,,elements ,,of ,,show ,,card ,,writing ,a ,course of ,instruction ,on ,how to ,make ,business-,building ,show ,cards ,by ,,john ,h4 ,de,w,i,l,d ,illustration ,prepared for the ,,educational ,,department ,,of ,,the ,,associated ,,advertising ,,clubs ,,of ,,the ,,world ,new ,york1 ,n4 ,y4 ,copyright #aibc1 by ,john ,h4 ,de,wild ,,foreword ,it is with pleasure that we present this text on ,show ,card ,writing by ,mr4 ,john ,h4 ,de,wild of ,st4 ,louis4 ,it is designed primarily for the use of the study classes in the educational work of the ,advertising ,clubs that comprise this ,association4 ,it is built out of the practical experience of a class that ,mr4 ,de,wild has conducted with success in the ,advertising ,club of ,st4 ,louis4 ,in fact1 the publication of the book has been somewhat delayed owing to changes that have been made in the original plan2 changes that have greatly added to its practical value and that have come out of ,mr4 ,de,wild's experience in his advertising class4 ,it should be mentioned that ,mr4 ,de,wild is the manager of the ,merchants' ,service ,department of the ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,he has written books before on this subject4 ,being a practical merchandise and advertising man he knows the sales and advertising value of properly made show cards4 ,he understands the technique of show card writing perhaps as well as any man in the country4 ,this is one of a series of texts prepared for the ,educational ,committee of the ,associated ,advertising ,clubs and it is hoped by the ,committee that it may serve an important place in improving the quality of show card writing and its advertising and sales value throughout the stores of this country and of ,canada and of every country where an ,advertising ,club is located4 ,,earle ,,pearson1 ,educational ,director4 ,,paul ,t4 ,,cherington1 ,chairman ,educational ,committee4 ,,associated ,,advertising ,,clubs ,,of ,,the ,,world4 ,,introduction ,the ten practical lessons which follow1 together with numerous supplementary alphabets and showcard suggestions1 are the result of careful study1 based upon years of experience gained in teaching the simple fundamentals of showcard writing to various groups of merchants and employees1 demonstrations before ,retail ,merchants' ,associations1 conventions and in other educational work4 ,the lessons were formulated into the course recently inaugurated under the direction of the ,educational ,committee of the ,advertising ,club of ,st4 ,louis4 ,so successful was the course that this book has been prepared with the idea in mind not only to serve as a text book for instructors1 where it is desired to conduct classes under the auspices of an ,advertising ,club1 but also for the student or store employee who desires to do individual practice outside of a classroom4 ,this is the only text book published which carries the student forward1 lesson by lesson--in a simple1 practical manner4 7,note the charts for beginners74 ,it is easy to acquire1 in a very short time1 the ability to do suitable showcard work1 provided the student first of all masters the fundamentals of lettering4 ,by 8fundamentals0 is meant the simple strokes that form most of the letters1 and these 8strokes0 should be mastered to the extent that they will always be made uniformly4 ,in lesson ,no4 #a1 these fundamentals are thoroughly explained1 and by using the large charts which are original with the author1 the student will readily grasp the idea of properly forming the letters4 ,with the first lesson thoroughly mastered1 the remaining lessons will be very easy4 ,the author is grateful to the ,advertising ,club of ,st4 ,louis for the inspiration--and the opportunity which led to the demand for a course in card writing4 ,for many original ideas and suggestions used in the class-room1 and for several alphabets and showcards1 a great deal of credit is due ,miss ,frances ,kaiman and ,mr4 ,charles ,jones1 both of ,st4 ,louis1 who gladly gave their services during the original course1 and also in the preparation of the text itself4 ,experience demonstrates the fact that classes of this kind are made up of students from all walks of life2 many of them without experience1 and the majority of these young men and women come from the smaller stores in outlying districts4 ,for this reason1 it is necessary in class work1 for the instructor and assistants to render personal service to the extent that each student is encouraged along the lines he or she prefers4 ,as an illustration3 ,the young man from a drug store is interested in vastly different styles of showcards than the young man employed in a grocery store1 and after the primary lessons are completed1 it is best to prepare suitable copy and layouts for the students1 so that each may work along practical lines4 ,on the pages following the lessons will be found many showcard suggestions for numerous kinds of business1 and various seasons1 all based upon the alphabets shown in the lesson plates4 ,,materials ,,for ,,beginners ,secure the proper materials right at the start4 ,improper materials are a handicap4 ,instructors who undertake the classwork in many of the smaller cities and towns1 as well as individual students1 will perhaps experience some difficulty in securing the right materials4 ,if1 after investigation1 such is found to be the case and the suggested materials mentioned on this page are not procurable in quantities sufficient for individual or class practice1 the ,educational ,department of the ,associated ,advertising ,clubs of the ,world1 #chc ,madison ,ave41 ,new ,york1 will be glad to furnish these materials at very low cost4 ,proper materials are necessary1 and good work can be done only when the student is provided with the best4 ,for the beginner1 the following outfit is suggested3 #a set of #e sizes round speedball pens1 #a set of model 8,c0 speedball pens or several sizes of broad pointed pens1 #a bottle of black drawing ink1 #a ,no4 #aj and #a ,no4 #ab red sable 8rigger0 showcard brushes1 #a #b-oz4 bottle black showcard color1 #a #b-oz4 bottle light red showcard color1 #a 8,t0 square1 #a drawing board at least #bbbh inches1 ,a supply of thumb tacks4 ,the 8,t0 square may be 8homemade10 if necessary1 as well as the drawing board1 the only essential in the drawing board being that it be 8squared up0 on two sides--the left side and bottom1 thus enabling the student to do rapid1 accurate 8lining0 or ruling4 ,with these materials1 the student is ready for the first lesson1 which should be practiced with the aid of the large instruction sheets1 these charts being provided by the ,associated ,advertising ,clubs1 and two of each are included with this text book4 ,it is also suggested that where the local ,advertising ,club or other organization is fostering the class in showcard writing1 there should be provided extra charts for practice1 together with sheets of heavy paper1 enameled on one side1 size #adbb inches4 ,this enables the student to do extra practice in addition to the chart work itself4 ,in purchasing showcard stock1 students should keep in mind certain sizes of stock necessary4 ,full sheets of cardboard are #bbbh inches4 ,half sheets are #adbb inches4 ,quarter sheets are #aaad inches4 ,eighth sheets are #gaa inches1 and so on4 ,the thickness or 8weight0 of cardboard is usually designated by the term 8ply0 which means the number of layers of rough pulp making up the body4 ,a good weight for ordinary cards is #f-ply4 ,heavy board1 usually used for half and full sheets1 is #aj-ply1 or thicker4 ,mat boards and double size cardboard usually come #bhdd4 ,some mat boards and other fancy boards can be procured1 however1 in #bbbh size1 thus saving the time in cutting4 ,it is suggested that students procure from their printers or wholesale paper houses1 catalogs of samples and sizes of the various cardboards1 etc41 and familiarize themselves with the weights1 colors1 names1 etc4 ,,suggestions ,,for ,,practice ,if the showcard work is to be conducted in classes1 it is highly desirable to procure a suitable room where drawing tables are available2 for instance1 the drafting room of a high school or college4 ,if this is impossible1 the next best method is to provide large tables1 slightly lower than thirty inches1 and chairs where students may sit at their ease1 in using their drawing boards4 ,as the work progresses1 the tables should be raised1 so that those who desire may stand up4 ,this will enable the students to do better work1 especially when the brush work is being practiced4 ,in fact1 it is suggested that after the third lesson students be permitted to stand as they work1 and if in a drawing classroom or showcard studio where practical work is done1 the regular drawing tables can be used4 ,the thorough mastery of the fundamentals is absolutely essential to good work1 and particular care should be taken with the first four or five lessons that all students master these details4 ,if the student is without an instructor1 he should exert every effort to be painstaking1 and never hurry the work in the early stages of practice4 ,quick1 8jerky0 strokes1 especially with the pen1 are decidedly bad form1 and should never be attempted until the student has advanced to the point where it is possible to gain a little speed and yet be neat and accurate4 ,the instructions on the practice charts1 as well as on the following pages1 regarding the early lessons are fully explanatory4 ,there should be absolute silence in the classroom1 and students should be so arranged that the instructor and assistants may pass rapidly from one chair to another1 watching each student1 and making corrections wherever necessary4 ,the instructor should provide himself with a pen or brush as necessary1 and use a separate sheet of paper in showing the students the correct method of making certain letters4 ,students need suggestions particularly on the formation of the letter 8,c10 the letter 8,s10 etc4 ,once the 8reason why0 is mastered1 the rest is easy4 ,students should assume an easy1 comfortable position4 ,a cramped position is hard on the muscles and nerves1 and ruins the eyes4 ,keep the head well over the work and have the work in front of the body--never too far toward the right4 ,don't be afraid to 8bear down0 on the pen--pressure will keep the hand from 8wobbling40 ,keep the third and fourth fingers 8folded in0 and permit the hand to rest comfortably upon the table or drawing board4 ,use the thumb1 first and second fingers to hold the pen or brush firmly and do as much of the work as possible with these fingers4 ,in other words1 8loosen up0 the wrist and fingers4 ,,instructions--,,lesson ,,no4 #a ,fundamentals--,see ,large ,chart4 ,on the adjoining page is shown the plain speedball alphabet1 one of the simplest alphabets that can be formed4 ,the light lines show the direction in which the pen should move in forming the letters1 and the numerals indicate the order in which the strokes should be made4 ,keep the 8foot0 of the round speedball pen flat on the surface of the paper or cardboard and press down with considerable force so that the pen makes a full1 even stroke4 ,do not carry too much ink1 as it will run and spoil your work4 ,practice slowly and patiently4 ,learn to form carefully the 8lower case0 or small letters1 8i10 8l10 and 8o40 ,all of the 8lower case0 letters containing ovals should be of the same uniform proportion4 ,in this alphabet the 8,o0 has been formed as a perfect circle1 thus giving the student something definite to work from4 ,it will be noticed that a-b-c-d-e-g-o-p and q contain ovals which must be uniform4 ,also notice that the lower case letter 8i0 is the first stroke in the letters 8m0 8n0 and 8r10 and with a slope1 is used in the construction of u-v-w-x and z1 and that the letter 8l0 is the first stroke in the letters 8b-h-k and p02 thus the formation of an alphabet requires very few strokes4 ,it is also well to bear in mind that the experienced showcard writer does not 8work0 or think in terms of letters1 but his mind works in terms of 8strokes02 thus he knows when forming the lower case letter 8b0 that the first stroke will be exactly like or similar to the lower case 8l0 and then must be added the oval4 ,the capital letters are made up of uniform strokes1 and the same with the numerals4 ,it will also be noticed that wherever there is an oval1 it should be as nearly the form of a circle as possible4 ,the 8oval0 in figure 8#b0 if continued would be a circle4 ,the figure 8#c0 is the same as figure 8#h0 except that in 8#c0 the ovals have openings4 ,the loop of figure 8#e0 should be almost a complete circle1 the same as the loop in 8#f0 and the lower loop of the numeral 8#h0 should be the same size as the loop in 8#i40 ,the ovals of the lower case letters should be of a proportion that will occupy the space between cross lines 8,b0 and 8,c0 shown on the chart4 ,after a little practice on the charts1 and in the first lesson omitting the spurs entirely1 this alphabet will be easily mastered4 ,it will be noticed that the ruled lines on the chart are numbered ,a-,b-,c-,d4 ,this is for the convenience of the student1 with the idea in mind that the ovals of the long stem letters are two-thirds total height4 ,that is--the space from line 8,a0 to line 8,b0 should be one-half the space from 8,b0 to 8,c0 and the space from 8,a0 to 8,b0 should be equal that from 8,c0 to 8,d40 ,this is an excellent proportion for practice work1 although the student after he progresses is at liberty to vary these lines as may appeal to his fancy4 7,see page of speedball 8variations0 following lessons74 ,by 8spurs0 is meant the little cross finishing lines as shown on the chart4 ,omit these 8spurs0 during the use of the first two or three charts4 ,in lesson ,no4 #a follow on the chart only the lines indicated on the following page4 ,then carefully study the layout suggestions--where the 8balance0 of display comes--and the various arrangements4 ,illustration3 i l symbol o a a b c d e f g h i j k l m n o p q r r s t u v w x y z #a #b #c #d #e #f #g #h #i #j ,a ,b ,c ,d ,e ,f ,g ,h ,i ,j ,k ,l ,m ,n ,o ,p ,q ,r ,s ,t ,u ,v ,w ,x ,y ,z ,cond ,exten ,display ,should be ,well ,balanced ,about ,this ,point--,which is the ,optical ,center-- ,actual ,center ,well ,balanced ,layouts-- ,are ,essential to ,neat ,work ,special ,to-,day-- #h ,,flush ,,display ,when two or more ,lines are 8made even0 on one end only-- they are said to be 8,flush0--,this is an example4 ,centered ,,display -,when- ,side ,margins ,are ,equal ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,instructions--,,lesson ,,no4 #b ,perfected ,speed ,ball ,alphabet--,layouts--,see ,chart ,this lesson1 shown on following page1 should not be attempted until ,,lesson ,no4 #a has been thoroughly mastered4 ,the student should be familiar with the layout suggestions shown beneath the alphabet in lesson ,no4 #a even to the extent of laying out the same outlines and copying them on sheets of paper about #iab inches4 ,lesson ,no4 #b should be copied by the use of a ,no4 #c round speedball pen4 ,follow the dotted lines on the chart very carefully and observe the details--especially the 8spurs0 which are the little finishing touches or cross lines--these being purposely omitted in the first alphabet4 ,when the student has carefully lettered in one or two of these charts the same alphabet should be copied on a plain piece of paper or cardboard1 forming the letters as nearly perfect as possible4 ,use a pencil for the 8ruling in0 on practice paper other than the charts4 ,page #g also shows the condensed and extended variations of the alphabet4 ,keep these forms in mind4 ,condensed lettering is often necessary on narrow cards1 and the extended is often used on very wide or 8landscape0 sizes4 ,with this lesson thoroughly mastered--the student is advised to practice the layout work4 ,the first drawing suggests the 8copy0 for a showcard as it is often handed to the card writer4 ,there is a rule in card writing which demands the elimination of useless or unnecessary words4 ,thus the student scratches out the words 8this is40 ,these words can be eliminated without changing the sense of the card4 ,next1 take a piece of enameled cardboard1 or enameled paper1 and make a penciled layout as shown4 ,keep the balance of display toward the top center4 ,note that the three lines are 8gathered0 in a group--not scattered all over the card4 ,with the penciled layout ready--take up a ,no4 #c pen and letter in the first line--then use a ,no4 #b pen for making the next two lines4 ,use the smallest pen for forming a rather wavering or 8rugged0 border about one inch inside the margin of the card4 ,note the reproduced finished card shown4 ,this layout should be practiced until it resembles the original4 ,then the student should attempt the next card known as the two-price layout1 and then follow with the special arrangement4 ,these three layout suggestions will give the student confidence and the knowledge gained from practicing will make other layout work much easier4 ,during the intermission between lessons1 possibly covering several days1 the student should lay out and letter in other showcards from original copy or from copy suggestions secured through observing the showcards in large stores1 or from the advertisements in the newspapers4 ,master the alphabet and practice4 ,success follows persistent trying4 ,illustration3 i i i i l l l l o o o a b c d e f g h i j k l m n o p q r r s t u v w x y z see #a #b #b #c #d #e #f #g #h #i #j ,a ,a ,b ,c ,d ,e ,f ,g ,h ,i ,j ,j ,k ,l ,m ,n ,o ,p ,q ,r ,s ,t ,u ,v ,w ,x ,y ,z #abej ,condensed--,extended--,regular 8,copy0 ,penciled ,layout ,finished ,card 8,two-,price0 ,layout 8,special0 ,layout ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,instructions--,,lesson ,,no4 #c ,broad ,point ,pen ,single ,stroke ,roman--,see ,chart for ,practice ,this is a very beautiful alphabet when properly made4 ,students should note the graceful curves--and practice each letter carefully and faithfully from the large charts4 ,the alphabet reproduced on the opposite page is from the same copy as that used in making the practice charts1 with the exception that in the book1 the practice lines are omitted4 ,any 8broad pointed0 pen may be used for this alphabet4 ,some showcard writers prefer the model 8,c0 ,speed ,ball pen1 others prefer what are known as 8round0 writing pens--which are the same style pen as the 8,soennecken10 others may prefer the 8,automatic ,lettering ,pens40 ,any style pen that will fit the practice lines will suffice4 ,the original chart from which the illustrations were produced1 was made with a ,no4 #c model 8,c0 ,speed ,ball pen4 ,in beginning the practice work1 note on the charts1 and also on the alphabet shown here1 that the four guide lines are lettered ,a-,b-,c-,d1 just the same as in the first and second lessons4 ,the spacing is the same1 and there is a general proportion common to both alphabets4 ,hold the pen firmly1 but the hand should guide the pen at a slight angle4 ,in other words--keep the hand somewhat farther toward the right of the letter itself--rather than directly over the work as was the case with the round ,speed ,ball pens in the first and second lessons4 ,note carefully the sketches shown beneath the alphabet--and endeavor to hold the pen exactly as shown4 ,note particularly the angles in which the pen travels in starting and finishing the various strokes4 ,in making the 8staff0 strokes such as 8i01 8l01 etc41 the pen should make a slight upward curve--much the same as though the writer were going to draw a very thin line upwards at an angle of about #de degrees4 ,when this thin line is fairly started and touches the guide line1 then make a graceful curve and come directly downward almost to the base line1 allowing for the slight curve at the bottom of the stroke4 ,try the letter 8i04 ,hold the pen at an angle4 ,come up slowly1 then turn and follow the practice lines downward4 ,then try the letter 8l04 ,now take a separate piece of smooth paper4 ,rule this off into spaces the same as the practice chart1 and continue making the letters 8i0 and 8l0 until the pen feels 8natural10 and you can make perfect perpendicular lines with the graceful curves of 8spurs40 ,with the pen 8sliding0 downward somewhat at a cross angle1 the wide downward strokes will be found easy4 ,then try1 on the chart1 the curves which enter into the making of the letter 8o40 ,all such curves are made from the top downward1 and this is an important point4 ,also remember that there must also be a swing of the pen from ,,left--,,downward4 ,then1 ,,toward ,,the ,,right--,,and ,,downward4 ,two strokes form the letter 8o40 ,the next strokes are simple4 ,with the letter 8s01 you must use 8,,three0 strokes4 ,note the chart4 ,then come the strokes with curves which enter into the construction of 8h01 8m01 8n01 8w0 and 8y04 ,bear down on the pen sufficiently to get a wide stroke4 ,use a sweeping motion to get the curves4 ,follow faithfully the outlines on the chart1 and you will soon be able to make a beautiful alphabet4 ,the capitals are a series of easy curves1 also the numerals4 ,illustration3 i l o _/ s symbol symbol a a b c d e f g h i j k l m n o p q r r s t u v w x y z #a #b #c #d #e #f #g #h #i ,a ,a ,b ,c ,d ,e ,e ,f ,g ,i ,j ,j ,k ,l ,l ,m ,n ,o ,p ,q ,r ,r ,s ,t ,u ,v ,w ,x ,y ,z #e ,single ,stroke #e ,price #h ,friday ,bargains #ci ,today #e ,ready for ,spring ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,instructions--,,lesson ,,no4 #d ,single ,stroke ,brush 8,roman0--,see ,next ,page ,the student is now ready for practice work without the aid of charts1 except for the model shown on adjoining page4 ,use either a ,no4 #aj or ,no4 #ab 8,rigger0 showcard brush4 ,rule the practice paper so that the total height of the letter 8l0 will be about #b or #b inches4 ,this will leave a space of about #a inches for the ovals4 ,any size letters1 however1 may be made providing of course the brushes will accommodate them4 ,be very careful in choosing brushes1 and get good brushes4 ,professional card writers prefer the best red sable obtainable1 and with reasonable care1 a good brush will last a lifetime4 ,also be sure of the sizes4 ,brush numbers are confusing1 and there is a series of sizes larger than the 8,rigger10 with duplicate numbers4 ,the term 8rigger0 means the short handled brush1 and this style brush also has somewhat shorter bristles than the larger models4 ,the price of the 8rigger0 is also considerably less than that of the larger brushes4 ,if there is difficulty in securing brushes1 write to the ,educational ,department of the ,associated ,advertising ,clubs of the ,world1 as suggested on page 8,materials for ,beginners10 and you will be properly supplied at reasonable cost4 ,the student must also use regular showcard color for ink4 ,don't use pen ink for brushes4 ,it will not work1 and is too expensive4 ,procure some regulation showcard colors in the #b-oz4 bottles costing about #be;c4 ,professionals use the term showcard 8colors0 to designate the brush water colors from the inks used for pens4 ,with the brush and ink ready--secure a small piece of cardboard for use as a palette or mixing board1 and by dipping the brush into the showcard color several times1 there will be sufficient quantity on the palette to proceed4 ,have a small cup of water handy1 and into this dip the brush for moisture4 ,pour very little water into the show color itself--moisten and work up the color on the palette4 ,in doing the 8mixing0 also endeavor at the same time to work the bristles of the brush into a sharp 8chisel0 or flat edge4 ,this is necessary to do good work4 ,after each letter or two1 repeat the chiseling out strokes on the palette1 and always carry sufficient color on the brush to do good and easy work4 ,don't permit the brush to dry out so that the letters are weak and poorly 8covered40 ,now for the lesson4 ,hold the brush with the point at an angle--the same as the pen was held1 in forming the alphabet in the previous lesson4 ,the first stroke is a very short1 light one--then1 rest the brush1 and bear down slightly until the bristles are well spread4 ,come down in an even1 straight stroke4 ,this is the first stroke4 7,see first stroke on next page74 ,when almost to the base line1 stop and go back to the thin spur1 and fill in the open space4 7,note the second stroke on next page74 ,then resume position as in downward stroke and taper easily and slowly toward the right1 touching the baseline4 7,this is stroke #c74 ,next place the brush a trifle from the bottom and come downward to left4 7,making stroke four74 ,then across the bottom of the line1 completing a very neat spur with stroke five4 ,this is the manner of lettering the lower case 8i0 and also the lower case 8l40 ,close observation will show the exact manner of finishing 8off0 the capitals4 ,in the practical use of this alphabet1 avoid using lines of all capitals as much as possible--and then1 use only the simple capitals4 ,the fancy letters are for use only as the first letter on a showcard or for capitals in the main display lines4 ,it is difficult to read lines of all capitals at a glance1 and for this reason they should be used sparingly4 ,in doing color work1 students will find that regular showcard color1 somewhat 8thinned out0 with water1 and placed in a separate bottle1 will serve admirably in pen work4 ,this is particularly true in lettering with the pen1 on mottled mat board1 or other 8pulpy0 surfaces4 ,illustration3 ,,brush 8,,roman0 i i i i i l l l l l a a b c d e f g h i j k l m n o p q r r s t u v w x y z ,a ,a ,b ,b ,c ,d ,d ,e ,e ,f ,f ,g ,h ,h ,i ,j ,j ,k ,l ,l ,m ,m ,n ,o ,p ,q ,r ,s ,s ,t ,u ,v ,w ,x ,y ,z #a #b #c #d #e #f #g #h #i #j ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,instructions--,,lesson ,,no4 #e ,the 8,egyptian0 ,brush ,alphabet ,show card writers give this alphabet the name 8,egyptian0 when it applies to the plain lettering as shown on following page4 ,there are many other names that apply--when the alphabet is 8trimmed0 up with various embellishments known to professionals4 ,there is the spurred 8,egyptian0 when the lines are finished off with 8spurs0--either heavy spurs or hair line spurs1 and a host of other 8embellishments0 according to the taste and originality of the card writer4 ,the student will do well however to stick to the plain alphabet until the various letters are thoroughly mastered4 ,among printers1 this alphabet is known as 8,gothic10 and some showcard men call it a 8block0 letter4 ,the term 8block0 comes from the fact that most of the letters should occupy the same amount of spacing4 ,while not a beautiful alphabet--it comes in very conveniently1 and is a splendid letter for making bold lines4 ,as an illustration--the word 8,,hats0 is a comparatively weak word on a large show card1 unless the lettering is heavy1 or embellished with some shading or outlining4 ,with a broad brush--if in a hurry--the card writer can dash off such a word very quickly in 8,egyptian0--thus saving time1 and yet making a good1 bold card4 ,the word 8,,hurrah0--sometimes used to attract attention--is very weak--unless lettered in bold 8,egyptian40 ,large prices on full sheet cardboard signs and letters on cloth signs are also often done with this alphabet4 ,don't be discouraged when first attempting it with a brush--and make it only with the brush4 ,pick out a brush that has a good even edge4 ,a 8ragged0 brush is useless for heavy strokes4 ,and when you find a brush that will work well1 leaving the perpendicular and ends of the vertical lines even and neat1 ,,keep ,,such ,a ,,brush ,,for ,,this ,,style ,,lettering1 and use it for nothing else4 ,in contrast to the 8,egyptian0--a brush for the ,roman alphabets must be pliable and of a 8texture0 to permit of light and heavy lines being made alternately4 ,in forming the 8,egyptian0 the brush must hold its 8chisel0 edge1 and keep an even stroke2 therefore the necessity of using the right brush4 ,first practice the letters that contain the straight strokes1 ,e-,f-,h-,i-,l-,v and ,w4 ,keep practicing these capitals until they become easy4 ,then take up the remainder4 ,for the capitals--draw your cross guide lines about two and one-half or three inches apart4 ,regulate your lower case letters accordingly4 ,learn to twirl the brush between the thumb and second finger1 using the first or index finger as a sort of guide to keep the brush in place4 ,roughen up the polished ferrule of the brush with sand-paper1 or a file4 ,some showcard writers wrap adhesive tape about the ferrule1 others wind that part of the brush with small rubber bands4 ,all these 8tricks0 enable you to hold the brush more firmly and make the 8turns0 much easier4 ,making the curves is a combined arm1 wrist and finger movement and the student must bear in mind at all times that the hand must drag the brush4 ,do not try to push the brush4 ,,keep ,,the ,,hand ,,ahead ,,of ,,the ,,bristles1 and keep the chisel edge of the brush always at right angles with the width of stroke4 ,also endeavor to keep the brush somewhat more perpendicular than with the ,roman lettering4 ,many showcard writers hold the brush so that the handle is exactly erect or horizontal and a trifle forward of the third joint of the index finger4 ,keep the head well over the work1 almost directly over the work1 and you will find the lettering can be done easier4 ,illustration3 ,,brush 8,,egyptian0 i l symbol _/ a b c d e f g h i j k l m n o p q r s t u v w x y z ,a ,b ,c ,d ,e ,f ,g ,h ,i ,j ,k ,l ,m ,n ,o ,p ,q ,r ,s ,t ,u ,v ,w ,x ,y ,z #a #b #c #d #e #f #g #h #i #j #dejj ,ext4 ,cond4 ,,freakish6 ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,instructions--,,lesson ,,no4 #f ,embellishing1 ,decorating1 ,etc4 ,if this work is being done in a class under an instructor1 it is suggested that examples be prepared exactly as described on this page1 and illustrated on the following page4 ,this will enable the students to gain an exact idea of the work to be done4 ,if the student is practicing alone1 it is suggested that cards duplicating1 or at least similar to those described1 be procured1 and the various combinations followed out4 ,card ,no4 #a1 size #iac4 ,mottled mat board with a slight tinge of very light green4 ,first three lines of lettering were done in bright red1 and then the words 8,fancy ,stunts0 were striped with light yellow4 ,the word 8color0 was lettered in dark brown and embellished with light yellow4 ,card ,no4 #b1 size #iac4 ,light blue mottled mat board4 ,lettering was done in blue--the first lines in dark blue1 and the numerals 8#dj0 in light blue1 outlined with dark blue4 ,the snow effect was accomplished by coating the top of the card and the letters very heavily with thick1 white showcard color4 ,before this color dried1 fine 8imitation snow0--ground mica--was distributed4 ,the card was then left to dry1 after which the surplus ground mica was brushed off into a receptacle1 to be used again4 ,card ,no4 #c1 size #iac4 ,pink mottled mat board4 ,lettering shows two styles of outlining4 ,the first two lines were light purple outlined closely with black--the last two lines were dark purple with rugged light green outline4 ,note carefully the methods of outlining4 ,card ,no4 #d1 size #ahh4 ,linen finish1 cream tinted mat board4 ,lettering was done with ,no4 #aj brush1 using orange ink4 ,the outlines and underscoring were done in purple1 and the decorative dots over the face of the letters are white put on with small brush4 ,card ,no4 #e1 size #fd inches4 ,light tan mottled mat board4 ,price was lettered with brush1 using dark blue color1 shading was done with light blue4 ,the embellishing across the face of the figures was done with white4 ,card ,no4 #f1 size #abah inches4 ,mottled tan mat board1 round cornered4 ,body of lettering done in dark1 reddish brown1 then dotted with gold4 ,the letters were outlined with bright red4 ,illustration3 ,,decorative ,,suggestions #a ,,fancy ,,stunts ,,in ,,color #b ,christmas ,candies #dj #c ,close ,outline ,open ,outline #d ,gloves #e #be #f ,,cafe ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,instructions--,,lesson ,,no4 #g ,use of ,pantograph1 ,pictures1 ,copying ,designs1 ,etc4 ,card ,no4 #a4 ,size #hg inches4 ,this was a sample from a wholesale paper house4 ,body color was a very light green4 ,the border and center panel were made with olive ink4 ,the figures were light yellow and outlined in bright red4 ,the picture of a parrot was cut from a magazine and pasted in the corner of the card as shown4 ,card ,no4 #b4 ,size #ajad inches4 ,dark cream mottled mat board4 ,lettering was done in a dark gray with ,no4 #aj brush4 ,the initial letters 8,d0 and 8,f0 were shaded with black4 ,the picture which represents a photograph was a neatly printed half-tone1 cut from a trade paper4 ,the border of the card was gray4 ,card ,no4 #c4 ,size #ajac inches4 ,plain white cardboard with a picture pasted on the upper left-hand corner cut from a manufacturer's showcard4 ,the lettering on this card was done in black with the round speedball pen4 ,the border is dark green to match the picture4 ,card ,no4 #d4 ,size #aaah inches4 ,plain white cardboard4 ,lettering was done with large round speedball pen4 ,the picture shows the use of the pantograph and the sketch was enlarged from the original at the left4 ,this was enlarged four times as shown on the card itself4 ,after the sketch was traced with a pencil1 the drawing was filled in with drawing pen4 ,card ,no4 #e4 ,size #hf inches4 ,plain white cardboard lettered with ,no4 #aj brush1 using bright green ink1 then shading with black4 ,the butterfly was a cut-out from a trade paper and pasted to the card-board4 ,in shading the letters on a showcard1 or on any piece of sign work1 the student should keep in mind the theory of shading which is as follows3 ,imagine1 if possible1 that the letters to be shaded are about one inch in height from the paper and that a light is being held above and to the right of the letters at an angle of about #de degrees4 ,if this experiment is carried out in actual practice it will be found that the shadows fall to the left and below the letters4 ,this is the rule for proper shading4 ,the effect can be reversed by imagining the light coming from above and to the left4 ,this would necessitate the shading on the right side of the letter and at the bottom4 ,students should study the large cloth signs made by professional sign men1 for splendid examples of shading4 ,illustration3 ,,practical ,,examples #a #ae #b ,dignified ,furniture ,comfortable ,durable #c ,they're ,here ,dainty ,durable ,hose ,popularly ,priced #d ,new ,ties ,just ,received #a4be #e ,new ,spring ,silks ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,instructions--,,lesson ,,no4 #h ,air ,brushing1 8,spatter0 ,work1 ,etc4 ,the first figure1 that is the figure to the left on the adjoining page1 shows the stencil1 or pattern1 as it is cut from regular stencil stock for use in air brush work or other decorative methods4 ,the card in the center shows the design after being copied on the showcard4 ,the stencil itself was placed on white showcard1 size #adbb1 and the air brush color was blown about the margin of the stencil1 with the result as shown4 ,the lettering on this design was done with a large size model 8,c0 ,speed ,ball pen4 ,the two cards shown to the right are illustrations of how to proceed in doing 8spatter0 work4 ,the card at the top shows the panel cut out1 and this was placed over the card shown just below4 ,the spatter was done with light green color1 and the method employed was as follows3 ,a brush similar to that used in cleaning typewriters was used with regular air brush ink1 and this brush was moved backward and forward across the blunt edge of a knife blade4 ,the face of this panel was then lettered as shown4 ,this lettering was done with a large size model 8,c0 pen4 ,students who desire to further familiarize themselves with air brush work1 should write to the various manufacturers of air brushes1 and get literature on this interesting subject4 ,stencils may also be procured from showcard supply firms or from the manufacturers themselves4 ,patterns from stencils may also be copied from wall paper designs1 pictures1 etc41 and then cut out with a very sharp knife4 8,air brush0 is a name for a finely made tool which has a very delicate spray1 operated by means of air pressure4 ,it is necessary1 of course1 to attach the air brush to some sort of tank containing air1 and for those who use the air brush a great deal1 nothing is more convenient than the carbonic air tank furnished by any carbonic gas company4 ,it is necessary to attach an air regulator to such an air tank4 ,bear in mind that an air regulator is a combined regulator and pressure gauge4 ,in addition to the air brush1 it is necessary to have extra color cups and about eight feet of rubber hose to attach to the tank4 ,ordinary spatter work may be done in a great many ways1 in addition to the method mentioned here4 ,many showcard men find that an ordinary fine spray atomizer will do very good work1 and some even attach an atomizer to a home made air pressure tank1 which is fed from a hand or foot pump4 ,any method that will add novelty to the appearance of a showcard is very good1 especially at the important seasons of the year4 ,in doing air brush work however1 or spatter work1 it is very necessary to first procure the regular air brush colors4 ,ordinary homemade mixtures will drip and ruin your work4 ,the regular air brush colors have in their composition a dryer which causes the color to dry immediately1 and also a binder which prevents the color from being rubbed off4 ,air brush colors are very reasonably priced1 and can be secured in a great range of shades and colors4 ,if the student has difficulty in procuring these materials1 he should write to the ,educational ,department of the ,associated ,advertising ,clubs as suggested in previous lessons4 ,illustration3 ,,specimens--,,for ,,lesson #h #aibc ,ribbons for ,easter ,an ,example of 8,spatter0 ,work ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,instructions--,,lesson ,,no4 #i ,finished ,work in ,air ,brushing1 ,etc4 ,this lesson has been designed as a direct follow-up of ,lesson #h4 ,there is a variety of simple and practical suggestions on the following page--giving the student much actual practice4 ,if work is being done by classes1 the instructor should have similar designs prepared and permit the students to copy from them4 ,it would be much more practical if such designs could be shown to the students before the class closes on ,lesson #h4 ,these designs are all on white cardboard so that very little extra stock is necessary4 ,card ,no4 #a4 ,size #abaa4 ,plain white card1 air-brushed in black around the oval cut-out4 ,the 8turned-down0 corner effect was obtained by clipping off the corner and airbrushing a section to represent the portion that would be folded over4 ,the lettering was done with ,no4 #c round ,speed ,ball pen1 and the figure 8#d0 was outlined in purple4 ,card ,no4 #b4 ,size #aaad 7quarter sheet74 ,airbrushing was done over a panel with purple ink4 ,the pictures were then pasted on and the lettering done with small size broad point lettering pen4 ,card ,no4 #c4 ,size #gg4 ,air-brushed panel background was obtained by 8spattering0 the color through a 8jagged0 edged cut-out4 ,lettering was done with large size round ,speed ,ball pen4 ,card ,no4 #d4 ,size #ibj4 ,plain white cardboard4 ,faintly decorated panel was made by rubbing in colored chalk dust and outlining this with small pen4 ,lettering was done with ,no4 #d round ,speed ,ball pen4 ,card ,no4 #e4 ,size #aaaf4 ,plain white cardboard4 ,silhouette was made by transferring the outline of a picture by means of carbon paper4 ,this outline was then filled in with black ink4 ,the border and shading were done in dark red4 ,the lettering was done with small broad lettering pens3 a ,no4 #d ,model 8,c0 ,speed ,ball and a ,no4 #e ,model 8,c0 pen4 ,illustration3 ,,suggestions ,,for ,,practice #a for ,easter #d #b ,a ,complete ,line of ,toilet ,accessories ,priced to ,please #dth floor #c #aih #d ,,chalk ,,background ,hand ,polished #e ,taffeta ,you'll ,find a ,large ,variety of ,shades on ,our #bnd ,floor ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,instructions--,,lesson ,,no4 #aj ,finished ,practical ,work--,general ,review ,if the work has been conducted by classes1 this lesson will serve as a general review1 and students should be asked to duplicate the examples shown on the next page4 ,the general review work should also include work in the simple alphabets with each student making a card with the round speed ball pen1 one card with the broad pen1 and one simple brush card4 ,the examples shown on following page should be shown to the class before the close of the previous class session1 in order that the proper preparation may be made4 ,these cards are not difficult1 but have been made up with the idea of giving the student an idea of variety--and individuality4 ,if an air brush is not available1 an atomizer1 or a simple 8spatter0 process will serve just as well4 ,card ,no4 #a4 ,size #iad inches4 ,the lettered panel was #eg inches4 ,the large part of the card was made by covering a piece of wall board with purple plush and mounting the showcard on it as shown4 ,the showcard itself was of pebble finish1 cream colored mat board1 lettered in black with the price in white4 ,the border as well as the underscore is also white4 ,card ,no4 #b4 ,size #adh inches4 ,the background was light gray2 with the mounting in light blue mottled mat board4 ,the lettering was done with the brush1 using dark blue ink4 ,the outline was in white4 ,card ,no4 #c4 ,size #ajae inches4 ,stock used was linen finish1 cream colored mat board2 lettering was done in black ink with a wide pointed pen4 ,the border was finished with the air brush1 and then striped with white4 ,card ,no4 #d4 ,size #ibb inches4 ,panel was air-brushed in purple2 lettering was done with large size round ,speed ,ball pen2 first two lines were underscored in light green4 ,price was outlined in light green ink4 ,card ,no4 #e4 ,size #haa inches4 ,lettering was done with a round ,speed ,ball pen1 and the panel effect with the perpendicular lines was done with the pen1 using orange color ink4 ,card ,no4 #f4 ,size #eab inches4 ,light tan cardboard2 lettering done in reddish brown ink1 using wide pointed lettering pen for the large letters1 and the price was done with a ,no4 #aj brush4 ,the border was bright red1 and the small lettering was done in bright red4 ,illustration3 ,,suggestions ,,for ,,lesson #aj #a ,pekin ,morea ,a new spring ,novelty #g4ej doz4 #b ,,furs #c ,holiday suggestions-- #ej and up4 #d ,silk ,hose #cej #e ,,white ,,pongee ,,shirts ,collars to ,match #d #f ,for ,fall ,just ,received #fj ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,speed ,,ball ,,variations ,the chart on the following page shows a number of variations which really make separate and distinct alphabets based on the ,speed ,ball pen alphabet practiced in ,lesson #b4 ,from these variations1 if studied closely1 it will be noticed that the ,lesson ,no4 #b alphabet is used as the basis1 and by simply changing the spurs1 it is possible to make four or five alphabets from the one model4 ,the chart as shown on the opposite page is self explanatory4 ,it is only necessary to state that the student should study the changes thoroughly1 and when well mastered1 they will add much to the attractiveness and individuality of showcards4 ,by varying the height of the body lines1 known also as the staff lines1 it is possible to change the entire appearance of this simple alphabet4 ,the last alphabet shown is much the same as that in ,lesson ,no4 #b with the exception that the spurs are square and face generally in one direction4 ,it will also be noticed that many of the strokes are left open1 at least there is a bit of white space showing between the staffs and the next stroke4 ,this adds a touch of individuality to the alphabet1 which is patterned after a popular type face4 ,in practicing this alphabet1 simply rule off the practice paper as shown in previous lessons and follow the chart as closely as possible4 ,illustration3 ,,chart ,,of ,,variations ,this is an ,example of the 8,sloping0 ,spur a b c d e f g h i j k l m n o p q r r s s t u v w x t z ,below is an example of the 8,double ,curve0 spur a b c d e f g h i j k l m n o p q r s t u v w x y z--,etc ,a ,b ,c ,d ,e ,f ,g ,h ,i ,j ,j ,k ,l ,m ,n ,o ,p ,q ,r ,s ,t ,u ,v ,w ,x ,y ,z--#a #b #c #d #e #f #g #h #i #j- #abej ,this is a ,specimen of the 8,heightened0 ,staff ,lines ,this ,demonstrates the 8,heightened0 ,body ,lines--,giving ,contrast a b c d e f g h h i j k l l m n o p q r s t u v w x y z--,easy--,a ,a ,b ,c ,d ,e ,f ,g ,h ,i ,j ,j ,k ,l ,m ,m ,n ,n ,o ,p ,q ,r ,s ,t ,t ,u ,v ,w ,x ,t ,z--#a #b #c #d #e #f #g #h #i #j4 ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 8,,special0 ,,alphabet ,this alphabet is a ,variation of the ,roman and ,old ,english combined4 ,there is always a demand for something neat1 and attractive1 and not too difficult or 8fancy0 to be easily made and easily read4 ,the same alphabet used week after week becomes monotonous1 and students will find the 8special0 alphabet shown on the following page a very interesting one4 ,the capitals are quite easy1 and follow somewhat after the style of the plain1 single stroke ,roman1 for the pen and brush1 shown previously4 ,cards to be used in jewelry stores1 for millinery1 and other high class lines of merchandise1 look 8classy0 and are very attractive when lettered in this style4 ,when using this alphabet it adds greatly to its attractiveness to procure tinted cardboard4 ,a faint tint of purple1 blue1 brown1 etc41 greatly enriches the cards4 ,cream tinted cardboard is also admirably adapted to this purpose4 ,black cardboard may also be used1 or other solid color4 ,by thinning the regular showcard colors somewhat with water1 beautiful work can be done4 ,black cardboard with white lettering is decidedly appropriate in jewelers' windows but the cards must not be too large4 ,at ,christmas time this is a very desirable alphabet because it has many traits of the ,old ,english4 ,with a little practice the fundamentals will soon become fixed in the mind1 and the student will have one more alphabet added to his 8vocabulary40 ,practice the layouts as shown1 using black cardboard and white ink for the second1 and light blue ink on white to form the dotted center panel of the third card4 ,illustration3 ,,for ,,brush ,,or ,,pen a b c d e f g h i j k l m n o p q r s t u v w x y z--#a #b #c #d #e #f #g #h #i #j ,a ,b ,c ,d ,e ,f ,g ,h ,i ,j ,k ,l ,m ,n ,o ,p ,q ,r ,s ,t ,u ,v ,w ,x ,y ,z ,dainty ,dresses ,silverware for ,christmas ,jewelry ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,pen ,,or ,,brush 8,,italic0 ,the 8,italic0 is a very necessary alphabet in card writing4 ,the name is derived from the slanting appearance of the letters4 ,in using this style of lettering be careful to have the 8slopes0 or 8slants0 uniform4 ,the angle as shown on the chart is the preferred 8slant40 ,in practice work1 to maintain uniformity1 students should rule off their cards or practice sheets as indicated by the broken lines4 ,this compels uniformity1 and many professional card writers use a specially 8slanted0 ruling guide or 8,t0 square for making such lines4 ,this alphabet is designed for either the broad pointed pen or brush4 ,the round speedball pens may also be used for a 8slanting0 alphabet1 if desired4 ,compare the similarity of this with other alphabets and it will be found easy to make4 ,take time to analyze this and previous alphabets1 and it will be found very simple4 ,words lettered in 8,italic0 on a showcard break up the monotony4 ,when there is considerable reading matter on a card or sign1 a few lines in ,italic will relieve the denseness of the lettering and invite reading4 ,italic is also much used for catch lines--the short lines--which often occur between the important lines on a card4 ,the words 8the01 8our01 8on0 and many others are usually written in ,italic4 ,the last line of lettering on the adjoining reproduction shows some slight variations preferred by showcard writers1 in that the spur at the top of some of the staffs is sharper1 and on other letters the bottom spur of the first stroke is omitted4 ,in working under pressure many showcard writers omit the spur in all first strokes on the h1 k1 m and n4 ,the 8,italic0 numerals are simple--and much used for prices on any style card4 ,in fact1 the ,italic is much preferred when there is considerable small lettering to do and the work must be hurried4 ,illustration3 8,,italic0 ,,chart ,a ,b ,c ,d ,e ,f ,g ,h ,j ,k ,l ,m ,n ,o ,p ,q ,r ,r ,s ,t ,t ,u ,v ,w ,x ,y ,y ,z c4 ,a ,b ,c ,d ,e ,f ,g ,h ,i ,j ,k ,l ,m ,n ,n ,o ,p ,q ,r ,s ,t ,u ,v ,w ,x ,y ,z abcdefghijklmnopqrrsstuvwxy abcdefghijk #abcdefghij-aibc ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,directions ,,for 8,,old ,,english0 ,while the 8,old ,english0 stands out in an unusual way for beauty and dignity it must at all times be used with the utmost discrimination4 ,it does not lend itself ordinarily to showcard or poster work and finds its best purposes in connection with ,christmas showcards or monogram effects4 ,jewelry1 silverware and gift suggestions of the valuable variety express themselves to the highest advantage in the 8,old ,english0 alphabet4 ,a point to be remembered in using this alphabet1 however1 is not to combine capitals in one word4 ,capitals can only be used in connection with the lower case letters4 ,some of the other alphabets1 more specifically the 8,egyptian10 work out very effectively in 8solid caps40 ,however1 this effect can never obtain in the case of the 8,old ,english40 ,the alphabet as shown on the plate is self-explanatory as to combination of strokes4 ,the letters may be made with the brush held at an angle square with the stroke1 emphasizing the fine lines1 or they may be made with the broad point pen1 depending on the size desired4 ,this alphabet is the most time-taking of any to make and as it adapts itself to only limited purposes1 should be used very rarely4 ,illustration3 8,,old ,,english0 ,,chart ,a ,b ,c ,d ,e ,f ,g ,h ,i ,j ,k ,l ,m ,n ,o ,p ,q ,r ,s ,t ,u ,v ,w ,x ,y ,z #a #b #c #d #e #f #g #h #i #j c4 abcdefghijklmnopqrst uvwxyz41symbols ,jewelry ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,descriptions ,,of ,,practical ,,cards ,card ,no4 #a4 ,size #hag inches4 ,light tan mottled mat board lettered in dark brown ink4 ,this card demonstrates an important point in showcard writing1 that--if the price is to be displayed in large figures1 the general outline of the space occupied by the numerals should conform to the proportions of the card4 ,thus a narrow card demands a condensed price4 ,card ,no4 #b4 ,size #bjab inches4 ,cream tinted linen finish mat board4 ,initial capitals in the first line were in bright red1 the other lettering in brown1 while the price figures were bright red outlined with brown4 ,this style card is reproduced for the purpose of showing that an extended card such as this1 which is called the 8landscape layout10 should have an extended price that will be in keeping with the general proportions of the card4 ,card ,no4 #c4 ,size #fab inches4 ,light green mottled mat board with lettering in light blue outlined with dark blue and then decorated with dots of white and black4 ,this shows a very pretty card for single price1 and in this size also the price figures should conform to the general outline of the card4 ,cards ,nos4 #d and #e are what is known as 8strip0 signs4 ,that is1 they are lettered on narrow strips4 ,the originals were about #d inches wide4 ,card ,no4 #d was lettered on light maroon cardboard with black ink4 ,card ,no4 #e was white with black lettering4 ,if the student enters into practical work and has occasion to make many narrow strips on paper1 such paper can be procured in varying widths and in rolls from any firm that carries supplies for showcard writers4 ,illustration3 ,,practical ,,cards #a ,this ,style ,card ,should ,have ,condensed ,price #ai #b ,this ,style ,card ,should ,have an ,extended ,price #ci #c #e #d ,,candies--#di #e ,,the ,,big ,,sale ,,is ,,now ,,on ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,descriptions ,,of ,,cards ,,for ,,summer ,card ,no4 #a4 ,size #afbb inches4 ,gold mat board in fancy 8cut-out0 pattern4 ,large lettering done in white color with air-brushed shading in light red4 ,smaller lettering done in black ink4 ,card ,no4 #b4 ,size #afbb inches4 ,this card was made of tan mottled mat board with air-brushed panel as shown in reddish brown4 ,large lettering is in white--the small lettering in black4 ,such cut-out panel effects have the appearance of two sheets of mat board being used4 ,illustration3 ,,cards ,,for ,,summer #a ,summer ,toilet ,necessities ,pure and ,efficient #b ,novelties in ,leather ,goods ,just ,received ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,description ,,of ,,cards ,,on ,,page #ci ,card ,no4 #a4 ,size #afbb inches4 ,cardboard is imitation ,circassian ,walnut lettered in plain white4 ,in lettering on cardboard of this character the student should bear in mind that such board is of necessity an oil finish and that paint with considerable dryer1 or printer's ink mixed with gasoline are best for lettering4 ,water colors are very unsatisfactory on surfaces of this kind4 ,this board is a fancy cut-out and may also be procured in the mahogany finish4 ,card ,no4 #b4 ,size #afbb inches4 ,plain white cardboard with wall paper mat pasted onto the white board4 ,space occupied by the lettering was first air-brushed in light green which shows very faintly in the reproduction and this was then lettered with white showcard color1 using ,no4 #ab brush4 ,illustration3 ,,suggestions ,,for ,,furniture ,,dealers #a ,,furniture -,,of- ,,distinction #b ,new ,draperies ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,description ,,of 8,,spring0 ,,cards ,card ,no4 #a4 ,size #afbb inches4 ,this showcard was made of maroon colored railroad bristol4 ,the large lettering1 in the 8,egyptian0 style1 was done with yellow color4 ,the clover effect on each of the first letters in the three words was done by grouping three dots in light red color4 ,the smaller lettering at the bottom of the card was done in white color as was also the border1 as indicated4 ,this card is attractive in style1 featuring the side panel effect with broken border4 ,card ,no4 #b4 ,size #afbb inches4 ,plain white cardboard mounted with a card of pale green4 ,the word 8,seeds0 is lettered in deep yellow1 closely outlined in dark green4 ,the smaller lettering is done in the same shade of dark green and outlined 8raggedly0 in bright yellow4 ,the color combinations are very effective1 especially in connection with this particular kind of 8merchandise40 ,illustration3 ,,cards ,,for ,,early ,,spring #a ,,time ,,to ,,paint ,we can please you both in ,quality and ,price #b ,,seeds for ,every ,home ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,description ,,of ,,easter ,,cards ,card ,no4 #a4 ,size #afbb inches4 ,fancy cut-out1 heavy purple mat cardboard4 ,card was beveled and makes a very pretty design for ,easter4 ,the lettering was done with the ,no4 #ab brush1 using white ink4 ,the word 8,hats0 was outlined with lavender4 ,the words 8,easter ,parade0 were cross-striped1 as shown1 with gold ink although this appears as almost white in the reproduction4 ,the price cards shown in the reproduction were lettered on purple cardboard4 ,the first price ticket was white1 shaded in light green with the air brush4 ,the next card was lettered in white and shaded with lavender4 ,the third card was lettered in lavender and outlined with white4 ,the border of the card was air-brushed with green ink and then striped with white4 ,the last card shown was lettered with yellow on purple cardboard shaded with light red4 ,card ,no4 #b4 ,size #afbb inches4 ,the original of this card was very beautiful4 ,the center panel in the reproduction does not give the clear detail of the quality of stock used4 ,the background of the original was heavy purple mat board and the center panel was of grain finished cover stock tinted with purple4 ,the center panel in the original gave the appearance of a piece of white kid stretched over the surface of the mat4 ,the edges of the lettered panel were heavily air-brushed in black ink4 ,the lettering was done with small size model 8,c0 speed ball pen4 ,such cards add much to the attractiveness of any window display and students should procure samples of this paper stock from some source and note its beautiful finish4 ,if work is being done in class--such examples should be exhibited to the students4 ,illustration3 ,,easter ,,cards #a ,,hats ,,for ,,the ,easter ,parade #e #be #ej #fj #b ,a ,clever ,expression of ,individuality ,styles for #aibc ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,description ,,of ,,cards ,,for ,,summer ,card ,no4 #a4 ,size #afbb inches4 ,made of white cardboard with air-brushed panel in light blue and panel is striped with faint white lines4 ,you will note that the lines are heavier at the top and bottom1 apparently 8fading out0 toward the center4 ,this produces a very cool1 elusive effect1 suggesting water4 ,the lettering is done in white color with slight air brush shading in light green4 ,for suggested coolness the colors here used are uniquely effective4 ,card ,no4 #b4 ,size #afbb inches4 ,light tan mottled mat board4 ,large lines of lettering in dark gray--first line outlined with black lines1 second with light green4 ,the bottom line of lettering is done in black4 ,the panel in the ornamentation was done in gray--the flowers are of bright red outlined with white against circular background of dark blue4 ,the conventional foliage falling from flowers was done in light green4 ,card ,no4 #b would be very effective in a window display of footwear4 ,illustration3 ,,cards ,,for ,,summer #a ,cool ,togs for ,,hot ,,weather #b ,summer ,styles ,attractively ,priced ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,more ,,cards ,,for ,,summer ,card ,no4 #a4 ,size #ibj inches4 ,gold mat board with a cut-out picture pasted near the top as shown4 ,the checker-board border was made with bright red4 ,the word 8,dresses0 was lettered with ,no4 #ab brush using bright red showcard color4 ,this line of lettering was also shaded and striped with white showcard color4 ,the small lines of lettering were done with ,no4 #d model 8,c0 speed ball pen1 using regular ink for pen work4 ,the numeral 8#d0 was lettered with white and then lightly air-brushed or shaded with dark red4 ,card ,no4 #b4 ,size #afbb inches4 ,dark brown cardboard with the letter 8,w0 in light green1 outlined with gold4 ,the balance of the first two lines of lettering was done with ,no4 #ab brush using cream showcard color4 ,the last three lines were made with a smaller brush using light red showcard color and mixed with yellow to form a very pale pink4 ,card ,no4 #c4 ,size #hac inches4 ,plain white cardboard1 round-cornered1 with border outside of the panel air-brushed in light yellow4 ,the flowers which show faintly in the reproduction were violets made with a small brush1 using purple ink4 ,the vines were done in light green4 ,the lettering was done with model 8,c0 speed ball pens1 using gray ink for shading the words1 8,men's ,shirts40 ,the numeral 8#c0 was outlined in white4 ,card ,no4 #d4 ,size #ie inches4 ,plain white cardboard lettered with ,no4 #ab brush and black showcard color4 ,the border and the figures were then airbrushed in purple ink and the face of the figures striped with white4 ,illustration3 ,,attractive ,,summer ,,designs #a ,dresses for the ,practical ,women #d #b ,,we can please you in style quality and price #c ,men's ,shirts ,cool ,summer ,weaves #c #d #bdej ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,description ,,of ,,fall ,,cards ,card ,no4 #a4 ,size #afbb inches4 ,greenish gray mottled mat board1 cut out in attractive easel effect4 ,panel is of white cardboard with air-brushed shading in yellow4 ,the words 8,fall ,opening0 are lettered in dark red4 ,the smaller lettering was done in black ink with the model 8,c0 speed ball pen4 ,card ,no4 #b4 ,size #afbb inches4 ,dark green mottled mat board4 ,initial letter in 8,footwear0 was done in white color against a bright red background1 with border in gold4 ,balance of letters in word 8,footwear0 were done in white4 ,the four lines of ,italic lettering were done in light cream color4 ,note the even slant in the 8,italic40 ,illustration3 ,,cards ,,for ,,fall #a ,fall ,opening ,a perfect exhibition of newest autumn modes #b ,footwear ,a ,complete ,showing of the ,newest ,fall ,styles ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,description ,,of ,,late ,,autumn ,,cards ,card ,no4 #a4 ,size #afbb inches4 ,the pumpkin design was air-brushed1 by first cutting out a stencil the size necessary and then using orange and yellow air brush ink with an outline of light green4 ,the small line of lettering was done with a ,no4 #c model 8,c0 ,speed ,ball pen4 ,the words 8,hallowe'en ,dainties0 were lettered in 8,egyptian0 with a ,no4 #ab brush1 and the color was dark red4 ,these two lines were air-brush shaded in light green4 ,the last two lines of lettering were done with a small brush in black ink4 ,the 8frosting0 effect was obtained by using heavy white showcard ink as indicated1 and then ground mica was sprinkled on the ink4 ,this makes a very attractive showcard for ,hallowe'en season4 ,card ,no4 #b4 ,size #afbb inches4 ,thanksgiving design4 ,the drawing of the ,pilgrim was made offhand1 first being sketched in with pencil1 and then black ink was used1 touched up with white4 ,the showcard stock was of reddish orange4 ,the word 8,thanksgiving0 was drawn with the brush in black and shaded with white4 ,the small price cards shown in the center were plain white cardboard4 ,the first sign shows the method of making a 8mask0 or 8cut-out0 for the lining of a large number of cards1 when it is necessary to have them equally spaced4 ,the next card shows a suggested penciled-in sketch1 and the remainder1 the actual pen lettering4 ,these cards were then daintily air brushed on the edges4 ,the square card shown was a small card three inches square1 also lettered with pen4 ,illustration3 ,,cards ,,for ,,late ,,autumn #a 8,when the frost is on the pumpkin0 ,hallowe'en ,dainties ,for the ,children and the 8,grown-ups0 #abc #def #ghi #abc #b ,,thanksgiving ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4 ,,description ,,of ,,christmas ,,cards ,card ,no4 #a4 ,size #adbb inches4 ,deep blue cardboard stock with border line in white4 ,the words 8,toyland is ,ready0 were done in bright green color4 ,white color was then applied freely and with careless effect at the top of the white letters and also in the bottom curves and spurs4 ,while the white color was quite wet ground glass or 8mica0 was sprinkled into it1 thus producing the effect of snow4 ,the balance of the lettering was done with the brush in bright yellow color4 ,price cards shown in the center of the reproduction were made of white cardboard4 ,numerals were written in with black ink with model 8,b0 speed ball pen4 ,each card features a different colored1 flat band border of dark blue1 tangerine1 maroon1 orange1 mauve and bright yellow1 respectively4 ,this border is made by 8chiseling0 the brush out perfectly flat and laying it full width1 or whatever width may be desired1 on the edge of the card and dragging it steadily down on each edge of the card4 ,colored borders on price cards add much to their attractiveness4 ,try out the combinations suggested4 ,card ,no4 #b4 ,size #adbb inches4 ,plain white cardboard mounting with panel of dark green1 mottled cover stock4 ,the word 8,boys0 was lettered in dark green and closely and somewhat unevenly outlined in bright yellow4 ,the balance of the lettering was done in very light green1 the last line also underscored in the same color4 ,illustration3 ,,cards ,,for ,,christmas #a ,toyland ,is ,ready-- in all its wonder and mysteriousness #aej #bge #c #ejj #h #aj #b ,,boys ,will ,want ,these-- ,don't ,disappoint ,them ,plates used by permission of ,ely ,walker ,dry ,goods ,co41 ,st4 ,louis4