Calligraphic draughtsmanship - in tone in line standardised fashion figure, each with a dis torted thigh length, in horribly neat tweeds and shiny brogue shoes, and with a hair-style one year old.) The fault of the really young artist is that he nearly always tends to be art school,' insufficiently easy, insufficiently alive and not really contemporary. His work frequently suffers from its expressed admiration for the mannerisms of someone else. The Queen prints almost entirely in letterpress. Almost any of the letterpress processes are used. Occasionally, offset or photo-litho is introduced, but the exigencies of weekly publication do not allow of their very frequent use. Cover designs for The Queen must be essentially graceful and charming (though not in a derogatory sense). They should also have that difficult-to-define casualnessperhaps best exemplified in the covers by Marshall and Wecla. We use a wide variety of different artists, and people who are interested in our covers will have seen that they are changing somewhat in character. In other words, we are increasingly avoiding designs of a cleverly obscure, over- mannered or grotesque nature, and are thinking much more of things which have an immediate, casual appeal to the majority of people, while maintaining a high standard of technical skill. A certain poster quality is necessarysomething to be taken in and not puzzled outbecause a cover Tage Werner's work for harper's, with its eloquent tonal effect, typifies the magazine treatment of fashion, while Willaumez demonstrates a line technique which can he used with equal success in either magazine or newspaper production. Both artists give a subtly editorial" flavour to their work. Here Benigni shows, also in harper's, an understanding of fashion and an understanding of the value of black and ivhite. This type of drawing, apparently simple, demands an unusually sure technique is especially suitable for fashion reporting and newspaper reproduction. Robb of the daily express has also used this technique with skill. 149

Commercial Art / Art and Industry en | 1940 | | page 27