mmm (a) Excelsior "a" (black) superimposed on conventional "a", Roman No. 2 (white) both enlarged approximately 125 times. (d) Notice how the design of Excelsior avoids fine lines which break down, and sharp angles which fill up. (b) There is a wider opening here. (e) The long tail on the conventional "a" has trapped many an unwary gob of ink. (c) Excelsior counters are larger and more open. PAUL SMITH Excelsior Type Mergenthaler Linotype Co. Kenyon Gr Eckhardt Inc. (Paul Smith) Medal for design of complete advertisement

Art Directors Annual of Advertising Arts en | 1934 | | page 90