Frederick AMom No. 3 TYPE TACTICS Types are Salesmen. This is the third of a series of articles treating of the more popular contemporary types for adver tisers and of the best way to use them. Wlodm SmptZifpcs Advertisement settingusing Gillies Gothic Light Three-colour line display in Gillies Gothic Bold with Beton Medium. Excellent contrast of and Beton. Illustration printed in turquoise head and heading. blue and yellow, running beneath the type. Parallel with the development of italic types in the sixteenth century, a second and less formal letter was evolved, which reproduced as faithfully as was possible in type the character of actual hand writing. Cursive types are thus of two classes, the italic and the form which is now known as script. Because of the fact that the latter reflected much more closely than the former the fashionable pen manship of the day, many varieties were designed and used in bookwork throughout the sixteenth, seventeenth and eighteenth centuries, but though Fry (1795) and Thorne (1803) show specimens (vary ing slightly in form) of the so-called English script applied to commercial printing usage, there has since been little effort or desire on the part of typographers to feature the various designs based upon these and upon their French and Italian fore runners, either in bookwork or in the more mundane field of printing for industry. Facsimile letters, bills, business cards, cheques, and isolated lines have certainly been set in script, and in the under world of cheap and nasty print-shops various battered versions are still used with happy disregard for fitness but the feeble design of most of the scripts and their complete ineffectuality in display have prevented any appreciable revival until quite recently, when Continental founders have led the way in the production of letters possessing marked individuality and the maximum of attention value. Modern script types are, I know, considered by many typographers to be indelicate and vulgar. Certainly they have a tendency to make sad havoc of those beautiful grey slabs of type built architec- 194

Commercial Art / Art and Industry en | 1936 | | page 34