PROCESS ENGRAVING BOOK BINDERS FOR PRINTERS AND PUBLISHERS Linotype Machinery added considerably to their range during the year. In addition to many new sizes of existing faces, this company introduced a new face, ELECTRA, designed by W. A. Dwiggins, American artist, who also designed the METRO series. The italic of ELECTRA is more accurately an oblique roman, very legible even in masses. Linotype Machinery faces in course of production as we go to press include JANSON, a revival of the seventeenth-century cutting of Anton Janson, GARAMOND BOLD and further sizes of the MEMPHIS family. Neither is it possible to treat in detail the trend in body types. Advertisement typographers, on the whole, seem to have remained faithful to the tried and tested types. TIMES ROMAN, designed for, therefore eminently suitable for newsprint, rapidly grew in favour. In the production of newspaper advertisements and advertising literature, proper consideration is not always given to the influence of the paper and the ink. It is still by no means uncommon, for example, to find CASLON O.F. designed for use on a rough paper, employed when printing on coated paper when, of course, it loses all its character and appears thin and weak. PLANTIN, type-of-all-purposes, BASKERVILLE, GARAMOND and BODONI remained among the favourite types for advertisements. Perhaps for the reason we have mentioned, i.e., the increasing influence of the expert typographer, there has been less use of masses of NICOLAS COCHIN, that very elegant type, in the wrong places and GILL SANS has less frequently appeared set solid in 8 or 10 pt. two-columns wide and several inches deep. Although there is still a deal of room for improvement, it is pleasing to be able to record that more intelligence in the use of type in advertising has accompaniedor perhaps resulted fromsimpler and more restrained layout. Such a type as PEIGNOT (Deberny Peignot) de signed by A. M. Cassandre, though claimed as logical, rational and essentially valid," etc., etc., is not, we feel, likely to be much used in England except in an occasional example of shock-tactics. The advertising message, pre sented amidst modern editorial distractions, has a limited space and a brief time and, if it is to be read, it must first be readable, i.e., legible. However powerful display headings may be and whatever devices are used to give them attention-value, they must be legible. How much more does this apply to the panels of copy in which the story is told and by which the reader is to be persuaded to take action From year to year it can seldom be said that any startling developments take place in process engraving, improve ments usually being minor in character. The past year has, however, seen investigations into a problem of con siderable importance the making of reasonable-sized colour blocks from colour transparencies produced by the miniature camera. We are indebted to W. B. Briggs Co. Ltd. for the following information Enlarging from the tiny positives (approximately i-l in. by i in.) up to a commercial size was seen to be a difficult problemif first-class results were to be obtained but one not insuperable. There was neither colour reseau nor silver halide grain to contend withthe main requirements being the retaining of the smaller colour subtleties, and further, the retaining of good definition whilst enlarging. Various methods were tried out and ultimately actual techniques were refined down to three. From these three only continued practice will choose the most practical, it being difficult at this stage to find any bias in favour Ulbffoiöi THE SHIP BINDING WORKS 32-38 Gt. Saffron Hill, E.C.1 Continued on Page XVIII) Shortkr J LA-fm Pm$v, XVI

Modern Publicity en | 1938 | | page 162