Ma turn 496
MONOTYPE
TYPE FACES CUT BY THE
MONOTYPE CORPORATION
LIMITED INCLUDE ALBERTUS
TITLING, DISPLAYED HERE, AND
G.P.O. series referred to were produced by men, such as
Ashley, who are more than typographers.
One of the display types most in evidence in advertise
ments during the year was CARTOON (Bauer Type-
foundry). Created, as the introduction to the specimen
says, to meet the special requirements of modern
technique by a New York advertising designer, it was
eagerly appropriated by the specialists in strip-cartoon
advertising and filled their balloons admirably. It has
the freedom of hand-lettering, yet strikes no discord in the
typographic tempois informal and conversational and
lends itself especially to single-column headings. Other
Bauer display types much in vogue were WEISS, FUTURA
and BETON (see Art and Industry, August 1938). The
Bauer Typefoundry (represented in England by Soldans
Ltd.) which celebrated its centenary in 1937, continued to
exert a lively influence on English publicity typography.
Stephenson, Blake Co. Ltd. revived two old types, the
beautiful MARINA SCRIPT and the not-so-beautiful but,
nevertheless, useful THORNE SHADED. TEMPEST
TITLING (The Fanfare Press and Monotype Corporation)
designed by Berthold Wolpe for Gollancz has so far been
chiefly employed for book-jackets, but is likely to find a
wider application.
Monotype also introduced TEMPLE SCRIPT and
PERPETUA LIGHT TITLING, the former more
likely to find favour than the latter.
SLIMBACK (Deberny Peignot, Paris) became
fashionable for the more exclusive literature and, used with
discretion, is a valuable addition to display types that convey
the atmosphere of luxury and quality. BESSEMER
(Stevens, Shanks) came as the English variant of
SLIMBACK, though it is so similar as to be hardly a variant.
SCARAB (Stephenson, Blake), very similar to
ROCKWELL, MEMPHIS, BETON, etc., swelled the
ranks of the Egyptians. Stephenson, Blake Co. Ltd., by
the way, made clearly known during the year the legitimacy
of their claim to have inherited the Caslon Type Foundry
and its long and honourable traditions.
GILLIES GOTHIC, TRAFTON and LEGEND (all
from Bauer Typefoundry) were among the many popular
scripts, while ALLEGRO (Ludwig and Mayer) proved
one of the most effective for display typography. It is
condensed, yet legible and distinctive in style.
A Ludlow script, named after the designer George
HAUSER of New York, was introduced (by Martin J.
Slattery in London) and should become increasingly
popular in publicity, so free that it appears not to have
been designed at all (but, of course, being ve:y well
designed)restless as the age and fast-moving. With
such types as HAUSER SCRIPT availablein fact a
multitude of scripts and other informal types such as
CARTOON previously referred toit is not to be won
dered at that drawn lettering tended to be less employed.
TEMPLE SCRIPT (Monotype Corporation) is formal,
following traditional pen-lettering; but is quite a useful
display face. OFFENBACH, designed by Rudolph Koch,
came from Klingspor. It is a lovely face, well proportioned,
and offers a scope for various types of display that has not
yet been fully exploited.
It is impossible in this brief survey to enumerate all the
new sizes that have been added during the year to existing
display faces such as FALSTAFF, PLANTIN BOLD,
etc.nor to call attention to all the display types that
retain a certain popularity, e.g., CORVINUS, TIEMANN,
etc. Fortunately, however, the chief producers keep the
buyer and user well up to date by the regular issue of
literature and specimen sheets. The Monotype Mail and
periodical productions of Linotype and Machinery are not
only informative but always well worth studying by the
advertising typographer for their inspiration.
and the already famous Temple Script 455, and
two new members of one of the most important
type-families of this epoch: "Monotype" Times Wide
427 and "Monotype" Times Semi-Bold 421.
If you are a producer, buyer or designer of print you
may receive, free of charge, the NEWS-LETTERS
in which all our latest sizes and faces are shown.
{Continued on Page XVI
NEW;
THE MONOTYPE CORPORATION LTD. LONDON
Reg. Office: 43 Fetter Lane, E.C.4 Works: Redhill, Surrey
OVERSEAS BRANCHES—India: 8 Waterloo Street,
Calcutta. China: 17 The Bund, Shanghai. Australia:
319 Castlereagh Street, Sydney, N.S.W. South Africa:
Monotype Machinery S.ALtd., 6 and 7 Boston House,
Strand Street, Cape Town. New Zealand C. J. Morrison
CRepresentative210 Madras Street, Christchurch.
REGISTERED TRADE MARK:
DISPLAY MATRICES AVAILABLE ON
LOAN TO USERS AT NOMINAL RATES
XIV
