess c>d1 ! plan pres5t$ by ?is example w\ld probably result4 ,! cu/om]'s "n is plac$ at ! po9t ( greate/ prom95ce1 a trifle above ! c5t] ( ! c>d4 ,! words describ+ ! bus9ess are second 9 position "u ! cu/om]'s "n4 ,! /reet & numb] are tak5 c>e ( on ! next l9e1 & "u ! /reet & numb] is ! "n ( city or t[n4 ,9 ! l[] left corn] is provision = ! repres5tative's "n4 ,! telephone numb]1 = :i* a bus9ess c>d is frequ5tly pres]v$1 f9ds place 9 ! upp] "p ( ! c>d4 ,a v>iant = ! position ( ! /reet & numb] & ! "n ( ! city or t[n is 9 ! l[] "r corn]4 ,,example #ccg4--;,"h is a c>d t is a model ( dignity & ( simple bus9ess-c>d treatm5t4 ,a good ^w c be said 9 favor ( us+ ! individual's "n 9 ! c5t] ( ! c>d & ! firm "n 9 a less prom95t position4 ,:5 a c>d is h&$ to a bus9ess man1 he looks at x fir/ = ! purpose ( f9d+ out :o x is t wi%es to see him4 ,a c>d ( ?is k9d tells him in/antly4 ,9 _m cases ! individual's "n alone w\ld be suffici5t4 ,no bus9ess is m5tion$1 z x is "o ( ^? cases 9 :i* x is assum$ t ! "n ( ! firm provides suffici5t id5tity4 ,9 omitt+ m5tion ( ! bus9ess1 "o %\ld make sure t ! firm is z well kn[n z he assumes x is4 ,if ! "n is n famili> to ! p]son receiv+ x1 he w be p]plex$1 n kn[+ if ! visitor desires to sell him books1 insure 8 life1 or buy a bill ( goods4 ,9 ! typographic treatm5t ( ?is c>d ,cloi/] ,old/yle1 capitals1 has be5 us$ = ! small] l9e & ,cloi/] ,bold1 capitals1 = ! l>g] l9e4 ,?is slight contra/ 9 ! /r5g? ( lett]+ 9 _m in/ances gives quality & legibility to /eel-engrav$ & li?ograph$ bus9ess c>ds & /ation]y4 ,! pr9t] by hav+ a well-design$ type-face 9 two /r5g?s w be able to introduce simil> good qualities 9 8 "w4 ,! spac+ betwe5 words on ?is c>d is clos] ?an t usually all[$ by compositors4 ,close spac+ betwe5 words is a quality f\nd 9 good lett]+ & 9 good typography4 ,,example #cch 7,ins]t74--,:ile ! ma9 purpose ( ?is *apt] is to enc\rage ! use ( typography on bus9ess c>ds1 a specim5 ( h&-lett]+ is us$ to po9t out =ceful treatm5t t1 aid$ by good pr9t+1 lib]al blank space & high-class c>d /ock1 may sometimes be effective = bus9ess-c>d purposes4 ,! pr9t] us+ a c>d ( ?is k9d w\ld see to x t x 0 n pres5t$ to a prospective cu/om] :o _h a dislike = any?+ unconv5tional4 ,illu/ration3 ,,example #cda ,! monogram 9 color adds di/9ction ,,example #cci 7,ins]t74--,conc$+ t a conv5tional arrangem5t on a :ite c>dbo>d is be/ = mo/ purposes1 x _c be d5i$ t a design ( ! /r5g? & int]e/ ( ?is "o w\ld (t5 be receiv$ ) pleasure by ! man 9 ! bus9ess (fice4 ,x is n unlikely t ! ?\ght w\ld occur to him t ! pr9t] :o c produce a c>d ( ?is k9d is qualifi$ to design & pr9t publicity matt] equally attractive = o!r purposes4 ,bewick ,roman is ! decorative type-face %[n4 ,! bord] & ornam5ts us$ are ess5tial to ! good results 9 ?is design4 ,! c>d w\ld n be z pleas+ ) ! ornam5ts or ! bord] tak5 (f4 ,?is c>d1 by ! way1 is "o ( ! good ?+s arrang$ by ,w ,bradley back 9 #aije4 ,illu/ration3 ,,example #cdc ,high-hat-&-frock-coat treatm5t ,illu/ration3 ,,example #cdd ,a bus9ess c>d 9 block$ capitals1 ) monogram ( h>moni\s %ape ,,example #cdj 7,ins]t74--,quality is add$ by an attractive black monogram on a backgr\nd ( :ite supplem5t$ by ! gray =m$ by ! type gr\p4 ,?is is an int]e/+ specim5 ( bus9ess-c>d typography1 sugge/ive ( ar*itectural panel treatm5t4 ,! l9es 79 ,cloi/] ,title7 are grad$ 9 size accord+ to _! importance1 ! telephone l9e occupy+ an unusual position betwe5 ! /reet address & ! "n ( ! city4 ,because ( its position1 x also adds a bit ( legibility & prom95ce to bo? ( ^! l9es4 ,,example #cda4--,?is treatm5t is simil> to ! prec$+ example1 ) ! decorative device 9 color4 ,illu/ration3 ,,example #cdb ,an uncommon typographic effect ,,example #cdb4--,?is c>d is an int]e/+ contra/ to ^? t h j be5 consid]$4 ,,example #cdc4--;,"h is a c>d ,fr5* 9 motive & ( a /yle t emits exclusiv5ess4 ,x almo/ pictures ! high hat & frock coat ( ! man :o w\ld probably use x4 ,all ! =malities are obs]v$1 ! abbreviation 8,mr40 prec$+ ! "n4 ,! man :o uses a c>d ( ?is k9d w\ld no m ?9k ( m5tion+ 8 bus9ess on a c>d ?an he w\ld ( putt+ a bus9ess sign on 8 resid5ce4 ,! op5-face type is ,college ,title & ! italic is ,caslon4 ,,example #cdd4--;,an unusual arrangem5t 9 block$ ,caslon capitals slightly lett]spac$4 ,arrangem5ts ( ?is k9d are difficult = ! compositor & %\ld n be attempt$ unless he is n hurri$ & c exp]im5t ) ! details ( ! composition4 ,! %ape ( ! monogram l5ds itself to ! g5]al arrangem5t4 ,illu/ration3 ,,example #cde ,arrangem5t z sugge/$ 9 ,example #ccf ) an und]pr9t+ decorative device ,,example #cde4--,?is is a compact arrangem5t built some:at aft] ! s*eme outl9$ 9 ,example #ccf4 ,! decorative device 9 ! orig9al 0 pr9t$ 9 a t9t s l ! /ock t x sugge/$ a wat]m>k4 ,illu/ration3 ,,example #cdf ,roman capitals ) italic l[]-case ,,example #cdf4--,?is c>d w\ld bett] please ! av]age p]son if italic capitals 7 sub/itut$ = ! roman4 ,h[ev]1 !re 0 a hi/orical motive = treat+ x 9 ?is mann]4 ,:5 ,aldus ,manutius introduc$ ! slant+ /yle ( type we "k z italic1 only l[]-case lett]s 7 ca/1 & roman capitals 7 us$ ) !m4 ,,example #cdg4--,! ,g]mans 9 ! design+ ( bus9ess c>ds seem to h aboli%$ conv5tionality1 z !y endeavor to h ea* c>d 9 its design possess di/9ct adv]tis+ value4 ,?is example is repres5tative ( su* effects4 ,illu/ration3 ,,example #cdh ,decorative treatm5t sugge/$ by ! bus9ess ,,example #cdh4--,! design] ( ?is bus9ess c>d took 8 cue f ! ^w 8decorators0 & endeavor$ to =m a c>d ) decorative values4 ,?is 0 ! reason = ! selection ( ,bewick ,roman = ! type-face & ! ,italian ornam5t to occupy space t is usually left blank on bus9ess c>ds4 ,illu/ration3 ,,example #cdi ,italic is pleas+ on "s c>ds ,,example #cdi4--,:5 da9ty effects are desir$1 ,caslon italic1 z us$ on ! great] portion ( ?is c>d1 almo/ always looks well4 ,,example #cej4-;,a /rong ornam5tal effect1 su* z appe>s on ?is c>d1 is lik$ by "s p1 b ! pr9t] w\ld make a mi/ake to use x unless he 0 sure t ! cu/om] w\ld c>e = x4 ,! typographic treatm5t is simple & compact & lacks no?+ 9 legibility4 ,! %ape ( ! bord] corn]s fits into ! space left by ! cont\r ( ! type gr\p4 ,illu/ration3 ,,example #cdg ,mod]n ,g]man bus9ess-c>d treatm5t ,,example #cea4--;,an arrangem5t t has a sugge/ion ( ! classic4 ,all l9es are 9 "o size & 9 capitals4 ,?is treatm5t %\ld n be us$ except+ 9 special cases1 z x w\ld n meet ! approval ( mo/ cu/om]s4 ,,example #ceb4--;,9 ! am\nt ( matt] x conta9s ?is c>d contra/s /rongly ) ,example #cdc4 ,"s small bus9ess m5 f9d x good adv]tis+ to give z mu* in=mation on _! c>ds z ! size ( ! c>d w all[4 ,?is example %[s h[ a great deal ( copy 0 treat$ s t ! g5]al effect 0 n displeas+4 ,9 ord] to accommodate ?is am\nt ( copy1 x is usually necess>y to enl>ge ! size ( ! c>d a trifle4 ,bodoni 0 us$ = all except+ two l9es1 ! firm "n & address1 :i* 7 set 9 ,bodoni ,bold4 ,,example #cec4--;,a decorative c>d t c\ld be m]g$ 9 color treatm5t ) an antique-f9i%$ /ock ( "s suitable t9t4 ,illu/ration3 ,,example #cej ,a /rong design = special purposes ,,example #ced4--;,horizontal l9es cross+ ! face ( a c>d are r>ely successful because !y usually sep>ate connect+ phrases1 b 9 ?is in/ance ! l9es are a necess>y "p ( ! design & divide ! type matt] at a suitable place4 ,illu/ration3 ,,example #cea ,classic arrangem5t 9 "o size ( type ,illu/ration3 ,,example #cec ,highly decorative1 ) possibilities = h>moni\s color effects ,illu/ration3 ,,example #ced ,! horizontal l9es are well employ$ ,,example #cee4--,?is c>d 9 ,bodoni & ,bodoni ,bold capitals1 lett]spac$1 ) ! use ( a few rules1 has di/9ction t c\ld be successfully c>ri$ to o!r =ms ( /ation]y4 ,! contra/+ heavy & light rules bl5d ) ! heavy & light l9es ( ! ,bodoni ,bold4 ,^! specim5s w conv9ce bo? pr9t] & us] t !re is m ?an 8"o "r way0 to design bus9ess c>ds4 ,typography is ! int]e/+ /udy t x is because1 to p>aphrase ! words ( ,%akespe>e1 age _c )] nor cu/om /ale its inf9ite v>iety4 ,"s /yle ( typographic treatm5t is available to meet ! likes & dislikes1 pref]5ces & prejudices1 ( e "o us+ bus9ess c>ds4 ,! /rictly conv5tional p]son c be suppli$ ) a /rictly conv5tional c>d1 prop] 9 all details4 ,! arti/ic p]son1 he ( ! fl[+ tie1 c obta9 a c>d ) sympa!tic qualities4 ,! noisy huck/] c be suppli$ ) a typographic effect t almo/ %\ts ! message x conta9s4 ,9 fact1 "* & p]sonality c be express$ typographically on ! bus9ess c>d1 & ! pr9t] w f9d ?is mat*+ ( typography ) human nature an int]e/+ /udy4 ,a l>ge city :olesale h\se _c af=d to circulate ! *eap-look+1 inh>moni\s c>ds t "s own]s ( small %ops on side /reets seem pleas$ to use4 ,illu/ration3 ,,example #ceb ,a bus9ess c>d ) a l>ge am\nt ( copy ,m ?an an ord9>y am\nt ( ?\ght %\ld be giv5 to ! physical con/ruction ( a bus9ess c>d4 ,because ( ! pres5t great int]e/ 9 all =ms ( adv]tis+1 m individuality is p]missible ?an =m]ly4 ,z typography c give di/9ction & attractiv5ess to bus9ess c>ds1 pr9t]s %\ld /udy ! use ( type on ?is class ( pr9t+1 & give _! cu/om]s ! be/ possible s]vice4 ,illu/ration3 ,,example #cee ,di/9ctive treatm5t adaptable = g5]al /ation]y ,pr9t]s are produc+ c>ds 9 imitation ( intaglio "w to satisfy cu/om]s :o d n consid] t a truly typographic design 8looks l a bus9ess c>d40 ,!re is no use d5y+ t copp]plate engrav]s set ! /yle = mu* ( ! bus9ess-c>d pr9t+4 ,%ops do+ ?is imitation "w %\ld h samples ( ! be/ c>d "w done by engrav]s1 s t _! imitations may be z accurate z possible1 s f> z conc]ns /yle1 face & arrangem5t4 ,!re is little pleasure 9 be+ an imitator unless y are a good "o1 & "h is opportunity to ga9 a reputation = ! clev] pr9t+ ( imitation engrav$ "w4 ,good /ock1 a d5se-black ink & p]fect types are means to ?is end4 ,pleas+ results h also be5 obta9$ by us+ gre5-black ink or dull gray-black ink1 :i* assi/s 9 convey+ ! s(t1 pleas+ effects ( li?ography4 ,illu/ration3 ,,example #cef ,?is size ( blott] w cut twelve out ( a %eet ( /&>d blott+ /ock4 ,! copy includes a cal5d> & is repres5tative ( ! conv5tional copy usually suppli$ = blott]s4 ,! cal5d> is arrang$ )\t rules4 ,! initial furni%es a spot ( attraction1 sep>ates ! two gr\ps & c>ries ! eye to ! beg9n+ ( ! message ,illu/ration ,,! ,,blott] ,blott]s h a place 9 mod]n bus9ess :i*1 :ile n s important z t ( bus9ess c>ds1 is fairly well e/abli%$4 ,bus9ess c>ds are left ) cu/om]s z rem9d]s1 & al?o blott]s are s5t = ! same purpose1 !y h ! add$ quality ( usefulness4 ,! treatm5t ( a blott] %\ld be z well ?\ght out z t ( a bus9ess c>d4 ,9 a s5se ! blott] repres5ts ! bus9ess h\se s5d+ x1 & :ile x may %[ less re/ra9t & dignity ?an ! bus9ess c>d1 co>s5ess %\ld be avoid$ 9 ! h&l+ ( bo? type & illu/ration4 ,illu/ration3 ,,example #ceg ,a mode/ am\nt ( copy & neat treatm5t ,! blott] z a means ( publicity mu* us$ by adv]tis]s is no long] an exp]im5t2 x is a famili> =m 9 ! pr9t%op4 ,! adv]tis+ value ( a blott] seems to lie 9 its ability to d "o ( two ?+s--/rongly & favorably to attract att5tion :5 receiv$1 or ?ru attractive simplicity to gr[ 9 favor dur+ use4 ,! =m] may be lik5$ to a rocket :i* compels att5tion & pleases = a mom5t1 & ! latt] to a /> ^: beauty attracts =ev]4 ,9 plann+ a blott] x is well to keep 9 m9d its utilit>ian "* & make x z useful z possible4 ,! size is det]m9$ by ! %eet ( /ock out ( :i* blott]s are cut4 ,z ! /ock measures #ai #bd in*es1 mo/ pr9t]s cut blott]s a trifle less ?an #i #d in*es1 ?us secur+ twelve blott]s to a %eet ( /ock4 ,!re are o!rs :o pref] ! blott]s n s wide & make !m #h or #h in*es4 ,ano!r reason = ! blott] size ( a trifle less ?an #i #d in*es is t x fits nicely 9 a /&>d ,no4 #aj ,gov]nm5t envelop1 :i* measures #i #d in*es4 ,a size ( blott] t is also mu* us$ measures ab\t #f #c1 & fits 9 a ,no4 #f ,gov]nm5t envelop1 :i* measures #f #c4 ,?is size is mo/ conv5i5t = inclos+ ) ev]yday bus9ess mail1 & x is possible t mo/ ( ^? actually us+ blott]s pref] ! small] size4 ,! blott] ) an enamel$ surface on "o side is probably ! be/ = use4 ,a p]son naturally rubs 8 h& ov] ! blott] to absorb ! wet ink1 & an enamel$ surface feels m pleasant to ! t\*4 ,:5 n _m blott]s are on h& 9 a bus9ess (fice ^? ) absorb5t surfaces on bo? sides r5d] ! great] s]vice1 b usually adv]tis]s keep (fices well suppli$4 ,f a pr9t+ po9t ( view ! blott] /ock ) "o side enamel-f9i%$ is bett] = illu/rations or small type1 :ile r\gh-f9i%$ /ock is suit$ to typographic treatm5ts t require antique effects4 ,illu/ration3 ,,example #ceh ,blott] us$ 9 ! writ+ room ( a conv5tion hall ,,example #cef 7,ins]t74--,?is blott] repres5ts n only ! size ( a great _m blott]s b ! cont5ts1 z x is cu/om>y to include a mon?ly cal5d>4 ,too frequ5tly =ms ( ?is "* are made inh>moni\s because /ock cal5d> plates are utiliz$ & are accompani$ by type-faces ( ano!r design4 ,?is lack ( h>mony is seldom necess>y1 z ! pr9t] 9 8 typography %\ld mat* ! /yle ( type us$ = ! /ock cal5d> plate4 ,sometimes 9 addition to ! cal5d> plate a /ock illu/ration is also introduc$1 ) consequ5t duplication ( spots ( attraction4 ,ei!r ! cal5d> plate or ! illu/ration %\ld be us$2 n bo?4 ,! typographic arrangem5t ( blott]s (t5times is ( a poor k9d because ! copy is sep>at$ into num]\s display p>ts4 ,9 s f> z x is possible1 ! treatm5t %\ld be simple1 & 9 ord] to sugge/ su* treatm5t ?is example has be5 prep>$4 ,x w be notic$ t ! entire blott] has be5 set 9 "o design ( type-face--all roman1 & mo/ly l[]-case4 ,?is mann] ( h&l+ ! typography w give good results 9 almo/ e in/ance 9 :i* x is tri$4 ,! message ( ! adv]tis] is pres5t$ 9 a pla91 legible p>agraph introduc$ by an initial 9 color4 ,! blank space lib]ally di/ribut$ is re/ful1 & ! d>k-pr9t+ qualities ( ! heavy-&-light-l9e bord] contra/ ) ! blank backgr\nd1 ! rubricat$ initial & ! mass ( gray 9 ! type matt]4 ,no rule l9es appe> 9 ! cal5d> section1 & ! result is an appe>ance ( natural fre$om4 ,illu/ration3 ,,example #cei ,simple typographic arrangem5t ) /rong b pleas+ contra/s ,,example #ceg4--,mo/ blott]s conta9 too mu* type matt]4 ,! bus9ess man w\ld probably appreciate a mode/ little ann\ncem5t & consid] x a relief f ! sl$ge-hamm] adv]tis+ t too (t5 =ces itself on 8 att5tion 9 an unwelcome way4 ,z "o rubs ov] ! av]age blott] he f9ds x almo/ necess>y to close 8 eyes because ( ! /rong "* ( ! design or color treatm5t4 ,! arrangem5t ( ?is example is a sugge/ion = a little blott] t w\ld d\btless be welcom$ by _m4 ,x c\ld be ( a size t w\ld fit 9 ! p]sonal *eckbook4 ,because ( ! intimate "* ( its use ! typography %\ld be conf9$ to a simple p>agraph or to a gr\p arrangem5t z %[n4 ,bo? ! message & ! treatm5t "h giv5 are 9 good ta/e = su* a purpose1 &1 z has be5 sugge/$1 x is likely t simil> treatm5t on a l>g] blott] w\ld w9 approval4 ,,example #ceh4--,?is blott] 0 us$ 9 ! writ+ room ( a conv5tion hall & 0 prep>$ = a /ate meet+ ( a *ur* organization4 ,x w be notic$ t only ! week ( ! conv5tion is giv5 9 ! cal5d>1 & t x beg9s on ,?ursday & ends on ,w$nesday4 ,"s ( ! factors t make ?is blott] pleas+ are ! lib]al blank space1 ! black l9es ( ! rules1 & ! ornam5t 9 color4 ,text type is us$ because ( ! religi\s "* ( ! conv5tion1 & x is lett]spac$4 ,z a g5]al rule x is well n to lett]space text type1 b "h 9 ord] to obta9 a c]ta9 di/9ctive effect x has be5 done ) good results4 ,,example #cei4--;,"h is a sugge/ion = a simple typographic arrangem5t ) /rong b pleas+ contra/s4 ,! color ( ! rule bord] contra/s ) ! :ite ( ! backgr\nd & ! black ( ! illu/ration4 ,! gray effect ( ! type gr\p is a h>moniz+ factor t s(t5s ! contra/s4 ,only "o face ( type--,cloi/] ,old/yle--is us$1 & t ( a size t makes x possible = ! bus9ess man to read ! message z he blots 8 signature4 ,! treatm5t is mascul9e & w please a great _m because ( its /yle4 ,illu/ration3 ,,example #cfj ,a blott] arrangem5t sugge/ive ( an ar*itectural panel ,illu/ration3 ,,example #cfa ,blott] treatm5t t survives ! te/ ( "t ,illu/ration3 ,,example #cfb ,neat1 ref9$ arrangem5t ( type matt] & illu/ration ,illu/ration3 ,,example #cfc ,9 :i* ! type matt] fills ! blott] ,illu/ration3 ,,example #cfd ,a decorative blott] arrang$ ! n>r[ way ,,example #cfj4--,?is blott] has ! "* ( an ar*itectural panel1 a motif t is adaptable to _m =ms ( typography4 ,! g5]al gray effect ( ! ,=um ,title & ! ar*itectural bord] is satisfy+1 especially z ! type gr\p & bord] are sep>at$ by a lib]al am\nt ( blank space4 ,! %ape ( ! type gr\p sugge/s a key/one4 ,?is is "o ( ^? blott]s t ! bus9ess man %\ld f9d pleasure 9 us+ & look+ at frequ5tly4 ,x w be notic$ t ! spac+ betwe5 ! words is less ?an ! en-quad :i* ! typograph] w\ld cu/om>ily use 9 capital l9es4 ,x w\ld be a mi/ake to sep>ate ^! ,roman capitals ) m space ?an t us$ "h4 ,,example #cfa4--;,x has be5 said t two important factors 9 good typography are ! mat]ial t is us$ & ! mat]ial t is n us$4 ,horace ,c>r has done _m good ?+s ) ! ,caslon type-face1 b none m pleas+ ?an ?is blott]4 ,x is a model ( good ta/e 9 blott] typography & ! sort ( treatm5t t has prov$ to be good blott] adv]tis+4 ,?is p>ticul> example 0 receiv$ by ! au?or "s ye>s ago & 0 !n reproduc$4 ,te/+ x ) c>eful exam9ation aft] all ?is "t1 x looks z well z ev]4 ,,example #cfb4--;,"h is sugge/$ a neat1 ref9$ arrangem5t1 9 :i* type gr\p & illu/ration are plac$ practically 9 ! c5t] ( ! blott] & surr\nd$ ) blank space t acc5tuates its neatness4 ,,example #cfc4--,?is blott]--"o t 0 submitt$ sev]al ye>s ago 9 a blott] competition--%[s treatm5t :i* calls = ! use ( l>ge type t occupies almo/ ! entire surface ( ! blott]4 ,:ile an effect su* z t ( ! previ\s example is pref]able = mo/ purposes1 !re are times :5 x is desirable to h ! typography arrang$ on a l>ge scale4 ,,example #cfd4--;,x is cu/om>y to design a blott] ! broad way1 b occasionally pr9t]s desire = ! sake ( novelty to arrange x ! n>r[ way1 z is done on ?is example4 ,! blott] has decorative quality because ( ! use ( ! gray bord] & ! l[]-case ( ,k5n]ley ,old/yle4 ,l[]-case prop]ly us$ is usually attractive4 ,illu/ration3 ,,example #cfe ,appropriate tradem>k & h>moniz+ typography ,,example #cfe4--;,a t\* ( appropriat5ess is giv5 to ?is blott] by ! use ( ! scroll decorative piece1 & ! h>mony is fur!r c>ri$ out by ! selection ( ,bodoni ,book = ! type portion4 ,illu/ration3 ,,example #cff ,typographic po/] 9 ,roman capitals by ,fr$]ic ,w4 ,g\dy ,illu/ration ,,po/]s1 ,,c> ,,c>ds1 ,,w9d[ ,,c>ds ,po/] pr9t+ is a specialty 9 l>ge cities1 :]e plants are equipp$ = ! economical & effective production ( su* "w4 ,h[ev]1 consid]ation ( ! subject 9 ?is *apt] w be conf9$ to ! int]e/ x may h = ! g5]al comm]cial pr9t]1 he :o is call$ ^u at "o h\r to pr9t a bus9ess c>d & at ano!r to produce a w9d[ c>d1 c> c>d or o!r =m ( po/] pr9t+4 ,! type equipm5t ( ! po/] speciali/ includes /rong go?ic & ,cl>5don faces1 ( a v>iety ( wid?s t enable him to make a full l9e ( almo/ any ^w or comb9ation ( words4 ,:5 su* /rong-pr9t+ capital lett]s are us$1 mo/ ( ! l9es %\ld be full1 z ! g5]al effect %\ld be "o ( compactness4 ,a v little am\nt ( spac+ is suffici5t4 ,no ext5d$ ref]5ce w be made "h to ! conv5tional po/] t c>ries ^! heavy types1 z its arrangem5t is m]ely "o t emphasizes 9 a pla9 mann] ! v>i\s important p>ts ( ! copy4 ,skill is necess>y1 b n ! skill ( an arti/4 ,! wood-type equipm5t ( ! g5]al comm]cial pr9t] ne$ n he elaborate1 b x %\ld be well select$4 ,!re %\ld be a bl5d+ ( /yles 9 type-faces f ! smalle/ size ( metal type to ! l>ge/ wood lett]4 ,! wood-type mak]s duplicate mo/ ( ! /&>d job faces1 s t h>mony 9 ?is respect ne$ be no idle dream4 ,illu/ration3 ,,example #cfg ,a lett]$ po/] by ,h>vey ,hopk9s ,dunn t %\ld be /udi$ by ! typograph] ,among po/] pr9t]s a %eet #bi #ci in*es is tak5 z a unit & is kn[n z a 8"o-%eet40 8,f\r-%eet10 8twelve-%eet10 etc41 are t]ms designat+ ! numb] ( units or 8"o-%eets0 9 ! :ole display4 ,on ! o!r h&1 ! comm]cial pr9t]'s 8%eet0 po/] is g5]ally ! full #be #ch-;in* pap]1 a 8half-%eet0 be+ #ai #be in*es & a 8qu>t]-%eet0 #ab #ai in*es4 ,! size ( c> c>ds--! adv]tisem5ts us$ 9 trolley1 elevat$ & subway c>s--is usually #aa #ba in*es4 ,! mo/ common sizes ( w9d[ c>ds--adv]tisem5ts plac$ 9 /ore w9d[s by c\rtesy ( ! m]*ants--are qu>t]-%eets 7#aa #ad in*es7 & half-%eets 7#ad #bb in*es71 ! unit ( :i* is ! /&>d %eet ( c>dbo>d 7ab\t #bb #bh in*es74 ,po/]s 9 _! mo/ attractive =m are design$ 9 pleas+ comb9ations ( decorative illu/ration1 lett]+ & h>moni\s color+4 ,! pr9t] ) type alone _c give ! picture elem5t1 b he c give color & lett]+4 ,:at a po/] au?ority has said ( ! pictorial po/] c to "s ext5t be said ( ! typographic po/]3 8,! po/] %\ld be simple1 clev]1 attractive1 p]haps sp>kl+1 spontane\s1 appropriate1 sometimes humor\s1 b 9 good ta/e1 & %\ld tell ! /ory at a glance4 ,x %\ld n be elaborate 9 detail or labor$2 ! design] %\ld "k :]e to /op4 ,! color+ %\ld be brilliant1 yet simple2 :5 _m colors are us$ mo/ ( !m are wa/$1 z ! eye does n see !m all4 ,z detail 9 a po/] is lo/ at a di/ance1 x is unnecess>y4 ,! be/ po/]s h no backgr\nd & n mu* lett]+1 z small lett]+ _c be se5 across ! /reet1 :i* is ! te/40 ,x is assum$ t ! typographic po/] is view$ at clos] range1 z 9 its small] sizes x is usually hung 9 /ores & (fices or po/$ 9 conv5i5t locations t p]mit ( easy read+2 yet ! pr9t] :o sets ! "w1 z well z ! man :o writes ! copy1 %\ld keep be=e him ! mann] 9 :i* ! po/]1 c> c>d or w9d[ c>d is to be us$4 ,a p]son sitt+ on ! opposite side ( ! c> %\ld be able to read ! c> c>d1 & ! p]son pass+ a /ore w9d[ %\ld f9d x possible to obta9 ! pr9cipal po9ts ( in=mation f ! w9d[ c>d4 ,on /ore c>ds1 su* z us$ dur+ special sales1 ! price %\ld be prom95tly display$4 ,illu/ration3 ,,example #cfh ,a lett]$ arrangem5t t has sugge/ion ,illu/ration3 ,,example #cfi ,a few words ( copy & /rong contra/s ,illu/ration3 ,,example #cgj ,a typographic /yle unique among insurance adv]tis+ 9 c>s ,illu/ration3 ,,example #cga ,simplicity t is wor?y ( adaptation ,,example #cff 7,ins]t74--,! possibilities ( typographic effects 9 po/] pr9t+ are to be se5 9 ?is example1 arrang$ by ,fr$]ic ,w4 ,g\dy4 ,=um ,title1 design$ by him1 0 select$ z ! type-face4 ,9 ord] to obta9 ! l>g] sizes1 ! type 0 set 9 a small] size1 a cle> pro( pull$ & a photo-engrav+ made4 ,?is po/] measures up to ! qualities outl9$ by ! po/] au?ority previ\sly quot$4 ,x is 8spontane\s1 appropriate1 simple1 clev]1 attractive40 ,,example #cfg4--;,al?o ?is design is lett]$1 x %\ld prove ( great value to ! typograph] z a /udy ( composition4 ,9 ! production ( ?is effective po/] ,mr4 ,dunn has giv5 ( 8 tal5t z an illu/rator z well z ( 8 skill z a lett]]4 ,! apportionm5t ( blank space 9 ! m>g9s & at ! head is pleas+1 & x helps to make effective ! black masses ( lett]+ & ! octagonal illu/ration4 ,! bord] ( ?ick & ?9 l9es ties ! design toge!r4 ,,example #cfh4--,mo/ c>ds 9 urban c>s are made up greatly ( design & illu/ration1 b 9 ?is "o we f9d ! illu/ration tak+ a m9or position4 ,! lett]+ is ! ma9 feature1 & x %\ld sugge/ treatm5t ) type t c\ld be almo/ z effective4 ,,example #cfi4--,! /rong contra/ ( black1 r$ & :ite 9 ?is c> c>d c\ld be approximat$ ) bold1 well-design$ wood type4 ,! trade "n is giv5 mo/ prom95ce1 al?o ! rema9d] ( ! copy is also /rongly pres5t$4 ,a sugge/ion ( decoration is to be f\nd 9 ! rul$ l9es at ! head & foot4 ,,example #cgj4--,seldom is copy su* z ?is furni%$ = c> c>ds1 yet its conv]sational /yle probably caus$ x to be read m ?an o!r c>ds4 ,z an adv]tisem5t x is an improvem5t ov] ! common me?od ( m]ely /at+ "n & bus9ess4 ,x pres5t$ opportunity to ! pr9t] to use types 9 a sane1 simple mann]1 & he did s4 ,a two-l9e initial lett] />ts ! read+ pleasantly1 & ! "n 9 capitals has suffici5t prom95ce4 ,,example #cga4--;,at an exhibit ( ,g]man mod]n-art po/]s ! design t /ood out mo/ /rongly 0 "o :i* conta9$ only a "n lett]$ & an article illu/rat$4 ,!re 0 no detail to detract1 & ! effect 0 altoge!r pleasant4 ,?is %oe c>d is plann$ along simil> l9es1 & ! idea c\ld well be put to fur!r use4 ,,example #cgb 7,ins]t74--,?is is a pres5tation ( a ?ree-%eet po/] :i* attract$ ! att5tion ( ! writ] a few ye>s ago because ( its simplicity4 ,= su* effects z ?is1 :i* c>ry b little copy1 l[]-case lett]s are appropriate4 ,x is seldom1 h[ev]1 t ! comm]cial pr9t] is provid$ ) s few words = 8 po/]s4 ,l[]-case display1 to look well1 requires pl5ty ( surr\nd+ blank space1 :ile capitals accommodate !mselves to close qu>t]s4 ,illu/ration3 ,,example #cgb ,ref9em5t 9 !atrical pr9t+4 ,0 a l>ge ?ree-%eet po/] ,illu/ration3 ,,example #cgc ,a bord] su* z ?is bl5ds ) go?ic type-faces ,,example #cgc 7,ins]t74--,! 8,secession0 /yle ( bord] & ornam5t bl5ds well ) monotone type-faces )\t s]ifs1 su* z ! type commonly kn[n z go?ic4 ,z ! wood-type equipm5t ( mo/ pr9t%ops v likely includes go?ic faces1 ! /yle ( treatm5t %[n by ?is specim5 may be produc$ successfully4 ,a bord] su* z ?is is easily procur$1 or c be made by ! pr9t] if he desires4 ,,example #cgd4--,pr9t]s seldom take advantage ( ! opportunities (f]$ = unusual effects4 ,?is copy did n sugge/ any?+ to ! compositor :o fir/ set x & ! result 0 commonplace1 ) no?+ to excite any?+ b ord9>y int]e/4 ,! fact t ! bir? ( ,frankl9 0 to be celebrat$ %\ld h be5 suffici5t to sugge/ an arrangem5t su* z is "h pres5t$1 b x did n4 ,b5jam9 ,frankl9 pur*as$ 8 type 9 ,engl&1 "s ( x at ! old lett] f\ndry ( ! ,caslons2 & :at is m int]e/+ ?an a po/] ann\ncem5t ( a ,frankl9 d9n] set 9 ! /yle ( type-face t ,frankl9 himself us$8 ,?is has be5 done 9 ! example "u consid]ation4 ,roman1 italic1 capitals & l[]-case h be5 bl5d$ 9 ! int]e/+ mann] 9 :i* ?is 0 done 9 ! eighte5? c5tury4 ,! long s 77 ( ,frankl9's "t is also us$1 to c>ry along ! int]e/2 x appe>s1 z w be notic$1 9 all cases except+ at ! end ( words4 ,a ,caslon ornam5tal b& is at ! head & foot4 ,,example #cge4--,?is is ano!r in/ance :]e ! copy furni%$ a motif t c\ld be develop$ typographically4 ,reproductions f ! ,fir/ ,folio ( ,%akespe>e's works 7 available & f !m an initial & two decorative b&s 7 enl>g$ to ! desir$ size4 ,! typography ( ,%akespe>e's "t 0 !n /udi$ & work$ into ! po/]4 ,! ,caslon type-face is n exactly ! same z t us$ 9 ! sev5te5? c5tury1 b !re is suffici5t simil>ity to make x suitable4 ,_m p]sons ( ! pres5t day w %y at ! use ( a s+le capital lett] imm$iately foll[+ ! initial1 b t is ! way x 0 done 9 ! old days4 ,typograph]s %\ld e>ly beg9 to accumulate a libr>y ( books4 ,!y %\ld frequ5t ! second-h& book/ores1 & occasionally pur*ase "s old volume t %[s ! /yle ( typography ( fifty1 "o hundr$ or m ye>s ago4 ,! be/ pr9t]s d ?is4 ,,example #cgf4--;,x %\ld be an easy matt] to produce attractive w9d[ c>ds or pap] hang]s 9 ?is /yle4 ,selections f ! _m arti/ic & odd cov] pap]s obta9able1 support$ by h>moniz+ color comb9ations1 make possible any numb] ( attractive effects4 ,only "o size ( type %\ld be us$1 & ! bord] %\ld be "o t reflects ! "* ( ! type-face4 ,pla9 rules = bord] purposes are m successful 9 obta9+ h>mony ?an is decoration4 ,z mo/ lett]s conta9 two wid?s ( l9e1 a rule bord] mat*+ ! wid] l9e1 or bo? l9es1 is pleas+4 ,illu/ration3 ,,example #cgd ,type treatm5t t sugge/s ,frankl9's "t ,illu/ration3 ,,example #cge ,po/] 9 ,%akespe>ean typography ,,example #cgg4--,! ,colonial /yle ( type arrangem5t is "h adapt$ to w9d[-c>d purposes4 ,! w9d[ c>d has ! same adv]tis+ reason = its exi/5ce z ! pap] po/]1 & is pr9t$ on c>dbo>d to enable x to /& upright4 ,! treatm5t ( ?is c>d is su* t ! ^w 8,p9a=e0 & ! decoration /& out mo/ prom95tly1 tak+ = grant$ t a p]son int]e/$ by ! sight ( ?is ^w w come close to ! c>d & read x4 ,su* an arrangem5t %\ld n be attempt$ unless ! copy is suitable4 ,=c+ unsuitable copy 9 full-l9e ,colonial arrangem5ts results 9 illegibility & dissatisfaction4 ,illu/ration3 ,,example #cgf ,a simple typographic treatm5t t (f]s possibilities = attractive po/]s or w9d[ c>ds ,,example #cgh4--,sunday-s*ool excursions furni% copy = _m w9d[ c>ds4 ,! pr9t] may appreciate ?is sugge/ion = an arrangem5t ( su* a job4 ,x is suffici5tly unconv5tional to attract att5tion1 at ! same "t provid+ a simple way ( arrang+ ! matt] t usually comes 9 ) su* ord]s4 ,! arrangem5t has m]it f an adv]tis+ po9t ( view1 ! in=mation be+ giv5 concisely & legibly4 ,x is probably true t ! majority ( pr9t]s h giv5 no ?\ght :atev] to ! arrangem5t & treatm5t ( po/]s4 ,x is ev5 likely t !re are job pr9t]s :o feel t po/] composition is b5ea? _! dignity4 ,9 view ( ^! conditions1 x is to be hop$ t :at has "h be5 writt5 reg>d+ ! po/] w s]ve to create new int]e/ 9 t l9e ( "w4 ,ye>s ago ! au?or knew an old pr9t] :o _h ! reputation ( be+ ! be/ sale-bill compositor 9 ! c\nty4 ,8 "w 0 conf9$ almo/ entirely to ! sett+ ( po/]s ann\nc+ sales ( f>m goods1 yet he did x s c>efully & effici5tly t resid5ts ( ! c\nty travel$ miles to place an ord] ) ! conc]n = :i* ?is man work$4 ,illu/ration3 ,,example #cgg ,! ,colonial /yle us$ on a w9d[ c>d ,po/] pr9t+ %\ld n be attempt$ unless ! equipm5t is su* t ! "w c be done pr(itably4 ,lack ( suffici5t wood type w result 9 poor pr9t+ & make%ift arrangem5ts4 ,h[ev]1 abs5ce ( equipm5t did n worry a c]ta9 pr9t] :o did bus9ess "s ye>s ago4 ,he _h no wood type at all1 yet he accept$ ord]s = po/]s &1 tak+ advantage ( ! craft c\rtesies ( ^? days1 borr[$ all ! type l9es f a competitor4 ,x frequ5tly happ5$ t :5 ! competitor desir$ to set up a bill he f\nd t ! type 0 mo/ly 9 ! possession ( ! borr[+ pr9t]4 ,illu/ration3 ,,example #cgh ,sugge/ion = an excursion w9d[ c>d ,! l>ge two-%eet & ?ree-%eet po/]s look v big inde$ to ! pr9t] 9 ! small %op ^: product is conf9$ to ! output ( 8 plat5 presses1 yet po/] pr9t+ is m]ely pr9t+ on a l>g] scale4 ,! build] ( ! ,new ,york subways 0 once ask$ h[ he f\nd x possible to put ?r\gh su* a l>ge und]tak+4 ,he repli$ t he knew he c\ld build a cell>1 & a subway 0 m]ely a multiplication ( cell>s4 ,! pr9t] :o le>ns h[ effectively to produce a small piece ( pr9t$ adv]tis+ matt] %\ld be able1 by develop+ & enl>g+ on 8 ideas1 to produce good po/] "w4 ,illu/ration3 ,,example #cha ,a city dep>tm5t-/ore adv]tisem5t ( ! good k9d ,illu/ration ,,adv]tisem5ts ,n e bus9ess man c write an adv]tisem5t well4 ,n e pr9t] c set an adv]tisem5t well4 ,( ! poor adv]tisem5ts t m> newspap]s & p]iodicals1 fifty p] c5t ( ! ineffectiv5ess %\ld be blam$ on ^? :o write !m & fifty p] c5t on ^? :o set !m4 ,illu/ration3 ,,example #cgi ,newspap] adv]tisem5t arrang$ )\t ?\ght4 ,see #chj ,9 ?is *apt] we are int]e/$ n 9 writ+ ! adv]tisem5t1 b 9 prop]ly treat+ x typographically aft] x has be5 writt54 ,"s day adv]tis+ typography may become s /&>diz$ t a compositor c be told 9 a few words j h[ he %all arrange x4 ,mean:ile z !re is m ?an "o way to set type = adv]tisem5ts1 we mu/ = ! pres5t dep5d on ! /udy ( good type "w1 ! advice ( ^? :o h !ories1 & our own judgm5t4 ,illu/ration3 ,,example #chj ,easi] to read & m pleas+ to look at ?an #cgi ,x is possible1 h[ev]1 to le>n some?+ ab\t adv]tis+ typography by giv+ ?\ght to ! ways ( ! orator1 :o sway$ human be+s long be=e pr9t+ 0 inv5t$4 ,we h all li/5$ to oratory 9 ! *ur* pulpit1 ! public squ>e & ! ,*autauqua t5ts1 & 9 halls on ! occasion ( political ga!r+s & organization conv5tions4 ,our mo/ agreeable recollections are ( ^? mom5ts :5 we 7 s pleas$ & impress$ ) :at ! speak] 0 say+ t we did n ?9k ( 8 mann] ( say+ x4 ,probably ! mo/ successful pr9t$ matt] is t :i* pleases & impresses )\t "o's be+ imm$iately aw>e ( ! cause4 ,a good speak] w enunciate cle>ly & speak 9 a mod]ate tone t c be he>d4 ,a good typographic adv]tisem5t w be set 9 a legible type-face & 9 a size t c be easily read4 ,pr9t c be too small or too l>ge1 too gray or too black4 ,if a speak] is address+ an exclusive gr\p ( p]sons1 he l[]s 8 voice & talks 9 polite diction4 ,if he addresses a l>ge cr[d1 _m ( :om are ( less fa/idi\s ta/es1 he raises 8 voice1 p]haps us+ all 8 p[]1 & mo/ likely mixes ) 8 ,engli% a little popul> slang4 ,?us adv]tis+ pr9t+ ( ! exclusive k9d w\ld likely be set 9 type small] & 9 design m classic ?an t us$ = publicity matt] t has wide & promiscu\s circulation4 ,! typograph] mu/ keep 9 m9d t :ile bluntness & =cefulness are lik$ by "s1 !y give (f5se to o!rs4 ,!re are orators s eloqu5t & fl[]y t "o is l$ away f ! message by pleasure & admiration = qualities t %\ld m]ely c>ry ! message4 ,!re are adv]tisem5ts s attractive 9 decorative beauty t "o sometimes =gets to read !m4 ,& !n !re is ! heavy-voic$ orator :o emphasizes e /atem5t4 ,he />tles & he tires1 & is z unsuccessful z ! speak] :o croons 8 audi5ce to sleep ) un9t]e/+ monotones4 ,h[ l su* speak]s are ! excitable1 ov]-display$ adv]tisem5t1 & ! l>ge adv]tisem5t monoton\sly set )\t emphasis1 9 "o size ( type6 ,illu/ration3 ,,example #chb ,! conv]sational /yle ( page adv]tisem5t ,! speak] :o gracefully acc5tuates 8 talk at important po9ts has ! same good judgm5t z ! typograph] :o neatly displays or emphasizes significant p>ts ( 8 copy--n =gett+ ! orator :o gets applause at ! wrong "t1 & ! pr9t] :o by c>elessness 9 arrangem5t sugge/s ! wrong ?\ght4 ,_m speak]s use ! same words t ,%akespe>e us$1 b 8!y phrase !m diff]5tly10 j z pr9t]s arrange type diff]5tly4 ,! orator has a message1 & he tries to 8get x ov]40 ,! adv]tis] has a message too1 & he calls on ! typograph] to assi/ him 9 ga9+ cu/om]s4 ,! problems are n unlike4 ,illu/ration3 ,,example #chd ,"o ^w is ?oroly adv]tis$ ,,examples #cgi ,,& #chj4--,^! two adv]tisem5ts picture ! diff]5ce betwe5 sett+ type ) a /ick & sett+ x ) ! head4 ,x w\ld be illogical to assume t any ?\ght at all 0 giv5 to ! type composition ( ,example #cgj4 ,x n only is unpleasant to look at1 b is difficult to read1 not)/&+ ! size ( type us$ = ! text4 ,b5jam9 ,%]b[1 :o has giv5 mu* "t to ! tra9+ ( type to act = ! adv]tis]1 took ! same mat]ial ! newspap] compositor _h to "w )1 & at ! crack ( 8 :ip ! words assum$ a new =mation4 ,keep 9 m9d t ,mr4 ,%]b[ 0 n attempt+ to improve ! looks ( ! adv]tisem5t2 he did improve ! appe>ance1 b :at he />t$ out to d 0 to make ! message easy to read4 ,he labor$ f ! viewpo9t ( ! read] & n f t ( ! adv]tis] or pr9t]4 ,! difficulty usually is t ! m]*ant & typograph] are too close to ! details ( _! own daily occupations & fail to view ! adv]tisem5t z does ! prospective cu/om]4 ,! important fir/ s5t5ce 0 emphasiz$ by subord9at+ ! type bel[4 ,! small] type is nev]!less easi] to read ?an ! same words z orig9ally arrang$4 ,! bord] s]ves to cat* ! read]'s att5tion1 z 9 ! newspap] ?is little adv]tisem5t dom9at$ ! page4 ,,example #cha 7,ins]t74--,! dep>tm5t-/ore adv]tisem5t z repres5t$ by ?is example is really a multiplication ( small adv]tisem5ts4 ,x is necess>y = ! writ] & pr9t] to give att5tion 9 detail to ea* ( ! small panel$ adv]tisem5ts1 b someone mu/ assemble !m into a h>moni\s :ole4 ,?is is usually done by fir/ mak+ a lay\t 9 actual size4 ,su* a lay\t z plann$ = ! ,"l ,taylor page "u consid]ation probably look$ j z ?is adv]tisem5t w\ld look if ev]y?+ b ! panel bord]s1 headl9es & illu/rations 7 remov$4 ,ea* panel 0 numb]$1 & ! copy 9 ea* in/ance conta9$ a correspond+ num]al4 ,illu/ration3 ,,example #chc ,! "n & ! tradem>k dep5d$ on to sell goods ,! /yle ( lett]+ us$ = ! firm "n 7,caslon italic7 is a sort ( tradem>k1 z x is to be f\nd on ! /ore's /ation]y1 on its build+ & on its deliv]y c>s4 ,! ornam5tal bord]1 especially ! fe/oon effect at ! head1 is us$ 9 all ! newspap] adv]tis+4 ,x w be notic$ t two ( ! panels h be5 acc5tuat$ ) /rong] bord]s1 l>g] headl9es & ) decorative illu/rations4 ,!y are s plac$ 9 ! g5]al gr\p z to balance pleas+ly4 ,prices are emphasiz$1 b n z !y usually are by dep>tm5t /ores t appeal m to ! class ( p :o = economical reasons f9d x necess>y to take advantage ( b>ga9s4 ,! names ( articles 9 ! ,"l ,taylor adv]tisem5t are set 9 a neat1 bold type-face4 ,illu/ration3 ,,example #che ,int]e/+ use ( :ite space ,,example #chb4--,?is is "o ( ^? easily read1 conv]sational /yles ( adv]tisem5t set 9 ,caslon ,old/yle4 ,! fir/ p>agraph1 9 type a size l>g] ?an ! re/1 invites ! att5tion ( ! read]4 ,! ornam5t 9 ! upp] left corn] adds attraction at ! introductory po9t4 ,illu/ration3 ,,example #chg ,a /udy 9 adv]tis+ values ,,example #chc4--,l ! h\se ( ,tiffany1 ! mak]s ( ,knox hats d n h mu* to say 9 _! adv]tisem5ts4 ,! "n & ! tradem>k are dep5d$ on to sell ! hats4 ,cloi/] ,old/yle1 ! type-face1 surr\nd$ by lib]al blank space1 is effective4 ,,example #chd4--,! purpose ( ?is adv]tisem5t is to popul>ize z9c1 & = ?is reason t ^w /&s out s prom95tly4 ,! rule b& at ! head & foot attracts ! att5tion1 & ! ,caslon type-face makes ! adv]tisem5t readable4 ,,example #che4--;,an easily read adv]tisem5t1 due to ! size & k9d ( type & ! use ( blank space4 ,h>t1 ,s*affn] ,m>x appreciate ! value ( good typography4 ,! two-l9e initial at ! head guides ! eye to ! beg9n+ ( ! message4 ,! signature at ! foot is s plac$ t x is n =c$ on ! att5tion1 yet x _c be miss$ aft] ! two l>ge p>agraphs h be5 read4 ,illu/ration3 ,,example #chf ,a bord]$ adv]tisem5t ,,example #chf4--,?is arrangem5t ( an adv]tisem5t %[s a /yle lik$ by ! ,mell9's ,food ,company4 ,! decorative bord] conf9es ! att5tion to ! read+ matt] x conta9s1 :i* is pres5t$ 9 ,old-,/yle ,antique1 a d>k-ton$1 int]e/+1 legible type-face4 ,! display l9es are emphasiz$ j en\gh to make !m /& out f ! ma9 portion ( ! text4 ,illu/ration3 ,,example #chh ,?is pictorial dep>tm5t-/ore adv]tisem5t attract$ a great deal ( att5tion 9 ,new ,york newspap]s dur+ ! holidays ,illu/ration3 ,,example #chi ,! /ore "n does n appe> 9 ?is l>ge dep>tm5t-/ore adv]tisem5t publi%$ 9 ! ,new ,york ,city newspap]s ,illu/ration3 ,,example #cij ,f\r c\ntry-newspap] adv]tisem5ts1 %[+ slight v>iation 9 bord] treatm5t ,,example #chg4--,! pr9cipal po9ts 9 ?is adv]tisem5t are ! "n ( ! company 7:i* is acc5tuat$ to cat* ! eyes ( ! _m :o "k ?is h\se7 & ! ?ree l9es at ! head 7:i* are in=mative to ^? :o may n "k ! ,gorham company74 ,?is adv]tisem5t s]ves well z a /udy 9 adv]tis+ typography4 ,c>eless h&l+ ( x 9 ! compos+-room w\ld h spoil$ its effectiv5ess4 ,! bord] has probably be5 us$ to attract att5tion1 yet x does n int]f]e ) ! read+ ( ! adv]tisem5t1 z ! typograph] has ma9ta9$ a lib]al m>g9 ar\nd ! type matt]4 ,,example #chh4--,?is is "o ( ! _m clev] adv]tisem5ts t are ins]t$ 9 newspap]s by ,john ,wanamak]1 & is diff]5t f mo/ o!rs because x is a picture-/ory ( ! goods on sale4 ,! type matt] is second>y ?ru\t except+ 9 ! introductory panel at ! head1 :i* is display$ m]ely to call att5tion to ! /yle ( ! adv]tisem5t & to ! "n ( ! adv]tis]4 ,,example #chi4--;,few pr9t]s h se5 a dep>tm5t-/ore adv]tisem5t j l ?is "o4 ,x does n conta9 ! "n ( ! adv]tis]1 & !re is practically no display4 ,x looks m l a /ory 9 a g5]al magaz9e4 ,a few circul> illu/rations are s plac$ z to relieve ! monotony ( ! columns ( text1 & a decorative piece is plac$ on bo? sides ( ! head+4 ,! page is also made int]e/+ by ! use ( space betwe5 p>agraphs4 ,illu/ration3 ,,example #cia ,a good-look+ page adv]tisem5t t 0 easily read ,illu/ration3 ,,example #cib ,typography & %ape ( ?is f\r-column adv]tisem5t sugge/$ by ! ar*itecture ( ! tall build+ pictur$ ,,example #cij 7,ins]t74--,! mo/ difficult copy to arrange well is probably t suppli$ c\ntry newspap]s by _! adv]tis]s4 ,!re is seldom mu* to ! copy1 & x is almo/ always necess>y to use display unsupport$ by ! solid p>agraphs ( text t s(t5 ! contra/ 9 adv]tisem5ts t appe> 9 city dailies4 ,"h are f\r adv]tisem5ts diff]5t 9 size & repres5tative ( small-t[n bus9ess4 ,"s "o has urg$ t fancy bord]s be n us$ 9 ! small-t[n newspap]1 & t ! rules = bord]s be ! same ?ru\t4 ,?is advice is probably wrong1 z x 0 tri$ 9 ?is in/ance & ! effect 0 f\nd to be monoton\s & un9t]e/+4 ,! same rule bord] is us$ ar\nd ea* adv]tisem5t1 b to obta9 contra/ an additional rule has be5 add$ to ! coal adv]tisem5t & a holiday bord] & ano!r rule to ! g5]al-/ore adv]tisem5t4 ,^! slight v>iations 9 bord] treatm5t add a great deal ( int]e/ to ! page4 ,ea* adv]tis] is entitl$ to an individual he>+1 & ?is is only possible :5 !re is "s di/9ct feature f\nd 9 8 adv]tisem5t alone4 ,9 ! city newspap]s ea* dep>tm5t /ore usually has a di/9ctive type-face :i* appe>s 9 no o!r adv]tisem5t4 ,9 ! small-t[n newspap] x may n be possible = ! publi%] to r5d] su* s]vice1 b an ef=t 9 ! same direction c be made by v>y+ ! bord] treatm5t4 ,! type-faces us$ 9 ?is example are ,bodoni & ,bodoni ,bold4 ,) ! use ( ! ,bold1 emphasis is giv5 at prop] po9ts 9 ea* ( ! f\r adv]tisem5ts4 ,9 ! l>ge/ "o x is us$ = ! "n ( ! firm1 9 ! smalle/ "o x sets =? ! "n ( ! caf1 & 9 ! o!r two adv]tisem5ts x emphasizes ! "n ( ! bus9ess4 ,!re may be ano!r way to arrange ! names ( ! articles 9 ! g5]al-/ore adv]tisem5t1 b x is d\btful if any o!r arrangem5t w\ld make read+ easi]4 ,typograph]s :o are incl9$ to treat lightly ! problems ( ! small-t[n pr9t] %\ld attempt to improve ^! adv]tisem5ts4 ,illu/ration3 ,,example #cic ,a page 9 :i* attractive typography 0 possible 9 spite ( a long li/ ( ag5ts ,,example #cia4--,! /yle ( treatm5t ( ?is trade-j\rnal adv]tisem5t is influ5c$ to "s ext5t by ! article adv]tis$1 yet !re is no reason :y ?is treatm5t w\ld n be suitable = _m adv]tisem5ts ( ano!r k9d4 ,! heavy-&-light-l9e rule bord] is ( a d>k] tone ?an ! type page & = ?is reason adds color & int]e/4 ,!re is suffici5t blank space betwe5 ! bord] & type matt] to all[ = ! text be+ read )\t int]f]5ce4 ,! capitals 9 ! head+s are lett]spac$1 ! lett]spac+ n only giv+ !m "*1 b mak+ !m m legible4 ,! text matt] is introduc$ ) an initial t ext5ds upw>d f ! fir/ l9e in/ead ( d[nw>d z mo/ initials are plac$4 ,?is adv]tisem5t is ( ! conv]sational /yle1 arrang$ = easy read+4 ,,example #cib4--,"s "o has decre$ t text types %all n be us$ 9 adv]tisem5ts1 b =tunately ^? responsible = ! plann+ ( ?is adv]tisem5t paid no att5tion to ! decree4 ,! adv]tisem5t 0 ins]t$ 9 newspap]s = ! purpose ( call+ att5tion to ! new build+ 9 ! ,go?ic /yle ( ar*itecture erect$ = ! ,hampton ,%ops4 ,any "o :o has /udi$ ! details ( a ,go?ic /ructure su* z ?is or ! ,woolwor? ,build+ has felt ! influ5ce ( ! long1 n>r[ l9es f\nd 9 ,go?ic ar*itecture4 ,! %ape ( ?is adv]tisem5t & ! ?91 po9t$ "* ( ! text type us$ are 9 spl5did h>mony ) ! g5]al idea4 ,,example #cic4--,!re 0 pres5t$ to ! design] ( ?is adv]tisem5t ! problem ( includ+ 9 legible size a long li/ ( cities & ag5ts & yet res]v+ suffici5t space 9 :i* to give due prom95ce to ! text matt]4 ,! solution ( ! problem 0 ! long1 n>r[ panel at ! left4 ,:ile ! entire adv]tisem5t is easily read1 especially 9 its l>g] =m1 & probably has ! approval ( ^? :o insi/ on legibility 9 adv]tis+ composition1 !re is yet some?+ ab\t x t w also int]e/ ^? :o ma9ta9 t typography %\ld be built on art pr9ciples4 ,! bord]1 tradem>k & "n ( ! article adv]tis$ bl5d 9 tone1 :ile ! rema9+ type matt] %[s a pleas+ gray4 ,ins]t+ ! tradem>k 9 ! space left by ! %ort] words ( ! head+ makes ! effect unusual4 ,illu/ration3 ,,example #cid ,an adv]tisem5t plann$ to sell high-pric$ c>s ,,example #cid4--,?is is "o ( a s]ies ( newspap] adv]tisem5ts prep>$ = ! ,locomobile ,company by ,t4 ,m4 ,clel&4 ,plann$ to sell automobiles co/+ five or six ?\s& doll>s1 x naturally is treat$ diff]5tly f an adv]tisem5t t w\ld sell *eap] c>s4 ,! decorative cre/ is a factor 9 ! effectiv5ess ( ?is adv]tisem5t1 & ! italic ) ! swa% capitals helps to give a t\* ( exclusiv5ess4 ,x is an adv]tisem5t t w /& out on ! av]age newspap] page4 ,illu/ration3 ,,example #cie ,roman lett]+ & ,roman ar*itecture ,,example #cie4--,?is adv]tisem5t has qualities simil> to ^? ( ,example #cib1 ! typography ( :i* 0 sugge/$ by ! ar*itecture ( a build+4 ,"h we h an illu/ration ( a build+ 9 ,roman ar*itecture1 h5ce x is suitable t ! type %\ld be ,=um1 :i* is bas$ on ,roman c>v$ lett]+1 & t ! bord] %\ld conta9 l9es t sugge/ an ar*itectural panel4 ,( c\rse1 ?is matt] ( h>moniz+ ! plan ( an adv]tisem5t ) ! ar*itecture ( a build+ c be ov]done4 ,an adv]tisem5t is n necess>ily a good adv]tisem5t because ( su* h>mony1 yet if an adv]tisem5t is readably pres5t$1 h>moni\s type selection & arrangem5t %\ld add effectiv5ess4 ,,example #cif4--,?is adv]tisem5t 9 a way sugge/s ,example #che1 & 9 contra/ ) t example furni%es a /udy 9 ! use ( blank space4 ,9 ! ,h>t1 ,s*affn] ,m>x adv]tisem5t ! m>g9 is equal on bo? sides1 & monotony is avoid$ by hav+ ! m>g9 at ! foot ( ! type gr\p m ?an on ! sides4 ,9 ?is ,kodak page ! text gr\p is c\rage\sly pu%$ to ! extreme upp] "r corn]1 & all ( ! blank space is assembl$ at ! left & at ! foot4 ,! use ( s mu* space is probably = ! purpose ( attract+ att5tion1 :i* x und\bt$ly does4 ,nev]!less1 x is possible t ! adv]tisem5t w\ld look bett] if ! text gr\p 7 treat$ z 9 ,example #che4 ,illu/ration3 ,,example #cif ,uncommon plac+ ( blank space to attract att5tion ,illu/ration3 ,,example #cig ,! mode/ display ( a l>ge magaz9e adv]tisem5t ,,example #cig4--,?is adv]tisem5t has be5 r$uc$ consid]ably1 z x orig9ally occupi$ a l>ge magaz9e page4 ,= effectiv5ess ! typographic treatm5t 0 dep5d$ on1 &1 z w be se51 x is unusually neat4 ,! headl9e & ! "n ( ! company are ! only sugge/ions ( display on ! page4 ,! illu/ration1 ( c\rse1 is to cat* ! read]'s att5tion4 ,illu/ration3 ,,example #cih ,! blank space emphasizes ! illu/ration ,,example #cih4--;,al?o ?is is a lett]$ adv]tisem5t1 x is a good example ( blank space us$ to attract att5tion n only to ! adv]tisem5t1 b to ! illu/ration1 :i* "h is really ( ! mo/ importance4 ,x %\ld be notic$ h[ ! blank space 9 ! upp] "r portion cle>s ! way = a view ( ! automobile4 ,_m adv]tis]s are us+ a /rip ( :ite space 9 _! adv]tisem5ts1 at ! "r or at ! left4 ,,example #cii4--,! treatm5t ( ?is adv]tisem5t proves t x is n absolutely necess>y to h ! typography ( c\ntry-newspap] adv]tisem5ts z =mal z t pres5t$ 9 ,example #cij4 ,= g5]al newspap] use ,bodoni mod]n might h pref]5ce ov] ! m int]e/+ ,cloi/] ,old/yle1 yet a newspap] treat$ entirely 9 old-/yle type-faces w\ld be likable4 ,if ?is adv]tisem5t 7 plac$ on ! av]age newspap] adv]tis+ page1 x w\ld /& out /rongly because ( ! blank space us$ ar\nd ! type gr\p1 ! re/ful & pleas+ type-face & ! d>k-ton$ bord]4 ,,example #djj4--,! mann] 9 :i* ?is page ( adv]tisem5ts is treat$ %\ld h sugge/ion = newspap] & p]iodical publi%]s :o wi% to make _! classifi$-adv]tis+ sections m int]e/+4 ,?is page1 f a trade publication 7,! ,am]ican ,pr9t]71 0 set 9 eight-po9t type in/ead ( ! six-po9t t "s publications usually use4 ,x is a mi/ake to use type small] ?an eight-po9t = matt] t is suppos$ to be read4 ,! exp5se & ! "t necess>y to put 9 initials at ! beg9n+ ( ea* adv]tisem5t are avoid$ by capitaliz+ ! fir/ ^w & sett+ x flu% ) ! end ( ! l9e4 ,in/ead ( us+ ! /]eotyp$ 8,help ,want$0 & 8,situations ,want$0 head+s1 human int]e/ 0 introduc$ by phras+ ea* head+ z a "q1 z w\ld likely be done on a l>g] adv]tisem5t4 ,illu/ration3 ,,example #cii ,a c\ntry-newspap] adv]tisem5t ,illu/ration3 ,,example #djj ,sugge/$ = treatm5t ( classifi$ ad4 sections ,illu/ration3 ,,example #djc ,! neat typography & well-balanc$ make-up ( a suburban newspap] ,illu/ration ,,newspap]s ,we are all famili> ) ! model+ clay ) :i* *ildr5 amuse !mselves4 ,!y take a portion ( gray clay1 mold x into "s %ape1 & decorate x ) small portions ( r$1 yell[ & blue clay4 ,aft] !y tire ( _! production !y knead x ) _! f+]s & lo6 ! bright colors disappe> & !re rema9s only ! neutral gray4 ,illu/ration3 ,,example #dja ,! fir/ & only numb] ( ,am]ica's fir/ newspap] ,! only way ! typographical appe>ance ( ! av]age newspap] c be improv$ is by fir/ r$uc+ ! gl>+ headl9es & het]og5e\s assortm5t ( type-faces to a neutral gray4 ,^u ?is drab backgr\nd ! details ( suitable & h>moni\s typographic =m c be built4 ,h[ev]1 x is easi] to ass]t t ! typography ( newspap]s c be improv$ ?an x is to improve x4 ,9 ! e>ly days ( newspap] publi%+ ! problem 0 a simple "o1 b today ! newspap]s ( ! l>ge cities h hundr$s ( ?\s&s ( read]s to s]ve1 & mu* ( ! prevail+ poor typography has result$ f ef=ts to pres5t ! news to ^! read]s 9 a way t editors assume w please !m be/1 )\t giv+ any ?\ght to te*nical defects 9 ! type "w4 ,illu/ration3 ,,example #djb ,fir/ numb] ( ! fir/ ,am]ican newspap] issu$ regul>ly ,illu/ration3 ,,example #djd ,front-page make-up ( a ,he>/ newspap] on ! occasion ( a big /ory4 ,all ( ! display head+s are probably too l>ge ,illu/ration3 ,,example #dje ,! same news /ory1 featur$ by ! cons]vative 8,times40 ,head+s are mo/ly well balanc$4 ,note ! use ( panels ,! ideal newspap] w\ld probably be "o 9 :i* ! read] f9ds x easy to locate & read ! articles 9 :i* he is int]e/$1 & 9 :i* ! cont5ts are pres5t$ 9 an ord]ly1 good-look+1 well-balanc$ & h>moni\s mann]4 ,,! ,,title4--,! "n ( ! newspap] at ! head ( ! front page %\ld be di/9ctive 9 design1 & x w\ld probably add int]e/ if ! /yle ( ! lett]s compos+ ! title bore "s relation to t us$ at ! "t ! publication 0 f\nd$4 ,un=tunately1 on mo/ newspap]s ! head+s are alt]$ e "t a new type dress is adopt$4 ,= titles1 mo/ publi%]s ( city newspap]s seem to h a lik+ = ,engli% or ,g]man text lett]s4 ,su* lett]s are d\btless good = ! purpose1 z !y are diff]5t f any t appe> else:]e 9 newspap]s4 ,! ,new ,york ,sun1 z an in/ance1 uses a black ,g]man text lett]1 al?o on its fir/ issue 9 #ahcc ! title head appe>$ 9 mod]n roman capitals4 ,x has become a practice to make use ( ! blank space on bo? ends ( ! title l9e1 & 9 su* spaces w n[ be f\nd wea!r =eca/s1 slogans su* z 8,all ! ,news ,t's ,fit to ,pr9t10 & edition names4 7,see ,example #dje47 ,x 0 ! cu/om at "o "t1 & is today to "s ext5t1 to pr9t "u ! title a quotation :i* def9$ ! newspap]'s editorial policy4 7,see ,example #djc47 ,a type l9e "u ! title sep>at$ by rules on bo? sides conta9s ! "n ( ! city1 ! date1 ! volume numb]1 & in=mation reg>d+ ! price4 7,see ,example #djc47 ,usually ! rules h a d\ble l9e1 al?o "s newspap]s use s+le rules = ?is purpose4 ,,! ,,text4--,! ma9 desire ( newspap] publi%]s1 besides prep>+ ! news1 seems to be to h ! matt] set 9 ! smalle/ size ( type t c possibly be read4 ,! l>ge city dailies habitually use a sev5-po9t type-face1 :i* is ! smalle/ t %\ld appe> on any newspap]4 7,see ,example #djf47 ,dur+ ! rec5t prevail+ high co/ ( pr9t pap] "s publi%]s began to use six-po9t 9 ord] to save pap]1 b !y f\nd t ?is move 0 a mi/ake4 ,newspap]s are publi%$ to be read1 & ev]y?+ possible %\ld be done to make ! read]'s task an easy "o4 ,exp]im5ts by an educational body 9 ,engl& result$ 9 det]m9+ t t5-po9t %\ld be ! m9imum size ( type us$ = educational purposes4 ,f ?is x w be se5 t ! sev5-po9t type us$ on newspap]s is too small & a cause ( eye/ra94 ,! n>r[ wid? ( ! columns ( newspap]s--twelve & a half or ?irte5 picas--makes read+ ( ! small type fairly easy1 h[ev]4 ,! eye has be5 te/$ sci5tifically & ! discov]y made t a p]son actually sees at a glance less ?an an in* ( a l9e ( type4 ,h5ce long l9es require extreme side movem5ts ( ! eyeballs or ( ! head4 ,x is a mi/ake1 z w be se51 to set editorials 9 a measure t ext5ds ov] two columns1 z is done on "s publications4 ,space betwe5 l9es also helps ! read] 9 locat+ ! beg9n+ ( ! next l9e1 = :i* reason1 & also to give !m prom95ce1 editorials are usually lead$4 ,! beg9n+ ( an important article is sometimes lead$4 ,l5g?y exc]pts or quotations are usually set 9 ! same size ( type b ind5t$ "o em at ! "r & left ends ( ! l9e4 7,see ,example #dje1 ?ird column47 ,,! ,,head+s4--,! fir/ newspap] cont9u\sly publi%$ 9 ?is c\ntry 0 a lett] 7see ,example #djb71 & ! items x conta9$ 7 n set (f ) head+s4 ,z ! quantity ( news increas$ & newspap]s became l>g] 9 size1 head+s 7 add$4 ,dur+ ! middle ( ! la/ c5tury mo/ ( ^! 7 side head+s jo9$ to ! fir/ p>agraph4 ,:5 x became possible to pr9t news promptly m att5tion 0 giv5 to display+ ! head+s4 ,z ! ,civil ,w> develop$1 newspap] headl9es grew1 & ) ! ,spani% ,w> came front-page head+s ( po/] proportions4 ,headl9es n only adv]tise ! cont5ts ( ! text pages1 b assi/ ! read] quickly to absorb ! news4 ,z ! read] _c 9 ^! busy days read ! entire pap]1 head+s assi/ him 9 locat+ ! items 9 :i* he is int]e/$4 ,! error ( us+ ?rill+ sc>eheads = comp>atively unimportant ev5ts 0 made evid5t :5 ! ,european ,w> />t$4 ,"s ( ! publications _h cri$ 8,wolf60 s frequ5tly t !re 0 no emphasis left = a really big /ory4 ,illu/ration3 ,,example #djf ,actual size ( a well-treat$ f\r-deck ,head+ ,head-lett] type %\ld n be int5sely black1 unless ! read] is expect$ to read only ! headl9es4 ,x is irritat+ to attempt to read ! text matt] 9 an article if /rong black headl9es cont9ually gl>e at y4 7,see ,example #djd47 ,! head lett] %\ld be j a trifle d>k] 9 tone ?an ! backgr\nd ( text type1 or if lib]al lead+ is possible a lett] ! same tone z ! text is suitable4 ,because ( ! n>r[ness ( newspap] columns x is necess>y t type = headl9es %all be slightly cond5s$1 especially = ! l>ge l9es4 ,z few type-faces are legible 9 a cond5s$ =m1 x is a problem to select a type-face = ?is purpose4 ,probably ! mo/ successful type-face ( ?is k9d has prov$ to be ,lat9 ,antique ,cond5s$1 a lett] t has be5 9 su* use = a numb] ( ye>s4 7,see ,example #djf47 ,x is1 ( c\rse1 be/ to h all type-faces h>moni\s 9 design1 b ! requirem5ts ( ! newspap] are s unusual t 9 ord] to secure contra/ ?is rule mu/ be violat$4 ,9 ,example #djc w be se5 ! neat & re/ful effect t is possible by us+ ?ru\t type t is h>moni\s1 yet !re is a monotony to ! page t c\ld probably be ov]come by sub/itut+1 say1 italic = roman 9 sev]al ( ! head+s4 ,on ! page ( ! ,new ,york ,times 7,example #dje7 w be f\nd head+s 9 italic4 ,l[]-case italic looks well us$ = ! ma9 l9es ( a d\ble-column head+4 ,illu/ration3 ,,example #djg ,! sport+ page ( ! ,new ,york 8,tribune10 %[+ int]e/+ make-up ,x is well fir/ to h>monize ! newspap] page1 z 9 ,example #djc1 & !n add ne$$ contra/1 z 9 mo/ newspap]s attempts at contra/ are s frequ5t t ! result is confus+4 ,panel$ head+s also add v>iety2 specim5s ( su* head+s w be f\nd 9 ,examples #djd1 #djg & #djh4 ,re/ra9t 9 ! use ( display head+s by ! ,new ,york ,times1 z comp>$ ) ! noisy sc>eheads ( ! ,new ,york ,am]ican us$ 9 report+ ! same news1 w be se5 by comp>+ ,example #dje ) ,example #djd4 ,:at is call$ a f\r-deck s+le-column head+1 z us$ by ! ,new ,york ,times1 is %[n actual size 9 ,example #djf4 ,lat9 ,antique ,cond5s$ is us$ = ! fir/ two l9es & ,newspap] ,go?ic = ! o!r ?ree decks4 ,?is head+ z x /&s is p]haps ! mo/ pleas+ & legible ( ^? us$ by metropolitan newspap]s4 ,a f\r-deck head+ %\ld pres5t 9 ! fir/ deck ! feature ( ! /ory2 ! fir/ deck1 & if possible e o!r deck 9 ! head+1 %\ld conta9 a v]b4 ,! ?ird deck is really ! second 9 importance1 &1 l ! fir/ "o1 is usually set 9 capitals4 ,! size ( ! l[]-case us$ = ! f\r? deck is usually small] ?an t us$ = ! second4 ,x w\ld be a mi/ake to use capitals = ! second & f\r? decks1 z ! result w\ld be monoton\s & illegible4 ,! small section ( text matt] accompany+ ! head also %[s a sev5-po9t face on an eight-po9t slug1 z us$ by ! ,times4 ,,! ,,make-,,up4--,9 ! make-up ( a newspap] ! sometimes d]id$ 8art t5ets0 %\ld n be neglect$4 ,a good-look+ newspap] has well-balanc$ head+s1 prop]ly plac$ illu/rations1 & ! v>i\s typographic details treat$ accord+ to ! requirem5ts ( good ta/e4 ,l>ge display head+s are usually alt]nat$ at ! head ( ! page ) small head+s1 :i* arrangem5t n only looks well1 b enables ! read] to p]use "o head+ )\t int]f]5ce f ano!r4 ,x is ! practice ( mo/ good newspap]s n to h adv]tisem5ts appe> on ! front page1 :i* is giv5 ov] to ! important news ( ! day4 ,z w be se5 by ,examples #djd & #dje1 ! article ( mo/ importance1 no matt] h[ l>ge ! head+ giv5 to x1 appe>s 9 ! fur!rmo/ "r column1 :5ce x is usually cont9u$ to ! second page4 ,example #djc also %[s h[ an important article c be featur$ 9 ! c5t] ( ! page4 ,int]e/ & v>iety are also obta9$ by ! use ( a "o-po9t rule ar\nd a portion ( ! news1 z w be se5 on ,examples #djd & #dje4 ,! type matt] on ! inside is set close to1 b n aga9/1 ! rule panel4 ,! editorials on mo/ newspap]s are to be f\nd on ! six? page1 & on ! same page lett]s to ! editors are also plac$4 ,!re is a movem5t1 begun by ! ,he>/ newspap]s1 to h ! editorials appe> on ! la/ page s t !y may be read )\t ! necessity ( locat+ !m 9 ! pap]4 ,! sport+ page has also come to be an important feature ( ! newspap]4 ,an attractively arrang$ sport+ page is %[n 9 ,example #djg4 ,x is cu/om>y to build adv]tisem5ts f ! l[] "r corn] ( ! page 9 a /ep or pyramid arrangem5t4 7,see ,example #djh47 ,?is all[s mo/ ( ! text matt] to appe> at ! left & 9 ! upp] portion ( ! page1 & also makes x easy to give position next to read+ matt] z requir$ by "s adv]tis]s4 ,illu/ration3 ,,example #djh ,s-call$ pyramid make-up ( a newspap]'s adv]tisem5ts4 ,a 8make-believe0 newspap] ,illu/ration3 ,,example #dji ,*ur* book decorative treatm5t by ,w ,bradley ,featur$ on a ,?anksgiv+ numb] ( 8,colli]'s0 ,illu/ration ,,p]iodicals ,! typography & ! make-up ( p]iodicals 9 ! c5tury la/ pa/ 7 s$ate & un9t]e/+ to mo/ ,am]icans4 ,z a consequ5ce !re came a *ange1 & publi%]s endeavor$ to make _! publications m attractive to read]s4 ,! lett]] & ! decorator 7 p]mitt$ to let _! fancies run free ov] ! magaz9e pages1 & assum+ t _! read]s _h poor ta/e & weak eyesight ! publi%]s ( trade j\rnals splatt]$ _! pages ) ugly black circus po/] type4 ,s long z !re is poor pr9t+ 7we read 9 ! ,good ,book3 8,= ye h ! poor always ) y07 !re w be p]iodicals typographically poor4 ,yet1 ?anks to ^? :o h tra9$ !mselves z typographic advisors1 _m ,am]ican p]iodicals are n[ good to look at & at ! same "t easy to read4 ,illu/ration3 ,,example #daj ,dignity 9 make-up & type treatm5t4 ,by ,walt] ,gilliss ,we w consid] ! dim5sions ( ! publication1 ! front cov]1 numb] ( columns1 ! m>g9s1 type-faces = ! text & = ! head+s1 make-up ( ! illu/rations1 arrangem5t ( head+s1 ! captions1 ! editorial pages1 features1 & ! adv]tisem5ts4 99 99 99 99 99 ,,! ,,dim5sions4--,:im has mu* to d ) ! selection ( sizes = p]iodicals1 & prec$5t1 or :at ! o!r fell[ is us+1 has "s influ5ce also4 ,assembl$ & /ood on end1 sev]al doz5 p]iodicals ga!r$ at r&om pres5t ! appe>ance ( a platoon ( 8rookie0 soldi]s be=e !y h be5 rang$ accord+ to hight4 ,sixty-six bus9ess & te*nical publications 7 rec5tly measur$ by ! writ]1 & ! dim5sions ( ab\t half ( !m approximat$ #i #ab in*es4 ,! o!r half v>i$ f #f #i to #aj #ae in*es4 ,illu/ration3 ,,example #daa ,h>mony ( ! type-faces us$ = head+ & text ,exam9ation ( ab\t two score ( magaz9es reveal$ ?ree gr\ps ( dim5sions3 #g #aj1 #i #ab & #aa #ad in*es4 ,^! dim5sions are approximate1 few magaz9es measur+ exactly ! same1 ! v>iations am\nt+ to half an in* 9 "s in/ances & sev]al in*es 9 o!rs4 ,illu/ration3 ,,example #dab ,adv]tis+ ! /ory to ! read]s ,illu/ration3 ,,example #dad ,/yle ( make-up ( ^! ?ree pages sugge/$ by ,b5jam9 ,%]b[ ,illu/ration3 ,,example #dac ,int]e/+ head+ treatm5t & ins]t$ feature panel ,scribn]'s is a type ( ! magaz9e 9 ! #g #aj class 7! actual measurem5t be+ a trifle m9us72 ! ,indep5d5t1 ( ! #i #ab class 7actual measurem5t #h #ab in*es72 & ! ,saturday ,ev5+ ,po/1 ( ! #aa #ad class1 measur+ exactly t size4 ,!re has be5 a movem5t among magaz9es away f ! small] dim5sions t[>d ! l>g]1 = ! purpose ( bett] display+ features & ( enabl+ read+ matt] to be plac$ alongside ( adv]tisem5ts4 ,to a simil> ext5t ! bus9ess & te*nical publications h exp]i5c$ r$uctions f ! v l>ge sizes t orig9ally 7 probably inspir$ by ! bigness ( newspap]s4 ,!re are also a few small pocket magaz9es ( ! ,phili/9e size t ,elb]t ,hubb>d made popul>4 99 99 99 99 99 ,,! ,,front ,,cov]4--,typography has little to d ) ! av]age cov] ( ! g5]al magaz9e 9 ,am]ica4 ,! f\ndation ( ! design is usually a pa9t+1 ! subject be+ seasonable or o!rwise appropriate4 ,lett]+ & decoration are add$ by an arti/ o!r ?an ! "o draw+ ! picture4 ,9 su* cases ! design is *ang$ ) e issue4 ,"s magaz9es1 ! m cons]vative ones1 use a design conta9+ lett]+ & decoration only1 & ) ea* issue m]ely *ange su* lett]+ z ref]s to editorial features4 ,! ,european cu/om ( pr9t+ a paid adv]tisem5t on ! front cov] ( p]iodicals has ext5d$ to ,am]ica1 &1 :ile su* adv]tisem5ts w n be f\nd on ! g5]al magaz9es1 "s bus9ess & te*nical p]iodicals h succumb$ to ! temptation ?us (f]$ = increas$ rev5ue4 ,:5 ! front cov] is sold1 only an in* or s is reta9$ = ! title ( ! p]iodical4 ,"o publi%] did /ipulate t no color 9 ! cov] adv]tisem5t %\ld come )9 two in*es ( ! title2 b ev5 ?is rule is n[ disreg>d$ on 8 p]iodicals4 ,! "t may yet come :5 ! title ( a publication w appe> at ! foot ( ! front cov] 9 six-po9t4 ,illu/ration3 ,,example #dae ,head+s & text matt] 9 ! same face ( type1 ,scot* ,roman ,illu/ration3 ,,example #daf ,type ( m$ium /r5g? & use ( a small illu/ration 9 head+ ,illu/ration3 ,,example #daj-;,a ,section ( text matt] f ! 8,_w's ,"w0 7,monotype ,no4 #bb-;,e1 #aj-po9t on #aa-po9t body1 #aj set7 ,a weekly te*nical p]iodical 9 e issue has "s appropriate view made into halftone & uses x inside a l>ge panel "u ! title1 & a photographic j\rnal pr9ts a reproduction ( an arti/ic photograph on ! cov]1 *ang+ ! subject ) ea* issue4 99 99 99 99 99 ,,columns4--,! numb] ( columns to a page %\ld be decid$ by ! size ( type us$4 ,sev5-po9t & eight-po9t type %\ld be conf9$ 9 columns twelve or ?irte5 picas wide4 ,t5-po9t1 elev5-po9t & twelve-po9t type c be read ev5 if ! columns are sixte5 or m picas wide4 ,h[ev]1 no column 9 a book or p]iodical %\ld exce$ tw5ty-f\r picas4 ,nei!r %\ld a column be unreasonably n>r[4 ,sci5tific te/s %[ t ! eye is /ra9$ 9 ! read+ ( wide columns4 ,! column %\ld be ( su* wid? t read+ ( ! matt] c be accompli%$ ) only slight movem5ts ( ! eyes to ! "r1 aft] !y h be5 focus$ at ! beg9n+ ( ! l9e to fit ! size ( type4 ,:5 ! column is too wide ! head mu/ be mov$ to ! "r & left ) ! read+ ( e l9e or ! eyes may be injur$ f ! /ra9 & repeat$ *ange ( focus4 ,a look ov] ! examples ( p]iodical pages 9 ?is *apt] w %[ practically an acceptance ( ^! requirem5ts--?ree columns 9 ! p]iodicals ( l>ge size & two columns 9 ^? ( small] size4 ,= pocket magaz9es "o column is naturally suffici5t4 ,9 sev]al in/ances 7,examples #dag & #dah7 ?ree columns in/ead ( two w\ld h be5 advisable4 ,gut5b]g1 :5 he plann$ ! pages ( 8 fam\s ,bible1 arrang$ = two columns ea* ab\t tw5ty picas wide1 al?o 8 type 0 l>ge--ab\t tw5ty po9ts 9 size4 ,illu/ration3 ,,example #dbd-;,a ,section ( text matt] f ! 8,saturday ,ev5+ ,po/0 7,monotype ,no4 #bj-;,a1 #h-po9t on #i-po9t body1 #h set7 ,x is a great mi/ake to set1 z "s bus9ess publications d1 six-po9t type 9 l9es tw5ty-five or ?irty picas wide4 ,to require ! read]'s eyes1 aft] be+ focus$ on su* small type1 to travel back & =? t di/ance is almo/ an invitation n to read ! matt]4 99 99 99 99 99 ,,! ,,m>g9s4--,blank space surr\nd+ ! pr9t$ pages 9 p]iodicals %\ld be apportion$ z x is 9 good books--! smalle/ m>g9 at ! b9d+ side & increas+ 9 am\nt 9 ?is ord]3 ,head1 out] side1 foot4 ,ev5 :5 ! total am\nt ( m>g9 is small x %\ld be apportion$ 9 ?is mann]4 ,! rule c be /at$ 9 ano!r way3 ! l>ge/ m>g9 at ! foot1 ) ! type page incl9+ t[>d ! b\nd side4 ,p]iodical b9d]ies d n always give ! publi%] good m>g9s1 ev5 aft] he has plann$ = !m4 ,unev5ly cut pap]1 c>eless fold+ & inaccurate trimm+ w prev5t ! secur+ ( desir$ results4 ,9 measur+ m>g9s ! runn+ head+s %\ld be ignor$ if !y are small1 b 9 any ev5t ! pr9t$ page %\ld h ! appe>ance ( be+ a trifle high on ! leaf4 99 99 99 99 99 ,,type-,,faces ,,= ,,! ,,text4--,type-faces = ! text matt] ( mo/ p]iodicals mu/ be *os5 = reasons diff]5t f ^? gov]n+ ! selection ( type-faces = o!r purposes1 because ( ! small size1 usually eight-po9t or n9e-po9t4 ,illu/ration3 ,,example #dbb-;,a ,section ( text matt] f ! 8,indep5d5t0 7,monotype ,no4 #bj-;,a1 #i-po9t on #aj-po9t body1 #i set7 ,type-faces t are legible & good-look+ 9 twelve-po9t may prove illegible & ill-look+ 9 eight-po9t4 ,?is is to "s ext5t true ( ,caslon ,old/yle :5 pr9t$ on cal5d]$ surfaces4 ,su* illegibility may be due to ! hairl9es1 :i* almo/ disappe> 9 ! small sizes4 ,comm5dable lett]s = p]iodicals t require small type-faces are ! d>k-pr9t+ k9d repres5t$ by ,c5tury ,exp&$4 ,examples #dbb & #dbd are set 9 lett]s ( ?is k9d4 7,see also ,examples #dbb-;,a & #dbd-;,a = type matt] z actually us$47 ,z ^! types h %ort desc5d]s ! text matt] is made m legible by sep>at+ l9es ) "o-po9t leads or1 9 ma*9e composition1 by ca/+ a face on a body a po9t l>g] 7z 9 ,example #dbd-;,a1 :i* %[s an eight-po9t face ca/ on a n9e-po9t body1 & 9 ,example #dbb-;,a1 :i* %[s n9e-po9t on t5-po9t body74 ,fr5* ,old/yle 7especially ,cadmus7 is n only fairly legible 9 small sizes b good-look+4 ,a repres5tative ( ?is /yle ( type w be f\nd 9 ,examples #daj & #daa1 & is %[n actual size 9 ,example #daj-;,a4 ,mod]n or old-/yle type-faces t are legible :5 pr9t$ on news pap] or antique pap] are sometimes n s :5 pr9t$ on cal5d]$ surfaces4 ,a type-face su* z ,caslon ,old/yle 0 design$ = pr9t+ on damp5$ pap] ( an unf9i%$ surface1 & x is no wond] t x does n appe> at its be/ 9 small sizes on cal5d]$ pap]4 ,illu/ration3 ,,example #dag ,box head+s are conspicu\s on ?is editorial page ,illu/ration3 ,,example #dai ,excell5t typography ( an editorial page ,illu/ration3 ,,example #dah ,ano!r way to feature ! editorials ,illu/ration3 ,,example #dbj ,novel use ( rules on an editorial page4 ,by ,%]b[ ,illu/ration3 ,,example #dba ,news photograph on ! front page ,x is absolutely necess>y t ! text matt] ( a p]iodical be easily read1 yet ! type-face %\ld n be select$ = t reason alone4 ,x %\ld be well =m$ & pleas+ to look at1 &1 if possible1 be a face t makes feasible "s h>mony 9 design betwe5 text type & head lett]4 ,9 publications t h text matt] 9 elev5-po9t or twelve-po9t a lett] su* z ,caslon ,old/yle w\ld d\btless be satisfactory1 & on small publications ,old-,/yle ,antique or ,cu%+ ,old/yle r5d] excell5t s]vice4 ,scot* ,roman1 not)/&+ ! fact t x conta9s hairl9es1 gives fairly good results1 provid$ ! pap] is n highly cal5d]$4 ,lett]s ) hairl9es :5 pr9t$ on cal5d]$ pap] lack ! little legibility t !y o!rwise possess4 ,_m lett]s c\ld be made m legible1 especially ^? compos$ on ma*9es1 by cutt+ ! matrices s t ! pr9t ( ! ?9 l9es is a trifle /rong]4 ,! *apt] on 8,type-,faces0 %\ld be read 9 ?is connection4 99 99 99 99 99 ,,type-,,faces ,,= ,,! ,,head+s4--,an ideal condition 9 p]iodical make-up is "o :i* makes possible ! use = head+s ( ! id5tical design ( type t has be5 select$ = ! text matt]1 z 9 ,examples #daj & #daa1 :]e a ,fr5* ,old/yle has be5 us$1 & 9 ,example #dae1 :]e ,scot* ,roman is ! type-face4 ,x is n possible always to use ! v same design ( type-face = bo? head+s & text matt]4 ,aft] a text lett] has be5 *os5 = legibility or o!r reason1 ! id5tical type 9 l>g] sizes may prove to be too pla9 = ! sort ( p]iodical on :i* x is to appe>4 ,& !re are sometimes special reasons1 regrettable b unavoidable1 an in/ance ( :i* is ?is volume1 :]e9 ! text matt] is 9 ,scot* ,roman 7a mod]n lett] ) "s relation to old-/yle7 & ! head+s & captions 9 a type-face ( old-/yle =m4 ,?is comb9ation is n ideal1 & ! explanation foll[s4 ,9 ord] t 8,! ,art & ,practice ( ,typography0 c\ld be publi%$ at a price t w\ld enable x to be widely circulat$1 ! *apt]s1 z soon z ea* 0 prep>$1 7 fir/ pr9t$ 9 ,! ,am]ican ,pr9t]4 ,! type-face us$ = ! text matt] & head+s 9 t publication 0 ,scot* ,roman1 h5ce x 0 felt necess>y to use ,scot* ,roman = ! text ( ?is volume4 ,h[ev]1 x 0 believ$ t a d>k] type-face ( old-/yle =mation w\ld be m pleas+ = ! head+s1 & a ,g\dy lett] 0 select$4 ,illu/ration3 ,,example #dbb ,f9e specim5 ( typographic make-up ,a mod]n type-face 7,bodoni ,bold7 appe>s on ! head+s 9 ,example #dab1 #dac & #dad4 ,bodoni 7n ! bold7 is also us$ = head+s 9 ,examples #daf & #dbg4 ,caslon ,old/yle is to be f\nd us$ = bo? head+s & text 9 ,examples #dbf & #dcj4 ,old-,/yle ,antique appe>s 9 ,example #dca4 ,! ,saturday ,ev5+ ,po/ = _m ye>s made use ( an old-/yle lett] = its head+s t z a type-face 0 kn[n z ,po/ ,old/yle4 ,! italic1 outl9$ & fill$ 9 ) gray-pr9t+ l9es1 is %[n 9 ,example #dbd4 ,a ,go?ic decorative lett] is n out ( place on a ,*ri/mas numb] ( ,colli]'s 7,example #dbe71 b is n recomm5d$ = g5]al use on p]iodical pages4 ,l>ge1 bold1 black type-faces = head+s 9 p]iodicals %\ld be avoid$4 ,int]e/ c be add$1 9 ! treatm5t ( dep>tm5t head+s ( te*nical publications1 by us+ slightly decorative panels1 b su* decoration %\ld be light or slight1 & n ! commonplace sort sometimes f\nd 9 ill-treat$ job "w4 ,illu/ration3 ,,example #dbc ,an attractive fir/ text page4 ,by ,le/] ,d\glas ,editorial & title head+s 9 typographic treatm5t %\ld bl5d ) o!r p>ts ( ! text pages & n look1 z "s d1 l qu>t]-page adv]tisem5ts ins]t$ 9 read+ matt]4 ,example #dbi %[s good treatm5t4 99 99 99 99 99 ,,make-,,up ,,( ,,! ,,illu/rations4--,:5 plann+ to use illu/rations on p]iodicals bo? fac+ pages %\ld be be=e ! p]son do+ ! plann+4 ,! text matt] ( ! two pages =ms a backgr\nd ( gray1 & ! problem is to place illu/rations1 head+s & initials 9 positions t w n only be well balanc$ b s assembl$ t "o w n int]f]e ) ano!r4 ,usually !re %\ld be "s text matt] betwe5 illu/rations2 !y %\ld be plac$ t[>d ! out] side ( ! page 7see ,example #dbb74 ,! c5t] position is practicable :5 !re are ?ree columns & ! illu/ration is b a s+le column 9 wid?1 or :5 ! exp5se ( runn+ ar\nd may be incurr$ 7see ,example #dbd74 ,illu/rations frequ5tly look bett] sep>at$ f ! head+1 z 9 ,example #dad1 ?an :5 jo9$ ) ! head+1 z 9 ,example #dab4 ,! same /yle ( illu/ration %\ld1 if possible1 be us$ on fac+ pages4 ,make-up t %[s a l9e plate on "o page & a halftone on ! adjo9+ page is inh>moni\s & n s pleas+ z :5 all illu/rations on fac+ pages are ( ! same "*4 ,!y %\ld be1 say1 ei!r l9e l t 9 ,example #dad or halftone l t 9 ,example #dab4 ,illu/ration3 ,,example #dbd ,illu/ration plac$ 9 c5t]1 necessitat+ runn+ ar\nd ,illu/ration3 ,,example #dbe ,feature page ( a ,*ri/mas numb] ,:5 an illu/ration appe>s on a text page1 initial lett]s %\ld be pla9 & small1 z 9 ,example #dad2 b :5 no illu/ration appe>s ! initial c be l>ge1 z 9 ,example #daa1 or ev5 decorative4 ,= regul> purposes initials z us$ on ,examples #dji & #dbe are inadvisable4 ,illu/ration3 ,,example #dbf ,conv5tion feature page ( a te*nical j\rnal ,pleas+ use ( a vignette /yle ( illu/ration is to be se5 9 ,example #dcj4 ,x l5ds int]e/ to ! fir/ text page & at ! same "t illu/rates ! lead+ article4 ,! illu/ration 9 ,example #dbi is also effectively plac$4 99 99 99 99 99 ,,arrangem5t ,,( ,,head+s4--,head+s1 9 a way1 adv]tise or 8sell0 ! cont5ts ( a p]iodical1 & _! arrangem5t dep5ds on h[ f> ! editor or lay\t man wi%es to g 9 adv]tis+ or 8sell+0 ! cont5ts4 ,! ,am]ican p h s mu* read+ matt] available t x is probably necess>y 9 mo/ in/ances almo/ to =ce !m to read ! v>i\s articles 9 p]iodicals4 ,encyclop$ias are read ev5 if !re are no display head+s & ! type is 9 six-po9t1 & !re are p]iodicals t are read )\t urg+2 b x may z well be conc$$ t articles are read m :5 !y are well adv]tis$4 ,a well-adv]tis$ /ory w be f\nd 9 ,example #dac4 ,! title is br\ght out prom95tly 9 a l>ge1 bold type1 z is ! "n ( ! au?or4 ,! italic l9e above ! title smacks ( real adv]tis+1 z does ! gr\p ( type ins]t$ 9 ! upp] "p ( ! text4 ,! display 9 ,example #dab is frankly adv]tis+ 9 its appe>ance4 ,! ,saturday ,ev5+ ,po/ head+ 7,example #dbd7 is l>ge1 b !re is no descriptive adv]tis+1 & !re is little ( ! n]v\s fe> ( go+ unread s evid5t 9 ,examples #dab & #dac4 ,calm1 yet pleas+1 treatm5t ( head+s is to be f\nd 9 ,examples #daa & #dbc4 ,x is well to give att5tion to ! pres5tation ( article head+s1 b sometimes 9 ! place :]e ! head+ %\ld g !re is s mu* noise & s mu* talk+ t1 z a means ( re/+ ! n]ves1 ! leaf is quickly turn$ or ! p]iodical laid aside4 ,illu/ration3 ,,example #dbg ,news head+s & make-up ,p]iodical titles1 z !y appe> on ! fir/ text page ( ea* issue1 are v>i\sly treat$4 ,! small1 neat effect ( ,example #dbc is comm5dable4 ,x is 9 ,scot* ,roman & h>monizes ) ! article head+ & text type4 ,title head+s on a l>g] scale w be f\nd 9 ,examples #daj1 #dae & #daf4 ,special lett]+ is sometimes pleas+1 z 9 ,examples #dba & #dcj4 ,! news dep>tm5t ( trade & bus9ess p]iodicals requires num]\s head+s4 ,example #dbg is sugge/ive4 ,!re ! news articles are 9 n>r[ columns & h a newspap] /yle ( head+4 ,caslon ,old/yle looks well on any class ( publication4 ,roman capitals & l[]-case & italic may be us$ 9 ! same l9e1 z on ,example #dbi4 99 99 99 99 99 ,,! ,,captions4--,x is cu/om>y to set captions c5t]$ "u illu/rations 9 a size small] ( ! type-face us$ = ! text matt] & to arrange ! caption 9 "o or m l9es no wid] ?an ! illu/ration4 ,:5 ! caption is 9 two p>ts ! fir/ "p is usually set 9 capitals & ! second "p 9 l[]-case1 bo? c5t]$4 ,! l[]-case is sometimes roman & sometimes italic4 ,seldom d captions receive ! special decorative treatm5t t has be5 accord$ !m 9 ,examples #dab & #dad4 ,ev5 two-l9e initial lett]s h be5 us$ ) !m4 ,! pla9 d\ble caption 9 roman capitals & l[]-case is to be f\nd 9 ,examples #dba & #dbb4 ,a s+le caption 9 italic l[]-case is %[n inside a rule t surr\nds ! illu/ration 9 ,example #dbd4 ,illu/ration3 ,,example #dbh ,a cons]vative & readable editorial page ,arrangem5t ( captions 9 l9es ( ! same l5g?1 mak+ a block ( type 7z 9 ?is book7 is lik$ by _m4 ,h[ev]1 ! caption is to be read & its %ape is n ( m importance ?an its legibility4 ,x is a mi/ake to arrange a caption 9 sev]al l9es ( capitals & !n lett]space "s ( ! words to obta9 ! block effect4 ,su* lett]spac+ adv]tises ! ef=t z unsuccessful & also disfigures ! page4 99 99 99 99 99 ,,! ,,editorial ,,pages4--,9 p]iodicals1 editorial pages are treat$ v>i\sly4 ,!re is no /&>d /yle su* z is f\nd 9 mo/ newspap]s4 ,all five editorial pages reproduc$ "h1 9 make-up & typographic treatm5t1 diff] f "o ano!r4 ,! ,ladies' ,home ,j\rnal 7,example #dag7 has ! title ( ea* editorial 9 a small rule panel along ) ! publication's tradem>k1 & ! matt] is set 9 two wide columns4 ,! fir/ clause beg9n+ ea* editorial is compos$ 9 capitals & small capitals4 ,! page is surr\nd$ by a d\ble-l9e bord]4 ,colli]'s 7,example #dah7 beg9s ea* editorial ) an initial lett]1 foll[$ by sev]al words 9 capitals1 & ! title 9 a d>k-fac$ italic is set at ! left end ( ! l9e4 ,a decorative symbolic head+ is plac$ above all4 ,sy/em 7,example #dai7 has a neat1 readable editorial page1 arrang$ 9 an int]e/+ mann]4 ,! "n ( ! magaz9e1 ( ! editor1 & ! mon? & volume are neatly plac$ at ! top1 & ! blank space t foll[s1 occupi$ solely by ! small black decorative m>k1 gives pleasure4 ,ea* editorial is introduc$ by a head+ 9 small capitals & by an initial1 :i* is l>g] 9 ! fir/ article4 ,! editorial page ( ,adv]tis+ & ,sell+ 7,example #dbj71 by ,%]b[1 is unlike any ( ! o!rs4 ,rules are us$ betwe5 columns1 on bo? sides ( head+s1 & above & bel[ ! page head+4 ,! result is pleas+1 & invites read+ ( ! page4 ,illu/ration3 ,,example #dbi ,caslon head+s & an old-/yle text type ,! /yle ( make-up ( ,! ,am]ican ,pr9t] editorial page 7,example #dbh7 0 purposely patt]n$ aft] t ( ! conv5tional newspap] editorial page4 ,! editorials ( cons]vative metropolitan newspap]s are probably read m regul>ly ?an any o!r "p ( ! publications1 & su* read+ has possibly be5 invit$ by ! re/ful /yle ( ! typography4 ,!re is reason to believe t ?is some:at old-fa%ion$ treatm5t & its lack ( affectation h really accompli%$ :at 0 int5d$4 ,! editorial page %\ld be unlike ! o!r pages ( a p]iodical1 & ^! examples %\ld assi/ pr9t]s & editors 9 det]m9+ suitable typographic treatm5t4 99 99 99 99 99 ,,features4--,typography c h mu* to d ) ! play+ up ( features 9 p]iodical make-up4 ,an in/ance is ! page reproduc$ z ,example #dbf1 :i* consi/s ( :at w\ld ord9>ily be ! notes ( ! conv5tion4 ,9 ?is in/ance ! notes 7 writt5 9 a /yle t sugge/s ! qua9t diction ( ,colonial days4 ,"s ( ! words ( ! text 7 capitaliz$1 z 0 done 9 ^? times4 ,9 ! page head+ a few ( ! lett]s 7 tilt$ to give an irregul>ity caus$ 9 old composition by defective typef\nd+4 ,ev5 ! brass rules 7 nick$ 7brass rule 0 seldom 9 good condition 9 ! old days74 ,a crude initial ( anci5t v9tage & an illu/ration simulat+ an old woodcut add$ decorative int]e/4 ,?is page 0 a *ange f ! r\t9e /yle ( ! o!r pages4 ,! page f ,colli]'s 7,example #dji1 ,ins]t7 0 "o ( ! features ( a ,?anksgiv+ numb]4 ,its decorative bord] sugge/s ! treatm5t f\nd 9 ,books ( ,common ,pray] 7see page #bg74 ,illu/ration3 ,,example #dcj ,caslon typography on a magaz9e4 ,by ,w ,bradley ,*ri/mas feature treatm5t is also f\nd 9 ,example #dbe1 also by ,w ,bradley4 ,! text lett] us$ 9 ?is example = initials & head+s is h>dly suitable = use g5]ally 9 p]iodicals1 b = occasional features x is n out ( place4 ,v]se :5 us$ w usually look m int]e/+ set 9 italic1 especially :5 ! italic has a decorative quality4 ,"o ( ! important g5]al magaz9es sets v]se 9 ,k5n]ley italic 9 a decorative panel brok5 into ! text page at a suitable po9t4 ,important p>ts ( an article repr9t$ 9 an attractive panel on ! same page w\ld call att5tion to ! article & invite read+4 ,a c]ta9 am\nt ( re/ra9t is necess>y :5 plann+ typographic features = p]iodicals4 ,type-faces %\ld be select$ ) k & c>e1 & seldom %\ld l>ge sizes be us$4 8,jobby0 display effects are nev] 9 ord] on ! text pages ( p]iodicals4 99 99 99 99 99 ,,! ,,adv]tisem5ts4--,! typographic details ( ! editorial section ( a national p]iodical 9 ! field ( adv]tis+ 7 rec5tly revis$ & made m pleas+1 yet :5 made up & pr9t$ ! "w t _h be5 done 0 s ov]%ad[$ & c\nt]act$ by ! bold types on ! adv]tis+ pages t ! g5]al result 0 disappo9t+4 ,x is useless to attempt good typography on p]iodicals s long z adv]tisem5ts are ins]t$ 9 text pages or occupy fac+ positions2 t is1 x is useless unless ! p]iodicals set or reset ! adv]tisem5ts neatly 9 good ta/e z is done by ! ,curtis publications4 ,adv]tisem5ts %\ld n be m+l$ ) text matt]4 ,accord+ to old-fa%ion$ ideas1 ! read] buys a p]iodical = ! text matt]1 & x is = him to det]m9e :e!r or n he %all read ! adv]tis+ pages4 ,9 "s publications ! text pages are yet to be f\nd intact1 al?o prec$$ & foll[$ by sold space2 9 o!rs good resolves pet] out z text meets adv]tisem5t t[>d ! re>1 & 9 o!rs--a majority p]haps--adv]tisem5ts dom9ate almo/ all ( ! text pages4 ,treatm5t ( adv]tisem5ts 9 p]iodicals ne$ n necess>ily be %y & timid2 nei!r ne$ x be blu/]+ & noisy4 ,:]e adv]tisem5ts are neatly treat$ & n unduly =c$ on ! att5tion1 read]s are likely to give z mu* "t to _! p]usal z to ! text pages4 ,a g5tlemanly solicitor :o talks cle>ly 9 l[ tones is m likely to sell goods ?an "o :o di/urbs ! entire (fice by 8 l\d talk & boi/]\s demeanor4 ,apply ?is to ! typography ( ! adv]tis+ pages4 ,editorially1 x is to be regrett$ t adv]tis+ mu/ g 8alongside ( read+10 b x is to be deplor$ t 9 s _m p]iodicals1 especially ( ! bus9ess & te*nical class1 read+ matt] is seem+ly writt5 & plac$ = ! purpose ( accommodat+ ! adv]tis+4 ,! successful publication ( a p]iodical1 z ( a newspap]1 dep5ds on lib]al patronage f adv]tis]s2 yet ^! adv]tis]s are be/ s]v$ :5 ! publication is plann$ ) fir/ consid]ation = ! text features1 & ! adv]tisem5ts are prep>$ to h>monize & n cla% ) ! typography ( ! text matt]4 ,illu/ration3 ,,example #dca ,good typography ( a pocket magaz9e ,illu/ration3 ,,example #dcb4--;,a h\se-organ by ,taylor1 ,na% ,taylor1 ,san ,francisco1 t features typography ,illu/ration ,,h\se-,,organs ,! h\se-organ is ! little bro!r ( ! p]iodical & newspap]4 ,x is publi%$ mo/ frequ5tly z a means ( communication betwe5 a bus9ess h\se & buy]s ( t h\se's product4 ,sometimes ! publication is circulat$ only among ! h\se salesm5 or o!r employees4 ,exam9ation ( m ?an "o hundr$ h\se-organs reveal$ a condition t prevails 9 e dep>tm5t ( publi%+--lack ( /&>dization 9 dim5sions4 ,! smalle/ h\se-organ measur$ ab\t #c #e in*es & ! l>ge/ #i #ab in*es4 ,! dim5sions grew1 f ! smalle/ to ! l>ge/1 by qu>t] in*es & half in*es4 ,!re are _m small pocket h\se-organs1 "s ( :i* fit comm]cial envelops & o!rs fit b>onial envelops4 ,if !re is a favorite size = h\se-organs1 x is #f #i1 :i* dim5sions are ^? ( ,examples #dcb1 #dcf1 #dcg1 #dda1 #ddg & #ddh1 illu/rat$ 9 ?is *apt]4 ,ano!r favorite size is #g #aj in*es1 :i* are ! dim5sions ( ,examples #ddd & #ddi4 ,h\se-organs plann$ 9 ! /yle ( newspap]s & conta9+ f\r or eight pages are usually #h #aa or #i #ab in*es 9 size4 ,a diff]5t /ock is frequ5tly us$ = ! cov]s ( h\se-organs1 b equally popul> is ! self-cov] /yle--! fir/ page ( an eight- or sixte5-page =m conta9+ ! cov] design4 ,! practices t gov]n ! use ( cov] designs on p]iodicals apply to "s ext5t to h\se-organs1 al?\gh typographic cov]s are m (t5 f\nd on ! la/-m5tion$ k9d ( publication4 ,example #dda %[s a typographic cov] 9 :i* mo/ ( ! page is giv5 ov] to a table ( cont5ts--n a bad idea :5 ! cont5ts are abundant4 ,%\ld a h\se-organ consi/ ( only two or f\r leaves1 x is unnecess>y to give ov] ! entire fir/ page to a cov] design1 z ! title c\ld be treat$ z 9 ,examples #dcf1 #dch1 #dci1 #ddh & #deb4 ,if ! cov] page is to be lett]$1 x is well to h x treat$ 9 a /yle t w h>monize ) ! typography ( ! inn] pages4 ,see ,example #dce4 ,seldom is !re any reason = a h\se-organ to conta9 m ?an f\r or eight pages4 ,few ( ! m ambiti\s h\se-organs survive ! fir/ "o or two issues1 or are pr(itable if !y d4 ,a h\se-organ to be effective %\ld be publi%$ regul>ly4 ,too _m in/ead ( be+ p]iodicals are 8spasmodicals40 ,!re is m likelihood ( a h\se-organ be+ publi%$ regul>ly if x be mode/ 9 plan & brief 9 cont5ts4 ,pr9t]s err :5 !y sugge/ elaborate & bulky h\se-organs to _! cu/om]s4 ,! small] k9d1 neat & /yli% 9 typography1 attractive 9 make-up1 good to look at & easy to read1 are m desirable "u av]age conditions4 ,illu/ration3 ,,example #dcc ,illu/ration3 ,,example #dcd ,illu/ration3 ,,example #dce ,pages f a qua9tly-treat$ h\se-organ1 by ! ,seav] ,h[l& ,press1 ,bo/on4 ,bo? type & illu/ration sugge/ ! 8good old days0 ,illu/ration3 ,,example #dcf ,di/9ctive lett]+ & typography ,illu/ration3 ,,example #dcg ,int]polat$ p>agraphs 9 italic ,illu/ration3 ,,example #dch ,a h\se-organ 9 m9iature ,illu/ration3 ,,example #dci ,plann$ aft] ! pr9t]'s h\se-organ at ! left ,! titles ( h\se-organs are n usually z conv5tional & dignifi$ z ^? ( magaz9es & o!r p]iodicals1 al?\gh ^? :o h a lik+ = ! conv5tional select ! ^w 8,bullet910 add+ to x z "p ( ! title a ^w :i* connects x ) ! bus9ess4 ,h5ce we h ! 8,l9otype ,bullet910 ! 8,hamp%ire ,s]vice ,bullet90 7,example #dcf7 & ! 8,ad4-,league ,bullet90 7,example #ddj74 ,pr9t]s1 = _! h\se-organs1 use a v>iety ( titles t include 8,typographica10 8,impr9t0 7,examples #dcb1 #ddb1 #dde1 #ddf1 #dej & #dea71 8,! ,typograph]0 7,example #dch71 8,pica0 7,example #ddh71 8,type ,talks0 7,example #deb71 8,w>de's ,words0 7,example #ddg74 ,9 o!r l9es are to be f\nd 8,drug ,topics10 8,/atl] ,salesman%ip10 8,! ,con/ructive ,bank]10 8,! ,wallace0 7,example #ddd71 8,poor ,ri*>d's ,new ,almanack10 8,sell+ ,s5se0 & 8,! ,ambassador0 7,example #dee74 ,illu/ration3 ,,example #ddj ,attractive rule treatm5t ( head+s ,illu/ration3 ,,example #ddb ,simple1 effective typography ,! numb] ( columns t %\ld be us$ 9 h\se-organs dep5ds1 ( c\rse1 on ! size ( ! page4 ,"o column is suffici5t = ! small pocket publication 7,examples #dcc1 #dcd1 #dce1 #dde1 #ddf1 #dec1 #deh & #dei74 ,! page %\ld be made up 9 two columns :5 ! size is ab\t #f #i 7,examples #dch1 #dci1 #ddj1 #ddd1 #ddh1 #ddi1 #dej & #dea74 ,! purpose ( m ?an "o column is to make read+ easi] & n j to provide a n>r[ column4 ,on "s h\se-organs ! columns are made s n>r[ t x is z difficult to read !m z :5 !y are v wide4 ,illu/ration3 ,,example #dda ,cont5ts outl9$ on ! cov] ,! m>g9s on ! h\se-organs %\ld be ( ! same proportions z on p]iodicals & booklets--! mo/ m>g9 at ! foot1 ) ! type-page incl9+ t[>d ! head & b9d+ side4 ,9 fact1 su* m>g9s %\ld be f\nd on all pr9t+ 9 :i* !re are two fac+ pages4 ,! type-faces us$ on h\se-organs %\ld be legible & at ! same "t good-look+4 ,caslon ,old/yle is suitable = h\se-organs z well z mo/ o!r purposes4 ,! ,caslon /yle ( type is us$ on ,examples #dcc1 #dcd1 #dcf1 #ddj1 #dda1 #ddh1 #dej1 #dea1 #dec1 & #dee4 ,o!r faces us$ on ! h\se-organs "h reproduc$ are ,k5n]ley ,old/yle 7,examples #dcb1 #dde1 #ddf71 ,old-,/yle ,antique 7,examples #ddb & #ddg71 ,cloi/] ,old/yle 7,example #deb71 ,bodoni ,book 7,examples #deg & #deh74 ,^! & o!r good faces are available = h\se-organ purposes4 ,illu/ration3 ,,example #ddc ,d>k-ton$ typography by ,griffi?-,/ill+s ,press1 ,bo/on ,illu/ration3 ,,example #dde ,illu/ration3 ,,example #ddf ,rubricat$ typography by ,taylor ,taylor1 ,san ,francisco ,illu/ration3 ,,example #ddd ,suitable treatm5t = ?is silv]w>e publication ,:at has be5 said 9 ! *apt] on 8,p]iodicals0 ab\t ! suitability ( type = head+s applies z well to h\se-organs4 ,9 mo/ ( ! pages "h reproduc$ x w be se5 t ! head lett] is ! same k9d ( type z ! text lett] or is h>moni\sly simil>4 ,! treatm5t ( display ann\ncem5ts or h\se adv]tis+ %\ld be su* z to c>ry out ! purpose = :i* ! h\se-organ is issu$4 ,if1 z an in/ance1 ! publication is issu$ = ! purpose ( pres5t+ ! attractive w>es ( a /ation]y h\se1 x w\ld be well to devote half ( ! pages to illu/rations1 descriptions & prices ( /ation]y supplies4 ,sometimes :5 ! display ann\ncem5ts are z num]\s z ! text pages1 an ann\ncem5t is plac$ on ! left page fac+ a text page at ! "r4 ,:5 ?is is done1 ! typography %\ld be neat 9 appe>ance2 ! type sizes %\ld n be l>ge1 & ! type itself n any black] ?an1 say1 ,caslon ,old/yle4 ,especially is x a mi/ake to use d>k faces :5 illu/rations ( m]*&ise are a "p ( ! page4 ,d>k type-faces subord9ate & r5d] ineffective su* illu/rations4 ,a h\se-organ design$ entirely--display ann\ncem5ts includ$--9 ! orig9al ,caslon ,old/yle by someone :o kn[s h[ to get ! be/ out ( ! type1 w\ld be ideal4 ,! capitals1 small capitals & l[]-case ( roman1 & ! capitals & l[]-case ( italic1 c be manipulat$ s z to produce an abundance ( typographic v>iety & int]e/4 ,illu/ration3 ,,example #ddg ,easily read & pleas+ly illu/rat$4 ,by ! ,w>de ,press1 ,pittsburgh ,:ile h\se-organs %\ld be edit$ ) ! purpose ( pres5t+ useful te*nical & bus9ess in=mation to cu/om]s1 !re %\ld be suffici5t light matt] & features to ma9ta9 int]e/4 ,n unimportant is ! typography ( su* features4 ,9 ! make-up ( all h\se-organs are spaces at ! end ( articles t are available = feature purposes4 ,example #dcb %[s h[ "o bit ( blank space 0 made attractive by well-arrang$ small capitals1 & 9 ,example #dej simil> use has be5 made ( italic4 ,articles ( m]*&ise t are old-fa%ion$ 9 _! appeal furni% a motif = typographic treatm5t t c be made a feature4 ,examples #dcc & #dcd %[ ,colonial typographic treatm5t1 ! use ( italic & spac$ small capitals1 add$ to :i* is a feature page topp$ by an old-fa%ion$ woodcut4 ,!re is a sugge/ion ( anci5t rubricat$ books 9 ! typographic h&l+ ( ,example #dde1 appropriate = a pr9t] :o does typography especially well4 ,bord]s ar\nd ! text pages ( h\se-organs c be made to act z features if !y are design$ ) prop] re/ra9t1 z 0 done 9 ,examples #dcb & #dej4 ,rules & decorative bord]s1 ornam5ts & initials are n out ( place on h\se-organs :5 us$ z !y are 9 ,examples #ddj1 #ddc1 #ddd & #dde4 ,:5 ! h\se-organ is issu$ mon?ly an old-fa%ion$ 8almanack10 ) appropriate matt] int]polat$1 makes a good feature1 z 9 ,example #deg4 ,illu/ration3 ,,example #ddh ,a typographic h\se-organ ,illu/ration3 ,,example #ddi ,an editorial page ( typographic neatness ,illu/ration3 ,,example #dej ,attractive use ( rules & italic ,illu/ration3 ,,example #deb ,a page 9 ,cloi/] type ,illu/ration3 ,,example #dea ,an elaborate h\se-organ title-page ,illu/ration3 ,,example #dec ,use ( p>agraph m>ks4 ,f ,cottrell's ,magaz9e ,z a novelty1 h\se-organs h be5 pr9t$ on blott] /ock4 ,! g5]al treatm5t = blott] h\se-organs is n diff]5t f t ( o!r k9ds4 ,! appe>ance ( a publication is ma9ta9$ & ! matt] is m]ely adapt$ to ! dim5sions ( ! blott]4 ,illu/ration3 ,,example #ded ,a good specim5 ( h\se-organ cov] ,illu/ration3 ,,example #def ,cov] ( 8,! ,phili/9e0 issu$ ab\t two mon?s be=e ,elb]t ,hubb>d w5t d[n ) ! 8,lusitania0 ,h\se-organs are sometimes successful :5 laid out 9 newspap] /yle = f\r pages ab\t #i #ab in*es 9 size4 ,! text matt] is plann$ = ?ree columns1 ! text type be+ eight- or n9e-po9t1 su* z is cu/om>ily f\nd on ma*9es4 ,head+s are graduat$ on ! newspap] plan accord+ to _! importance4 ,illu/rations are includ$ at suitable po9ts 9 su* newspap]-l h\se-organs4 ,illu/ration3 ,,example #dee ,blank space us$ to good advantage4 ,text page f 8,! ,ambassador0 ,!re is sugge/ion = a novel h\se-organ treat$ 9 old-"t newspap] /yle 9 ! reproductions ( ! fir/ two newspap]s publi%$ 9 ,am]ica4 7,see ,examples #dja & #djb ( ! *apt] on 8,newspap]s407 ,a we/]n pr9t]1 :o has f\nd ! h\se-organ to be effective 9 8 bus9ess1 express$ himself 9 ^! words3 ,n[adays *ildr5 are ent]ta9$ z !y are taught1 & !y le>n unconsci\sly & mu* m readily ?an :5 /udy 0 made a task & a h>d%ip4 ,t is ! pr9ciple we mu/ embody 9 a h\se-organ--ent]ta9 & in/ruct simultane\sly4 ,make y\r read]s smile & enjoy !mselves :ile !y are le>n+ ! value ( good pr9t+1 prompt s]vice & squ>e deal+4 ,create 9 !m a desire to be z p>ticul> ab\t _! pr9t+ z !y are ab\t _! company or ! set ( a coll>1 b keep !m ent]ta9$ & int]e/$ ! :ile4 ,( c\rse ?is c be ov]done1 s don't make ! mi/ake ( hav+ too mu* outside matt]1 b keep to y\r subject 9 a tactful way4 ,! day is pa/ :5 bus9ess secrets c be kept f ! buy+ public4 ,dur+ ! pa/ t5 ye>s magaz9e & g5]al adv]tis+ policies h educat$ consum]s along entirely new l9es1 & n[ !y insi/ on kn[+ :y !y pay special prices = specific articles4 ,!y n only want to "k :y1 b :at x is1 :]e x comes f1 :o makes & sells x1 & h[4 ,! soon] we tell !m ^! ?+s1 j t mu* soon] w confid5ce be e/abli%$ & buy]s ( pr9t+ acquire a k t w enable !m to buy intellig5tly1 to di/+ui% betwe5 ! economy 9 good s]vice & ! extravagance 9 poor s]vice4 ,9 a h\se-organ !re is unlimit$ opportunity = prea*+ ! gospel ( good s]vice & = educat+ ! public to ! fact t t k9d ( s]vice is ! *eape/4 ,illu/ration3 ,,example #deg ,an 8almanack0 feature ,illu/ration3 ,,example #deh ,bodoni typography ,illu/ration3 ,,example #dei ,cov] ( a small h\se-organ ,i consid] ! e/abli%m5t ( ?is confid5ce betwe5 ! pr9t] & cu/om] "o ( ! /ronge/ pull+ features ( a h\se-organ4 ,i d n mean by t t "o %\ld op5 8 books to ! public1 b give en\gh in=mation to let y\r read]s "k t y are 9 a bus9ess t requires capital = its conduct1 t x is a dignifi$ bus9ess1 t y give effici5t s]vice1 & t su* effici5cy co/s y proportionately z mu* z x co/s him4 ,hav+ let y\r read]s into ?is mu* ( y\r bus9ess secrets1 keep hamm]+ away on y\r s]vice & effici5cy1 b d x 9 a tactful way4 ,don't bore him4 ,ent]ta9 him4 ,rememb] ! old prov]b1 8,he :o tries to prove too mu* proves no?+40 ,s give x 9 homeopa?ic doses1 b mighty regul> ones4 ,a feature ( ! h\se-organ z issu$ by a pr9t] %\ld be specim5s ( actual "w4 ,small cov] designs & pages f booklets & o!r specim5s c be sav$ & collect$ f ov]runs & pres5t$ 9 ! h\se-organ4 ,x w\ld be bett] to use b "o or two specim5s 9 ea* issue ?an to ov]load ! publication4 ,only cr$itable "w %\ld be includ$ 9 ?is mann]4 ,if1 say1 a bit ( f\r-color process "w is produc$1 x %\ld n be us$ z an exhibit m]ely because !re is color 9 x1 b x %\ld be te/$ by answ]+ ^! que/ions3 ,is x a good draw+8 ,are ! colors prop]ly bl5d$1 or is !re an unpleasant pr$om9ance ( r$ & yell[8 ,are ! plates 9 good condition8 ,h !y be5 prop]ly pr9t$8 ,unless ! answ] is affirmative1 x w\ld be bett] to include neat1 mode/ black-&-:ite specim5s4 ,_m h\se-organs are made ineffective by ! anxiety ( ! bus9ess h\se issu+ x to include ev]y?+ possible4 ,a numb] ( issues %\ld be plann$ & ea* %\ld conta9 a limit$ am\nt ( text matt] & illu/ration4 ,_m ( ^? to :om ! h\se-organ is s5t also receive doz5s ( o!rs1 & exam9ation & read+ ( ! publication %\ld n be disc\rag$4 ,:5 !re is too mu* ( an abundance1 ! h\se-organ is ei!r ?r[n 9 ! wa/e basket or laid aside & nev] look$ at aga94 ,loose inclosures %\ld n be num]\s4 ,att5tion is frequ5tly tak5 away f ! h\se-organ itself by ! v>iety ( envelop slips1 cal5d>s & blott]s t are includ$ 9 ! mail+4 ,!re %\ld be no?+ b a return po/ c>d1 & ?is %\ld be clipp$ to ! inside ( ! re> cov] & n tuck$ 9 on top ( ! title-page1 z is too (t5 done4 ,sev]al return c>ds are reproduc$ 7,examples #dfj1 #dfa & #dfb74 ,:5 ^! po/ c>ds are plann$ ! po/al regulations gov]n+ _! use %\ld be inve/igat$4 ,x may be well to quote f ! ,unit$ ,/ates ,po/al ,guide3 ,po/ c>ds manufactur$ by private p]sons1 consi/+ ( an unfold$ piece ( c>dbo>d 9 quality & weight sub/antially l ! ,gov]nm5t po/al c>d1 n exce$+ 9 size #c-i_/af by #e-i_/af in*es1 nor less ?an #b by #d in*es1 be>+ ei!r writt5 or pr9t$ messages1 are transmissible )\t cov] 9 ! dome/ic mails 7includ+ ! possessions ( ! ,unit$ ,/ates71 & to ,canada1 ,cuba1 ,mexico1 ,republic ( ,panama1 & city ( ,%anghai 7,*9a71 at ! po/age rate ( #a c5t ea*1 & 9 ! =eign mails at ! rate ( #b c5ts ea*1 to be paid by /amps affix$4 ,adv]tisem5ts & illu/rations may appe> on ! back ( ! c>d & on ! left half ( ! face4 ,! "r half ( ! face mu/ be res]v$ = ! address1 po/age /amps1 po/m>k1 etc4 ,illu/ration3 ,,example #dfj ,illu/ration3 ,,example #dfa ,illu/ration3 ,,example #dfb ,sugge/ions = treatm5t ( ! return po/ c>ds t usually accompany h\se-organs ,illu/ration3 ,,example #dfc ,comp>ison ( ! same type =ms pr9t$ on a h>d-f9i%$ pap]1 & also on a s(t-f9i%$ pap]4 ,! good qualities ( ^! type-faces 7,caslon ,old/yle1 ,bask]ville ,roman1 ,k5n]ley ,old/yle & ,bodoni ,book7 are m evid5t & ! pr9t ( ! types m legible on ! s(t-f9i%$ pap] ,illu/ration ,,type-,,faces ,,type-,,faces1 at fir/ acqua9tance1 are no m easily rememb]$ ?an ! faces ( p we meet4 ,_m p]sons look alike & _m type-faces look alike1 until we get to "k !m intimately & are able to di/+ui% _! *>act]i/ics4 ,! av]age man or woman is unable to id5tify ,caslon ,old/yle1 ,scot* ,roman1 ,bodoni ,mod]n1 or any specific lett] us$ 9 pr9t+1 al?o !re are ^? :o h a vague idea ( ! exi/5ce ( types kn[n z 8old-/yle0 or 8mod]n40 ,illu/ration3 ,,example #dfd-;,a ,roman alphabet f ! inscription on ! base ( ! ,trajan column1 ,rome1 ab\t ,a4 ,d4 #aad4 ,f ,john/on ,! fact t !re are ?\s&s ( type-faces on ! m>ket adds to ! difficulty ( recogniz+ & nam+ !m1 & ! situation is fur!r involv$ by ! practice ( compos+-ma*9e mak]s 9 us+ only numb]s to designate type-faces & by v>i\s typef\nd]s giv+ diff]5t names to ! same design ( type4 ,! special type-faces ( private presses are usually giv5 ! "n ( ! "w on :i* !y are fir/ us$4 ,,six ,,repres5tative ,,/&>d ,,roman ,,type-,,faces ,believ+ t su* a s]vice w\ld be appreciat$ by pr9t]s & us]s ( typography1 ! au?or made a /udy ( ! ?\s&s ( ,roman type-faces on ! m>ket1 ) ! purpose ( select+ a half-doz5 repres5tative /&>d faces4 ,x 0 felt t ^! type-faces %\ld be legible & good-look+1 & possess "*2 t _! m]its %\ld be ackn[l$g$ by au?orities1 & t ! types %\ld be capable ( wide s]viceability on bo? book & job "w4 ,illu/ration3 ,,example #dfd-;,b ,proportions ( ,roman capitals z f\nd 9 ! ,trajan alphabet1 & a few additional lett]s ,illu/ration3 ,,example #dfe ,evolution ( ,roman l[]-case type-faces4 7,a7 ,p5-made ,roman capitals4 7,b7 ,developm5t into ,m9uscules or l[]-case ?ru rapid lett]+4 7,c7 ,black ,lett] or ,g]man ,text develop$ f ,roman ,uncials4 7,d7 ,:ite ,lett]1 ! op51 legible ,c>ol9e ,m9uscules1 on :i* ,j5son bas$ 8 ,roman type-face ( #adgj4 7,e7 ,a rec5t type-face closely model$ on ,j5son's ,roman types4 7,f7 ,joseph ,moxon's lett]s ( #afgf4 7,g7 ,caslon's type-face ( #agbb ,! face fir/ select$--& )\t hesitation--0 ,caslon ,old/yle z orig9ally design$4 ,scot* ,roman 0 ! second selection1 ,*elt5ham ,old/yle ! ?ird1 ,cloi/] ,old/yle ! f\r?1 ,bodoni ,book ! fif?1 & ,fr5* ,old/yle ! six?4 7,all %[n 9 ,example #dfg47 ,type-faces design$ & cut = private use 7 n consid]$ 9 mak+ ^! selections1 z x 0 believ$ be/ to adh]e to type-faces t are procurable f mo/ f\ndries & t are available = ma*9e composition4 ,x may be well to inject "h a w>n+ t mo/ s-call$ ,caslon ,old/yles are n z good z ! "o select$ 7,example #dfg-;,b72 t ,j5son ,old/yle is inf]ior to ,cloi/] ,old/yle 7,example #dfg-;,a7 z a repres5tative ( ! orig9al ,j5son type4 ,h[ev]1 good repres5tatives ( ,scot* ,roman 7,example #dfg-;,d7 are obta9able "u ! "n ( ,wayside1 ( ,national ,roman1 etc4 ,illu/ration3 ,,example #dff ,two /&>d type-faces t rate high 9 legibility1 b t are colorless 9 ! mass & lack+ 9 ! pleas+ irregul>ities ( =m t *>act]iz$ ,roman type-faces be=e ! n9ete5? c5tury4 ,! v>i\s qualities ( legibility f\nd 9 ,mod]niz$ ,old/yle h be5 conv]t$ to n>r[] lett] %apes & m 8mod]n0 =m 9 ,c5tury ,exp&$ ,illu/ration3 ,,example #dfg ,six /&>d repres5tative ,roman type-faces1 approv$ by au?orities = bo? beauty & legibility1 & select$ by ! au?or f ! ?\s&s ( type-faces available = h& & ma*9e composition ,selection ( ^! faces 0 also made j z a p]son makes a wise selection ( records = a ,victrola--= p]man5cy & inve/m5t4 ,z /&>d records c be select$ :i* w 8we>0 = a long "t1 s /&>d type-faces c be select$ :i* w look well = _m ye>s4 ,good type-faces are l good music4 ,we w discuss ^! six faces4 99 99 99 99 99 ,cloi/] ,old/yle4--,use 9 ,am]ican pr9t+ ( a /&>d type-face bas$ on ! ,roman lett] cut by ,ni*olas ,j5son ab\t #adgj has be5 ret>d$ by ! fact t typef\nd]s 9 ?is c\ntry "s ye>s ago us$ z a model ,morris's int]pretation ( ! ,j5son face in/ead ( go+ direct to ! orig9al lett]4 ,j5son's face _h be5 copi$ by ,bruce ,rog]s1 ,t4 ,j4 ,cobd5-,s&]son1 ,fr$]ic ,w4 ,g\dy & o!rs1 & ! fonts us$ privately1 b = g5]al use x 0 n until #aiad t a cr$itable copy ( ! face 0 made available by ! good judgm5t display$ by ! ,am]ican ,type ,f\nd]s ,company 9 br++ out ,cloi/] ,old/yle4 ,?is is probably ! be/ r5dition ( ! _s ( an old ,roman type-face t a mod]n type f\ndry has made4 ,if !re is a fault1 x is t ! l[]-case lett]s set a trifle too close4 ,illu/ration3 ,,example #dfh ,type-face us$ 9 ,italy by ,swe9heim & ,pann>tz 9 #adfe4 ,f ,de ,v9ne ,illu/ration3 ,,example #dfi ,! ,roman types ( ,john & ,w5del9 ( ,spires1 ,v5ice1 #adfi4 ,greek lett]s 7 to be writt5 9 ! l9e n[ half blank4 ,f ! orig9al 9 ,typographic ,libr>y & ,museum1 ,j]sey ,city1 ,n4 ,j4 ,illu/ration3 ,,example #dgj ,! beautiful 8,:ite ,lett]0 ,roman type-face ( ,ni*olas ,j5son1 #adgj1 f 8,eusebius10 ! fir/ book pr9t$ by him at ,v5ice4 ,! dot ov] ! 8i10 small & slightly to ! "r1 is f\nd1 also1 9 ! manuscript specim5 "h ins]t$4 ,f ! orig9al 9 ! ,typographic ,libr>y & ,museum1 ,j]sey ,city1 ,n4 ,j4 ,illu/ration3 ,,example #dga ,section ( manuscript ( ! fifte5? c5tury1 9 ! ,*>lemagne 8,:ite ,lett]0 on :i* ,j5son may h model$ 8 ,roman type-face4 ,f ,humphrey ,j5son's face 0 n ! fir/ ,roman type made1 z is sometimes suppos$2 o!rs _h previ\sly be5 us$ 7,example #dfi71 b x 0 ! fir/ ,roman type to meet ! approval ( ^? :o pref]r$ ! ,italian ,:ite ,lett] to ! ,go?ic ,black ,lett]4 ,illu/ration3 ,,example #dgb ,type-face us$ by ,paul ,manutius at ,v5ice 9 #aeff ,swe9heim & ,pann>tz 7 ,g]man pr9t]s :o1 9 #adfe1 began to pr9t ne> ,rome4 ,until ?is "t ! black ,text lett] su* z ,gut5b]g _h pr9t$ ) t5 ye>s be=e 0 ! only "o us$ 9 typography1 b book buy]s 9 ,italy want$ ,italian lett]+4 ,! ,g]man pr9t]s attempt$ to cut an ,italian face1 b 9 appe>ance !y did n advance f> f ,go?ic lett]+ 7,example #dfh74 ,illu/ration3 ,,example #dgc ,cloi/] ,old/yle set 9 imitation ( ! ,j5son title on page #ad4 ,pr9t$ & z9c-et*$1 z 0 ! orig9al ,illu/ration3 ,,example #dgd ,type-face cut 9 #afic1 n[ us$ by ! ,national ,pr9t+ ,(fice1 ,p>is4 ,notice slight projection on l[]-case 8l10 a decorative feature us$ by ,gut5b]g 9 8 types ,illu/ration3 ,,example #dge ,! fir/ l9e is set 9 ,cloi/] ,old/yle2 second reproduc$ f ,elzevir page opposite2 ?ird set 9 ,cadmus2 f\r? 9 ,caslon ,old/yle4 ,^! l9es are z9c-et*$ ,john & ,w5del9 ( ,spires1 ,g]mans1 began to pr9t at ,v5ice 9 #adfi ) a type-face t 0 m ,italian 9 "*1 yet x _h ,go?ic *>act]i/ics4 ,ni*olas ,j5son1 a ,fr5*man1 :o began to pr9t 9 #adgj at ,v5ice1 0 m successful1 & he gave to ! _w ! f9e ,roman type-face t he us$ on 8 fir/ book1 %[n1 toge!r ) a sample ( contempor>y lett]+ ( simil> design1 z ,example #dgj4 ,m facts ab\t ,j5son w be f\nd on page #ad4 ,illu/ration3 ,,example #dgf ,*elt5ham ,old/yle1 ) ! capitals a size small]1 set 9 imitation ( ! ,plant9 typography on page #af ,illu/ration3 ,,example #dgg ,type-faces us$ by ,daniel ,elzevir at ,am/]dam 9 #afge4 ,f 8,! ,am]ican ,pr9t]0 libr>y ,illu/ration3 ,,example #dgh ,! ,roman types ( ,f\rni]1 ! ,fr5* f\nd]1 tak5 f 8 type book ( #agff ,illu/ration3 ,,example #dgi ,a capital alphabet drawn by ,joseph ,moxon 7#afgf7 to a scale ( =ty-two small squ>es ,illu/ration3 ,,example #dha ,e>lie/ kn[n specim5 %eet ( pr9t+ types1 issu$ by ,william ,caslon 9 #agcd ,z "t w5t on1 pr9t]s & typef\nd]s made *anges 9 ! ,j5son design1 b ^! alt]ations 7 n num]\s 7! cross /roke 9 ! l[]-case e 0 "o1 ,example #die71 & fairly close resemblance to ! ,j5son types is f\nd 9 ! ,roman types ( ,paul ,manutius1 #aeff 7,example #dgb71 ,daniel ,elzevir1 #afge 7,example #dgg71 & ,f\rni]1 #agff 7,example #dgh74 ,illu/ration3 ,,example #dhj ,moxon's l[]-case alphabet1 :i* he says 0 patt]n$ aft] ! lett]s ( a ,dut* pun* cutt] ,9 select+ a page f ,j5son's book1 8,eusebius10 to be photograph$1 ! writ] _h great difficulty 9 f9d+ "o ( suffici5t ev5ness & cle>ness ( pr9t4 ,x may be t ,j5son1 9 8 endeavor to enhance ! 8,:ite ,lett]0 effect ( 8 types1 us$ a m9imum ( ink1 &1 "u ^! circum/ances x 0 p]haps m difficult = him to ma9ta9 consi/5t page color ?an x 0 = ,gut5b]g to d s ) 8 8,black ,lett]0 pages4 ,bruce ,rog]s's pr9t+ ( 8 ,j5son-l pages ( typography w\ld be a revelation to ! old-"t ,v5etian pr9t]4 ,j5son made 8 ,roman lett] 9 only "o size1 & t fairly l>ge 7ab\t sixte5-po9t71 s t ! op5 design ( ! *>act]s w\ld admit :ite light f ! pap] backgr\nd4 ,:51 "s ye>s lat]1 he 0 requir$ to pr9t *eap devotional books1 he cut & us$ a compact ,black ,lett] ,text type = ! purpose4 ,!re is n[ a movem5t away f ! me*anical /yle ( type-face1 re/rict$ 9 design by arbitr>y craft rules1 9 ! direction ( ! graceful1 int]e/+ yet legible faces repres5t$ by ,cloi/] ,old/yle4 ,?is type w be f\nd 9 use 9 ,examples #aga1 #bdj1 #bef1 #bff1 #bhf1 #caf1 #ccg1 #cdj1 #cda1 #cde1 #ceg1 #cei1 #cgb1 #chc1 #cii & #deb4 ,! ,italic t accompanies ,cloi/] ,old/yle is bas$ on ! ,italic ( ,aldus ,manutius4 99 99 99 99 99 ,caslon ,old/yle4--,?is is a hi/oric ,am]ican type-face4 ,x 0 us$ by t r5[n$ ,am]ican pr9t]1 ,b5jam9 ,frankl92 x appe>s on eighte5?-c5tury s*ool books1 & ev5 our pap] money 0 pr9t$ ) x4 ,x 0 ! type-face us$ by ,john ,dunlap1 ! ,philadelphia pr9t]1 9 sett+ up & pr9t+ ! fir/ publi%$ copies ( ! ,decl>ation ( ,indep5d5ce1 a few h\rs aft] x _h be5 pass$ by ,congress1 ,july #d1 #aggf4 7,see facsimile t appe>s z a frontispiece to ?is book74 ,x 0 "o ( ^! copies t 0 read to ! ,cont95tal ,army4 ,illu/ration3 ,,examples #dgi-;,a & #dhj-;,a ,! ,moxon alphabets ink$ 9 & reproduc$ 9 a small] size ,today1 ne>ly two hundr$ ye>s aft] ! fir/ font 0 cut1 ,caslon ,old/yle has ! approval ( ! good pr9t]s ( ,am]ica1 :o reg>d x1 9 its orig9al =m1 z ! be/ & mo/ useful ,roman type-face available1 z x is "o ( ! few old faces ! pun*es & matrices ( :i* h be5 pres]v$ & plac$ at ! disposal ( all pr9t]s4 ,! ,caslon f\ndry 9 ,engl& n[ ca/s ! orig9al lett] z 8,caslon ,old-face40 ,9 ?is c\ntry1 all typef\nd]s make "s sort ( ,caslon1 & x may be procur$ practically 9 its orig9al =m1 ) long desc5d]s1 k]n$ f & j1 old special *>act]s1 decorat$ ,italic capitals & all1 f ! ,am]ican ,type ,f\nd]s ,company1 :i* has nam$ x 8,caslon ,old/yle #dga0 7,example #eag74 ,o!r f\ndries are prep>+ to furni% ! lett] m 9 its orig9al =m1 & compos+-ma*9e mak]s are do+ likewise4 ,! monotype company1 aft] cutt+ sev]al faces 9 imitation ( imitations ( ,caslon's type1 f9ally copi$ ! orig9al fairly successfully1 & ?is1 z n[ obta9able1 is kn[n z ,caslon ,old/yle ,no4 #ccg4 ,! l9otype company is recutt+ its ,caslons & is mak+ a s9c]e ef=t to reproduce ! orig9al lett] z closely z possible4 ,me*anical difficulties prev5t an exact duplication 9 e detail ( ! ,caslon type 9 ma*9e composition1 yet ! companies t are attempt+ x %[ a _s t augurs well = ! future quality ( pr9t+ 9 ,am]ica4 ,caslon ,old/yle is n at its be/ pr9t$ on a smoo?1 highly-cal5d]$ surface4 ,:5 prop]ly compos$ & pr9t$1 x pres5ts z a page a d>k-gray tone1 =m$ ( a pleasant mixture ( black ink & :ite pap]2 its lett]s %[ m ( a contra/ 9 ?ick & ?9 /rokes ?an d ! ,roman types ( ,ni*olas ,j5son1 & h m color & int]e/ ?an ! mod]niz$ old-/yles ( ! n9ete5? c5tury4 ,9 ! sizes above t5-po9t x measures up 9 legibility & beauty to ! requirem5ts ( ! be/ pr9t]s & o!r /ud5ts ( typography4 ,caslon did n create an entirely new ,roman lett]1 b ) ! elem5ts t _h already be5 provid$ by ,j5son & ! type design]s ( ,holl& he did1 ) good ta/e & skill1 build a type-face t is di/9ctive1 legible & beautiful4 ,! illu/ration ( ! evolution ( ,roman l[]-case 9 ,example #dfe furni%es opportunity = /udy ( ?is po9t4 ,! /ory ( ! design+ ( ,caslon ,old/yle has be5 (t5 told1 yet a few brief facts may be ( int]e/ "h4 ,illu/ration3 ,,example #dhb ,!re 7 two slightly diff]5t faces to _m ( ! ,caslon fonts4 ,f ! specim5 pages 9 ,luckombe's 8,hi/ory ( ,pr9t+10 publi%$ 9 #aggj ,typef\nd+ & pr9t+ _h det]iorat$ 9 ,engl&1 & ! product ( ! pr9t+ press 0 pa!tically poor 7! au?or 0 surpris$1 9 exam9+ important volumes pr9t$ 9 ,engl& ab\t #agjj1 at ! consi/5tly poor "w ( typef\nd]1 compositor & pressman71 :51 9 #agbj1 ,william ,caslon1 an engrav] on metal1 0 call$ ^u to cut a font ( ,arabic *>act]s1 to be us$ 9 pr9t+ a ,new ,te/am5t = ! poor ,*ri/ians 9 ,pale/9e & ,arabia4 ,at ! same "t1 = use at ! foot ( ! pro(s ( 8 ,arabic types1 he cut 8 own "n 9 ,roman1 pica size4 7,?is 0 at ! "t :5 ,b5jam9 ,frankl9 0 work+ z a j\rneyman at ,watt's pr9t+ (fice47 ,! pica size1 h[ev]1 0 n ca/ imm$iately4 ,s f> z is kn[n1 ! size ( ,roman fir/ to be ca/ by ,caslon 0 t call$ 8,engli%0 7ab\t f\rte5-po9t71 :i* he cut 9 #agbb4 ,additional sizes foll[$1 & at ab\t ! p]iod ( 8 dea?1 9 #agff1 !re 7 at lea/ ?irty fonts ( ,roman 7pe>l to five-l9e pica71 n9ete5 fonts ( ,italic1 t5 fonts ( ,black ,text1 & v>i\s fonts ( ,greek1 ,hebrew & o!r alphabets1 toge!r ) m ?an a half-hundr$ fonts ( fl[]s & b&s4 ,! fonts t h be5 pres]v$ to u1 & t are pur*asable1 d n include all4 ,!re 7 ,nos4 #a & #b faces 9 nonp>eil1 brevi]1 b\rgeois1 long-prim]1 small-pica1 pica1 engli% & d\ble-pica 7two-l9e small-pica74 ,! ,no4 #a face 9 ea* case 0 a trifle l>g] ?an t ( ,no4 #b1 & a ?ird face1 /ill l>g]1 0 made 9 b\rgeois & long-prim]4 ,^! faces 7 all %[n1 9 honor ( ! memory ( ,william ,caslon & z a tribute to ! m]it ( ! type1 9 ,luckombe's 8,hi/ory ( ,pr9t+10 publi%$ by ,adl>d ,br[ne1 ,london1 9 #aggj 7,example #dhb74 ,x is probably ! small] & light] ,no4 #b faces t h be5 pres]v$ to u 9 ! t5-po9t 7long-prim]7 sizes & "u4 ,! light]1 m op5 eighte5-po9t 7great-prim]7 ,italic 7,example #eag71 s diff]5t f ! ,italic ( ! o!r sizes1 is z ,caslon made x4 ,9 "s respects x is bett] ?an ! ,italic ( o!r sizes4 ,:ile ! g5]al appe>ance ( all sizes ( ! ,roman is ! same 7& ( ! ,italic also1 ) ! exception not$71 !re are slight diff]5ces 9 details ( design 9 ! v>i\s sizes4 ,= ?is reason1 :5 ,caslon ,old/yle is comp>$ ) ! orig9al lett]s1 ! comp>ison %\ld be ) ! same size 9 ea* in/ance4 ,de ,v9ne1 p]haps influ5c$ by ! prejudices & practices ( n9ete5?-c5tury typef\nd]s1 9 "o ( 8 books po9ts out z defects 9 ! orig9al ,caslon types features t typef\nd]s & compos+-ma*9e mak]s are today re/or+ to ! face z us$ 9 ,am]ica4 ,! 8defects0 7 suppos$ to be3 8,too long a beak to ! f & j2 unnecess>y n>r[ness 9 ! s & a1 & 9 "s capitals2 too great wid? ( ! c1 o & v40 ,typef\nd]s & compos+-ma*9e mak]s h fill$ ! type cases ( ! pr9t]s ( ?is c\ntry ) ,caslons t h be5 improv$ 7671 recut1 modifi$1 adju/$ to 8l9+0 sy/ems1 made bold1 disfigur$1 saw$-(f & ill-treat$ g5]ally2 & z !y br+ out good copies ( ! orig9al lett]1 x is to be hop$ t1 s f> z possible1 sale ( ! defective & (f5d+ type-faces & matrices w be discont9u$4 ,william ,caslon di$ 9 #agff1 & ! bus9ess 0 cont9u$ by ,william ,caslon ! second1 & !n by ,william ,caslon ! ?ird4 ,mrs4 ,h5ry ,caslon conduct$ ! bus9ess 9 #agif1 :5 0 br\ght out ! mod]niz$ ,caslon 7,example #dhd-;,b7 t 0 probably ! model = ! type we "k z ,scot* ,roman4 ,?is mod]nization 0 a concession to ! dem& = types 9 ! new /yle t _h be5 design$ by ,giambatti/a ,bodoni1 an ,italian typef\nd]4 ,! influ5ce ( ,bodoni's ideas 9 type design 0 su* t ,caslon ,old/yle 0 n includ$ 9 ! #ahje specim5 book ( ! ,caslon f\ndry1 & did n aga9 appe> !re9 until #ahfj1 a ye> aft] ! face _h be5 re9troduc$ to ,am]ica by a ,philadelphia f\ndry4 ,! /ory ( ! revival ( ,caslon ,old/yle 9 ,engl& has be5 told 9 ^! words3 ,9 ! ye> #ahdc1 ,mr4 ,:itt+ham1 ( ! ,*iswick ,press1 wait$ on ,mr4 ,caslon to ask 8 aid 9 c>ry+ out ! !n new idea ( pr9t+1 9 appropriate type1 8,! ,di>y ( ,lady ,will\ghby10 a "w ( fiction1 ! p]iod & diction ( :i* 7 suppos$ to be ( ! reign ( ,*>les ,i4 ,! orig9al matrices ( ! fir/ ,william ,caslon hav+ be5 =tunately pres]v$1 ,mr4 ,caslon und]took to supply a small font ( great-prim]4 ,s well 0 ,mr4 ,:itt+ham satisfi$ ) ! result ( 8 exp]im5t t he det]m9$ on pr9t+ o!r volumes 9 ! same /yle1 & ev5tually he 0 suppli$ ) a complete s]ies ( all ! old fonts4 ,am]ica took "p e>ly 9 ! revival ( ,caslon's old-/yle types1 = 9 #aheh matrices 7 br\ght to ! ,unit$ ,/ates by ! ,johnson ,type ,f\ndry1 aft]w>d ,mac,kellar1 ,smi?s ,jordan1 n[ ! ,philadelphia bran* ( ! ,am]ican ,type ,f\nd]s ,company4 ,! fir/ size made 9 ?is c\ntry 0 brevi]1 :i* 0 ann\nc$ 9 ! 8,typographic ,adv]tis]10 ! company's h\se-organ1 ( ,janu>y1 #ahei4 ,six mon?s lat] ?irte5 sizes 7 %[n1 & 9 #ahfe ,caslon ,old/yle 0 made 9 sizes f pe>l to six-l9e pica4 ,! decorative ,italic types1 kn[n z ,swa% lett]s1 7 n until #aiaf includ$ 9 ! ,am]ican fonts1 b ^!1 r$rawn by ,t4 ,m4 ,clel&1 are n[ procurable4 ,selection ( ,caslon ,old/yle1 9 #ahib1 = ! text & adv]tisem5ts ( ,vogue1 ! use ( ! lett] by ,w ,bradley at ! ,wayside ,press1 9 #ahif1 & ! g5]al old-/yle revival1 influ5c$ by ! "w ( ,william ,morris1 ( ! ,kelmscott ,press1 9 ,engl&1 7 causes t l$ to ! pres5t popul>ity ( ,caslon ,old/yle4 ,?is ,caslon /yle ( type-face is "o ( ! few /&>d lett]s t has practically unlimit$ usefulness4 ,prop]ly treat$1 x looks well on any class ( pr9t+1 f a bus9ess c>d to ! text & adv]tis+ pages ( p]iodicals4 ,x may be se5 9 action 9 ?is book by ref]r+ to ,examples #ah1 #cd1 #fd1 #fe1 #ff1 #fg1 #fh1 #ha1 #hb1 #hf1 #if1 #aai1 #aba1 #abf1 #abg1 #acb1 #acc1 #acd1 #ace1 #ach1 #aej1 #aea1 #afg1 #afh1 #afi1 #agb1 #agh1 #ahj1 #ahh1 #aij1 #aia1 #aie1 #bjc1 #bae1 #bba1 #bbb1 #bbc1 #bbd1 #bbe1 #bbh1 #bcj1 #bca1 #bcb1 #bcf1 #bci1 #bde1 #bdf1 #bdg1 #bdh1 #bdi1 #bej1 #bfj1 #bfb1 #bfh1 #bgd1 #bhb1 #bhd1 #bhg1 #bhi1 #bij1 #bib1 #bid1 #bif1 #big1 #cjj1 #cgd1 #cge1 #chb1 #chd1 #che1 #cic1 #cid1 #cif1 #dbf1 #dbi1 #dcj1 #dcc1 #dcd1 #dcf1 #dch1 #dci1 #ddj1 #dda1 #ddh1 #dej1 #dea1 #dec1 #dee1 #dei1 #dfj & #dfa2 ! frontispiece2 upp] specim51 page #ba2 reproductions1 page #bc2 ins]t opposite page #cb2 upp] specim51 page #cc4 ,illu/ration3 ,,example #dhc ,on ! left is a r$uc$ reproduction 7f ,re$7 ( ,bask]ville's types us$ 9 a book ( #ageh1 & on ! "r1 = comp>ison1 is ! same matt] set 9 ,bask]ville ,roman1 twelve-po9t size1 introduc$ to ,am]ica 9 #aiag ,illu/ration3 ,,example #dhd ,! possible desc5t ( ,scot* ,roman4 7,a7 ,bask]ville ,roman1 bas$ on ,bask]ville's lett] ( #ageh4 7,b7 ,mrs4 ,caslon's 8mod]n0 ,roman ( #agif4 7,c7 ,scot* ,roman1 z we "k x today ,bodoni ,book4--,:5 a repres5tative ( ! ,bodoni type family 0 select$ = a place 9 ! gr\p ( /&>d faces1 ,bodoni ,book 0 *os5 = its ref9em5t & legibility4 ,9 its l[]-case1 especially :5 pr9t$ on o!r ?an gloss-surfac$ pap]1 x seems to h m ( ! qualities ( ! be/ types ( ! ,p>ma pr9t] ?an does ,bodoni1 ! fir/ s]ies br\ght out by ! ,am]ican ,type ,f\nd]s ,company4 ,sci5tific te/s h demon/rat$ t 9 ! small sizes usually us$ = text purposes1 type-faces ) consid]able contra/ ( hairl9es & heavy /rokes /ra9 ! eyes4 ,! contra/ f\nd 9 ,bodoni ,book is mod]ate4 ,john ,bapti/ ,bodoni 0 born 9 ,italy tw5ty ye>s aft] ,william ,caslon cut 8 fir/ font ( ,roman lett]4 ,bodoni's subsequ5t c>e] z a pr9t] & typef\nd] d\btless result$ f 8 entrance1 :5 eighte5 ye>s old1 to ! pr9t+ h\se ( ! ,propag&a1 9 ,rome4 ,he began 8 important "w 9 ,p>ma 9 #agfh4 ,! pr9t ( 8 books is rem>kable = cle>ness1 & 9 bo? type-cutt+ & pr9t+ he 0 skilful to a high degree4 ,8 types are n q s regul> 9 design z ! rec5t ,bodonis1 & 7 giv5 additional "* by be+ impress$ firmly 9 pap] t did n h ! enamel$ surface s mu* 9 use 9 our day4 ,8 type-faces 7 a *ange f ^? previ\sly us$--diff]5t f ! type-faces ( ,j5son1 ! ,elzevirs & ,caslon4 ,! *ange 0 pr9cipally 9 ! s]ifs1 :i* 7 /raight1 ?9 /rokes2 & ! g5]al "* ( ! lett]s 0 also di/9ctive4 ,he us$ a few fonts 9 :i* ! /raight s]ifs 7 r\nd$ by be+ fill$ 9 slightly at ! corn]s1 & ^! fonts probably sugge/$ to ,scot*1 ,engli% & ,am]ican f\nd]s ! /yle kn[n z 8mod]n10 z comp>$ ) ! 8old-/yle0 faces 9 use be=e ,bodoni's "t4 ,! read] c comp>e = himself ! resemblance ( ,bodoni ,book to "o ( ! text types ( ,bodoni z us$ 9 #aghi4 ,9 ord] t ! comp>ison c\ld be fairly made1 ! ,bodoni ,book 7,example #dhf7 0 pr9t$ on antique pap] & et*$ on z9c1 z ! orig9al ,bodoni page _h be5 7see page #bf74 ,?is type is n only light]1 b o!r details are diff]5t f a #agij type ( ,bodoni 7,example #dhg-;,a71 :i* may h s]v$ z a model = ! pres5t-day type-face call$ ,bodoni4 ,comp>e ! capital ,rs1 & notice t ! cross /roke on ! l[]-case t 9 ! #aghc alphabet is l[ & di/9ct1 :ile on ! #aghi page x is high & jo9$ ) ! upp] end ( ! v]tical /roke4 ,! latt] treatm5t prevails on _m ( ,bodoni's types1 z x does on practically all type-faces4 ,except+ = ! /raight s]ifs1 _m ( ,bodoni's types h "s g5]al resemblance to o!r ,roman types ( ! sev5te5? & eighte5? c5turies4 ,9 design+ ! pres5t-day ,bodoni1 ! typef\nd]s gave x mu* ( ! 8f9i%0 9 design t 0 giv5 type-faces by ,scot* & ,am]ican f\nd]s dur+ ! n9ete5? c5tury4 ,typef\nd]s seldom succe$ 9 fai?fully reproduc+ old type-faces1 = ! reason t !y 8correct ! faults0 ( ! old faces1 & 9 do+ s lose mu* ( ! humani/ic _s ( ! orig9al4 ,7 x n t ! pun*es ( "s ( ,william ,caslon's types 7 pres]v$1 we w\ld n h ! true r5d]+ ( ?is old-/yle t we n[ possess4 ,mod]niz$ ,old/yle repres5ts ! ,caslon face correct$ & improv$ z ! typef\nd]s ( ! n9ete5? c5tury ?\ght x %\ld be4 ,"s ,am]ican f\nd]s1 h[ev]1 are mak+ excell5t progress 9 reproduc+ ! _s ( old type-faces1 & x is possible t we may yet h a satisfactory copy ( ! fam\s 8silv]0 types ( ! ,elzevirs4 ,bodoni types are %[n 9 use on page #bf1 & 9 ,examples #bf1 #cf1 #dh1 #age1 #agf1 #aid1 #bgh1 #caj1 #cbb1 #ccj1 #ceb1 #cee1 #cfe1 #chg1 #cij1 #dab1 #dac1 #dad1 #daf1 #dbh1 #dcg & #deh4 99 99 99 99 99 ,scot* ,roman4--,dur+ ! n9ete5? c5tury ,engli%1 ,scot* & ,am]ican typef\nd]s took ,bodoni's type-faces1 r$esign$ !m m along me*anical l9es1 fill$ 9 ! corn]s ( 8 /raight s]ifs s z slightly to r\nd !m1 & gave to ! ,engli%-speak+ _w :at are be/ kn[n to pr9t]s z ! mod]n ,romans4 ,look+ ov] ! specim5 books ( ! type f\ndries ( ! la/ c5tury--^? ( ,bruce1 ,mac,kellar1 ,smi?s ,jordan1 & o!rs--"o m>vels at ! wond]ful skill 9 ! cutt+ ( ! hairl9es & ! g5]al me*anical excell5ce ( ! mod]n ,romans4 ,because ( _! cont9u$ use on newspap]s & 9 books ( ref]5ce1 ^! lett]s are 9 wide use today1 al?o !re is a movem5t away f !m4 ,! mo/ g5]ally us$ type-face on small city newspap]s 9 ,am]ica is ! l9otype company's ,mod]n ,roman ,no4 #b 7,example #dhi74 ,9 ! h&-set days ?is broad1 op5-fac$ lett] 0 s made = ! reason t x w\ld /]eotype easi] ?an w\ld ! n>r[] lett]s4 ,x 0 adopt$ by ! ready-pr9t & plate h\ses1 & :5 ! newspap]s in/all$ l9otypes !y naturally select$ ! same face1 s t ! type matt] ?ru\t ! publication w\ld mat*4 ,! l>g] city dailies give m att5tion to ! details ( ! faces !y use = body purposes4 ,if ,no4 #b is select$1 or ! lean] ,no4 #a1 modifications are frequ5tly made 9 "s ( ! lett]s or figures4 ,! ,no4 #a ,mod]n ,roman is us$ by ! ,new ,york ,times 7,example #djf74 ,h[ev]1 in/ead ( ! selection ( a sev]e lett]1 su* z ! s-call$ ,scot*-cut ,mod]n ,roman z a repres5tative type-face 9 ! gr\p ( six /&>d ,roman lett]s1 ! m int]e/+ ,scot* ,roman won ! place4 ,?is type-face 0 fir/ made 9 ,am]ica by ,a4 ,d4 ,f>m] ,son1 & ! eight-po9t & t5-po9t sizes 7 us$ z body type by ,! ,am]ican ,pr9t] fir/ 9 ,april1 #aijb4 ,9 ,septemb] ( t ye> !re appe>$ 9 t publication %[+s ( ! eight-po9t1 t5-po9t1 elev5-po9t1 twelve-po9t & f\rte5-po9t sizes1 ) ! /atem5t t o!r sizes 7 9 prep>ation4 ,! "n1 8,scot* ,roman10 probably comes f ! fact t ,mill] ,ri*>d1 ! ,ed9burgh typef\nd]s1 made a simil> lett] 9 sizes f eight-po9t to twelve-po9t4 ,h[ev]1 !y call x 8,old ,roman40 ,scot* ,roman is ! l9k t connects ! graceful old-/yle & ! sev]e mod]n ,roman4 ,comp>e x ) ! lett] 7,example #dhd-;,b7 made at ! f\ndry own$ by ,mrs4 ,h5ry ,caslon 9 #agif1 & notice ! resemblance4 7,z a fur!r /udy1 !re is add$ an alphabet ( ,bask]ville ,roman1 rec5tly introduc$ to ,am]ica47 ,scot* ,roman is also procurable "u ! names ( ,wayside ,roman & ,national ,roman4 ,scot* ,roman has be5 us$ 9 ,examples #ch1 #ci1 #gg1 #gh1 #he1 #adc1 #aeb1 #aec1 #aed1 #ahe1 #ahf1 #bch1 #bga1 #cag1 #djj1 #dbj1 #dbc1 #dbg1 #dbh & #ddd4 99 99 99 99 99 ,fr5* ,old/yle4--,?is is ! title by :i* is kn[n among pr9t]s a /yle ( type-face made1 "u ! "n ( 8,elzevi]10 by ! ,gu/ave ,mayeur f\ndry ( ,p>is 9 #ahgh4 ,its design1 ,m4 ,mayeur tells u1 0 sugge/$ by types us$ 9 a book pr9t$ 9 ,leyd5 by ! ,elzevirs 9 #afcd4 ,9 #ahhi1 ,f>m]1 ,little ,co4 ( ,new ,york procur$ drives ( five sizes f ,france & began mak+ ! lett] 9 ,am]ica1 nam+ x 8,cadmus40 ,! type f\ndry ( ,phelps1 ,dalton ,co4 ( ,bo/on _h z e>ly z #ahhd made a simil> & r pleas+ lett] 9 capitals only1 :i* x call$ ,fr5* ,old/yle4 ,!odore ,l4 ,de ,v9ne 0 ! fir/ to use ! ,mayeur ,fr5* ,old/yle 9 ,am]ica4 ,x 0 a favorite ) ,walt] ,gilliss1 :o adopt$ x 9 remodel+ ! catalogs & o!r pr9t$ matt] us$ by ! ,metropolitan ,museum ( ,art1 ,new ,york4 ,illu/ration3 ,,example #dhe ,a /udy ( ! ,fr5* ,old/yle design ( ,roman capitals ,! capitals ( ,fr5* ,old/yle are especially pleas+1 & :5 ?is lett] is employ$ !y %\ld be us$ 9 display ) frequ5cy4 ,! ,mayeur lett] w\ld be ev5 m attractive if ! proportions ( its capitals 7 ne>] ^? ( e>ly ,roman lett]+ 7,example #dfd-;,b71 z are "s o!r ,fr5* ,old/yles4 ,fr5* ,old/yle is tall & =m$ ) lib]al space betwe5 ! /rokes ( ! l[]-case lett]s4 ,x %\ld always be lead$1 z its op5 "* & l>ge l[]-case dem& t x %all n be cr[d$4 ,l ,*elt5ham1 x is be/ suit$ = pages t are n>r[ & long1 su* z ! #abmos issu$ 9 ! sev5te5? c5tury by ! ,elzevirs4 ,! ,mayeur ,fr5* ,old/yle has a slight resemblance to ! type-faces f\nd 9 ! ,elzevir sev5te5?-c5tury books 7,example #dge71 b is a r free r5d]+ ( ^? types4 ,! capitals ( ! ,elzevirs are m 9 ! proportions ( ,j5son's 7see ,cloi/] ,old/yle1 ,example #dfg-;,a71 & ! small lett]s 7o7 ( ! l[]-case are n s l>ge 9 comp>ison ) ! tall lett]s 7l7 z !y are 9 ,fr5* ,old/yle4 ,! ,mayeur lett] also conta9s ! %ort5$ desc5d]s & %ort-k]n$ f ( ! n9ete5?-c5tury typef\nd]s4 ,9 fact1 bo? asc5d+ & desc5d+ /rokes h be5 %ort5$4 ,examples #de1 #ahc1 #ahd1 #bag1 #daj1 #daa1 & ! ,jacobi specim5 on page #cc %[ ,fr5* ,old/yle 9 use4 99 99 99 99 99 ,*elt5ham ,old/yle4--,?is extremely popul> type-face 0 design$ 9 ,am]ica & "h develop$ into ! mo/ num]\s family kn[n to typef\nd+--at lea/ ?irty s]ies4 ,a pamphlet issu$ 9 #aije by ! ,m]g5?al] ,l9otype ,company tells ! /ory ( its orig94 ,+alls ,kimball1 director ( ! ,*elt5ham ,press1 ,new ,york1 0 commission$ to sugge/ & sup]vise ! mak+ ( a lett] t w\ld h bo? beauty & legibility4 ,*elt5ham ,old/yle result$1 ! draw+s ( :i* 7 made by ,b]tram ,g4 ,goodhue4 ,x 0 realiz$ by ! design]s ( ?is type-face t space betwe5 l9es increases legibility1 & exp]im5ts seem to %[ t ! upp] half ( l[]-case lett]s are easi] to read ?an ! l[] half4 ,= ?is reason ! l[]-case 0 !n design$ ) long asc5d+ /rokes & %ort desc5d+ /rokes4 ,:ile ! !ory reg>d+ ! sup]ior legibility ( ! upp] half 0 ann\nc$ z a new "o1 x _h be5 put =? ab\t #ahhb by ,dr4 mile ,javal1 a ,p>isian oculi/4 7,see ! demon/ration 9 ,example #ejh-;,g47 ,! fir/ ann\ncem5t by ! ,am]ican ,type ,f\nd]s ,company ( ,*elt5ham ,old/yle 9 ,! ,am]ican ,pr9t]1 ,janu>y1 #aijc1 %[$ elev5 sizes--eight-po9t to =ty-eight-po9t4 ,claim 0 made t x 0 a 8compact & legible book type10 & t x w\ld become ! mo/ popul> job type4 ,because ( its lean =mation & close set x has be5 frequ5tly us$ = n>r[ booklets4 ,a ,roman type-face entirely new 9 design w\ld be a freak & unreadable 9 ! mass4 ,z a complet$ design1 ,*elt5ham ,old/yle 0 diff]5t f o!rs 9 use 9 #aijc1 yet x is made up ( features ( ,roman type design 9 vogue betwe5 ! design+ ( ,j5son's lett] & ,caslon's types4 ,/udy ,examples #dgj1 #dgb1 #dgf1 #dgg & #dgh4 ,comp>e ) ! ,portuguese capitals1 especially ,g1 ,p1 ,w1 9 ,example #dhe4 ,*elt5ham ,old/yle has /r5g?1 readability1 & a c]ta9 am\nt ( beauty4 ,its capitals are awkw>dly l>ge 9 comp>ison ) its l[]-case4 ,x is %[n 9 use ) small] capitals 9 ,example #dgf4 ,because ( ! smallness ( mo/ ( ! l[]-case & ! close set ( ! lett]s1 v little space is ne$$ betwe5 words2 yet1 z us$ by pr9t]s g5]ally1 mu* ( ! legibility ! type-face possesses is lo/ by wide spac+ betwe5 words1 especially on ma*9es4 ,because ! eye1 z a rule1 gives less att5tion to ! l[] "p ( a l9e ( read+ matt]1 ! desc5d]s 7 cut (f almo/ entirely 9 ! design+ ( ,*elt5ham4 ,x w\ld be z reasonable1 because ! eye usually sees only ! upp] "p ( a man1 to amputate 8 legs4 ,?is amputation ( ! legs ( type-faces by mod]n f\nd]s has maim$ _m o!r lett]s1 notably ,caslon ,old/yle z we mo/ frequ5tly see x4 ,! s]if1 :i* is suppos$ to di/+ui% mod]n types f old-/yle1 is v small 9 ,*elt5ham ,old/yle1 & is m l ! s]if f\nd 9 mod]n types4 ,! g5]al "* ( ,*elt5ham1 h[ev]1 is extremely old-/yle4 ,?is lett] has be5 us$ 9 ! composition ( ,examples #ce1 #dj1 #dg1 #ajf1 #abb1 #abe1 #bji1 #bfg1 #bgc & #cej4 ,,developm5t ,,( ,,! ,,roman ,,type-,,face ,9 ! beg9n+1 ,roman lett]s 7 9 capitals only 7,example #dfd-;,a71 &1 c>v$ on /one1 7 at _! be/ ab\t ! beg9n+ ( ! ,*ri/ian era4 ,! pres5t s-call$ ,roman1 ,italic & ,text types are desc5d$ f !m4 ,illu/ration3 ,,example #dhf ,resett+ 9 ,bodoni ,book ( ! #aghi ,bodoni specim5 on page #bf4 ,l ! orig9al1 ?is specim5 0 pr9t$ & !n z9c-et*$ ,use ( ! p5 & bru% 9 lett]+ & ! t5d5cy to lett] rapidly f9ally gave u ! l[]-case type ( today4 ,! evolution is pictur$ 9 ,example #dfe4 8,a0 %[s ! ,roman capital alphabet z made ) ! p5 7comp>e ) ! *isel$ lett]s ( ,example #dfd-;,a74 ,9 8,b0 we h ! result 7kn[n z uncials7 ( hurri$ writ+ ( ! ,roman capitals1 & "o c see h[ ! l[]-case lett]s 7 =m+4 ,at ab\t ?is po9t 9 ! developm5t1 ! m9uscules1 or l[]-case lett]s1 took two sep>ate gr[?s--"o 9 ! direction ( ! 8,black ,lett]0 or ,g]man ,text types ( today1 & ! o!r t[>d ! 8,:ite ,lett]0 ( ! ,c>ol9e ,m9uscules1 :i*1 z ,roman l[]-case1 are n[ us$ almo/ exclusively 9 ,am]ica1 ,engl&1 ,france & o!r c\ntries 9 ,nor? & ,s\? ,am]ica & ,europe1 ! notable exception be+ ,g]many4 ,illu/ration3 ,,example #dhg ,comp>ison ( "o ( ,bodoni's alphabets ) a new type-face4 ,bo? are r\gh1 hav+ be5 z9c-et*$ ,:5 ,gut5b]g began to pr9t he us$ a black ,text type design$ aft] ! bold lett]+ ( ! ,g]man manuscript books1 & :5 ,g]mans w5t to ,italy to pr9t !y _h difficulty 9 r5d]+ into types ! "* ( ,italian lett]+4 ,example #dfh %[s ! ef=ts 9 ?is direction by ,swe9heim & ,pann>tz 9 #adfe1 & 9 ,example #dfi1 types by ,john & ,w5del9 ( ,spires1 an improvem5t is notic$4 ,x rema9$1 h[ev]1 = ! ,fr5*man1 ,j5son1 to design & cut a lett] t is ! alpha ( ,roman type-faces 7,example #dgj74 ,j5son 0 =tunate 9 ! selection ( a model1 & x is int]e/+ to include 9 ! corn] = comp>ison a section ( an ,italian manuscript ( ! same c5tury4 ,developm5t ( ! ,roman lett] into ! beautiful & legible =m kn[n z 8,c>ol9e ,m9uscules0 0 due to ! enc\ragem5t ( ,*>lemagne4 ,:y x is call$ 8,:ite ,lett]0 9 contradi/9ction to 8,black ,lett]0 may be se5 by comp>+ ! light-gray tone ( ! ,j5son page 7,example #dgj7 ) ! missal specim5 opposite page #ad4 ,x may be well to expla9 t ! seem+ disfigurem5t ( ! capitals 9 ! ,j5son page is due to ! cu/om t book decorators _h ( plac+ a /roke ( v]milion ov] ! capitals4 ,9 ! reproduction ^! /rokes came out black4 ,bo? ! ,spires & ! ,j5son specim5s 7 reproduc$ f ! orig9al volumes 9 ! ,typographic ,libr>y & ,museum at ,j]sey ,city4 ,example #dfe also %[s1 = comp>ison ) ! /yle ( lett]+ kn[n z ! ,c>ol9e ,m9uscules1 a type-face bas$ on ,j5son's lett] ( #adgj1 foll[+ :i* are ,moxon's & ,caslon's l[]-case alphabets4 ,! fai?fulness ) :i* ,j5son's type-face 0 foll[$ 9 ! design+ ( ,cloi/] ,old/yle may be se5 by comp>+ ! ,cloi/] alphabet 7,example #dfg-;,a7 ) ! ,j5son lett]s z !y are f\nd 9 ,example #dgj4 ,a v int]e/+ comp>ison c also be made ( ,j5son's capitals1 on page #ad1 & ,cloi/] ,old/yle1 9 ,example #dgc4 ,if a comp>ison ( pres5t-day type-faces ) v old faces is to h any value1 ! pres5t-day type-faces %\ld be pr9t$ on antique-f9i%$ pap] damp5$ if possible4 ,& if ! old face is reproduc$ by z9c et*+ f an old book ! o!r type-face %\ld also be z9c-et*$4 ,pr9t+ & z9c et*+ 7 resort$ to 9 ! case ( ?is example & 9 o!r in/ances 9 ?is *apt]4 ,9 "s works reproductions ( type-faces are valueless & mislead+1 = ! reason t !y h be5 ret\*$ by an arti/1 r$rawn1 or cut 9 wood4 ,illu/ration3 ,,example #dhh ,mod]n ,romans ( ! n9ete5? c5tury 9 ?ree tones ,! influ5ce ( ! ,j5son /yle ( ,roman 0 se5 = "s ye>s1 b 9 #aeff 7,example #dgb7 we f9d a *ange ( =m4 ,! type is m cond5s$1 & in/ead ( a diagonal /roke on ! l[]-case e !re is a horizontal /roke close to ! top ( ! lett]4 ,?is /yle1 z us$ by ,paul ,manutius 9 #aeff1 seems to h be5 ma9ta9$ ) little alt]ation 9 ! "w ( ,daniel ,elzevir a hundr$ ye>s lat] 7,example #dgg7 & two hundr$ ye>s lat] 9 ! types ( ,f\rni]1 ! ,fr5* f\nd] 7,example #dgh74 ,?is /yle ( lett] 0 also us$ by ,plant91 ! ,antw]p pr9t]1 9 #aefi1 & = ! int]e/ !re may be 9 x ! reproduction ( a bit ( 8 "w 7see page #af7 %\ld be comp>$ ) ,example #dgf4 ,?is la/-m5tion$ example has be5 set 9 ,*elt5ham ,old/yle4 ,h[ev]1 t5-po9t capitals h be5 us$ ) twelve-po9t l[]-case4 ,x may be t ! appe>ance ( mo/ read+ matt] w\ld be improv$ if ! capitals 7 a trifle l[] 9 hight ?an ! asc5d+ /rokes ( ! l[]-case lett]s b1 d1 f1 h1 k1 l4 ,illu/ration3 ,,example #dhi ,mod]n ,roman z x is us$ on _m ,am]ican newspap]s4 ,six-po9t1 sev5-po9t & eight-po9t ,l9otype ,roman ,no4 #b4 ,a readable b n a h&some type-face ,! ,national ,pr9t+ ,(fice at ,p>is is us+ on "s ( its productions a type-face design$ 9 #afic by ,gr&jean4 ,:ile x is greatly l o!r lett]s ( t p]iod1 x has peculi>ities1 "o ( :i* is a slight dot on ! left c5t] ( ! l[]-case l1 a feature also pres5t 9 ! ,black ,lett] ( ,gut5b]g1 & 9 ! types ( ,fu/ & ,s*ff] 7see ins]ts opposite pages #g & #ab74 ,we h a key to ! =mation ( ! ,roman types ( ! sev5te5? c5tury 9 ! alphabets drawn by ,joseph ,moxon1 an ,engli% typef\nd]1 & publi%$ 9 #afgf 7,examples #dgi & #dhj74 ,^! are "h reproduc$ f ,moxon's 8,me*anick ,ex]cises10 z repr9t$1 "u ! sup]vision ( ,!odore ,l[ ,de ,v9ne1 by ! ,new ,york ,typo!t 9 #ahif4 ,moxon says ^! lett]s are copi$ f ! lett]s ( ,*ri/oph] van ,dijk1 a pun* cutt] ( ,holl&4 ,z w be se5 by ! scale 9 ! upp] left corn] ( ,example #dgi1 he attempt$ to %[ h[ ! %apes ( lett]s 7 8comp\nd$ ( geometric figures1 & mo/ly made by rule & compass40 ,ea* lett] 0 to be plott$ on a framework ( small squ>es1 =ty-two squ>es 9 hight & ( a proportionate wid?4 ,pass+ up ?is idea z impractical1 ,de ,v9ne said3 ,x is admitt$ t ! *>act]s are rudely drawn1 & _m h faults ( disproportion2 b x mu/ n be =gott5 t !y 7 design$ to meet ! mo/ important requirem5t ( a read]-- to be read1 & read easily4 ,"h are ! broad hair l9e1 ! /ubby s]if on ! l[]-case & ! bracket$ s]if on ! capitals1 ! ?ick /em1 ! /rong & l[ cr[n on lett]s l m & n1 ) o!r peculi>ities n[ comm5d$ 9 old-/yle faces & (t5 errone\sly reg>d$ z ! orig9al devices ( ! fir/ ,caslon4 ,! writ] 0 curi\s to see h[ ^! lett]s ( ,moxon's made up into type1 & = ?is purpose _h ! outl9$ alphabets ink$ 9 & reproduc$ 9 small] size 7,examples #dgi-;,a & #dhj-;,a74 ,:5 ,william ,caslon1 9 #agbj1 cut 8 fir/ ,roman lett] he may h _h ,moxon's ,roman alphabet be=e him4 ,!re are "s resemblances1 b t he did n slavi%ly foll[ ! ,moxon lett]s may be se5 by comp>+ bo? type-faces 7,examples #dfe-;,f & #dfe-;,g74 ,we c\ld be m famili> ) ! types ( ,bask]ville ?an we are1 b n[ t ! typef\nd]s are reproduc+ !m 7,example #dhc7 we %all come to a realization t !y rival ! lett]s ( ,caslon 9 beauty & readability4 ,john ,bask]ville1 ! ,engli% typef\nd] & pr9t]1 sp5t six ye>s & ?irty ?\s& doll>s 9 design+ & cutt+ 8 fir/ font ( type4 ,9 #ageh he _h cut eight fonts ( ,roman1 b o!r pr9t]s w\ld n buy 8 types1 pref]r+ ^? ( ,caslon4 ,two ye>s lat] he attempt$ to sell 8 types & retire f ! pr9t+ bus9ess4 ,aft] 8 dea?1 9 #agge1 8 wid[ sold all 8 type & type-mak+ mat]ial & !y 7 remov$ to ,kehl1 ne> ,/rassburg4 ,!re is a leg5d t ! types f9ally rea*$ ,france & 7 melt$ into bullets = ! ,fr5* ,revolution4 ,x is a pity t ,bask]ville's orig9al pun*es are n available1 l ^? ( ,caslon1 s t pr9t]s ( today c\ld make use ( ! spl5did type-faces t 7 unappreciat$ 9 8 lifetime4 ,h[ev]1 ,bask]ville ,roman is a satisfactory reproduction ( ! types ( ,john ,bask]ville4 ,l ,caslon ,old/yle1 h[ev]1 x %\ld be pr9t$ on o!r ?an gloss-surfac$ pap] 7,example #dfc71 z !n1 especially 9 ! small] sizes1 ! good qualities ( ! lett] are br\ght out & x is made m legible4 ,:5 ,mrs4 ,h5ry ,caslon1 9 #agif1 8,bodoni-iz$0 ! types ( ,william ,caslon ! fir/1 %e 0 probably influ5c$ z mu* by ! types ( ,bask]ville z by ^? ( ,bodoni4 ,?is is borne out by ! comp>isons 9 ,example #dhd4 ,9 8,a0 is %[n an alphabet ( ,bask]ville ,roman z n[ made 9 ,am]ica1 & 9 8,b0 ,mrs4 ,caslon's ,mod]n ,roman4 ,! ?ird type-face 7,c7 is ,scot* ,roman1 "o ( ! six select$ repres5tative type-faces 7,example #dfg-;,d74 ,john ,bapti/ ,bodoni made "s v good type-faces1 b x is n difficult to lay at 8 door ! responsibility = ?r[+ typography out ( ge> = almo/ a c5tury4 ,?ru 8 influ5ce & ! desire ( ,scot* typef\nd]s to improve on 8 "w1 ! n9ete5? c5tury 0 inflict$ ) ^? /iff 8,mod]n ,romans0 7,example #dhh7 t 9 all _! inhuman 8p]fection0 yet abide ) u & are /ill lik$ by ,victorian p]sons ( /aid ta/es4 ,_m ( our s*ool *ildr5 are be+ br\ght up on !m1 & 9 light] =m 7,example #dhi7 !y are be+ f$ to millions ( ,am]icans ?ru ! homely typography ( mo/ newspap]s4 ,?is d\ble influ5ce works = a l[]+ ( typographic ta/e among pr9t]s & buy]s ( pr9t+ t = _m ye>s w keep ! g5]al /&>d ( pr9t+ bel[ :at x %\ld be4 ,to return to ,bodoni4 ,?is ,italian typef\nd]'s types1 z a rule1 7 n s faultlessly f9i%$ z are ! rec5t types t be> ! "n4 ,!re may be se5 9 ,example #dhg ! alphabet ( a type-face cut by ,bodoni 9 #agij1 toge!r ) an alphabet rec5tly cut 9 ,am]ica4 ,! ,bodoni type ( ! ,am]ican f\ndry is a clev] copy ( ! orig9al1 yet !re is 9 ! copy mu* ( ! mod]nization ( ! ,scot* f\nd]s ( ! n9ete5? c5tury4 ,bodoni ,book is a bett]-look+ & m readable type-face4 ,illu/ration3 ,,example #dia 7,a7 ,optical *anges caus$ by add+ ,vs at end ( /rokes4 7,b7 ,appe>ance ( v]tical /roke alt]$ by add+ small horizontal /rokes1 or s]ifs1 & by jo9+ bo? ) curv$ l9e4 7,c7 ,cross /rokes or s]ifs add$ to ,e ,illu/ration3 ,,example #die 7,a7 ,! diagonal /roke ( ! fir/ ,roman type-faces4 7,b7 ,! l[] cross /roke or s]if ext5d$ to "r on ! ,roman type-face ( ,j5son ,! ,scot* typef\nd]s also attempt$ to improve ! types ( ,william ,caslon1 & ! result ( _! labors is kn[n z ,mod]niz$ ,old/yle 7,example #dff-;,a74 ,?is k9d ( type 0 fir/ made ab\t #aheb = ,mill] ,ri*>d ( ,ed9burgh1 ,scotl&4 ,) ,caslon ,old/yle unkn[n1 ,mod]niz$ ,old/yle w\ld be a r satisfactory lett]1 b ) ,caslon ,old/yle procurable !re seems to be no ne$ ( ! ,scot* lett]4 ,!re 0 br\ght out 9 #ahhd by ! ,mac,kellar1 ,smi?s ,jordan ,company a decorative ,mod]niz$ ,old/yle "u ! "n ( ,ronaldson ,old/yle4 ,,*>act]i/ics ,,( ,,roman ,,type-,,faces ,! ,s]if4--,! s]if is t portion ( a type-face indicat$ by ! small black sections 9 ,example #dib4 ,x has a p[]ful influ5ce 9 det]m9+ ! "* & /yle ( a face ( type4 ,z an exp]im5t1 we w make ?ree v]tical l9es exactly ! same l5g? 7,example #dia-;,a71 leav+ "o z x 0 fir/ drawn1 b on ! o!r two add+ ,v-%ap$ m>ks1 because ( :i* ! "* ( ! l9e is *ang$ & ! l5g? seem+ly affect$4 ,h[ev]1 ! s]if1 :5 prop]ly us$1 has a decorative quality & is to type :at ! capital is to ! column & ! cornice to ! build+ 9 ar*itecture4 ,illu/ration3 ,,example #dic ,by alt]+ ! s]ifs1 8old-/yle0 type is *ang$ into 8mod]n40 ,f ,bull5 ,aft] fur!r exp]im5t+ ) ?ree v]tical l9es t we w n[ id5tify z capital ,is 7,example #dia-;b71 !re c be no d\bt t ! s]if is necess>y z a f9i%+ /roke4 ,! s]ifless ,i sugge/s a man 9 ! public /reets )\t hat or %oes4 ,! crude/ mann] ( add+ a s]if is to place a small horizontal /roke at ! head & foot ( ! long v]tical l9e1 b ! %>p angles ?us =m$ c be s(t5$ & "o /roke jo9$ to ano!r by a curve1 ) ! corn] fill$ 91 z is %[n4 ,^! two illu/rations ( ! s]if are m]ely = ! purpose ( introduc+ ! novice to ! subject4 ,! fact t !re are s _m diff]5t faces ( type is due some:at to ! manipulation ( ! s]if--*anges ( l5g?1 ?ickness1 direction & curve4 ,illu/ration3 ,,example #dib ,! black sections indicate ! s]ifs1 & %[ ! diff]5ces 9 s]if con/ruction on sev]al well-kn[n type-faces4 ,f ,bull5 ,x is by ! s]if t 9 mo/ cases old-/yle types are di/+ui%$ f ! s-call$ mod]n ,romans4 ,an int]e/+ demon/ration ( ?is 0 made by ,h5ry ,l4 ,bull5 ) ,c5tury ,exp&$1 a mod]n ,roman 7,example #did74 ,! fir/ l9e %[s ! lett] un*ang$4 ,z ! s]ifs 9 mo/ old-/yle faces project diagonally1 he1 9 ! second l9e1 alt]$ ! mod]n s]ifs to con=m to ?is idea4 ,! ?ird l9e %[s ,c5tury ,old/yle z x actually appe>s 9 type4 ,!re is1 ( c\rse1 m to a true old-/yle face ?an m]e *ange ( s]ifs1 & 9 ! actual cutt+ ( ! types o!r m9or alt]ations 7 made1 z w be se5 by /udy ( ! ?ird l9e4 ,illu/ration3 ,,example #did ,by alt]+ ! s]ifs 8mod]n0 type is *ang$ into 8old-/yle40 ,f ,bull5 ,illu/ration3 ,,example #dif ,9 mo/ ,roman alphabets all v]tical /rokes are ?ick1 except+ 9 ,m1 ,n1 ,u4 ,horizontal /rokes are ?94 ,diagonal /rokes runn+ d[n f left to "r are ?ick & f "r to left are ?91 except+ ,z1 z4 ,?is process 0 rev]s$ by ,mr4 ,bull51 & 9 ,example #dic c]ta9 s]ifs ( ,caslon ,old/yle are 9 ! lett]s i1 n1 k1 p1 h made horizontal1 & 9 ! lett]s ,e1 ,l1 s made v]tical4 ,mod]niz$ 9 ?is mann]1 ,caslon ,old/yle resembles ,scot* ,roman 7,example #dhd-;,c74 99 99 99 99 99 ,?ick & ,?9 ,/rokes4--,! inbr$ good ta/e & in/9ct = beauty possess$ by ! ,roman calligraph] :i* direct$ him to add ! s]if to 8 lett]+ also impell$ him to v>y ! wid? ( ! /rokes 7,example #dfd-;,a74 ,illu/ration3 ,,example #dig 7,a7 ,no s]ifs or /roke contra/4 7,b7 ,s]ifs add$4 7,c7 ,) s]ifs & ?ick & ?9 /rokes ,illu/ration3 ,,example #dih ,v]tical ?ick /rokes 7 made ) p5 held /raight ,illu/ration3 ,,example #dii ,diagonal ?ick /rokes 7 made ) p5 held at a slant ,! mo/ un9t]e/+ k9d ( lett]+ is t :i* is n only s]ifless b )\t contra/ 9 ! wid? ( its /rokes--lett]+ t is kn[n to ! pr9t] z ,block1 or ,go?ic 7,example #dig-;,a74 ,dignity & some?+ ( good looks are giv5 to x by add+ s]ifs 7,example #dig-;b71 yet x is n eligible = admission to ! select society ( pure ,roman type-faces until ! v>i\s /rokes %[1 prop]ly proportion$1 a diff]5ce 9 ?ickness 7,example #dig-;,c74 ,! diff]5ce %\ld be at lea/ z two to "o4 ,x is ab\t t 9 ,cloi/] ,old/yle1 b 9 ,bask]ville ,roman 7,example #dif7 x is z six to "o4 ,:5 ! diff]5ce 9 ?ick & ?9 l9es is exagg]at$1 z 0 done 9 ! n9ete5? c5tury1 ! result is a c>icature & type t is almo/ impossible to read1 ev5 9 l>ge sizes4 ,illu/ration3 ,,example #ejj ,heavy /rokes 9 ! l[] left & upp] "r "p ( curves ,illu/ration3 ,,example #eja ,heavy /rokes 9 v]tical positions ,g5]ally ! di/ribution ( ?ick & ?9 l9es 9 ,roman lett]s1 z %[n 9 ,example #dif1 is z foll[s3 ,all v]tical /rokes are ?ick 7except+ 9 ,m1 ,n1 ,u74 ,horizontal /rokes are ?94 ,diagonal /rokes runn+ d[n f left to "r are ?ick1 & f "r to left are ?9 7except+ ,z1 z74 ,:5 ?is rule is rev]s$1 z 0 actually done by a n9ete5?-c5tury typef\nd] 9 a weird attempt at novelty1 !re is begott5 a mon/rosity4 ,good typography requires t basic pr9ciples be adh]$ to4 ,9 ! rec5t recutt+ ( ! ,roman type-face ( ,ni*olas ,j5son1 ! f\nd]s w5t all ! way back to 8 type = _! models1 & did n cont5t !mselves1 z !y did ne> ! end ( ! la/ c5tury1 ) copy+ ,morris's type or ! faces ( o!r f\ndries4 ,z ,j5son bas$ ! design ( 8 types closely on ,italian manuscripts1 we h 9 su* a face z ,cloi/] ,old/yle _m ( ! *>act]i/ics ( ! p5-made lett]s1 "o ( :i* is ! position ( ! ?ick /rokes on r\nd lett]s4 ,! ?ick /rokes on ! ,o1 z an in/ance1 in/ead ( be+ v]tical1 are diagonal4 ,?is is due to ! mann] ( hold+ ! p5 :5 lett]+4 ,:5 held to write v]tically & horizontally1 ! p5 makes l9es z 9 ,example #dih2 :5 held at a slant1 ! p5 makes ?ick l9es diagonally z 9 ,example #dii4 ,! ,c>ol9e ,m9uscules1 ^u :i* ! l[]-case types ( ,j5son 7 bas$1 7 writt5 ) a slant$ p54 ,9 ,example #ejj are to be se5 two well-kn[n type-faces on :i* ! slant$-p5 ?ick /rokes are us$4 ,9 ,example #eja are two faces t c\ld be made by writ+ v]tically4 ,x 0 ,mr4 ,g\dy :o re9troduc$ into type =ms a *>act]i/ic ( ,j5son's ,roman--t ( hav+ ! l[] s]ifs ext5d m to ! "r ?an to ! left1 z %[n by ,example #die-;,b4 99 99 99 99 99 ,asc5d]s & ,desc5d]s4--,n a little ( ! beauty ( ,roman type-faces lies 9 ! asc5d+ & desc5d+ /rokes1 & "o reason :y our types are becom+ m beautiful is t we are go+ ?ru a p]iod ( re/oration--! long-miss+ asc5d]s & desc5d]s are be+ giv5 back to u1 aft] an abs5ce ( _m ye>s4 ,:at %\ld be ! l5g? ( ^! /rokes8 ,edw>d ,john/on1 9 8,writ+ & ,illum9at+ & ,lett]+10 illu/rates ?is po9t 7,example #ejc71 & says3 8,! l9es 9 mass$ writ+ are kept z close toge!r z is compatible ) legibility4 ,! usual di/ance ap>t ( ! writ+ l9es is ab\t ?ree times ! hight ( ! lett] o4 ,! desc5d+ /rokes ( ! upp] l9e mu/ cle> ! asc5d+ /rokes ( ! l[] l9e40 ,bodoni1 ! ,italian typef\nd]1 _h a sy/em ( measurem5t = ! proportions ( 8 l[]-case lett]s3 8,divide ! body ( ! type into sev5 p>ts & let two at ! top & two at ! bottom be = ! asc5d]s & desc5d]s & ! ?ree 9 ! middle = ! o!r lett]s40 ,! asc5d]s & desc5d]s1 z f\nd 9 ,cloi/] ,old/yle & 9 ! orig9al ,caslon ,old/yle1 approximate ! proportions giv5 by ,bodoni4 ,half ! lett]s ( ! l[]-case alphabet--?irte5--are ( ! hight ( ! o1 & we w call !m ! small lett]s4 ,! lett]s ) asc5d+ /rokes numb] eight1 ) desc5d+ /rokes five 7,example #ejb74 ,because ! desc5d+ lett]s are only five 9 numb]1 !y are mo/ frequ5tly pick$ out = mutilation4 ,?is saw+ (f ( a portion ( ! desc5d+ /rokes cripples ! lett]s j z ! saw+ (f ( a portion ( a man's legs cripples 8 body4 ,n only is typography made imp]fect by miss+ desc5d]s1 b1 g5]ally1 ! practice has work$ t[>d ! deg5]ation ( type pr9t1 mak+ x less easy to read1 z ! l9es set too close toge!r4 ,:5 ! desc5d]s are ( prop] l5g? !y ma9ta9 a /rip ( blank space betwe5 l9es1 b :5 !y are cut (f ! pr9t] mu/ add leads to recov] ! space--:i* he seldom does4 ,! pr9t] & us] ( typography h be5 us+ false logic 9 favor+ type-faces t h desc5d]s cut (f4 ,!y ?9k !y are gett+ m = _! money :5 !y obta9 a normal twelve-po9t type-face on an elev5-po9t body1 b z ! "o-po9t l9e> space mu/ be re/or$ by lead+1 !re is no?+ ga9$4 ,sci5ti/s1 9 ! /udy ( eye hygi5e1 h asc]ta9$ t a c]ta9 am\nt ( space betwe5 l9es is necess>y to save eye/ra91 & ! desc5d]s are ess5tial 9 furni%+ "s ( ?is ne$$ space4 ,illu/ration3 ,,example #ejb ,( ! tw5ty-six lett]s ( ! alphabet1 eight h asc5d+ /rokes1 five h desc5d+ /rokes1 & ?irte5 h nei!r ,! desc5d+ curves ( ! l[]-case g are a ?+ ( beauty :5 all[$ fre$om 7,example #ejd-;,a71 b on ! %ort5$ plan !y resemble a man cramp$ ) rheumatism1 9 ne$ ( crut*es4 99 99 99 99 99 ,proportion ( ,lett]s4--,"o ( ! elem5ts 9 ! beauty ( ! anci5t ,roman /one-c>v$ alphabet is ! proportion ( its lett]s4 ,g\dy1 draw+ lett]+ & design+ type-faces model$ aft] ! inscription capitals ( ! ,romans1 has _h a l>ge influ5ce 9 reviv+ good proportion 9 type4 ,cloi/] ,old/yle 7,example #dfg-;,a71 design$ by ,l4 ,m4 ,b5ton aft] ,j5son's lett]1 is an excell5t /udy ( ! old proportions introduc$ 9 pres5t-day type-faces4 ,h[ev]1 !re is no type t has ! beauty ( proportion to be f\nd 9 ! ,roman capitals 7,example #dfd-;,a7 reproduc$ f an inscription on ! ,trajan column at ,rome4 ,! au?or has endeavor$1 9 pla9 l9es1 to trace ^! capitals & %[ _! proportions on a backgr\nd ( squ>es4 ,x w be se5 t ! wid? ( ! lett]s ,b1 ,e1 ,f1 ,l1 ,p1 ,s is less ?an half _! hight1 & ab\t half ! wid? ( ,o1 ,m1 ,q1 ,c1 ,g & ,d4 ,x is ?is contra/ 9 wid? z well z 9 %ape t makes ! alphabet z a :ole s pleas+4 ,comp>ison ( ! capitals ( ! six /&>d faces 9 ,example #dfg w %[ t 8old-/yle0 faces t5d t[>d ! old ,roman proportions & t 8mod]n0 types1 su* z ,bodoni ,book & ,c5tury ,exp&$ 7,example #dff-;,b71 reveal an ef=t to make ! capitals z uni=m 9 size z possible4 ,typewrit] types are an example ( :at happ5s :5 ?is idea ( uni=mity is c>ri$ to its logical end4 ,x is really n necess>y to ?r[ ,beauty out ( ! back door z ,utility is admitt$ at ! front4 ,bo? c live happily "u ! same ro(4 ,z w be se5 by ,example #ejg1 ! l[]-case lett]s are made up ( a v>iety ( curv$ l9es1 & v]tical1 horizontal & diagonal /rokes1 ! purpose be+ ! same z t ( hav+ capitals ( diff]5t wid?s1 to make !m :5 jo9$ toge!r 9 words readable & pleasant to look at4 ,! ^w 8m9imum0 is an example ( unpleasant monotony 9 ! repetition ( simil> =ms4 ,illu/ration3 ,,example #ejc ,9 good lett]+1 ! desc5d+ /rokes are z long z ! asc5d+ /rokes4 ,f ,john/on ,illu/ration3 ,,example #ejd 7,a7 ,h[ desc5d]s are frequ5tly cramp$4 7,b7 ,compression ( upp] or l[] ends ( lett]s z f\nd 9 8improv$0 ,caslon ,old/yle ,,legibility ,,( ,,type-,,faces ,type matt] %\ld be easy to read1 & ?is end is atta9$ n only 9 ! design+ ( type-faces b 9 ! mann] ( _! use4 ,_m te/s = legibility h be5 made 9 ?is c\ntry & 9 ,europe1 b none ( !m1 s f> z ! writ] kn[s1 has consid]$ ! mann] ( pr9t+ ! types & ! "* ( ! pap] surface z factors 9 legibility1 al?o glossy pap] has be5 condemn$ because ( its reflection ( light1 & cream-:ite pap] pref]r$ to blue-:ite4 ,!re is %[n z ,example #dfc a te/ made 9 ! pr9t+ ( ! same type-faces on a h>d-f9i%$ pap] & on a s(t-f9i%$ pap]4 ,! ,caslon & ,bodoni types are n only m legible on ! s(t-f9i%$ /ock1 b ! "* ( ! designs is br\ght out4 ,! results ( ?is demon/ration %\ld n be wond]$ at1 z ! orig9al ,caslon & ,bodoni types 7 int5d$ to be pr9t$ on s(t-f9i%$ /ock1 & n on highly cal5d]$ coat$ pap]4 ,/udies 9 legibility are pres5t$ 9 ,example #ejh4 ,z !re are _m details t c\nt 9 ! production ( good-look+ typography1 s !re are seem+ trifles :i* g to make typography easily read4 ,9 8,a0 !re are gr\ps set 9 ,*elt5ham ,old/yle & ,cloi/] ,old/yle4 ,z ,*elt5ham is n>r[] 9 =m & closely set1 x is m suitable = long1 n>r[ pages or columns4 ,cloi/]1 on ! o!r h&1 con=ms bett] to wid] pages & columns4 ,9 light] types 7,b7 ,bodoni ,book & ,caslon ,old/yle are simil>ly comp>$4 ,= fur!r illu/rations ( ?is po9t see ,examples #eji & #eaj4 ,"o ( ! te/s previ\sly ref]r$ to prov$ ,go?ic 7,c7 ! mo/ legible type-face4 ,?is un%ad$1 s]ifless type1 :i* has long be5 popul> on sales bills & = adv]tisem5ts 9 "s newspap]s & trade publications1 is n approv$ by ^? :o believe !re %\ld also be "* 9 type-faces1 z x lacks ! two ess5tials ( typographic beauty--s]ifs & contra/+ ?ickness ( /rokes4 ,!n1 aga91 x is n z legible 9 ! mass z 9 s+le l9es4 ,illu/ration3 ,,example #eje ,9 ! old-/yle ,arabic num]als1 five figures desc5d$1 two asc5d$ & ?ree did nei!r4 ,! mod]n /yle is to h !m ( "o hight ,:ile bold-face types1 especially ^? ) decid$ contra/s 9 ?ickness ( /rokes1 are legible :5 us$ 9 gr\ps ( two to a half-doz5 words1 !y greatly tire ! eye :5 us$ = entire pages ( text4 ,= ?is reason ,bodoni ,book is to be pref]r$ ov] ,bodoni = text purposes 7,d74 ,! writ] came to ?is conclusion :51 dur+ ! read+ ( a book set 9 ,bodoni1 he f\nd x necess>y frequ5tly to /op because ( eye fatigue produc$ by ! %>p contra/s & bewild]+ m$ley ( light & %ade4 ,x is g5]ally conc$$ by au?orities t l[]-case types 9 ! same size ( lett] are m legible ?an capitals 7,e7 & %\ld be us$ = head+s & = display l9es 9 adv]tis+ matt]1 :]e easy read+ is ess5tial4 ,assum+ t ! l>ge/ possible face on ! smalle/ possible type body results 9 legibility & all[s m matt] on a page1 bo? us]s & mak]s ( type h 9 _m fonts caus$ ! desc5d+ & asc5d+ /rokes to be %ort5$4 ,! l[]-case lett]s g1 j1 p1 q & y h be5 ! pr9cipal suff]]s1 z !y are ! only ones ) desc5d+ /rokes4 ,! asc5d+ /rokes ( lett]s b1 d1 f1 h1 k & l h be5 treat$ ) m respect1 & _! pr9cipal ance/or1 ! ,c>ol9e ,m9uscule1 w\ld n h s mu* difficulty 9 recogniz+ !m4 ,! left portion ( section ,f ( ,example #ejh %[s :at ?is practice has done to ,caslon ,old/yle4 ,x has also affect$ legibility by less5+ ! space betwe5 l9es 7see also ,example #eji71 & read+1 already difficult1 is made /ill m s by ! excess space t c>eless h& compositors & 8spe$y0 ma*9e op]ators place betwe5 words4 99 99 99 99 99 ,illu/ration3 ,,example #ejf ,! space betwe5 words 9 good lett]+1 accord+ to ,john/on1 is less ?an ! wid? ( lett] 8o0 7l[]-case7 ,illu/ration3 ,,example #ejg ,! l[]-case lett]s gr\p$ accord+ to =mation4 ,z g5]ally mix$ 9 v>i\s comb9ations1 di/9ctive ^w gr\ps are =m$4 ,! ^w 8m9imum0 is an exception ,space ,betwe5 ,words4--,! eyes c1 9 ! same space ( "t1 read _m m words if ! words are n>r[ly spac$ ?an if !y are widely spac$4 ,! e>ly pr9t]s knew ?is & set type accord+ly4 ,:5 l[]-case lett]s are widely spac$ "o lett] mu/ be read at a "t 7#ejh-;,i74 ,:5 words are widely spac$ "o ^w mu/ be read at a "t4 ,a p]son accu/om$ to read+ reads by ?\ghts--gr\ps ( words or s5t5ces4 ,ev5 9 ! s*ools !y are disc>d+ ! long-us$ me?od ( tea*+ ! ,a-,b-,cs1 & in/ead ( at fir/ le>n+ ea* lett] sep>ately1 ! *ild le>ns to "k words by _! =mation & to read by ^w gr\ps4 ,! pres5t preval5ce ( wide spac+ 9 ! composition ( books1 catalogs1 pamphlets1 p]iodicals & newspap]s is a legacy f ! ante-ma*9e p]iod4 ,9 h&-set days1 job & book compositors1 :5 !y 7 call$ on to set s-call$ /raight matt]1 7 requir$ to use great c>e 9 spac+4 ,9 ! spac+ out ( a l9e ! consci5ti\s compositor w\ld remove ?ick spaces & ins]t ?9 spaces r ?an add mu* extra space betwe5 ! words4 ,! newspap] compositor1 on ! o!r h&--he usually be+ a piece work]--seldom ?9-spac$1 b lib]ally add$ space betwe5 words1 especially on occasions :5 8 8take0 0 to 8meet0 t ( ano!r compositor4 ,:5 ma*9e composition 0 introduc$ ! spac+ practices ( ! news-room h& compositor 7 pass$ along to ! ma*9e1 ) ! result t today a page ( ma*9e matt] set 9 ! av]age c>eless way %[s op5 spaces runn+ irregul>ly d[n ! page1 resembl+ a tr5* map ( a mod]n battlefield4 ,close spac+ & ! resultant neat & readable appe>ance ( ! page are possible 9 ma*9e composition1 z _m us]s ( ^! ma*9es are obta9+ su* results2 b ! g5]al /&>d1 due n a little to ! dem& = rapidity & some:at to ignorance ( ! fundam5tals ( good typography1 is humiliat+ly l[4 ,! design & =m ( ! type-face1 ( c\rse1 det]m9e ! am\nt ( space betwe5 words4 ,john/on tells lett]]s t 8! av]age space betwe5 two words is less ?an ! wid? ( ! lett] o40 ,example #ejf is illu/rative4 ,a newspap] editor "s ye>s ago ask$ ! h& compositors to ?9-space1 z !re 0 a great deal ( copy t day1 :]eupon ! pr9t]s all laugh$ 9 ridicule ( ! lay notion t su* a proc$ure w\ld be ( mu* use4 ,t ! reque/ 0 n su* an impractical "o 0 rec5tly borne out by an exp]i5ce ( a p]iodical publi%]1 :o1 on ! ma*9es 9 8 own %op1 produc$ close-spac$ matt]4 ,9 an em]g5cy an outside ma*9e-composition h\se 0 call$ on to set a "p ( ! copy4 ,:5 ! "w ( mak+ up 0 complet$1 x 0 f\nd t !re 7 sev]al galleys ( matt] t c\ld n be us$1 al?o !re 0 no m copy ?an usual4 ,by aga9 ref]r+ to ,example #ejh-;,f x w be se5 t 9 ! left gr\p spac+ betwe5 words is lavi%1 :ile 9 ! "r gr\p !re is no wa/e ( su* spac+4 ,al?o !re is m space betwe5 ! l9es ( ! "r gr\p1 x conta9s ?ree m words ?an ! left gr\p4 ,9 ! l[] "p ( ,example #ejh is ! ^w 8,typography0 set 9 small six-po9t1 & ne> ! ^w is ! lone lett] a1 same size4 ,x is difficult = a p]son )\t excell5t eyesight to id5tify ! small six-po9t 8a10 b he c m easily & z quickly read ! ^w made 9 ! same size f t5 lett]s4 ,:5 ! lett]s ( ! ^w 8,typography0 are widely spac$ 7ev5 9 l>g] size1 z %[n7 !y mu/ be read "o lett] at a "t1 b :5 closely assembl$ !y c be se5 at a glance & read t5 times z rapidly4 ,an exp]i5c$ pro(read] does n read a galley lett] by lett]1 b recognizes a wrong type because ! natural =mation ( ! ^w has be5 brok54 ,c>ry+ ! exp]im5t fur!r1 place 9 8op5 =mation0 ! words 8,art & ,practice ( ,typography10 & !y mu/ be read sl[ly "o ^w at a "t1 b gr\p ! words closely1 z has be5 done 9 ! l[] left ( ! same ,example #ejh1 & ! entire gr\p ( words c be read practically at a glance4 ,j z an illit]ate p]son labori\sly reads lett] by lett]1 a "y *ild beg9n+ to read w see only "o ^w at a "t4 ,:ile on rudim5t>y prim]s ! words %\ld be isolat$1 !re is no necessity = wide spac+ betwe5 words 9 text matt] int5d$ = adults4 ,illu/ration3 ,,example #ejh ,legibility & o!r qualities illu/rat$ ,l5g? ( ,l9es4--,?is leads to consid]ation ( ! effect l5g? ( l9es has on read+4 ,! ,bo>d ( ,education ( ! city ( ,new ,york disqualifies textbooks 9 :i* ! l5g? ( l9e is m ?an #ajj millimet]s 7ab\t tw5ty-f\r picas1 or f\r in*es74 ,! maximum l5g? ( l9e recomm5d$ by ! ,briti% ,association = ! ,advancem5t ( ,sci5ce 9 #aiab is ab\t ! same4 ,pr(essor ,huey1 9 8,! ,psy*ology & ,p$agogy ( ,read+0 7#aijg71 says3 8,!re is a g5]al cons5sus 9 favor ( ! %ort] z aga9/ ! long] l9es1 ) a t5d5cy to favor #ij millimet]s z a maximum1 "s plac+ ! maximum at #ajj millimet]s40 ,dr4 ,javal1 ! ,fr5* oculi/1 :o ?irty-five ye>s ago made te/s 9 typography1 believes ! maximum %\ld be consid]ably bel[ #ij millimet]s 7ab\t #ba picas74 ,x w\ld be well1 9 ord] to arrive some:]e 9 det]m9+ ! prop] l5g? ( l9e1 to consid] ! size & k9d ( type t makes up ! l9e4 ,! au?or asks consid]ation ( ,examples #eji & #eaj4 ,! l5g? ( l9e is limit$ by au?orities because ! eye f9ds x difficult to read a long l9e ( comp>atively small type4 ,isn't x true t heal?y eyes c read a l9e ( type twelve in*es long set 9 fifty-f\r-po9t ,caslon ,old/yle1 say1 ) ! same ease z a l9e f\r in*es long set 9 eighte5-po9t ,caslon ,old/yle8 ,by ! same reason+1 ! l9e ( twelve-po9t ,caslon ,old/yle set ?ree in*es wide 7,example #eji7 is z easily read1 aft] ! eyes are focus$ on x1 z ! l9e ( eighte5-po9t ,caslon set f\r in*es wide4 ,! au?or sugge/s1 !n1 t ! prop] l5g? ( type l9es be asc]ta9$ by measur+ "o-&-a-half alphabets ( ! l[]-case ( ! desir$ type1 z is demon/rat$ 9 ,example #eaj4 ,let u try out ! top gr\p--,caslon ,old/yle4 7,?is type-face seems small]1 accord+ to body sizes1 ?an ,scot* ,roman1 = ! reason t its desc5d+ /rokes h n be5 cut (f1 :ile ^? ( ! ,scot* ,roman gr\p h be5 %ort5$2 b ( ?is m lat]47 ,a l[]-case alphabet-&-a-half ( twelve-po9t ,caslon ,old/yle 7) long desc5d]s7 measures #ag picas 9 l5g?1 z w be se5 9 ,example #eaj4 ,h[ x appe>s set 9 words 9 two l9es ( ! same measure is to be se5 9 ! upp] "p ( ,example #eji4 ,accord+ to ! work+ out ( ! plan1 #ag picas is ! ideal l5g? ( l9e = books us+ ?is twelve-po9t type4 ,by ref]r+ back to ,example #abg 9 ! *apt] on 8,books10 ! !ory w be f\nd borne out 9 practical use on a model book page4 ,te/+ ! l5g? ( l9es by read+ 7,example #eji71 x w be f\nd1 if ! di/ance betwe5 ! eyes & book is l5g!n$ z ! sizes gr[ l>g]1 t ! l9e is %ort en\gh n to necessitate a hunt = ! beg9n+ ( ! second l9e aft] ! fir/ is read4 ,! optical disadvantage ( us+ 9 "o piece ( pr9t+ type-faces ( any great contra/ 9 sizes may be prov$ by focus+ ! eyes s z easily to read ! eighte5-po9t size & !n *ang+ quickly to ! eight-po9t size1 attempt+ to read ! latt] )\t aga9 focus+ ! eyes to fit ! small] type4 ,!re is a te*nical z well z an optical reason = det]m9+ ! l5g? ( l9e by measurem5t ( ! types !mselves4 ,x w be se5 by ,example #eji t ! copy adju/s itself to ! v>i\s l5g?s ( l9es1 or1 9 ! v]nacul> ( ! pr9t]1 8works out l9e = l9e40 ,if f\rte5-po9t type1 in/ead ( twelve-po9t type1 7 set 9 l9es measur+ fifte5 picas 9 l5g?1 ! compositor w\ld h m difficulty 9 adju/+ ! spaces betwe5 words1 z ^! spac+ po9ts w\ld numb] two less4 ,?is difficulty is usually solv$ by regrettable wide spac+ betwe5 words or m regrettable spac+ betwe5 lett]s4 ,te/+ types us$ on newspap]s1 select+ = ! purpose ! mo/ us$ newspap] l9otype face 7see l[] "p ( ,example #eaj71 we f9d t ! l5g? ( l9e = six-po9t %\ld be ?irte5 picas & = sev5-po9t f\rte5 picas4 ,z actually us$ 9 newspap]s1 ! l5g? ( l9e is usually twelve & a half or ?irte5 picas4 99 99 99 99 99 ,approv$ ,type ,sizes & ,space ,betwe5 ,l9es4--,! type 9 ! upp] "p ( ,example #eji also illu/rates ! sizes ( type & ! am\nt ( space betwe5 type l9es t inve/igators h det]m9$ are m9imum = use on s*oolbooks4 ,dr4 ,cohn1 ^: f9d+s 9 ^! matt]s h be5 practically indors$ by educational bo>ds & writ]s on s*ool hygi5e1 /ipulates t = fir/-ye> s*ool *ildr5 ! v]tical measurem5t ( ! l[]-case o %\ld be at lea/ #b4f millimet]s1 ) space betwe5 l9es 7measur+ v]tically betwe5 a l[]-case o 9 "o l9e & a l[]-case o 9 ! l9e above or bel[7 ( #d4e millimet]s4 ,tw5ty-two-po9t ,caslon ,old/yle1 ) long desc5d]s 7n %[n "h71 con=ms to ^! measurem5ts4 ,= ! second & ?ird ye>s1 ! measurem5t ( ! o %\ld be at lea/ #b millimet]s1 ) space betwe5 l9es ( #d millimet]s4 ,eighte5-po9t ,caslon ,old/yle1 ) long desc5d]s 7z %[n 9 ,example #eji71 con=ms to ^! measurem5ts4 ,! f\rte5-po9t size meets ! requirem5ts = ! f\r? s*ool ye>--at lea/ #a4h millimet]s1 ) space betwe5 l9es ( #c4f millimet]s4 ,aft] ! f\r? s*ool ye> ! type %\ld measure n less ?an #a4f millimet]s1 ) space betwe5 l9es ( #c millimet]s1 to :i* twelve-po9t ,caslon ,old/yle1 ) long desc5d]s1 con=ms4 ,! desc5d+ /rokes are suffici5tly long 9 ! eighte5-po9t size to ma9ta9 betwe5 ! l9es ( type ! am\nt ( spac+ /ipulat$ by ,dr4 ,cohn1 b 9 ! f\rte5-po9t size x 0 necess>y to add a two-po9t lead & 9 ! twelve-po9t size a "o-po9t lead4 ,9 comp>+ "o font ( type ) ano!r1 x is n accurate to comp>e1 say1 elev5-po9t ) elev5-po9t4 ,n infrequ5tly "o type-face has be5 pron\nc$ m readable ?an ano!r1 :5 ! pref]r$ type-face 0 really a twelve-po9t face on an elev5-po9t body1 ) ! desc5d+ /rokes mutilat$ to all[ = su* an arrangem5t4 ,! faces %\ld be comp>$ by ! ,cohn me?od giv5 above4 ,! panel ins]t$ 9 ,example #eji is illu/rative4 ,! ?ree lett]s 7,hdp7 at ! left are tw5ty-f\r-po9t 8l9+0 ,caslon2 ! ?ree lett]s 7,hdp7 at ! "r are ?irty-po9t ,caslon ,old/yle ,no4 #dga4 ,! economical pr9t] too (t5 pref]s ! 8l9+0 fonts1 z he does n ne$ to buy wa/e 787 metal4 ,x is ! same sort ( reason+ t sees 9 ! p>k spaces ( ! cities real-e/ate wa/e4 ,! laws ( comp5sation 9 good typography require1 :]e "o po9t or two po9ts or m are unwisely remov$ by %ort5+ desc5d]s1 t ^! po9ts %all be re/or$ by lead+4 ,s :]e is ! ga9 by mutilation8 ,,italic ,,types ,italic1 ! graceful1 incl9$1 fem99e type t is n[ mat$ ) mo/ ,roman types1 0 n kn[n by ,j5son or 8 contempor>ies4 ,x made its appe>ance = ! fir/ "t 9 #aeja on a book pr9t$ & publi%$ at ,v5ice1 ,italy1 by ,aldus ,manutius4 ,9 t volume1 an edition ( ,virgil1 ,aldus gave cr$it = ! cutt+ ( ! face to 8,francia ( ,bologna10 :o has s9ce be5 id5tifi$ z ! great pa9t] & contempor>y ( ,leon>do da ,v9ci4 ,! leg5d has be5 pass$ along = _m ye>s t ,italic 0 fa%ion$ aft] ! h&writ+ ( ! ,italian poet ,petr>*1 b specim5s ( 8 h&writ+ d n be> ! prop] resemblance1 & !re are n[ ^? :o sc(f at ! /ory4 ,h[ev]1 ! ,aldus ,italic is n1 z "o writ] decl>es1 m]ely an incl9$ ,roman4 ,z x has be5 recut by ! ,am]ican ,type ,f\nd]s ,company & mat$ ) ,cloi/]1 ! recut ,roman lett] ( ,j5son1 !re is opportunity to comp>e ,italic & ,roman l[]-case1 :i* is done 9 ,example #eae4 ,x w be se5 t1 :ile !re is a family resemblance1 !re are _m diff]5ces o!r ?an t ( m]e incl9ation4 ,italic capitals1 h[ev]1 are incl9$ ,roman lett]s1 b x %\ld be rememb]$ t ,aldus & ,francia did n make or use ,italic capitals1 b t ) ! slant+ l[]-case lett]s ,aldus us$ small ,roman capitals4 ,example #eac %[s h[ ?is 0 done1 & ?is example1 by ! way1 is a resett+ 9 ,cloi/] ,italic & ,roman small capitals ( ! ,aldus page1 reproduc$ on page #ae ( ! *apt] on 8,! ,spread ( ,typography40 ,9 t *apt] are includ$ fur!r facts ab\t ?is fam\s pr9t]4 ,illu/ration3 ,,example #eji ,! v>i\s sizes ( type set to l5g?s det]m9$ by measur+ z 9 ,example #eaj4 ,also %[+ ! space betwe5 l9es ne$$ = easy read+4 ,! size ( type-face & space betwe5 l9es ( ! eighte5-po9t1 f\rte5-po9t & twelve-po9t ( ! ,caslon gr\p h be5 au?oritatively recomm5d$ = s*oolbook pr9t+ 7,read page #ahh7 ,illu/ration3 ,,example #eaj ,asc]ta9+ ! prop] optical l5g? ( l9e by measur+ a l[]-case alphabet-&-a-half ( ea* size & /yle ( type4 ,?is me?od furni%es a practical rule = det]m9+ l5g?s ( l9e4 7,read pages #ahg & #ahh47 ,! accompany+ scales may be us$ = measurem5ts ,illu/ration3 ,,example #eaa ,moxon's ,italic capitals ( #afgf ,examples #eaa1 #eab & #ead are reproductions ( ,moxon's draw+s 7#afgf7 ( ! ,italic types ( a ,dut* pun* cutt]4 ,!y %[ ! "* ( ,italic us$ 9 ! sev5te5? c5tury4 ,! long s ( t "t is includ$ 9 ,example #eab1 & ,example #ead %[s ! decorat$ ,italic capitals t we "k z 8,swa% lett]s40 ,illu/ration3 ,,example #eac ,resett+ 9 ,cloi/] types ( an example on page #ae ( ?is book ( ! orig9al ,italic types ( ,aldus & ,francia ,swa% ,italic capitals & ! old-/yle long s are to be _h ) ,caslon ,old/yle4 ,see ,example #eag4 ,! ,italic mates ( a few ( ! pres5t-day ,romans are %[n 9 ,example #eaf4 ,illu/ration3 ,,example #eab ,! ,italic l[]-case ( ,moxon1 ) long 8s0 77 ,illu/ration3 ,,example #ead ,decorat$ capitals1 or ,swa% lett]s1 z drawn by ,moxon f ,dut* s\rces ,illu/ration3 ,,example #eae ,! fir/ ,italic 0 n made m]ely by incl9+ ! ,roman l[]-case lett]s4 ,cloi/] ,old/yle 7upp] l9e7 is model$ aft] "o ( ! fir/ ,roman types1 t ( ,j5son1 cut 9 #adgj4 ,cloi/] ,italic is model$ aft] ! fir/ ,italic type ( ,aldus & ,francia1 #aeja ,italic types1 besides ! in/ances previ\sly m5tion$1 may be se5 9 use on pages #ag1 #ah1 #ai1 #bj1 #bb1 #bc1 #bd1 #be1 #bf1 #cb1 & 9 ,examples #de1 #ih1 #ajj1 #abh1 #ach1 #aci1 #add1 #aeb1 #aeh1 #afh1 #afi1 #agj1 #aga1 #ahj1 #ahe1 #aia1 #bae1 #bbb1 #bbc1 #bbd1 #bcb1 #bdj1 #bde1 #bdf1 #bej1 #bfb1 #bhb1 #bib1 #bid1 #big1 #bii1 #caj1 #caa1 #cac1 #cad1 #cae1 #caf1 #cbe1 #cbf1 #cbi1 #cca1 #ccb1 #ccf1 #cdb1 #cdc1 #cde1 #cdf1 #cdi1 #cfc1 #cgb1 #cgd1 #cge1 #chd1 #chg1 #cij1 #cid1 #cif1 #cih1 #cii1 #dja1 #djb1 #djd1 #dje1 #djf1 #dab1 #dac1 #dad1 #dah1 #dbj1 #dbc1 #dbd1 #dbf1 #dbh1 #dbi1 #dgb1 #dgg1 #dha & #dhc4 ,illu/ration3 ,,example #eaf ,a few ,italic type-faces ,,text ,,types ,gut5b]g & o!r ,g]man pr9t]s :o foll[$ him fa%ion$ _! type-faces aft] ,black ,lett]1 ! =mal writ+ ( ! ,g]man scribes1 z ,j5son fa%ion$ 8 type-face aft] ,:ite ,lett]1 ! =mal writ+ ( ! ,italian scribes4 ,! ,:ite ,lett] ( ,j5son grew into ! ,roman types t today are us$ almo/ exclusively 9 ,france1 ,engl& & ,italy & 9 our own c\ntry1 :ile ,black ,lett] develop$ into ! ,g]man types t are almo/ exclusively us$ 9 ! ,g]man ,empire4 ,z ?is is be+ writt51 ! ,great ,w> is be+ f\ght4 ,am]ica has j ent]$ x1 & x is a co9cid5ce t ! c\ntries favor+ ,:ite ,lett] are on "o side 9 ! /ruggle & ! c\ntries favor+ ,black ,lett] on ! o!r side4 ,! ye>s t foll[ ! w> may see1 s f> z g5]al read+ purposes are conc]n$1 ! gradual elim9ation ( ! lett] we "k z ,text & ! l>gely increas$ use ( ,roman *>act]s 9 ! books & newspap]s ( all races4 ,! ,g]mans are already favor+ a ,roman half ,text 9 "* 7,example #eba74 ,illu/ration3 ,,example #eag ,complete ,roman & ,italic alphabets ( ,caslon ,old/yle ) 8,swa% lett]s0 & long 8s0 77 ,text type1 besides be+ kn[n z ,black ,lett]1 is also call$ ,go?ic & ,old ,engli%2 ,go?ic because ( its pref]5ce by ,go?ic or ,g]man peoples1 & ,old ,engli% because ( its use by ,wynkyn de ,worde & o!r e>ly pr9t]s ( ,engl&4 ,moxon1 9 #afgf1 drew an alphabet ( ,text lett] 9 bo? capitals & l[]-case 7,examples #eah & #eai71 & ,caslon1 9 ! eighte5? c5tury1 cut a ,text lett] simil> b some:at ?9n] 9 =m4 ,alt]ation 9 capitals works great *anges 9 ,text type4 ,text lett] 9 a v>iety ( designs is us$ 9 ,am]ica = special purposes--sometimes z head+s ( newspap]s or = a l9e on /ation]y1 b because x is g5]ally consid]$ illegible x seldom is giv5 place1 except 9 ,g]man-language newspap]s1 on body portions ( pr9t$ "w4 ,! /ory ( ! evolution ( ,text type f ,roman capitals has already be5 told on pages #e & #f ( ! *apt]1 8,:5 ,books ,7 ,writt510 & "u ! head1 8,developm5t ( ! ,roman ,type-,face10 9 ?is *apt]4 ,x is illu/rat$ 9 ,example #dfe4 ,illu/ration3 ,,example #eah ,illu/ration3 ,,example #eai ,text capitals & ,text l[]-case lett]s z drawn by ,moxon 9 #afgf ,illu/ration3 ,,example #ebj ,two /&>d ,g]man type-faces1 ! ,fractur & ! ,s*waba*] ,illu/ration3 ,,example #eba ,! half-,go?ic & half-,roman type-face n[ favor$ 9 ,g]many z ! ne>e/ approa* to ! ,roman all[$ by national prejudice ( read]s ,text type may be se5 9 use1 ev5 to a small ext5t1 on pages #e1 #g 7ins]t71 #h1 #i1 #ab1 #ac 7ins]t71 #ad 7ins]t71 #af1 #ag1 #ah1 #bg 7ins]t71 #ca1 & 9 ,examples #ai1 #bg1 #cb1 #cg1 #ge1 #gf1 #ajg1 #aae1 #aag1 #aah1 #acg1 #adc1 #ade1 #adf1 #adg1 #aeg1 #aeh1 #aei1 #bjj1 #bja1 #bjb1 #bjd1 #bjf1 #baf1 #bai1 #bbj1 #bba1 #bbg1 #bbh1 #bcb1 #bcc1 #bcg1 #bda1 #bdc1 #bdd1 #beg1 #bgg1 #bhe1 #bhg1 #cja1 #cjg1 #cai1 #ccc1 #ccf1 #cdg1 #cec1 #ced1 #ceh1 #cfa1 #cib1 #djd1 #dje1 #dba & #dbe4 ,illu/ration3 ,,example #ebb ,sev]al repres5tative ,text types ,,block ,,types ,! /yle ( lett] kn[n z 8,block10 because ( its pla91 squ>e appe>ance1 is m 9 use ?an x %\ld be 7,example #ebc74 ,x s]ves a purpose = v small sizes ( lett]+ on li?ograph$ /ation]y & on blank "w1 its capitals be+ m legible ?an regul> ,roman capitals 9 dim9utive =m2 b its use on p]iodical & newspap] adv]tis+1 books & g5]al job "w is deplorable4 ,x is an unf9i%$ ,roman lett]1 z %[n by ,example #dig4 ,x is really n admissible to ! company ( ! educat$ & in=m$ until s]ifs h be5 add$ & a diff]5ce 9 ?ickness ( /rokes is visible4 ,"s ,am]ican typef\nd] _m ye>s ago call$ ?is /yle ( face 8,go?ic10 & "u t "n ?is r que/ionable type is widely kn[n1 probably bett] kn[n ?an _m wor?i] faces4 ,x is possible1 also regrettable1 t x is ! 8be/ sell]0 ( ! type f\ndries' product4 ,ov] 9 ,scotl& & ,engl& ! type is call$ 8,sans-,s]if0 & 8,grotesque02 9 ,g]many x is kn[n z 8,block02 9 ,france & ,spa9 z 8,antique40 ,examples %[+ use ( 8,block0 type or 8,go?ic03 #bfc1 #bgf1 #bia1 #cje1 #cah1 #cbj1 #cba1 #cgc1 #djd1 #dje1 #djf4 ,po/] arti/s ( ,g]many & ,au/ria h develop$ ! 8,block0 type into a v /rong lett] ( wide /rokes1 :i*1 :5 pr9t$ 9 color1 %[ =? color values attractively 7,example #bce1 *apt] on 8,ann\ncem5ts074 ,?is /yle ( lett] has be5 br\ght out 9 type =m 9 ,g]many & 9 ,am]ica4 ,alphabets ( ! ,am]ican type 7,publicity ,go?ic & ,adv]tis]s' ,go?ic7 are %[n 9 ,example #ebd4 ,z indicat$ by ! titles1 ^! types s]ve a special purpose4 ,,bold ,,types ,!re is a legitimate use = bold type-faces1 especially 9 small sizes1 on books ( ref]5ce1 s*oolbooks1 catalogs1 & simil> pr9t$ "w1 b x is safe to wag] t half ! bold types 9 use1 & almo/ all ( ! l>ge sizes1 c\ld well be disp5s$ )4 ,:5 us$ to a great ext5t1 ! pr9t$ "w on :i* x appe>s is unattractive4 ,bold type is to typography :at ! bass drum is to music3 x fits 9 nicely = purposes ( acc5tuation & emphasis2 b :o likes a bass drum solo8 ,h[ev]1 a slight /r5g!n+ ( l9es sometimes s]ves special purposes well4 ,daniel ,elzevir us$ a lett] ) slightly deep5$ /rokes = ! ma9 l9e 9 ,example #dgg4 ,old-,/yle ,antique has long be5 popul> ) good pr9t]s = typography requir+ a d>k] tone ?an is giv5 by ,caslon ,old/yle2 ! s-call$ ,caslon ,bold w nev] really take its place4 ,mo/ ( ! /&>d type-faces ref]r$ to 9 ?is *apt] are procurable 9 bold =m4 ,cloi/] ,bold1 ,caslon ,bold1 ,bodoni ,bold & ,*elt5ham ,bold are includ$ ) a few o!r faces 9 ,example #ebf4 ,,ornam5tal ,,types ,typography has its p]iods ( ab/5tion & fa/+1 :i* usually foll[ p]iods ( revelry 9 decorative types 9 :i* good ta/e & dignity are n infrequ5tly s9n$ aga9/4 ,aft] ! typef\nd]s ( ! n9ete5? c5tury _h twi/$1 di/ort$1 decorat$1 %ad$ & o!rwise disguis$ ! ,roman alphabet until ,j5son1 ,aldus1 ! ,elzevirs1 ,caslon & ,frankl9 w\ld no long] recognize x1 ! us]s ( pr9t+1 ! pr9t]s & ! typef\nd]s became sob]$ & realiz$ :at !y _h done4 ,a p]iod ( fa/+ set 91 b1 recollections ( ! old typographic c>\sal we>+ (f1 ornam5tal lett]s aga9 began to appe>4 ,!y 7 on diff]5t models1 h[ev]--"s ( !m v good--& 7 acceptable = in=mal typography 7,example #ebg-;,c74 ,"s ornam5tal types ( hi/oric orig9 are bas$ on ! eighte5?-c5tury lett]s ( ,f\rni]1 ! ,fr5* typef\nd]1 & on ^? ( ,engli% f\nd]s 7,examples #ebg-;,a & #ebg-;,b74 ,illu/ration3 ,,example #ebc ,block types1 s]ifless & ( "o ?ickness ( /roke ,illu/ration3 ,,example #ebd ,mod]n-art po/] type2 ! upp] alphabet be+ kn[n z ,publicity ,go?ic1 & ! l[] "o z ,adv]tis]s' ,go?ic ,illu/ration3 ,,example #ebe ,mc,farland 7l[] l9e71 bas$ ^u ! ,fr5* ,old/yle 7upp] l9e71 ! /rokes hav+ be5 made bold] ,illu/ration3 ,,example #ebf ,a few repres5tative bold-face types ,,types ,,= ,,special ,,purposes ,!re are num]\s o!r faces1 _m ( !m admirable1 :i* = lack ( space _c be %[n or describ$ "h4 ,!re are type-faces = special purposes1 su* z ! imitation copp]plate-engrav+ faces1 made 9 ,engli% & ,fr5* ,scripts1 ,romans1 ,texts & ,go?ics2 imitation typewrit] faces1 gray-pr9t+ 8halftone0 faces1 su* z 7 us$ = _m ye>s z a head-lett] on ! ,ladies' ,home ,j\rnal4 ,illu/ration3 ,,example #ebg-;,a ,! eighte5?-c5tury ornam5tal types ( ,f\rni]1 ! ,fr5* f\nd] ,illu/ration3 ,,example #ebg-;,b ,e>ly n9ete5?-c5tury ornam5tal types ( ,engli% f\nd]s ,a doz5 pages1 7 !y available1 c\ld well be giv5 ov] to exhibits ( ! privately design$ types ( ! ,riv]side ,press1 ,m]rym\nt ,press1 ,univ]sity ,press1 ,village ,press & o!r notable pr9t+ (fices4 ,,! ,,influ5ce ,,( ,,g\dy ,a lib]al %[+ w\ld be wor? :ile ( ! v>i\s fonts design$ by ,fr$]ic ,w4 ,g\dy1 :o has done mu* 9 influ5c+ type design dur+ rec5t ye>s1 b x w be necess>y to be cont5t ) ! exhibit ( ,k5n]ley1 9 ,example #dfc1 & o!r faces by ,mr4 ,g\dy 9 use 9 prec$+ *apt]s4 ,k5n]ley1 ! be/ kn[n & mo/ *>act]i/ic ( ! ,g\dy lett]s 7#aiaa71 is %[n 9 ,examples #ahg1 #cac1 #cbi1 #cfd1 #cie1 #dcb1 #dde & #ddf4 ,=um1 made 9 capitals only1 is to be f\nd 9 ,examples #bj1 #bbi1 #ccd1 #cfj1 #cff & #cie4 ,g\dy ,old/yle is us$ 9 ,examples #cbd & #cia4 ,camelot1 :i* 0 ,mr4 ,g\dy's fir/ ef=t at type design+ 7#ahif71 appe>s 9 ,examples #dd & #abd4 ,pab/1 ano!r e>ly ef=t ( ,mr4 ,g\dy1 b n s good 9 design z 8 lat] types1 w be f\nd 9 ,examples #cj1 #ajj & #bad1 & also us$ 9 ?is book = headl9es1 captions1 title-page & cov] labels4 ,illu/ration3 ,,example #ebg-;,c ,type-faces ( ! ornam5tal k9d ,fr$]ic ,w4 ,g\dy is wield+ a l>ge influ5ce ov] art "w & typography 9 ,am]ica4 ,8 /yle ( lett]+1 decoration & type design+ is n[ to be f\nd on mu* ( ! good pr9t+ produc$ 9 our c\ntry4 ,8 type-faces are orig9al2 9 _! complet$ =m !y are n j l any "o type-face previ\sly us$1 b !y revive details 9 lett] =ms t = _m ye>s _h be5 consid]$ obsolete by typef\nd]s4 ,mr4 ,g\dy is a humani/2 he believes t type-faces %\ld be m expressive ( ! art ( ! lett]] ?an ! skill ( ! typef\nd]4 ,he is speak+3 ,type mu/ be f9ely & boldly design$ to be beautiful4 ,9 ! majority ( cases :]e ^! po9ts are claim$ = a type1 x w be f\nd t ! claims re/ on _! p]fect f9i%1 exact l9+ or rang+1 p]fection ( curve1 precise angles1 /raightness ( /em1 or %>pness ( s]if & hair l9e4 ,none ( ^! po9ts give beauty or legibility1 al?o !y may be pres5t 9 a type bo? beautiful & legible4 ,f9i% 9 ! design ( a lett] is a m]it only :5 x improves1 b if made at ! exp5se ( design x con/itutes a defect4 ,rusk9's univ]sal law1 t 8nei!r ar*itecture nor any o!r noble "w ( man c be good unless x be imp]fect10 applies no less to our type designs4 ,types are made to use1 & :5 spontane\s 9 design1 ! natural irregul>ities & defici5cies are signs ( life & s\rces ( beauty1 giv+ cr$it to ! design] = c>eful craftsman%ip accord+ to 8 ability4 ,! dem& = p]fection is evid5ce ( a misund]/&+ ( ! true ends ( art4 ,illu/ration3 ,,example #ebh-;,a ,! fir/ 8impr9t10 z f\nd on ,fu/ & ,s*ff]'s ,psalt] ( #adeg ,f ,de ,v9ne ,illu/ration3 ,,example #ebh-;,b ,colophon & impr9t by ,pet] ,s*ff]1 #adgf ,f ! orig9al 9 ! ,typographic ,libr>y & ,museum1 ,j]sey ,city ,illu/ration ,,impr9ts ,! pr9t]'s "n or device %\ld1 ) all reg>d to good ta/e1 be plac$ on e well-execut$ piece ( "w produc$ by him4 ,t ?is is n m (t5 done is due to neglect ( adv]tis+ opportunities & to fe> ( ! cu/om]'s objection4 ,:y %\ld n ! pr9t] m>k 8 product z o!r craftsm5 & manufactur]s d8 ,ea* piece ( clo?+ he we>s1 f hat to %oes1 probably c>ries ! "n or tradem>k ( its mak]1 z d automobiles1 pianos1 wat*es1 silv]w>e & _m o!r articles he owns4 ,! mak]'s "n & tradem>k are a gu>antee ( a c]ta9 quality ( product2 9 fact1 !y are abs5t only on *eap or imitative articles4 ,if ! pr9t] is do+ c>eless "w & giv+ no ?\ght to quality1 he _h bett] hide 8 id5tity1 b if he is really produc+ good pr9t+1 z a duty to ! craft ( :i* he is a memb] he %\ld 8let 8 light %9e be=e m540 ,illu/ration3 ,,example #ebi ,! fir/ impr9t-device1 & ?ree m>ks bas$ on x ,illu/ration3 ,,example #ecj ,aldus's an*or-&-dolph9 device1 & adaptations by mod]n pr9t]s ,if a comm]cial pr9t] has n be5 9 ! habit ( plac+ an impr9t on 8 product1 & he decides to d s1 cu/om]s %\ld tactfully be made acqua9t$ ) ! innovation4 ,!y probably /& ready to be conv9c$ ( its reasonabl5ess4 ,x may be an excell5t plan = ! pr9t] to mail 8 cu/om]s an ann\ncem5t to ?is effect3 8,! /&>d ( quality atta9$ by ! ,smi? ,pr9t%op is su* t x is due our cu/om]s & ourselves s to m>k ea* piece ( pr9t+ produc$ by u z to id5tify x z a product ( ! ,smi? ,pr9t%op4 ,?is we w d h]eaft]40 ,z a fur!r precaution1 all pro(s receiv+ ! ,o4 ,k4 ( ! cu/om] %\ld conta9 ! impr9t j z x is to be us$1 & on important l>ge ord]s1 :]e !re is any d\bt1 p]mission %\ld be obta9$4 ,!re are in/ances :]e cu/om]s h refus$ to accept pr9t$ "w = ! reason t an impr9t 0 plac$ on x4 ,x is only necess>y to h pr9t+-(fice patrons become accu/om$ to ! new ord] ( ?+s4 ,john ,dunlap1 :o pr9t$ ! ,decl>ation ( ,indep5d5ce = ,congress1 plac$ 8 impr9t on x 7see frontispiece ( ?is volume74 ,if "s fri5d _h sugge/$ to ,john ,gut5b]g t he impr9t 8 "n on 8 "w1 ! discussion t has s9ce aris5 z to :e!r or n he pr9t$ ! 8,bible ( ,=ty-two ,l9es0 w\ld n h tak5 place4 ,! comm]cial pr9t]'s impr9t %\ld be unassum+ & plac$ inconspicu\sly4 ,decorative impr9ts c\ld be us$ on booklet & catalog "w1 & 9 addition ! decorative device %\ld f9d place on e piece ( ! pr9t]'s own /ation]y & adv]tis+ matt]1 ev5 on ! (fice door4 99 99 99 99 99 ,! use by pr9t]s ( decorative devices dates back to "o ( ! fir/ pr9t$ books1 ! fam\s ,psalt] ( #adeg4 ,= a great _m hundr$ ye>s previ\s1 pictures & devices 9 v>i\s =ms _h be5 reli$ ^u to convey in=mation & to act z di/+ui%+ m>ks = v>i\s purposes4 ,figures su* z ! :ite horse & ! r$ lion1 hung z signs 9 front ( tav]ns & public h\ses dur+ ! la/ two c5turies1 7 outgr[?s ( ! coats-(-arms ( titl$ folk :o 9 anci5t times hung ! family device 9 front ( _! e/ates z emblems ( hospitality to ! we>y travel]4 ,illu/ration3 ,,example #eca ,! mo/ popul> impr9t-device z e>ly us$ by pr9t]s1 & mod]n int]pretations ,emblems & devices seem always to h _h place 9 human hi/ory4 ,! sign ( ! ,cross 9 ! elev5? c5tury l$ ! ,crusad]s aga9/ ! foll[]s ( ! ,cresc5t4 ,! cross ( ,/4 ,george 77 furni%$ inspiration = ! ,engli% 9 _! w>f>e ) ! ,scots1 :o ralli$ ar\nd ! cross ( ,/4 ,&rew 771 & ! comb9$ crosses ( ,/4 ,george1 ,/4 ,&rew & ,/4 ,patrick n[ inspire ! patriotic ,briti%]4 ,x w\ld seem t pr9t]s c\ld d bett] "w if !y 7 to select "s device :i* w\ld repres5t an ideal1 & !n attempt to live up to x4 ,:ile ! ,gut5b]g ,bible ( ,=ty-two ,l9es1 g5]ally accept$ z ! fir/ book pr9t$ ) sep>ate metal types1 conta9$ nei!r device nor pr9t]'s "n1 ! ,book ( ,psalms1 or ,psalt]1 ( #adeg1 n only has ! names ( ,fu/ & ,s*ff] & ! date1 b an impr9t device :i* has ! di/9ction ( be+ ! fir/ ev] us$ on a book typographically pr9t$4 ,?is fam\s ,psalt] 0 ! product ( ,johann ,fu/ & ,pet] ,s*ff]1 :o succe$$ to ,gut5b]g's pr9t+ (fice4 ,at ! end ( ! book1 pr9t$ 9 r$ ink1 is ! colophon ( ! pr9t]s 7,example #ebh-;,a71 a translation ( :i* foll[s3 8,?is book ( ,psalms1 decorat$ ) antique initials1 & suffici5tly emphasiz$ ) rubricat$ lett]s1 has be5 ?us made by ! ma/]ly inv5tion ( pr9t+ & also ( type-mak+1 )\t ! writ+ ( a p51 & is consummat$ to ! s]vice ( ,god1 ?ru ! indu/ry ( ,johann ,fu/1 citiz5 ( ,ma9z1 & ,pet] ,s*ff] ( ,g]nszheim1 9 ! ye> ( our ,"l #adeg1 on ! eve ( ! ,assumption40 ,! colophon conta9s a typographic error1 p]haps ! fir/ to be made by a typesett]1 ! second ^w %[+ 8spalm-0 = 8psalm-40 ,on sev]al ( ! ,psalt]s /ill 9 exi/5ce 7"o is )\t x7 ! colophon is accompani$ by ! decorative device %[n 9 ,example #ebi1 consi/+ ( a pair ( %ields susp5d$ f ! limb ( a tree4 ,! significance ( ! *>act]s on ! %ields is n def9itely kn[n4 ,humphreys1 9 8 8,hi/ory10 ass]ts t ! %ields conta9 ! arms ( ,fu/ & ^? ( ,s*ff]4 ,x is conc$$ t ! %ield on ! left is ,fu/'s & ! %ield on ! "r ,s*ff]'s4 ,9 ,riet/ap x is f\nd t "o bran* ( ! old ,g]man family ( ,fau/ bore a coat-(-arms conta9+ on a %ield two crampons 9 saltire 7cross$74 ,bull5 claims ! "* 9 ! ,fu/ %ield is ! ,greek lett] ,*i 77 & t 9 ,s*ff]'s %ield ! ,greek lett] ,lambda 771 & t !y _h "s connection ) secret societies to :i* ,fu/ & 8 son-9-law ,s*ff] belong$4 ,illu/ration3 ,,example #ecb ,arms suppos$ly grant$ ! ,typo!t1 a society ( ma/] pr9t]s1 by ,fr$]ick ,,iii ,s*ff]'s device 0 us$ = _m ye>s by 8 desc5dants1 ,example #ebi %[+ its use z late z #agdg by ,pet] ,s*ff]1 ( ,bois-le-,duc1 9 ! ,ne!rl&s4 ,illu/ration3 ,,example #ecc ,! impr9t-device ( ,engl&'s fir/ pr9t]1 its probable d]ivation1 & two notable devices evolv$ f x ,?is device ( ,fu/ & ,s*ff] furni%$ inspiration to sev]al pr9t]s ( ! same c5tury1 *ief among :om 7 ,mi*ael ,furt] & ,nicolas ,kessl]1 ^: devices are %[n 9 ,example #ebi4 ,furt]1 :o pr9t$ at ,basel1 ,switz]l&1 9 #adij1 0 once cr$it$ ) be+ ! inv5tor ( pr9t+1 ?ru an error 9 a book1 ! date ( :i* 0 made to read #addd 7,m4,,cccc4,,xliiii71 in/ead ( #adid 7,m4,,cccc4,,xciiii74 ,illu/ration3 ,,example #ecd ,two mod]n designs ) anci5t motifs ,:at is consid]$ to be ! mo/ classic ( all impr9t-devices 7,example #ecj7 is t us$ by ,aldus ,manutius1 ! great ,v5etian pr9t]1 :o introduc$ ! italic face ( type4 ,! device1 an an*or1 ar\nd :i* is twi/$ a dolph91 is said to be symbolic ( ! prov]b 8,ha/5 sl[ly40 ,! an*or repres5ts /ability & ! dolph9 swiftness4 ,! m>k 0 tak5 by him f a book he _h pr9t$1 8,rev]ies ( ,polyphilus10 & 0 us$ z ! ,aldus device = ! fir/ "t 9 an edition ( ,dante ( #aejb4 ,9 a _s ( affection & reg>d = ! fam\s ,v5etian1 ! device ( ,aldus has be5 adopt$ or adapt$ by sev]al well-kn[n pr9t]s4 ,!re is a nice s5tim5t connect$ ) ! use ( ?is m>k by ,william ,pick]+1 ! not$ ,engli% publi%]4 ,9 place ( ! 8,,al-,,dvs0 ( ! orig9al1 ,pick]+'s adaptation conta9$ a motto 9 :i* he ann\nc$ himself z ! ,engli% disciple ( ,aldus4 ,! reproduction ( ! ,pick]+ device %[n is f a book publi%$ by ,pick]+ & pr9t$ by ,:itt+ham 9 #ahdj4 ,by #ahib we f9d a lion add$ to ?is device1 z us$ by ! ,*iswick ,press4 ,! ,mc,clure ,publications ( ,new ,york h a conv5tionaliz$ int]pretation :i* %[s ! dolph9 & an*or 9 :ite ^u a black circul> backgr\nd 7,example #ecj74 ,bruce ,rog]s1 at ! ,riv]side ,press1 has mo/ int]e/+ly adapt$ ! ,aldus device4 ,x seems t he always _h a fondness = ! ?i/le1 ! national fl[] ( ,scotl&1 & :5 seek+ a motif = 8 m>k1 naturally turn$ to x4 ,:5 ! "t came = putt+ x into use1 ! fir/ requirem5t happ5$ to be = an ,ald9e page1 s x 0 ca/ 9 a =m t w\ld di/9ctly sugge/ ! ,aldus an*or & dolph94 7,comp>e ! two designs 9 ,example #ecj47 ,:ile on ! subject ( ,bruce ,rog]s's device x may be int]e/+ to relate t lat]1 :5 he desir$ to use x on a book model$ on ,fr5* sixte5?-c5tury "w1 he re%ap$ x z %[n 9 ,example #edj1 :i* c>ries a sugge/ion ( "o ( ,rob]t ,e/i5ne's m>ks %[n ) x4 ,rog]s r$rew 8 p]sonal device1 or t ( ! ,riv]side ,press1 to bl5d ) ! motif ( ! book on :i* x 0 to be us$1 a practice t embodies ! highe/ use ( ! pr9t]'s m>k4 ,illu/ration3 ,,example #ece ,! pun1 z f\nd 9 two pr9t]s' m>ks 99 99 99 99 99 ,"o ( ! mo/ fam\s impr9t-devices is t adopt$ by ! ,society ( ,pr9t]s ( ,v5ice 9 #adha 7,example #eca71 ab\t ! "t ( ! dea? ( ,ni*olas ,j5son1 :o is suppos$ to h orig9at$ ! design4 ,v>i\s explanations h be5 giv5 ( ! significance ( ?is device1 ! mo/ reasonable be+ t ! globe & cross ref]s to ! mill5nium1 :51 accord+ to prophecy1 ,god %all reign ^u e>?4 ,! globe-&-cross symbol 0 frequ5tly embelli%$ ) supplem5t>y *>act]s hav+ o!r religi\s significance4 ,! m>k ( ,&r[ ,myll> 7,example #ece7 conta9s a figure #d1 :i* d5ot$ ! ,supreme ,be+4 ,p ( antiquity frequ5tly compos$ ! "n ( ! ,deity 9 f\r lett]s4 ,! globe 9 ! ,v5etian device probably repres5t$ ! e>?1 al?o ! fact t ! e>? 0 r\nd 0 n common k 9 ! e>ly days4 ,! !ory1 h[ev]1 0 accept$ by ! educat$ prie/ & layman long be=e ,columbus sail$1 z he ?\ght1 = ,india4 ,! d\ble-cross 9 ! ,roman *ur* today is associat$ ) ! au?ority ( an ar*bi%op1 & z a decorative =m ( ! cross1 ext5ds back _m c5turies4 ,! ornam5tal d\ble-cross pictur$ 9 ?is connection 0 once ! prop]ty ( ,/4 ,waudru ( ,belgium1 :o di$ 9 #fgj4 ,! d\ble cross or ,lorra9e cross 0 us$ by ,ge(roy ,tory z a small m>k on 8 wood engrav+s 7see l[] left corn] ( ! ,tory m>k 9 ,example #ecf74 ,illu/ration3 ,,example #ecf ,devices us$ by notable pr9t]s ( ! sixte5? & sev5te5? c5turies ,illu/ration3 ,,example #ecg ,a colophon-impr9t by ,d4 ,b4 ,updike1 f 8,petr>* & ,8 ,ma/]s10 #aijg ,illu/ration3 ,,example #ech ,! ,lion ( ,/4 ,m>k appropriately adapt$ by ,bruce ,rog]s to a book on ,v5etian life ,illu/ration3 ,,example #eci-;,a ,! ,lion ( ,/4 ,m>k z a pr9t%op device ,illu/ration3 ,,example #eci-;,b ,! ,oswald ,press m>k design$ by ,t4 ,m4 ,clel& ,9 fur!r consid]ation ( ! cross-&-globe device x may be well to m5tion t an a/ronomical sign consi/+ ( a circle ) a cross above x 77 0 us$ by ! ,egyptians _m ye>s be=e ! ,*ri/ian era4 ,su* a sign is yet us$ a/ronomically & also to indicate ! male 9 botany4 ,ano!r a/ronomical sign be>+ on ! subject is t ( a cross )9 a circle 771 by :i* ! e>? is indicat$4 ,illu/ration3 ,,example #edj ,rob]t ,e/i5ne's m>k1 & ,bruce ,rog]s's adaptation ( x ,illu/ration3 ,,example #eda ,an appropriate m>k = a pr9t] to adopt ,! cross-&-globe device ( ! ,v5etian ,society ( ,pr9t]s has prov$ ! mo/ popul> ( any ( ! old impr9ts4 ,:5 ,elb]t ,hubb>d e/abli%$ ! ,roycr(t ,%op at ,ea/ ,aurora1 ,n4 ,y41 9 #ahif1 he adopt$ x z a "w-m>k1 plac+ an 8,r0 9 ! l[] half ( ! circle 9 place ( ! dot4 ,fra ,elb]tus's int]pretation ( ! device e/abli%$ ! circle z 8! emblem ( ! p]fect 7! complete71 & ! l9es punctur+ ! circle ! attempt to make a p]fect article1 to d p]fect "w40 ,:5 ! adv]tis+ manag] ( ! ,national ,biscuit ,company 0 look+ ab\t = a tradem>k ?is old device ( ! ,lorra9e cross & circle mu/ h appeal$ to him /rongly1 & su* is ! p[] ( adv]tis+ t pr9t]s may "s day be accus$ ( copy+ ! design f ?is biscuit h\se4 ,! rem>kable adaptability ( ! device is also demon/rat$ by ! ,griffi?-,/ill+s impr9t1 9 :i* x =ms a "p ( a clev] mod]n decorative design 7,example #edg74 ,fr$]ic ,w4 ,g\dy incorporat$ ! ,v5etian pr9t]s' device mo/ int]e/+ly 9 ! decorative m>k ( ! ,village ,press 7,example #eca74 ,! impr9t-device ( ! ,g\ld ,press 7,example #edc7 may h orig9at$ ) ! ,v5etian pr9t]s' design4 ,x is an int]e/+ v>iant4 ,^! num]\s uses by pr9t]s & o!rs ( ! old circle-&-cross design sugge/ a p>aphrase ( an anci5t prov]b3 8,a good device lives =ev]40 99 99 99 99 99 ,william ,caxton1 ,engl&'s fir/ pr9t]1 us$ an impr9t-device 7,example #ecc7 t 9 appe>ance resembles a rug1 :i* x may h be5 int5d$ to repres5t1 z ,caxton is suppos$ to h us$ ?is m>k :5 he 0 a m]*ant at ,bruges 9 ,belgium4 ,! *>act]s conta9$ 9 ! design h caus$ mu* discussion4 ,! 8,w0 on ! left & ! 8,c0 on ! "r are g5]ally accept$ z ! initials ( ,caxton4 ,! c5t] *>act]s h be5 claim$ by "s to be ! figures 8#gd10 b ! mo/ reasonable explanation is t !y =m a trade device us$ by ! m]*ants ( ,bruges4 ,?is explanation is seem+ly confirm$ by ! discov]y ( a memorial plate to "o ,john ,felde1 conta9+ 8 tradem>k z a m]*ant1 :i* tradem>k is v simil> to ! *>act]s 9 ! c5t] ( ,caxton's impr9t-device4 ,! reproduction ( ! ,felde design %[s t if ! top /roke 7 tak5 away & a loop add$ ! result w\ld be ,caxton's *>act]s4 ,wynkyn de ,worde1 :5 he succe$$ ,caxton z ,engl&'s pr9t]1 adopt$ ,caxton's *>act]s 7probably a s5tim5tal act7 & 9 ! device %[n add$ 8 own "n at ! foot4 ,william ,morris1 9 plann+ an impr9t-device = ! ,kelmscott ,press1 evid5tly made a /udy ( de ,worde's design1 = !re is resemblance 9 %ape & 9 ! plac+ ( ! "n at ! foot4 ,t4 ,c4 ,hans>d1 on ! title-page ( 8 8,typographia0 7#ahbe71 uses a device :i* tradition tells u 0 grant$ by ,emp]or ,fr$]ick ,,iii ( ,g]many to a corporation ( ma/] pr9t]s kn[n z ! ,typo!t4 7,see ,example #ecb47 ,ref]5ces by writ]s to ! orig9 ( ?is design are g5]ally contradictory4 ,! ,unit$ ,typo!t & ,frankl9 ,clubs ( ,am]ica1 an association ( employ+ pr9t]s1 has adopt$ ! device & uses x 9 ! conv5tionaliz$ =m %[n4 ,! design 9 its orig9al =m t5ds to h]aldic elaborat5ess4 ,!re is repres5t$ an eagle hold+ a copy guide 9 "o claw & a compos+ /ick 9 ! o!r4 ,surm\nt+ ! design is a griff9 7eagle-lion7 grasp+ two ink balls4 ,! ,w9?rop ,press m>k 7,example #edc7 & o!r pr9t]s' devices h be5 inspir$ by ?is emblem1 z ! griff9 copyhold] & ink balls are famili> decorative =ms4 99 99 99 99 99 ,9 ,great ,brita9 ! pr9t] ^: "n w\ld all[ a pun has always be5 consid]$ =tunate4 ,john ,daye1 a ,london pr9t] ( #aefj1 _h an elaborate device1 panel$1 9 ! c5t] ( :i* is a picture ( a recl9+ man be+ ar\s$ by a figure :i*1 po9t+ to ! sun1 says1 8,arise1 = x is day40 7,example #ece47 ,&r[ ,myll>1 :o pr9t$ 9 ,ed9burgh1 ,scotl&1 9 #aeaj1 us$ a device :i* portray$ a mill] climb+ to 8 mill 7,example #ece74 ,! arrangem5t ( 8 "n 9 ! l[] "p ( ! design sugge/s de ,worde's1 & ! *>act]s 9 ! %ields h mean+s t may be det]m9$ by a /udy ( ! religi\s symbolism ( ! ,middle ,ages4 ,illu/ration3 ,,example #ecf-;,a ,! pr9t]'s device & impr9t "h occupies two-?irds ( ! title-page4 ,f a book by ,rob]t ,e/i5ne1 ,p>is1 ,france1 #aedd ,! impr9ts ( "s ( ! notable pr9t]s ( ! sixte5? & sev5te5? c5turies are int]e/+4 ,! fir/ m>k 9 ,example #ecf %[s "o ( ! devices ( ,ge(roy ,tory ( ,p>is f 8 8,*amp ,fleury0 ( #aebi4 ,x consi/s ( a brok5 pot fill$ ) in/rum5ts & ! ,lat9 phrase ,non plus 7no?+ m74 ,! ,lorra9e cross 9 ! l[] left corn] is int]e/+ 9 connection ) ! use made ( x by ! ,v5etian ,society ( ,pr9t]s 7,example #eca74 ,tory1 an accompli%$ s*ol> & not$ wood engrav] & pr9t]1 01 accord+ to an epitaph writt5 by a compatriot1 8! fir/ man to discuss s]i\sly ! art ( pr9t+10 & 8taught ,g>amond1 *ief ( engrav]s40 ,8 "w on ! d]ivation & =mation ( ,lat9 *>act]s _h consid]able r5[n4 ,he claim$1 accord+ to ,f\rni]1 t all ! lett]s are =m$ ( ,i & ,o4 ,proportions are arriv$ at by divid+ a squ>e into t5 l9es1 p]p5dicul> & horizontal1 =m+ "o hundr$ squ>es completely fill$ ) circles1 ! :ole giv+ =m & figure to ! lett]s4 ,illu/ration3 ,,example #edb ,use ( ! oval %ape 9 ! design+ ( pr9t]s' m>ks ,illu/ration3 ,,example #edc ,mod]n impr9ts sugge/$ by anci5t =ms ,! tr\bl\s times ( ! ,re=mation1 dur+ :i* ,john ,bebel 0 imprison$1 may h _h "s influ5ce on 8 selection ( a device4 ,x consi/$ ( a tree1 9 ! bran*es ( :i* 0 a pro/rate man1 & ov] him 0 a l>ge flat ?+ repres5t+ ! plat5 ( a pr9t+ press 7,example #ecf74 ,on ! plat5 7 words mean+ 8,d n press poor me to dea?40 ,*ri/oph] ,plant91 pr9t] & publi%] ( ,antw]p1 ,belgium1 ^: fam\s pr9t+ (fice1 pres]v$ z a museum1 0 "o ( ! %r9es ( wor%ip+ pr9t]-pilgrims up to ! beg9n+ ( ! ,european w>1 employ$ a device :i* is emblematic ( ! say+ ( ,jesus1 8,i am ! v9e40 ,a device us$ by ! ,elzevirs at ,leyd51 ,holl&1 9 #afbj1 %[s a tree ) spread+ bran*es4 ,on "o side ( ! trunk is ! figure ( a man & on ! o!r a scroll ) ! words ,non solus 7n alone74 ,rob]t ,e/i5ne _h a simil> device 9 #aedd 7,example #ecf-;,a74 ,?is device z %[n is slightly r$uc$ f ! orig9al1 :ile ^? previ\sly m5tion$ are greatly r$uc$ 9 size4 ,john ,frob5 ( ,basel1 ,switz]l&1 :o 0 a close fri5d ( ,erasmus1 ! philosoph] & patron ( le>n+1 9 #aebj us$ a device conta9+ a /aff surm\nt$ by a dove & entw9$ by two s]p5ts4 7,example #edb47 ,! leg5d1 8,be ye wise z s]p5ts & h>mless z doves10 occasionally accompani$ ! design4 ,sometimes ^! pr9t]s' m>ks 7 s l>ge z to leave little room = ! title-page prop]1 9 contra/ to :i* is ! extreme mode/y ( ,ulri* ,zell ( ,cologne1 ,prussia1 ^: works are num]\s & :o is cr$it$ ) />t+ ! /ory ( ! inv5tion ( pr9t+ by ,co/]4 ,zell sc>cely ev] plac$ ev5 8 "n on a book1 yet 8 "w may easily be id5tifi$4 99 99 99 99 99 ,! ,he9tzemann ,press device 9 ,example #ecd has an antique appe>ance & its design] evid5tly receiv$ inspiration = 8 an*or1 foliage & scroll f su* devices z ^? ( ,aldus & ,plant94 ,! ,rog]s-,riv]side ,press m>k1 too1 has anci5t motifs4 ,! an*or-%ap$ ?i/le1 z already /at$1 is bas$ ^u ,aldus's device1 & ! frame sugge/s old designs 9 metal4 ,illu/ration3 ,,example #ede ,a m>k t has to d ) my?ology ,!re is a sugge/ion ( ! pot device ( ,tory 9 ! decorative portion ( ! ,m]rym\nt ,press impr9t %[n z ,example #ecg4 ,?is appe>$ at ! end ( ! book z a colophon1 ! /yle 9 :i* ! impr9t is writt5 fitt+ x = t position4 ,x w be rememb]$ t ! pr9t]s ( ,italy usually _h ! beg9n+ & end+ set 9 capitals to diff]5tiate !m f ! body ( ! book4 ,elb]t ,hubb>d us$ ! idea comm]cially on 8 adv]tis+ booklets1 z 9 ,example #eej4 ,p]haps ! device %[n z ,example #eda is a bit too sugge/ive = practical use by pr9t]s ( ! pres5t day4 ,/eph5 ,dolet's "n1 9 its lit]al mean+1 has some?+ to d ) an ax1 hew+ & cutt+4 ,dolet 0 a s*ol>ly pr9t] ( ! sixte5? c5tury :o suff]$ m>tyrdom at ! /ake 9 #aedf4 ,! oval %ape = impr9t designs is n unpleasant1 z w be se5 by ,example #edb4 ,! ,fez&at device 0 design$ by ,tory4 ,! pheasant is a pun on ! pr9t]'s "n4 ,! device z a :ole is pleas+4 ,! ,riv]side ,press device is classically ,greek 9 motif4 ,pan & 8 pipes appe> on _m ( ! m>ks ( ?is press 9 v>i\s designs4 ,! "o %[n is f 8,pan's ,pipes10 a ,riv]side ,press publication4 ,illu/ration3 ,,example #edd ,pr9t]s' m>ks bas$ on ar*itectural motifs ,! w+$ ball1 tor* & o!r symbolic decorative devices are bl5d$ pleas+ly on ! m>k 7,example #edb71 :i* appe>$ on ! title-pages ( ! fam\s ,eliot six-foot %elf ( books1 8,! ,h>v>d ,classics10 #aiji4 99 99 99 99 99 ,illu/ration3 ,,example #edf ,! monogram is an attractive =m = pr9t]s' devices ,illu/ration3 ,,example #edg ,repres5tative ( ! l>ge v>iety ( devices 9 use by ,am]ican pr9t]s & publi%]s ,an int]e/+ feature ( "s e>ly ,v5etian books is ! use by pr9t]s ( decorative devices design$ ^u ! w+$ ,lion ( ,/4 ,m>k4 ,rec5t adaptations ( ?is device are ! ,oswald ,press impr9ts 7,examples #eci-;,a & #eci-;,b7 & ! ornam5t on a title by ,bruce ,rog]s 7,example #ech74 ,! ,lion ( ,/4 ,m>k is int]e/+ 9 its significance4 ,tradition has x t long ago1 :5 ,john ,m>k1 ! mission>y companion ( ,paul1 0 travel+ by way ( ,aquileia 7,roman ,secunda7 = ! purpose ( prea*+ ! gospel ( ,jesus1 he f\nd himself1 aft] a viol5t /orm1 on "o ( ! ,rialto ,isl&s t n[ =m ! city ( ,v5ice4 ,9 a dream an angel appe>$ salut+ him 7,pax tibi ,m>ce ,evangeli/a meus7 & ann\nc+ t on ^? isl&s 8 bones w\ld "s day f9d peace4 ,9 fulfilm5t ( ?is prophecy1 9 ! ye> #hbi1 sev]al ,v5etians w5t to ,alex&ria1 :]e ! body ( ,m>k _h be5 buri$1 remov$ x surreptiti\sly1 & took x to ,v5ice4 ,su* 0 ! en?usiasm caus$ by ?is ev5t t ,/4 ,m>k supplant$ ,/4 ,!odore z ! patron sa9t ( ! city4 8,viva ,san ,m>co0 0 he>d z ! battle cry ( ! ,v5etians1 & ! w+$ lion1 symbolic ( ,/4 ,m>k1 became ! glori\s sign ( ! republic4 ,9 ,v5ice today !re are num]\s /atu>y reproductions ( ! w+$ ,lion ( ,/4 ,m>k1 hold+ ) "o claw a book ( ! gospels4 ,! expos$ pages ( ! book usually conta9 ! salutation ( ! angel4 ,! /ory ( ,/4 ,m>k's vision & ( ! br++ ( ! body to ,v5ice is pictur$ 9 mosaic "w 9 ,/4 ,m>k's ,*ur*1 ,v5ice1 :]e 8 bones re/4 ,! f\r-w+$ bea/s m5tion$ 9 ! f\r? *apt] ( ,revelations are accept$ z symbolic ( ! f\r evangeli/s1 ! w+$ lion typify+ ,/4 ,m>k4 99 99 99 99 99 ,example #edc %[s f\r designs ) motifs tak5 f anci5t s\rces4 ,! ,mat!ws-,nor?rup device ( ! my?ical phnix ris+ f ! fire is emblematic ( immortality2 ! tor* probably signifies ! intellectual light result+ f ! inv5tion ( pr9t+4 ,! ,w9?rop ,press impr9t has already be5 m5tion$ z hav+ relation to ! anci5t ,typo!t arms4 ,! ,b9n]-,wells design sugge/s t ( ,frob51 by ! %ape & lett]+ betwe5 l9es4 ,! possible d]ivation ( ! ,g\ld ,press device f ! ,v5etian ma/] pr9t]s' emblem has be5 sugge/$4 ,! unique m>k ( ! ,de ,v9ne ,press 7,example #ede7 probably pictures a page f a manuscript book4 ,! leg5d connect$ ) ! ,greek lett]+ is my?ical & has to d ) "o ,prome!us1 :o1 :ile *a9$ to a rock1 tells ( ! b5efits he conf]r$ on mank9d4 ,a lit]al translation ( ! ,greek at ?is po9t reveals ! appropriat5ess ( ! quotation z us$3 8,& fur!r1 ,i discov]$ = !m num]ation1 mo/ /rik+ ( inv5tions2 & composition1 nurse ( ! arts1 produc] ( ! record ( all ?+s40 ,?ree impr9t-devices1 bas$ ^u ar*itectural motifs1 are %[n 9 ,example #edd4 ,9 ! ,rog]s design ! ar*itectural panel is surm\nt$ by a silh\ett$ h]aldic figure t adds mu* to ! attractiv5ess ( ! device4 ,a ,colonial ar*itectural panel frames ! title ( ! ,b>tlett-,orr ,press4 ,! ,egyptian w+$ ball1 asps & op5 book are well bl5d$ ) ! monogram circle t fits ! ,roman ar* 9 ! ,tr[ impr9t4 ,illu/ration3 ,,example #edh ,decorative impr9ts con/ruct$ ) typef\nd]s' ornam5ts & suitable type-faces ,initials 9 monogram =m are frequ5tly adopt$ by pr9t]s1 & ?ree su* devices are %[n 9 ,example #edf4 ,rev]s+ "o ( ! initials is a favorite me?od :5 ! nature ( ! lett] all[s x1 z 9 ! ,patteson ,press device4 ,fitt+ ! initials to a g5]al %ape calls = clev] "w1 z 9 ! %ield %ape ( ! ,corday ,gross design4 ,illu/ration3 ,,example #edi ,type impr9ts1 & ! v>i\s int]e/+ effects possible ) !m ,( ! l>ge v>iety ( devices 9 use by o!r publi%]s & pr9t]s1 ^? %[n 9 ,example #edg are repres5tative4 ,! ,griffi?-,/ill+s device1 z has already be5 m5tion$1 includes elem5ts ( ! m>k ( ! ,society ( ,pr9t]s ( ,v5ice4 ,! ,am]ican ,pr9t] m>k %[s an ,am]ican eagle /&+ on books1 & ! initials ,a4 ,p4 us$ decoratively 9 ! upp] "r corn]4 ,! dim5sions ( ?is oblong & ! backgr\nd are borr[$ f ! ,v5etian m>k4 ,unusual 9 %ape & 9 word+ is ! ,/illson device1 :i* develops attractiv5ess :5 pr9t$ 9 sev]al colors & emboss$4 ,illu/ration3 ,,example #eej ,qua9t book-end+1 or colophon1 z us$ by ,elb]t ,hubb>d ,not)/&+ ! cumb]some size ( ! acorn1 ! ,sp>rell ,pr9t device is n unattractive4 ,) a decorative quality t sugge/s ! sixte5? c5tury1 ! ,g9n device is appropriate 9 its use ( ! horn book1 an old-"t tea*+ help4 ,r clev] is ! mann] 9 :i* ,g\dy has hung ! amp]s& decoratively on ! d\ble-,t monogram t is "p ( ! ,taylor ,taylor m>k4 ,! diamond-%ap$ ,wright ,joys device1 ) its conv5tionaliz$ tree1 is also int]e/+4 99 99 99 99 99 ,x is possible to con/ruct really cr$itable decorative impr9ts ) typef\nd]s' ornam5ts & suitable type-faces4 ,example #edh pres5ts sev]al su* designs z demon/rations ( :at c be done 9 ?is respect4 ,9 build+ ^! impr9ts ! au?or has kept 9 m9d ! rules t gov]n comb9ations ( type & ornam5t1 z expla9$ 9 ! *apt]s relat+ to h>mony1 appropriat5ess1 tone1 contra/ & ornam5tation4 ,9 ! ,*ur* ,press design ! bord] is made 9 outl9e to reflect ! ornam5t4 ,! types us$ 9 ! ,smi?-,br[n1 ,willis ,works & ,go?ic ,%op impr9ts h>monize ) ! ornam5tation 9 bo? tone & %ape4 ,italic type & ! fleur-de-lis are ,fr5* 9 motif4 ,! ,caslon type-face & ! old-/yle p>5!ses g well toge!r4 ,! block1 or go?ic1 type-face 9 its pla9ness ( /roke sugge/s e>ly ,greek lett]s1 & bl5ds ) ! pla9 illu/ration4 ,! money-bag ornam5t is an attempt at a pun1 9 ! ,/uff impr9t4 ,! pleas+ gray tone ( ! ,horn] ,wilburn device is due to h>mony ( ornam5t & type-face4 99 99 99 99 99 ,! pr9t] w m (t5 be call$ on to use a small1 inconspicu\s type-impr9t ?an ! prom95t decorative device1 & x is j z desirable to h di/9ction 9 ^! small type l9es z 9 ! elaborate devices4 ,!re are gr\p$ 9 ,example #edi1 a v>iety ( effects sugge/$ = ?is purpose4 ,! type us$ 9 an impr9t %\ld h>monize & bl5d ) ! typography ( ! "w on :i* x is us$4 ,an impr9t 9 old-/yle type w\ld n bl5d ) a page set 9 mod]n type4 ,x 0 ! cu/om at "o "t to electrotype impr9t l9es s t !y c\ld be easily h&l$1 b n[ ! l9otype furni%es a conv5i5t me?od ( ca/+ !m4 ,x is well1 ?o1 to /r5g!n ! face by hav+ ! slugs copp]-fac$1 :i* "w is done by electrotyp]s4 ,,app5dix ,holiday ,greet+s ,illu/ration3 ,,holiday ,,greet+s furni% opportunity = expression ( ! art ( pr9t+4 ,! m ?an "o hundr$ specim5s reproduc$ 9 m9iature 9 ?is section 7receiv$ by ! editors ( 8,! ,am]ican ,pr9t]0 f fri5ds7 conta9 _m sugge/ions ( typographic int]e/ ,illu/ration3 8,ev]ybody 9 our h\se wi%es ev]ybody 9 y\r h\se a ,m]ry ,*ri/mas & a ,happy ,new ,ye>0 ,illu/ration3 8,volumes ( good wi%es to fri5ds ( ours f fri5ds ( y\rs0 ,illu/ration3 8,,*ri/mas3 ,a "t = giv+ & = gett+ & =giv+ & =gett+0 ,illu/ration3 8,may all t ?\ wi%e/ & all t ?\ love/ come smil+ ar\nd ?y sunny way0 ,illu/ration3 8,at ,*ri/mas be m]ry ,& ?ankful )al1 ,& fea/ ?y poor neighbors1 ,! great ) ! small0 ,illu/ration3 8,,gloria ,,9 ,,excelsis ,,deo ,,et ,,9 ,,t]ra ,,pax ,,hom9ibus ,,bonae ,,voluntatis0 ,illu/ration3 8,ule6 ,ule6 ,?ree pudd+s 9 a pule-- ,crack nuts & cry ,ule60 ---------------------------------------- -------------------------------- ,,transcrib]',s ,,notes #a4 ,_m illu/rations may appe> to be out ( ord]4 ,! book 0 9 two columns ( text4 ,! text read top to bottom !n left to "r z normal4 ,h[ev]1 ! illu/rations 7 usually numb]$ left to "r !n top to bottom4 ,! illu/rations 7 ins]t$ z close z possible 9 ! normal fl[ ( ! text4 ,"s illu/rations 7 out ( ord]1 e4g4 ,example #af4 #b4 ,! illu/rations are display$ 9 direct proportion to _! size 9 ! orig9al4 #c4 ,add$ #8!' betwe5 #8(' & #8cu/om]' on p4 #aai4 #d4 ,sil5tly correct$ typographical errors4 #e4 ,reta9$ ana*roni/ic & non-/&>d spell+s z pr9t$4 #f4 ,enclos$ italics font 9 und]scores4