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.
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-