PART TWO

THE “LAYOUT” MAN

_Page 35_

Typography in the twentieth century—Compared with the past—Perfection not attainable—The spirit of the master craftsman—Inspired work—The necessity of careful preparation—Every printshop should have a layout man—When a building is erected—Quality printing is not accidental—Shop style—Layout men in large and small shops—Please the customer—Typography essentially a business vocation—Orders obtained thru “dummies” submitted—Selecting a layout man—Type equipment should be appropriate and sufficient—A working outfit for the layout man—Portfolio of sample sheets—Laying out a small booklet—Paper, margins, type page and size of type—Words to a square inch—Arrangement of title-page—Specimen pages in available body type—Use of crayon and pencil—Dummy submitted to customer—Duplicating it in the workrooms—Dummy sheets for periodicals and large catalogs—Incorporating illustrations in the text matter— Marking copy for machine composition—The average stationery job—A patchwork of typographic styles—Different results if handled by a layout man—Studying color harmony—Determining color combinations—The colder color should predominate—Indicating the finished result—Proofs in the colors and on the stock to be used—Blending paper stock—Laying out advertisements.

HARMONY AND APPROPRIATENESS

_Page 41_

“Leit-motif”—The central idea in composition—Harmony and appropriateness—Undervaluing their importance—What is appropriate?— Discriminating judgment required—Discreet selection of type, ink and paper—It makes a difference—As to type-faces—As to inks—As to papers— Simplicity synonymous with good typography—The ideal printshop— Harmonious type-faces, ink colors and paper stock—Certain amount of contrast desirable—All capitals or all lower-case—Harmony of type-faces and borders illustrated—Typographic sins—In typography there should be a motive—“Is it appropriate?”—An architectural motive—In which strength is the motive—Design suggested by an old lock-plate—Typographic motive found in woodcut borders and initials of early printers—A millinery booklet cover—A page severely plain and non-sentimental—A program for a church service appropriate to the environment—A page in keeping with a festive spirit—Typographers should give support to artists—The Colonial arch and a title-page—The better the typographer, the more restraint will he exercise.

TONE AND CONTRAST

_Page 47_

A story of white and black—A combination popular with writers, printers and readers—Uniformity of tone or depth of color—A mixture of irregular gray and black tones inexcusable—Art principles too often ignored— Contrast necessary, but uniformity should not be sacrificed—Art makes concession to utility—A right way and a wrong way—Unjust blaming of the customer—A German example of uniform tone—Practical demonstration of uniform tone—Four ornaments, upon which four pages are constructed— Contrast, from the viewpoints of art and utility—Lessening the contrast between print and paper—A compromise—Impressing the print firmly on antique paper—Setting the print daintily upon glossy paper—Lack of artistic feeling responsible for unpleasant contrasts—Great contrast is eccentricity—Mark Twain and contrasts—Cover-page should be darker than title-page—The tone of a massed page—Controlled by spacing—Duplicating the tone of a pen-and-ink illustration—A spotted black tone—Equalizing the tone by using lighter ink—Spaced capitals and open-line illustration—A classic interpretation of uniform tone—Characteristics and tone superbly blended—Initial and headpiece should approach the tone of the type page—Uniform tone between display line and border—Catalog illustrations should stand out in relief—Outline type-faces to obtain gray tone on newspaper page—Letterspacing—All lines should be similarly spaced—An unusual heading.

PORTION, BALANCE AND SPACING

_Page 53_

Symmetry is necessary to beauty—What has art to do with printing?—Two views—The book printer and the job printer—Pleasing the few or being all things to all men—Printing as a business and as an art—Art is essential to printing—Study of art arouses ambition—Unfolds a new world— Proportion—Book pages—The width and length of a page—Position of the page—Margins—The job printer and proportion—Relation of shape of type-face to page—Condensed types for narrow pages—Extended types for wide pages—Architecture as an example—Vertical and horizontal lines—The relation of lines to proportion—A page with ornament, type-face and page design in proportion—Irregularity and when it may be introduced—A type line large or small by contrast—The happy medium—Balance, an important subject—Type lines horizontally centered—Safety from blunders— Out-of-the-center balance—The point of vertical balance above center— Testing balance to the limit—Diagonal arrangements show lack of imagination—Spacing—Its proper apportionment—An important feature when letters are designed—The capital L—Emphasis by means of spacing—The effect of separate lines—Should be an even page tone—Distributing display lines over the entire page—Grouping them at the point of balance—Spaced words in narrow measures—A good sign when one recognizes imperfections.

ORNAMENTATION

_Page 59_

The human race has a liking for ornamentation—Natural and artificial beauty—Nature furnishes motives for man’s work—The average man giving thought to art—Beautiful things all about—Privileges of museums and art galleries available to printers—Take less thought of food and raiment and these things shall be added—Is ornamentation necessary to art typography?—Paper as embellishment—Covering poor stock with decoration— Ornaments under lock and key—Revising ideas of art—Abstinence—Using ornaments with discrimination—Study of significance and appropriateness— Motive or reason in ornamentation—Italian and German influences—Harmony because of sympathy between arts and crafts—Inharmonious ideas of several persons—Relation of typography to architecture shown in alphabets—Roman and Gothic—Ornamentation both inventive and imitative— Conventionalized ornament—With or without perspective—Things which have inspired the decorator—Artists’ work full of meaning—Leaves, mythical beings, sacred animals—Architectural designs on title-pages—Egg-and-dart and bead ornaments—Results of observation—Designs thousands of years old—Typographic borders—Triple division of taste—The severely plain, Doric—The slightly ornamental, Ionic—The elaborately ornamental, Corinthian—Sturdiness and grace—Difference in ideals and preferences— Some delight in magnificence, others in plainness—The three divisions of taste applied to typography—The style of architecture and home furnishings influence typography—The “mission” style and straight lines— The frivolous rococo style and curved lines—Rococo type ornamentation not successful—A style to please those who like neither the severely plain nor the elaborately ornamental—Ornament secondary—Should not distract attention—Excess of embellishment—Chippendale first made furniture serviceable, then added ornament—Regularity and variety in repetition—Four classes of ornament—Based upon geometrical lines, upon foliage, upon the inanimate, and upon the animate—Initials as means of ornamentation—Corner ornaments—Decoration with a motive—Reversing half of a design—A page with but a single ornament—Present-day preferences are for Gothic rather than for Italian type ornaments—The reason— Ornamentation.

THE TYPOGRAPHY OF BOOKS

_Page 67_

Good taste important in production of books—Judgment perfect in one respect and erratic in others—Good taste and conservatism—Catering to fashion leaves unsalable stock—Conservatives are few—Printed things that please for the moment—Art reasons in book typography applicable to job typography—The job compositor drawing closer to his book brother—The book typographer governed by precedent—The conservative man constructive—The radical destructive—Masterpieces discarded for frivolous things—Morris set out to change book typography—He offered the good things of the old masters—Age not proof of merit—Good typography always good—Book industry in America tremendous—Carnegie at first ridiculed, now acknowledged a benefactor—The need of good books well printed—Majority of books poorly printed—Rarely do reading pages, title-page and cover harmonize—Cover only part given artistic attention— Should be honestly what it seems—A book model in its way—Not a line in capitals—Only two sizes of type on title-page—Chapter headings cling to type page—Margins—Surface covered—Proportion—Bruce Rogers—Designs books for the Riverside Press—Regard for the appropriate—The literary motive the cue—Suggesting a product of the middle nineteenth century—Two pages with faults—Inharmonious typography—The cost of an appropriate title-page ridiculously small—Provide display faces to match machine letters—Artist and typographer and the literary motive—Composite Colonial and modern—Unfinished effect—Books that lend themselves to decoration—Serious books—Typographic results exceptionally good—General use of border—Title page an excellent example—Reading matter close to border—One margin—Style of the modern novel—Modern book composition set on the linotype—An unconventional page—Page from a book written and illustrated by Will Bradley—Harmony between type-face and decoration— Effectiveness of a plain initial—Title-page of classic design—Dignified beauty—Classic feeling in a modern title-page—A serious effort by the Roycrofters—Page from a book by De Vinne—An ecclesiastical book by Updike—Improving typography in America—A book with a French motive— Avoiding commonplace types—Fonts from old matrices—Specially designed faces—Arrangement of a book—Fly leaf, sub-title, title-page, copyright notice, imprint, table of contents and illustrations, preface, frontispiece, dedication, index—Numbering the pages—The space under running titles—Lowering of the chapter headings—The space around initials—Position of a book page—Em-quad or en-quad between sentences?

BOOKLETS, PAMPHLETS, BROCHURES, LEAFLETS

_Page 75_

Misuse of the word “booklet”—Definitions of booklet, pamphlet, brochure, leaflet—Chap-books—The booklet’s mission educational—Users—Ideas of writer and artist should be blended—Harmonious and complete—Printers have many artists to select from—The connecting link between job typography and book typography—Blending the typography with a lettered title-page—Pure typographical effects—Approved faces—Three series only—A page one likes to read—Reluctance to explore the past—Understanding of typography—Type alone can be effective—Good typography to be preferred to poor art work—Distinctive features—Space between sentences—Dignity in lettering and decoration—Title labels—A small amount of reading matter— Placing an illustration that is out of proportion—Care in the details of typesetting—Results of careless typography—Buyers slaves to conventionality—Newness and bright coloring that gets attention— Lower-case letters for capitals—Interesting decorative headings—The initial furnishes a spot of black—No decoration of any kind—Depending on type-faces and paper for results—Swash italic capitals and letterspaced capitals—Chapter heading not sunk—Suggestions from lettered designs—A standard type for old-style effects—Lettering in Caslon style on blue-prints—A memorial volume—Strict typographic harmony—Suggesting such volumes-Japanese paper printed on one side—Simple typography—Living in an artistic atmosphere—Printing journals—Specimen booklets for study purposes—Printers depend too much on artists—Possibilities of type arrangement never exhausted—Working together.

CATALOGS

_Page 83_

Three branches of architectural virtue applied to the catalog—Act well, speak well, look well—The days when the catalog was a heterogeneous collection of woodcuts and type-faces—Now care and taste shown—The catalog a portable show case—Proper display of goods makes selling easier—Playing up the ordinary—A block of marble, rough and carved— Standardizing the dimensions of catalogs—Engineers recommend standard sizes—Other suggestions—Overlapping covers—Titles on exposed backs—Date— Index card inclosed—Copy should be legible—A dummy should be passed on— Decoration supplemental—Expressing personality—The penalty of being an average typographer—The envy of master printers of old—Horizontal position of illustration—Brass rule well used—A design full of character—Description facing illustration—Small amount of reading matter—Red borders—Variety and interest by simple means—Cover-page built on an illustration—Modern German typographic ideas—Bold type desirable when color is to be shown—An art museum catalog—Securing value from background—Technical details kept orderly—A book-catalog page—Rule border adds decorative quality—Typography seldom receives the attention it deserves—An uncommon catalog page—Tabular treatment for a high-class wine list—The stone rejected by the builder—A dainty German page—A legible ornamental letter—Absence of roman lower-case—Appropriate woodcut—Marginal distribution—Realistic pictures—Gloves well shown—Usual method of selling—Tabular matter.

PROGRAMS

_Page 91_

“Let all things be done decently and in order”—Four classes of programs— Programs of sacred services—Offer opportunity for artistic treatment— Significance an important element—The key to ecclesiastical printing— Rubrics—A modern interpretation of the historic—Pointed Gothic type-face—Uncial rubricated initials—Red lines—A significant device— Prejudices among clergymen—A churchly aspect by rubrication—Arranging numerous small titles—Economizing space—An almost perfect specimen of church program printing—A specialist on church typography—Program of lenten services—A small program, with a page for each event—Arranging a program with little matter—The dance program—Should be dainty—Stock folders—Must “look like a dance program”—A typographic dance card— Centered dots in place of periods—Uniform border treatment on an outing program—An unconventional dance program—Banquet programs and varied treatments possible—Value of the decorative border—Arrangement of type matter—A background in olive—The menu program in small booklet form—Menu dishes in the form of checks—“Hash” and “Rehash”—A bit of fun—A classic menu-page—A style appropriately humorous—Eating in a foreign language— Side hits—Artistic treatment simulating woodcut decoration—A simply constructed menu page—Unique arrangement—Titles at the left—Symmetrical arrangement—Programs for entertainments and exercises—The commonplace program a disappointment—Artistic programs—A refined page by Updike— Features of interest in a page by Rogers—Admirable treatment of a brief program—Appropriate decoration overprinted by type—A page dominated by the Gothic style—List of characters unusually displayed—A neat page in Caslon type—The program containing small advertisements—Theater programs exert influence on public taste.

ANNOUNCEMENTS

_Page 99_

Publicity essential to success—Announcements the modern representative of the public crier—Not confined to any size or shape—Often consists of only one page—The most personal of printed mediums of publicity—The printer depended on for suggestions and advice—Confidence of the customer an asset—Imitation engraved announcement the most common—Allows of no original or decorative treatment—The cobbler and tinker— Satisfaction from work well done—The uncommon typographer not governed by usual warnings—An announcement folder of a quality seldom attained— Points of interest in a Caslon page—Black text letter and a generous size of sheet—Sturdy masculine lettering—The human quality of imperfection—A cartoonist’s task—Broad strokes make a liberal showing of color possible—Classic dignity—Ornaments as eye-attractors—A postal-card announcement—One-tenth manual labor and nine-tenths brain exercise— Mistake to make type-face very large or very small—Obtaining variety and emphasis by use of italic and small capitals—Spacing of lower-case—One size of type only—Division into two type groups—A study in tone values— Harmony of type-face and decoration—A brief announcement—Colonial effects—Appropriate typography based on an early newspaper—Lack of margins and absence of print—Heavy- and light-faced rule—Greater legibility when lines are separated—A misplaced initial—A blotter announcement—Printers’ own announcements.

TICKETS

_Page 107_

Good results by accident—A good job of printing should be an everyday occurrence—Lack of interest reason for non-development—Any man not interested in his vocation to be pitied—Thought concentrated on typography—Efficiency a guarantee—Accept responsibilities—The first observations of a student—“None perfect, no not one”—Tickets afford practice of art printing—Many themes and styles in typography— Resourcefulness a valuable characteristic—Ticket forms especially designed—One based upon a classic motive—An idea from ancient Rome— Capitals slightly spaced—The historic Gothic or church style—Contrast by the use of color—A modern conception with a masculine motive—The margins of two styles—An odd and striking effect—Modern treatment based upon the Colonial—A bookish effect—An idea for a lecture course—White or colored stock?—A ticket of peculiar interest to women—The geometric or secession style—Enthusiasm over new styles—Building a house in the sands— Square-faced type and square ornaments—An adaptation of the missal style—Inspiration from William Morris and Italian printers—For educational and art functions—A motive from the art workers of the Middle Ages—A modern application of classic type effects—A purely Colonial effect—Dainty, refined treatment and symbolic decoration— Typography that is distinctly masculine—Orange is lighter than black in tone—An arrangement dictated by an ornament—A ticket not easily duplicated—Color background—Corner decoration in keeping with the subject—A motive from early French books—Typographers should go thru the world with eyes open.

LETTERHEADS AND ENVELOPS

_Page 111_

Standard sizes—Single leaves and the folded note sheet—Official envelops—Folding the sheets—Printing on fourth page—Society stationery— Ruled sheets seldom called for—Paper and typographical treatment of letterhead and envelops should have relation—Style of professional stationery seldom changes—Simple, neat, refined typography—Color seldom well used—Styles furnished by lithographers and steel-die printers—Work along standardized lines—A letterhead one form of advertising—Two tones of type-face for much copy—Elaborate treatment seldom advisable—All matter in one group—Blank space a factor—Brief copy—Use of a decorative device—A harmonizing border—A meeting announcement—Suggesting an architectural panel—Appropriate to the business—All lines of same length—For a general store—Resetting of a “brick” letterhead—Too literal—Injection of individuality—Something different—Attractive club stationery—Typographic neatness—A copperplate letterhead—Two distinct groups—Italic on a heading—Inclosing type matter in a panel—A line border finishing off the edges of a letter sheet—A spot of decorative color—The cross-line panel—German treatment—Notehead by a book typographer—Humor—Envelops a convenience—Its purpose and use—Advertising possibilities—“After five days return to”—Medieval character—Bringing out the business—An envelop corner that is artistic—Elaborate treatment.

BILLHEADS AND STATEMENTS

_Page 119_

Suitable and dignified type composition—Should correspond in style to that of letterhead—Standard sizes—Allowance for head portion—Window envelops—Change in arrangement—Billheads of a quarter of a century ago— Features of the average billhead or invoice—Composition of a billhead— Transforming a letterhead into a billhead—Classic typography—Typographic art and good taste on a billhead—Stationery of a book dealer—Printing on colored stock—Lower part divided into columns—A decorator’s stationery— Business stated in firm name—Credit bills—Use of the statement—Other forms used in business.

PACKAGE LABELS

_Page 123_

Effectiveness of an attractive package label—Good clothes and the package—Selection of wrapping stock—Appreciation of neat wrapping— Druggists excel—The art of making a good impression—Twine, gummed-paper tape, corrugated board—The printed label as a spot of attraction—The wrapping paper as a background—Two labels of contrasting treatment— Stronger label striking—Labels not usually seen at close range—No standard size—Stock that pastes easily—Hand lettered labels as studies— Italic with a decorative quality—A label design with no border— Suggestion of Italian art—Closely-spaced black-toned lettering—Artistic quality and interest by means of typography—A study in black and white— The Aldine combination—Border, decorative device and lettering in the same key—A label design that could be improved—A Goudy type arrangement— Label with address printed in—Stock labels should be studied.

BUSINESS CARDS

_Page 127_

Courtesies of business—The business card as an introduction—Sizes of cards—White cards predominate—An attempt at standardization in arrangement—A model of dignity—Featuring the individual’s name—Contrast in tone—A specimen of hand lettering—A design of strength and interest— An attractive black monogram—Decorative device in color—An interesting contrast—High-hat and frock-coat treatment in French style—Arrangement in blocked Caslon capitals—Decorative device in tint—Roman capitals with italic—A representative German card—The word “decorators” furnishes the cue—Italic for dainty effects—A strong, simple arrangement—Classic arrangement in one size of type—Much information on a card—Decorative treatment that could be merged with the stock—Horizontal rule lines—A card in Bodoni—More than one right way—Styles available for all likes and dislikes—Character and personality expressed typographically—More individuality now permissible—Copperplate engravers set the style for much business-card printing—How to obtain results.

THE BLOTTER

_Page 131_

Business cards and blotters—Less restraint and dignity—Coarseness should be avoided—No longer an experiment—Advertising values—The size—Enameled surfaces—A model typographic blotter with calendar—Treatment should be simple—One design of type-face—Blank space liberally distributed—Natural freedom—Most blotters contain too much type matter—Relief from sledge-hammer advertising—Blotter for personal checkbook—Good taste—For a convention—Pleasing factors—Strong contrasts—Reading the message as the signature is blotted—Masculine treatment—The character of an architectural panel—Pleasure in using—Material that is used and material that is not used—A model of good taste in blotter typography—The test of time—A neat, refined arrangement—The use of large type—The narrow way— Gray features—A touch of appropriateness—Other features.

POSTERS, CAR CARDS, WINDOW CARDS

_Page 135_

Poster printing a specialty in large cities—Type equipment well selected, but not elaborate—Blend of type-faces—Standard job faces duplicated—Sizes of posters, car cards and window cards—Color and lettering—What the poster should be—Viewed at closer range—Typographic effects in poster printing—A poster that measures up—A study of composition—Contrast of color—Card in conversational style—Using types in a sane, simple manner—Strong simplicity—Refinement in theatrical printing—A strong poster in gothic and “secession” border—Making the typography appropriate-Shakespearean typography—Decoration reproduced from original sources—Usefulness of a library of books—A hanger in one size of type—The Colonial style of type arrangement—Why cardboard is used—Suggested arrangement for excursion card—Printers and poster printing—The best sale-bill compositor in the country—Work should be done profitably—Poster printing on a large scale.

ADVERTISEMENTS

_Page 139_

Advertisements, business men and printers—Blame for ineffectiveness— Treating the advertisement typographically—Study of good type work, advice and judgment—Oratory—A good speaker and a good typographic advertisement—Print too small or too large—Bluntness and forcefulness— Decorative attractiveness—Emphasizing significant parts—The difference between setting type with a stick and setting it with the head—Assuming a new formation—A multiplication of small advertisements—Easily read, conversational style of advertisements—Not much to say—Popularizing zinc—A well-treated signature—One of many clever advertisements—A peculiar department-store advertisement—Problems of the country newspaper—Typography influenced by the article advertised—Text types in advertisements—Harmonious suggestion—A long list of cities and agents— Selling costly automobiles—Suggesting Roman architecture—Text group in upper right corner—Little display—Blank space well used—Interesting country-newspaper advertisement—Classified advertisements well displayed.

NEWSPAPERS

_Page 147_

Neutral gray—Building suitable and harmonious typographic form—Problem simpler in early days—The ideal newspaper—The title—Distinctive in design—Text letters—Using the ends of titles—Slogans and quotations—Date lines—The text—Small type—Narrow columns—Lengthy excerpts indented—The headings—First newspaper a letter and not set off by headings—Side headings—Wars developed display—Advertising the contents—Condensed type necessary—Harmonious type lines—Italic to overcome monotony—Paneled headings—A four-deck single-column heading—The make-up—A good-looking newspaper—Alternating large and small headings—No advertisements on front page—Position of article of most importance—Paneled news— Editorials—Usual position—The sporting page—Building advertisements from the lower right corner of the page.

PERIODICALS

_Page 151_

Making publications attractive—Letterer and decorator—Circus poster type—The poor always with you—Many periodicals good to look at and easy to read—The dimensions—Nine by twelve inches a favorite with technical publications—Three groups for magazines—Growing larger—Pocket magazines— The front cover—Paintings—Decorative designs—Paid advertisements on the front cover—Appropriate views in halftone—Columns—Number decided by size of type—Wide columns strain the eyes—Gutenberg used two columns—Small type in very wide measures—The margins—Proportions as in good books—Good margins spoiled in bindings—Type-faces for the text—Chosen for legibility in small sizes—Separation with one-point leads because of lack of descenders—Difference in type-faces printed on coated and antique-finished paper—Lines need to be separated by leads—Should be well-formed as well as readable—Thin lines should be cut a trifle stronger—Type-faces for the headings—Same design as type for text matter—Desirable, but not always possible—An instance—Large, black headings should be avoided—Slightly decorative panels—Editorial headings and titles—Make-up of the illustrations—A background of gray—Well balanced—Text matter between illustrations—Same style on facing pages— Arrangement of headings—They sell the contents—A well-advertised story— The captions—Centered under illustrations—In two parts—Lines of same length—The editorial pages—No standard style—Unlike other reading pages— Features—Verse in italic—Restraint necessary—The advertisements—Bold types overshadow text pages—Good taste—Not to be mingled with text matter—Treatment need not be timid or blustering—When advertisers are best served.

HOUSE-ORGANS

_Page 161_

Little brother of the periodical and newspaper—Smallest and largest dimensions—Favorite sizes—Self-covers and covers that are separate—Not many pages—Published regularly-Titles—Number of columns—Margins— Type-faces—Headings—House advertising—Illustrations, descriptions and prices—Mistake to use dark types with illustrations—Ideal typographic treatment—Useful and informative—Light matter to maintain interest— Features—Borders and initials—Almanacs—House-organs on blotter stock—In newspaper style—A western printer’s expression—Specimens of actual work— Too much copy—Loose inclosures should not prove a nuisance—Return post cards—Postal regulations.

TYPE-FACES

_Page 169_

Type-faces not easily remembered—Naming and numbering—Six representative standard Roman type-faces—Legible and good-looking and possessing character—Caslon Oldstyle—Scotch Roman—Cheltenham Oldstyle—Cloister Oldstyle—Bodoni Book—French Oldstyle—Private type-faces not considered— Permanency and investment—Cloister Oldstyle based on Jenson’s Roman letter—Not the first Roman type—Caslon Oldstyle—A historic American type-face—Approved by good printers as the best and most useful Roman face available—Difficulties in machine composition—Not an entirely new Roman letter—Story of its designing—Ill-treated by modern founders—The revival—Bodoni Book—Refined and legible—Its history—Modern ideas of improvement—Scotch Roman—The link connecting the graceful old-style and the severe modern Roman—French Oldstyle—Capitals especially pleasing— Cadmus, the Mayeur letter—Cheltenham Oldstyle—Designed in America and developed into a numerous family—The space above the line emphasized by long ascenders—Used for narrow booklets—Capitals awkwardly large— Development of the Roman type-face—In the beginning Roman letters were in capitals only—Lower-case letters in formation—Black Letter and White Letter—Jenson fortunate in the selection of a model—Comparisons—A change in form—Moxon’s drawings of the alphabet—Made into type—Baskerville’s types rival Caslon’s in beauty—Bodoni threw typography out of gear—His types not so dressed up and finished as at the present time—Modernized Oldstyle—Characteristics of Roman type-faces—The serifs—Has a decorative quality—Oldstyles and Moderns distinguished by serifs—Thick and thin strokes—Makes lettering interesting—Their distribution—Characteristics of pen-made letters—Ascenders and descenders—Beauty in the strokes—False logic—Proportion of letters—Old Roman capitals as models—Uniformity in width revealed in typewriter type—Legibility of type-faces—Type matter should be easy to read—Tests for legibility—Printing on a hard-finished paper and a soft-finished paper—Decided contrasts tire the eye— Lower-case more legible than capitals—Space between lines necessary— Space between words—Advantage of close spacing—Possible in machine composition—Words more easily read than letters—Group of words almost as easily read as one word—Length of line—Recommendations—Size and kind of type should be considered—Measuring one and a half alphabet—Technical and optical reasons—Testing newspaper types—Approved type sizes and leading—Dr. Cohn’s measurements—Italic types—The mate of Roman types—Was first cut by Francia for Aldus—Not merely an inclined Roman—Moxon’s Italic letters, including Swash capitals—Text faces—Fashioned after Black Letter writing—Other names—Block types—An unfinished Roman letter— Poster rendering in black tones—Bold types—Many could be dispensed with— Ornamental types—Types for special purposes—The influence of Frederic W. Goudy on typography.

IMPRINTS

_Page 195_

The printer should regularly use his name and device—Neglect and fear of customer’s condemnation—Should mark his product as other craftsmen and manufacturers do—A guarantee of quality—How the innovation could be introduced—A precaution—Imprint should be unassuming and inconspicuously placed—Various uses—First use of a printers’ decorative device— Historical uses of distinguishing marks—Emblems of hospitality—The sign of the Cross—Printers should select a device and attempt to live up to it—The Gutenberg Bible contained neither device nor printed name—Fust and Schœffer’s Psalter first book with imprint—The colophon-A decorative device—Its significance—Imitated—As used by a descendant—The classic Aldus device—Pickering uses it—Others adopt it—Bruce Rogers’s interpretation—The imprint-device of the Venetian Society of Printers— Its significance—Emblem of authority—The most popular of old imprints— Hubbard adopts it—Used on biscuit packages—Other adaptations—Caxton’s imprint device—Resembles a rug—Characters cause discussion—A trade device used by the merchants of Bruges—A merchant’s memorial plate—De Worde adapts the device—Morris’s device resembles De Worde’s—The device of the German master printers—Typothetæ—A modern adaptation—The British printer and the pun—Daye and Myllar—Froben’s imprint—Devices of Bebel, Plantin, the Elzevirs, Tory, Dolet and Estienne—Devices very large in the old days—Ancient motives in two modern devices—The winged Lion of St. Mark—Recent adaptations—Story of the device—A colophon-imprint— Designs with ancient motives—The unique mark of the De Vinne Press— Imprint-devices based upon architectural motives—Initials in monogram form—Representative devices used by commercial printers—Decorative imprints with typefounders’ material—Harmony of type, rule and ornament— Small type imprints—Where should an imprint be placed—On books—On small commercial work—A legitimate opportunity for publicity that should be.

LIST OF REPRODUCTIONS

The first printed Declaration of Independence, frontispiece