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

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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) : 7 Sy ; ~ IR re 5 — eer 5 fe Ry Gh a so eee i j 3 = yy, ™t ee bi 6 rm >» a ; h i, _ __—-« Modernism and novelty in type, typographic -. Vf © ” ‘a ? WZ ?|9 \ fae * y’ x Vv, ¢ ¥ i. ro material and typography are part of today. Vl "J \\ \ i \\ eee eee 1 { { be ge 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- \ \ \ \ \ \ 1 P 4 eae zations 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 \ Zo \y \ 3 \y | 9 Wy j Ny ig Fi : Ste ee i Z > ee | ge | pol pnd | > 5 ee | pe r c \ ‘2 \ fo, ba pope |: as in their commercial printing? YY WZ VW, WY yy Gg V/ VY WN bel. z | ce recently modernism and novelty 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 | - f “ANF NS ot : \"W \ i boas ; i \ \ ) | y gee _ city to realize their growing importance in \) \ YJ / \j / \) \} : peed i E Be architecture and in numerous lines of manu- ( \ " y Z ( y Q y & pe se i facturing. Ihe popular modern type designs an }| >" W} | os A, an andar Vind an “¢ Pls ge goa _ =o fall generally within the group known as YY \ Vig Vi, yy . Sy YY, \ i \ 7 \ i publicity types. q \ \ \ \ | 4 , (8 (Oe (8 ‘eA @ ‘eA j lS 4 g an > \ g > Fo ro sl Foe x Ie | > | bse Of course there are standards of style and an re but ¥ \ G \ 7 » V4 Vg A | | . ood taste in types as in everything else, i \ \ \) \\ \ y | WW | j these very standards are always subject to \ 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 A ' | be made to express many different shades of ( , { y ( y t y y y |i 3 * r : | meaning, each in perfect harmony with 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 | ; \ # VJ \\} y \) \ 4 I a k vi bo variety of type with which to emphasize 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 \) / \} a) ; * i _———s the ~‘trade 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 ? j VJ g \ a \Z VV a \) a j Bo = _ to repeated demands from advertisers and \\ I | } y % be. = \ \ \ . Bee _ typographers for something new. \ \ an eee 2 Ce ow e. (Op Ke reat = \i Ng ‘a Vig \ i 4g \ 4 bs — i r+ A “¢ x “¢ We. 4 | Ge ba as 14 = te i American Be lype WiiWii Vg VW, Vi Wy Wi SV, WW! \'/ Vg !

ee Pes = i coor: i 3 . eo CR. A \ eo OP \ { (Op \ { % } Py Bs] zs ‘Founders 7 Company MB) i MG. a 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

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

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Simple Effects in Nodernage TWO-SERIES Cypography :

( | “4 SAY IT WITH FLOWERS vives | )| 7 rele A\ | ! rw. YY (( | 4 peseees ho % : Her those -% Sey eS (ee D Storm Word hy 0 ¥ 8. ¥ ee 2 Send Nilady yy. vv. 4 RAISNIR f a Rainbow of g : % 3 Y y % . MAIN 584 : ve. a ,, SIMI Hon Sars en i SY alleen | | Why art work when better typography : National Flower Growers & Dealers Association | is obtainable with present-day Beis TR z : 2 typefounders material? :

Ma odern Naskerpi ASLEY, pleces O G G 4 Cimekeeping accuracy \

| COMMERCIAL WATCH COMPANY

J fe di ih ih eis te eee 72 Point 36 Point 14 Point

i . FANCY Big 5 municipal ‘ i Be 6 ED er exhibit thrills

L 12 Point | Sy on REAL VACATIONS

QAREIPR DE reat relax ie in comor comfort i Rapidly ~ a j PLAYS RHAPSODY 60 Point English orchestra i BA Rint gives fine concert MONSTER | 8 Point | ap ol ae Rin Gg BEWIHT CHING PERFUME | Volcanic islands were particularly beautiful

i 18 Point | IMPROVING a \ SHOWING NOVEL DESIGNS | - ik Printers approve modern { Ouite Li ely paper moking machinery

| 48 Point ]

Hin ~ Bey DEG KHEMNOPOR $5 ig | rl evated 12345060789 0 i he a b cdesfgiihkh ii

| I DISiGNifK : rstwuvpeWwx« i 4 % : yz oe ee a ae Si6 6 '¥, DB | wee arte ne ee

Eas , | j | Prices and Schemes of Job Fonts : aE

} 72 Point Caps 3A $1500 Lowercase 4a $1050 Complete $25 50 18 Point Caps 10A $3 35 Lowercase 17a $345 Complete $6 80 60 Point Caps3A 1100 Lowercase 5a 900 Complete 2000 14 Point Caps 14A 290 Lowercase 26a 340 Complete 6 30 48 Point Caps4A 825 Lowercase 6a 775 Complete 1600 12 Point Caps 16A 270 Lowercase 30a 310 Complete 5 80 42 Point Caps4A 655 Lowercase 7a 670 Complete 13 25 10 Point Caps 17A 245 Lowercase 32a 275 Complete 5 20 36 Point Caps4A 500 Lowercase 8a 550 Complete 1050 8 Point Caps19A 205 Lowercase 39a 265 Complete 470 30 Point Caps5A 400 Lowercase 10a 500 Complete 900 6 Point Caps 21A 180 Lowercase 42a 240 Complete 4 20 i 24 Point Caps7A 365 Lowercasella 365 Complete 7 30

i |

A Page Showing MODERNIQUE and Raleigh Cursive in Combination

ne | Shon relly Press i + chools |

for JOURNEYMEN Pressmen and | Advanced APPRENTICES | Send for Entry Bar ge |

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Beautiful CREATIONS (2

Nodern Cypography A Radio that is really a musical made Possible anny with instrument 4 i Coypefounde rs Material NNN NNR NNN & wanp Composition ! ! ! ! ! ! ! ! EXAMPLES SHOWING A VARIETY OF MODERN TYPE FACES USED IN COMBINATION WITH RALEIGH CURSIVE

O 1 rly the SUPER-HETERODYNE a2 give you | this , superb TONE REALISM £7 r JCadto ih te

Only the SUPER-HETERODYNE can give you this superb TONE REALISM dn Sradto ae

Only the SUDER-HETERODYNE ca give you | this superb TONE REALISM £2 Deadlo a | Only the supER-HETERODYNE can give you | this ’ superb Pee eis be ’ ao. r ee

Only the supER-HETERODYNE can give you this superb TONE REALISM U2 “Racto a : | 1

| American TYPE Founders Company

it A PAGE OF RALEIGH CURSIVE WHICH SHOWS THE PLEASING EFFECT WHEN CAPITALS ONE SEIZE SMALLER THAN LOWER CASE ARE USED

An Exhibition of Paintings and Sketches cn idibln ee ] by the Classes of Walter C. £. Ovhite at the Sketches 2 CXRIDILON by the O, Studer au Legs an Brooklyn Institute of Arls and Sciences, Henry Richards School at the Clcademy of Music, Lafayette Avenue, ee ie a ae e | Brooklyn, New York, from Friday, March oe a cise 2 am |

| Exhibition XNLDLTLOV2 of O Rare AYE Painti Faln Lids | ano Sketches by CNoled Artist r

Cal rt An Exhibition of Paintings and Sketches to ee an Exhibition of Modern by the Classes of Walter C. £.OWhite , at the the Students of the ee Noted Brooklyn Institute ; of Crls and Sciences, :

a a the — dos Sam ae ara ca Academy of Nusic, y Lafayette Avenue, swede nl Brooklyn, New York, from Friday, March

You are Cordially Invited yi to an Exhibition | of Paintings and d Sketches Sketch from tng land an

SS a aa Simple Effects in Nodernage TWO-SERIES Cypography

Che ranersi Cype Foundry in the World Sels the wer rasmons the World Over

| merican Jype Founders Gompany

TYPOGRAPHIC MATERIALS For Printers & Chovertisers

TWENTY-SIX

KELLY Clutomatic PRESSES Ce ac kecns prenirss Platen Press FEEDERS

the composing room equipped to do

|| the cream of the business & |

=. Nodern Cypes are oo. a ee b

| ZS Exacting Clge in the : : a oe ; is a History of Printing : a 4 he oe & Tal | ae

a Che Clothes f | a we make for you ] | BS American Cype Founders are surveray Fhand an Company Cailored

HENRY A. RITCHIE & CO., New York | X ote Berse8 DE9 G4 G4XRXESM yo PoE sD QaiGa | =~: Yeon. _ == - = = = f

; |

; Nodernistic Borders and Decorations |

EACH CHARACTER MAY BE USED AS AN INDIVIDUAL ORNAMENT

' ; NEV NV. LP OPEL BOBVAY I Modernistic Decorators No. 1 \>

oe ae Y VY 1 Y SN | Ny yom wo Y fx

Characters in Complete Font a 2 3 2 (Se VN OT SS NEEL OL SEI BAY BANS INV 1 2 3 4 5 6

pees F 12 Point Modernistic Border No, 66 60 inches $3 30 R = Se eee eae N ooe wow g & Vey YY 1 3 4 2

Modernistic Decorators No. 3 Per font $2 75 . E Ne Peseta yy Wy ye LATE CDSE ILE AW F | | PEASE a TRS DS, Re ia

Modernistic Decorators No. 4 Per font $3 30 | FIN eee 27 NE Natalee | ANN Beamer co NY ke 2y 7.1.1.1 y y na = : fe Pa oe eae

; VN a Characters in Complete Font i Za ESNS AES S CABS SA iat i BIN on Modernistic Decorators No.5 Per font $3 30

Oe OS aie a NS eye nes uN 7 18 Point Modernistic Giereciee Border in Comote No. 68 Fort 48 inches $3 30 ey Zz if Y Y if Y Y | x mie S SAY eee ee a 1 3 3 2 Nik a. ‘ Modernistic Decorators No. 6 Per font $2 75 | (NNN CN NNN NSN fete iat ate tat

, 18 Point Modernistic Border No. 69 48 inches $3 30 . { Characters in Complete Font Modernistic Decorators No. 7 Per font $3 30

4 — oD ——— 3 oe >. 2 oe ey

l —_e" Pee eke | ee Modernistic Decorators No.8 Per font $3 30 Font yy 40 | y RR All e lALSE Z Vy E> NE Characters in Complete y 5 4 2 3 1 y a 1 2 4 } | , %e Se Characters for Fonts Nos. 7 and 8 are the same in design |

1 i Bi f Se a Sa = fe "4 |

Modernistic Borders and Decorations

EACH CHARACTER MAY BE USED AS AN INDIVIDUAL ORNAMENT

Wes a> ea M/s) Ip-a)o-alo--a 9-2) p-sip-aip \PR ; 5 - INIS SS Sw wy | BW 24 Point Modernistic Border No.71 42 inches $3 85 ZS G 18 Point Modernistic Border No.78 48 inches $3 30 yi a Characters in Complete Font oe % Characters in Complete Font <> [f WA e WY weeyw ) SN Vv > € 2 JK . | 4 3 2 1 | NDSPSDMNESCREEYZ se eeeeetteE | x > a s d << << "® i istic No.79 60 inches $3 30 AS 18 Point Modernistic Border No.72 48 inches $3 30 AR ae ae 2 yi wy Characters in Complete Font I i mK a W Be Eee j 7 4 3 2 1

| SD NBR ee Ee VVUUVUVELLELS | 18 Point Modernistic Border No.73 48 inches $3 30 @ 18 Point Modernistic Border No.80 48 inches $3 30 Ye : Characters in Complete Font we Characters in Complete Font eS a 3 te ate B we © | 3 2 1 1 e

Ree et ee ee PLLLLSSSALE ELE SLES | A 12 Point Modernistic Border No. 74 60 inches $3 30 Se x 12 Point Modernistic Border No. 81 60 inches $3 30 | R Characters in Complete Font bo x Characters in Complete Font Ae xs 4 RM ae @ % & & | 3 2 1 1 2 LPN, LOR SAR LEON PRON LEE NWA | Xe 18 Point Modernistic Border No.75 48 inches $3 30 ww W 18 Point Modernistic Border No. 82 48 inches $3 30 WY Xt Characters in Complete Font ~~ . One Character Font o i ARS»

DSP LOL SB LO LSB FOR 2 SB LOOX 2 SP FOR LSB f8 NAWAAAAWAAWAAAAAAAAY NY, WY x 12 Point Modernistic Border No. 76 60 inches $3 30 re wy 12 Point Modernistic Border No. 83 60 inches $3 30 wW x Characters in Complete Font 8 WV One Character Font wW x Awe go 2 ¥ wv y 1 2 3 4

\ SIUEPUSPALGUSFAS PA TAST AMES renee ae = 12 Point Modernistic Border No.77 60 inches $3 30 * x 6 Point Modernistic Border No.84 60 inches $2 75 % | Characters in Complete Font * z Characters in Complete Font z | 3. ge 2K a ee e | 2 1

| j | J Gesgtee ao oe iP is og Feo End-wood Nodernage BANDS Pa: COLOR BLOCKS pee SERIES A 3 Pie = End-wood Color Blocks have a i 7 5 hight Srishelprinilaa suriace 72 Point No. 1 4 characters each color $2 00 t pe Bre Giyecend. rosie secs > & & & & & | L Gateien ten cemaine me NGS NGS NG NM he various widths shown below. (7 (7 (7 m1? ; Per font $2 50 \ \ \

aj 8 picas 8 inches long i

60 Point No. 2 4 characters each color $175 j 3 | ~ oo & » » | I . > VY VY s? yy @. .? g. oo YX wee WV we |

; 48 Point No.3 6 characters each color $150 | | 6 picas 8 inches long L . L .

| o >" Pm >= > OP c7 7 c? ? | vw_wyY yy |?

36 Point No. 4 8 characters each color $125 | \ \ \ \ y WV WY YW WY

I ee 24 Point No. 5 12 characters each color $1 00 eC NS kA a \

i 4 picas 8 inches long

| SERIES B

Be 60 Point No. 6 4 characters each color $3 00 { > | MR 3% picas 8 inches long NANA steeesee Wy wv AA ee Wy

/ Biplons S lnchey one 48 Point No.7 6 characters each color $3 00 aise 2s

; 234 picas 8 inches long eTEe eIee are ere* F Ms 2 me LOA Se wy wy APL wy A SARS wy, wy | ||?

$2 25 | > q 134 picas 8 inches long 24 Point No.9 14 characters each color 7 J a SSIES eee LISLE SLIIS SLES | ! | pe 1 pica 8 inches long

B Ee iS The characters shown above may also be purchased individually for one or two colors s “i i > a American Cype Founders Company |

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