light or dark? f I nmwm SALE OF HOSIERY MONDAY MORNINC NEW on his selling expericnce, hc designed and wrote a series of folders distributed to Chandler dealers and salesmen and boldly entitled, "Don't be Afraid to Make Claims. The folders combined Bennett's eye for effective typography with his "machine-gun aptitude for explaining, in words as well as pictures, the complicated mechanisms which made the Chand ler tun. The Chandler "Pikes Peak Motor" became one of the best-known in the country. After his son Don was born in Cleveland, in 1927, Bennett took a vacation from Chandler and returned to New York, where he ran into Frederic Goudy who asked him to take charge of advertising and printing back with Paul Hoeber. According to Bennett, Hoeber did the finest looking medical books in the country. Goudy brought this to his busincss. But Hoeber himself was "just an im- possible guy. Very, very difficult." He frequently required members of his staff to work over-time on very short notice, much to the chagrin of "Mama." After a few months, Bennett left Hoeber for good. It was at this juneture that Bennett met and talked with Harry Gage, a meeting which resulted in Bennett s long and fruitful association with the Mergenthaler Linotype Company. After working for a while in the Publicity Department there, he be came a partner in the William H. Denney Com pany, an advertising firm taken over by Gage and A few examples of early Bennett layouts,- directly above is one of a series for Chandler autos,- the rest are Linotype pro- motion pieces and advertisements of the late twenties and early thirties. SUCH I l tl» tuaj-dreM i («per be Itght or vUri Should roa« M be rar» or wrll cki«iroithet. of courw, depova mg on taste. It'i |i« j> impocun» to change, m get variciv in ihr drei ot a paprr. u n t» m tod -und :hr dünge in Jn» jus» u bene- ficwl ihechjnge ui dl«. Thi» page du» s sn unuuul ix-ad Jibs. Ii i mtwesjuig. n-adablc. wnnivt. And it prom in»! emphivr nuy Iv gatnrd bv a?r of typt (u*t a» e.iulv ai H ».ige; of tvpr. Vou can havean tndi»>du*l dir» for your pajvr an attrartnr. tndiblr. distitvuiT dress—by Jiking f.* it. Nu Obligation, of* course, wr'rr giad to l*lp. Jus« »int dir warm Linotype agenrv. and send akmg a fr* sample» of i (EQIstyEO BROTHERS S M E N'S WHITE SHIRTS Inaugural Display of Modern Summer Furnishings Im ib Em Hoom. VI«* Strret Ei permil« Ihr adverliter Ihia apreinirD; lor it lo Orr- Mimr olhfrrU h.. Ihr nrrdrd bl.ck- rnürrl* Foreign lo Ihr nroo lo rurmounl ihr lypro.ropy.llhrlrd, grr.l handir.p of Ihr ■od ohorr. Uaotypr hrovy bootrr. -a,». 'J.25 Begim al Nim, Main Fluor utting in on Corner», top und botloni, iuadcvicc rauch unctl by modern iatde- »igner». It makc» the advertiaement »Und apart front »urrounding copv. And the reaultant »pacc provide« an excellent rccepUcle for the Company nameif the nante ia »hört. WILSON BROTHERS GARAMOND DECORATIVE MATERIAL Mi RGEIYTHALER INOTYPE COMPANY THE LINOTYPE GRANjON DES1GNED BY GEORGE W. JONES, onc of the great English printers, to meet exactingneedsfbrfincbookwork. 24pt. A FREE, SPIRITED, NOBLE TH?«: of tue fifi y letter; füll of contrast and move- rTlrEirü^rrm !n <i'm. ment, yet with an clegance and i°N w" llio «eleu«! f.» prccision of linc(21 pt.) NAMED FOR GRANJON, AN eminent French Typefoundcr and ""'"*'2"""'"m Printer of the ycar 15 50.(iHpt.) ^'."^TiT'p'.EX «i"f«" GRANJON IS 8ASEDCHIEFLYON """Z" 1 J typeannbuted toGahamondand uicd iiM-.s um mm...« hm in many beautiful books ot* rhe uxteentk Century. Ii readi smonthly, combining tcgibiliry of character and beauty of de- lu'hl sign to a nurked degree (14 p!.) a£j?S*n»ÖÜTm -LINOTYPE-^) •slt C"D C G J fiT%7Y 1 2

Print Magazine en | 1953 | | page 14