verse treatments; (4) animation for moving window
displays; (5) electric signs; (6) weaving on silk labels;
(7) sculptured relief, wood and metal cut-outs, and a
host of other means of reproduction.
The original foundation of the design was an air
brush rendering from which five others were devel
oped: a line drawing; a line drawing with filled-in
background; a poster type silhouette; the same sil
houette with line details; a line drawing with accen
tuated outline. By having six variations of the same
theme, with each variation adaptable in one or more
ways, we have been able to effect a fitting, forcible
continuity and identity with the Town Crier trade mark
in newspaper advertisements from six-column width
to a single-column spot; in animated displays six feet
high, in which the Crier's arm moves back and forth,
ringing the bell, down to small counter cards, both
cut-out and single section; in large dealer advertising
portfolios; in heavy relief in plaques four feet in diam
eter down to one-sixteenth-inch relief for a swatch
book cover; in broadsides, booklets, and folders of
almost all sizes and types; in envelope stuffers, order
blanks, envelopes, letterheads, stickers, labels, busi
ness cards, swatch cards, advertising match books,
celluloid calendars and novelties, tags and suit boxes,
silk and taffeta woven labels.
The acid test of practicability has been proved by
the ready, blanket acceptance and welcome afforded
the Town Crier trade-mark by dealers from coast to
coast, as well as Alaska and Honolulu.
FELIX LATZ LIPPMAN
Keller Heumann Thompson Co.