ing-matter than our own. In addition, the German has natu rally a greater love for experiment than we. Much of his present-day architecture is so novel as to be fantastic to our taste. In book-work our public is intensely conservative and, for good or evil, very rigid conventions govern the printing of literature. In advertising it is otherwise, and we need not be surprised if the Narcissus designed by Professor Walter Tie- mann for the Klingspor foundry is followed by other success ful publicity types. The lack of restraint which characterises much German artistic endeavour may be an advantage in the design of advertising types. The present trend of English com mercial art indicates without doubt that German methods of illustration are winning a foothold here, to some of us a wholesome change from "that schoolgirl." There are other reasons why, if we must import types from abroad, a few from the continent would be welcome companions to recent Amer ican productions. The "great democracy of the West" is so much our master in the arts of advertising, and our English directors of sales promotion are so dependent upon American slogans and publicity patter, that we can be relied upon to imitate transatlantic types as well as the copy. We may, as a consequence, be sure of having a number of American types in this country for some time to come. It may be prudently doubted, however, whether the condition of American type- design is as flourishing as it looks. Mr Rogers's fine founts are privately owned, and the American printers, publishers and advertisers depend upon the designs almost of one man, Mr 76 GERMAN FOUNDRIES

PM Magazine en | 1937 | | page 78