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Two-Series Modernage Typography Introduced by the American Type Founders Company

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Two-Series Modernage Typography Introduced by the American Type Founders Company Two-series modernage typography introduced by the American Type Founders Company. [s.l.]: American Type Founders Company, [s.d.] https://digital.library.wisc.edu/1711.dl/QIQAAJKB7QUMN8A This material may be protected by copyright law (e.g., Title 17, US Code). For information on re-use see: http://digital.library.wisc.edu/1711.dl/Copyright The libraries provide public access to a wide range of material, including online exhibits, digitized collections, archival finding aids, our catalog, online articles, and a growing range of materials in many media. When possible, we provide rights information in catalog records, finding aids, and other metadata that accompanies collections or items. However, it is always the user's obligation to evaluate copyright and rights issues in light of their own use. 728 State Street | Madison, Wisconsin 53706 | library.wisc.edu We (wv eye IVIL BTV ww wee vv WY VALV VY |W : VAi\Aia vt, ZW a ey s \ , | Y= eles 4 7 «|+ slo eee ae Bo Neries | Woder MAGe Cypogr aphy : Introduced | by the merican ee _ype nc Sounders Sounders — eis Vy Tels yee | Company Se rly iz" lye s s \ , | ieee Dabanane | 10 «| ee ia ’ Te ; |? L\+7 Fie |e \ + \ \ \ \ > | BAAN VII | ee 7 rN ANA mT ls nls ala ete \ \ \ + \ y \ + \ 7] BN... VEGI Vici Bele aio ee YE 1A AE Ee le Fs | wl dy dw vb. Wwe ea) IR re 5 — eer 5 : 7 Sy ; ~ fe Ry Gh a so eee i j 3 = h i, _ __—-« Modernism and novelty in type, yy, ™t ee bi 6 rm >» a ; typographic -. Vf © ” ‘a ? WZ ?|9 \ fae * y’ x Vv, ¢ ¥ i. ro material and typography are part of today. eee eee Vl "J \\ \ i \\ be ge 1 ay 4 We live in a fast-moving age. A new era of { { cy \ ( ¥ ( y by ( y kab od - communication and transportation, industry VY i 3 4 on A F415 4 152 J . Fo’ vt + pS pe and commerce, is upon us, and in all these \ \ 4 \\ 4 \| : \ a \ 4 Le e oe a ‘varied activities new and different and novel | I y Fat fe : my type display in advertising holds a part that Q ¥ a y 5 G3 Gg V3 Ey is daily growing more and more important... 1 Fe | | Fee |e 7 mee | { pndhan Oak ng =e | 4 | > er : Manufacturers are constantly producing new V G \) G \| i \| \ fy Vy j he . 5 and novel commodities; alert service organi- \ \ \ \ \ \ P 4 eae zations 1 are proposing entirely new methods. Yaz \a Q i Vz Vy Va 2 © What is more natural than that both should > 7 ts naan W ging hal Gin 2 ie wN L%\\ |? Be a ee demand strikingly novel and different typog- \! ’ Vi VV ‘ \| : \) \ . Ay ewe : 4 ‘raphy in their newspaper, magazine, trade y \ y \ y y Eos eS journal and direct-mail advertising, as well \ Ste ee i Z Zo \y \ 3 \y | 9 Wy j Ny ig Fi : > ee | ge | pol pnd | pope as in their commercial > 5 ee | pe r ba |: printing? WZ VW, yy Gg V/ c \ ‘2 \ fo, bel. z | ce recently YY WY modernism and novelty VY WN as ap- c \ : \ ‘ y es c y Gs : aa es i plied to type were almost unknown, although A ‘ ol 4 4 Re V4 | CWO, A | 52 \ Pl Paw we have only to look about us in any large i fo) Va | Hae | - boas ; i f “ANF NS ot : gee \ \ ) | y \"W _ city to realize their growing importance in \) \ i peed \ YJ / \j / \) \} : E Be architecture and in numerous lines of i manu- ( \ " y Z ( y Q y & pe se i facturing. Ihe popular modern type designs an }| >" W} | os A, an andar Vind an ge _ fall “¢ Pls generally within the group known as \ Vig goa =o Vi, . Sy \ i \ 7 \ i publicity types. YY yy YY, q \ \ \ \ | 4 , (8 (Oe (8 ‘eA @ ‘eA j | bse Of course there are standards of style and an re lS 4 g an > \ g > Fo ro sl Foe x Ie | > | ood taste in types as in everything else, but . ¥ \ G \ 7 » V4 Vg A | j i \ \ these very standards are always subject to \) \\ \ y | WW | \ 4 ‘ y y % | | | the changeless law of change, without which \VZ LY V4 V4 (3 VG | r lesz _ there could be no commercial progress. In @ <0 - © >. ee | Og, > ~~ ext de | He > I ; the hands of a good typographer, type can \ js \) be VJ f \) \\ , \| f ' be made to express many | different shades of ( { ( t A 3 * r : | meaning, each in perfect harmony with , y y y y y |i the Vy \y E \y Z \y \ oa Ay ? FE i Se Tee, i advertiser’s text and illustrations. The tempo > a rat > f, “oe | > ; fi > f << ve 3° mM Ff ait © Fe of current business calls for a still greater | I ; \ # VJ \\} y \) \ a k bo variety of type with which to emphasize vi 4 this y y \ ( y ; y ( y fs i - ever-increasing diversity of production. eV Fi Roy’ y lp WB. aly - ¢\> \ on Fo. J Pe f [ oe ee | The present decade has possibly witnessed \| \) Vy \) é' \| y \) , lg | i more rapid advancement in the typographic % \ \ \ ' \ \ 23 rt : i art than the centuries which have intervened cy JO, 4 y i y : ve ‘ ve vy : i = ef 3 since Gutenberg invented movable type. The OWS OW AF < OW \\g I i | beg! | modern and unique type faces presented to \) ; * i _———s the ~‘trade \ \) / \) i \) / \} a) within the last two or three years ( L e . y e ( y y ao | i a | were designed and produced in response ay Foe | do 1 me wey n> | doa! J 4 NM Raha as 7 ? Bo = _ to repeated demands from advertisers and \\ j VJ g \ a \Z VV a \) a j be. = I | } y % Bee _ typographers for something new. \ \ \ \ \ . an eee Ke reat = 2 Ce ow e. (Op \i Ng ‘a Vig \ i 4g \ 4 bs 14 — te i i Be r+ A Vg VW, “¢ x Vi “¢ We. SV, 4 | Ge ba as = American lype WiiWii Wy Wi WW! \'/ Vg ! ee Pes coor: = i i 3 Bs] zs 7 eo . CR. A \ i a eo OP \ { (Op \ { } % Py ‘Founders Company MB) MG. SB \ 5 Bs \ ‘4 SG. ; ? ce ae i f ee Cas es BM a ka ok Wa | Wat | a) oe ee \ ¥ \) ¥ } TWO -SERIES ‘Crypography as eo ; Sob Aged : | AZ . & ae he ¢ ) re cS | ual dna Vong han Vaud adhd Vanden (eind han Vina . “Tease Bh Eo eo ED Lh Cure Bal i) A) A A A) A aleigh Cursive Nit |? Cn weet || at] | | tN to Nt * title tt + | rq ¥ ¥ ¥ ¥ 7 ¥ and i Wl & | & & y ay S + ro oe eh 1 ) > 4. a Ge > oe eon jb ee MODERNIOQUE >? ree i oo Viv YY) YY Es i 5 HT Bs, | Abs, | Be, | ABs | Be Shown in | oe if \ vy vy y Ww wv vy | ee : Vy N) 7 ] V NV r r i QD a aS ¢ G+ ah nda Z-<\+ \ 6 | AG 4 v ae y? Bae PW |) ; RT : \ ag os ‘4 Wa | A a4 - | Y wy we wv ¥ . % Nodern : ‘G Ghaces are created R eS 3S 3S \ y yy : 3S Cype mal eee Mes Fallen Fallen Faience ee 7a Sea marily bo attract the | ee "| | co | oe | & Oy he | ob attention and to hold the bee ar || Yee \ i ee \\ es \\ oo oe \ \y eye of f the the general genoral reader. reader. | \\A ORs a ¢ VY ¢ VY ¢ DB. A MW. |48 Z. Me ax i < oie Fe). | ¥ ¥ VY Ww YY moving oO oS oO JX a Pp) age and catering x ——— ai NS f (IF os : Gy : ve WD SB) AG to the most exacting ano | Ae Ny . 4 \ . \) ; | "} oh | & vy | \| F VY |e discriminating people in Las m Wy | Re’ & b, ‘ WY, ‘ \ he, VY . Ww. the history of the World ‘ V oe 1 Pw YiVI VY VY VY ab we | fl od & \ y A AS WA. | |] 6 ,. USS, | .C A G O.| NAe,| CYPO | eae hf HY C18 | PNAS | PES PY | PONS VW | PON Wy S| PON OS | PN. Y vi ‘Ba aad 7 v oO By, M>.| oO AGP. 3 | AGS @ Be a > 3 YOUMUSTBEMODERN oe | Soe. See. Sea A Ye ss asa lane a p z a g ‘ ‘ ? / ee - | oe Raleigh Cursive : : 72 Point 30 Point P hie: F Delightful r Entertainment r pe) : L Le Professional YOTESSLONA Calert alten q 24 Point . or. Excellent Symphony Orchestra it | é / / O W G O W Wy Sixteenth ( Anniversary | f “ 18 Point f 14 Point ' College Dip lomas Bewildering Loveliness - ee Stationer. y Ftairdressing bo i Respectfully a = ih Unique Creations Hutreble olor Schama | j ; Gold Certificate Bought rtroduces CNew Gfutomobile ul sp Z YLO Yr ul A L f Yy Reorganization Luxurious Ffomes N Characters in Complete Font | Ce 42 Point Ae te Ps F G | osmopolitan ; ee oo CN ( r fy CPO Na SCY | | lourishing Garden VO 2 & § | me pee 8 9° } af; istorical to Pook: Dook abedefghijkl m DU QT G tO We pe 1 Sh, |; bl, Sy / Hi UAUMBAbHU.,- r , t Bea ] Oo ELLADLE WCYC ope la ft iE Prices and Schemes of dob Gonts A t 72 Point Caps 3A $1090 Lowercase 4a$575 Points $130 Figures $260 Total $20 55 18 Point Caps 15A $400 Lowercase 28a $2 80 Total $6 80 60 Point Caps4A 905 Lowercase 7a 660 Points 115 Figures 230 Total 1910 14 Point Caps 21A 375 Lowercase 41a 255 Total 630 i 48 Point Caps5A 760 Lowercase 10a 515 Points 95 Figures 190 Total 1560 12 Point Caps 22A 335 Lowercase 45a 245 Total 580 > Sera 42 Point Ganceh Caps6A 745 £7 Lowercase tore ile 1la 432 525 fonts Points 72 85 Ces Figures 120 170 Tos) Total 1250 1525 10 Point ot pal Caps27A 295 of Bligh Lowercase Cai 55a 225 cn nyo Total 520 : 24 Point Caps 9A 375 Lowercase 18a 320 Points 55 Figures 110 Total 860 the regular straight body i Complete angle body fonts, in sizes 24 to 72 point, will come to you in parcels as follows: t Caps A to Z & — Lowercase a to z— Figures 1 to o $—Points.,-'7: 319 q | y Simple Effects in Nodernage TWO-SERIES Cypography : ( | “4 SAY IT WITH FLOWERS vives | )| 7 rele A\ | ! rw.
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