Whydo advertisement designers use hand lettering (left column) when a similar type face is
available (right column)
than in fact they are of the display types
designed specifically for advertising. A
host of these come to mindFigaro as a
change from Playbill, Hauser, Holla and
Legend among the script types, the decorated
Vespa and Lilith, Imprint Shadow, Colonna,
Adastra, Stenciland Allegro, whose char
acter as well as its name suggests music.
Of these decorative faces some are no
longer obtainable in this country as founders'
types because they originated in Germany
or in the United States and the agents'
stocks here have long since been exhausted
but there are specialised advertisement
typesetting houses that have them.
TYPE V. HAND-LETTERING
One wonders why more use is not made of
the display-setting facilities available. So
far this article has dealt with all-type
advertisements, but the fact must be faced
that the typical unillustrated display ad
vertisement is not all type. It is a mixture
of type and hand-lettering, the latter