The Art & Practice of Typography: A Manual of American Printing, Including a Brief History up to the Twentieth Century, with Reproductions of the Work of Early Masters of the Craft, and a Practical Discussion and an Extensive Demonstration of the Modern Use of Type-faces and Methods of ArrangementGress, Edmund G. (Edmund Geiger)
History
The Art & Practice of Typography: A Manual of American Printing, Including a Brief History up to the Twentieth Century, with Reproductions of the Work of Early Masters of the Craft, and a Practical Discussion and an Extensive Demonstration of the Modern Use of Type-faces and Methods of Arrangement
Gress, Edmund G. (Edmund Geiger)
Advertising layout and typography -- United States; Graphic design (Typography) -- United States; Printing -- United States -- History
Envelop corner in text letter, 307
Harmony of device and typography treatment, 308
Elaborate envelop corner, 309
BILLHEADS AND STATEMENTS
_Page 119_
Features of the average invoice, 310
Converting letterhead into billhead, 311
The non-stock-ruled type of billhead, 312 (insert)
Italic lower-case and Roman capitals, 313 (insert)
Billhead suggesting early printing, 314
Good taste on billheads, 315
Interesting border treatment, 316
Large setting of a billhead, 317
Invoice with many columns, 318
Decorative type treatment that is suitable, 319
An uncommon arrangement, 320
Credit bill made from billhead, 321
Professional bills, 322
PACKAGE LABELS
_Page 123_
Catching attention at a distance, 323 (insert)
Emphasizing daintiness and delicacy, 324 (insert)
Lettering for typographic study, 325
A label rich in suggestion, 326
Ruled line for the address, 327
Black lettering with contrasts, 328
Artistic quality thru typography, 329
Study in black and white, 330
A Caslon specimen, 331
Harmony of border and lettering, 332
Possible of typographic improvement, 333
Freedom of treatment, 334
Label used for a special list, 335
BUSINESS CARDS
_Page 127_
Standardizing the arrangement, 336
Dignified treatment for a well-known house, 337
Forceful card treatment, 338 (insert)
An unconventional effect, 339 (insert)
A black monogram that is attractive, 340 (insert)
The monogram in color, 341
An uncommon typographic effect, 342
High-hat-and-frock-coat treatment, 343
Business card in blocked capitals, 344
An underprinting decorative device, 345
Roman capitals with italic lower-case, 346
Modern German card treatment, 347
Decorative style suited to business, 348
Italic is sometimes pleasing, 349
A strong design for special purposes, 350
Classic arrangement in one size, 351
A large amount of copy, 352
Highly decorative, 353
Horizontal lines well employed, 354
For general purposes, 355
THE BLOTTER
_Page 131_
A model blotter, 356 (insert)
Modest amount of copy, 357
A convention-hall blotter, 358
Strong but pleasing contrasts, 359
Suggestive of an architectural panel, 360
Treatment that survives the test, 361
Neat, refined arrangement, 362
Type matter that fills the blotter, 363
A blotter arranged the narrow way, 364
Harmonizing typography, 365
POSTERS, CAR CARDS, WINDOW CARDS
_Page 135_
Typographic poster in Roman capitals, 366 (insert)
Lettered poster worthy of study, 367
A car card that has suggestion, 368
Little copy and strong contrasts, 369
Unique insurance advertising, 370
Simplicity worthy of adaptation, 371
Public-domain text, read in full here on John Shaqi.
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