| PAGE |
|---|
| |
| Author’s Preface | [vii] |
| |
| Synopsis of Contents | [ix] |
| |
| List of Reproductions | [xvi] |
| |
| List of Designers | [xx] |
| |
| |
| WHEN BOOKS WERE WRITTEN | [1] |
| |
| THE ORIGIN OF TYPOGRAPHY | [7] |
| |
| THE SPREAD OF TYPOGRAPHY | [13] |
| |
| TYPOGRAPHY IN COLONIAL DAYS | [19] |
| |
| TYPOGRAPHY IN THE 19TH CENTURY | [27] |
| |
| THE “LAYOUT” MAN | [35] |
| |
| HARMONY AND APPROPRIATENESS | [41] |
| |
| TONE AND CONTRAST | [47] |
| |
| PROPORTION, BALANCE AND SPACING | [53] |
| |
| ORNAMENTATION | [59] |
| |
| THE TYPOGRAPHY OF BOOKS | [67] |
| |
| BOOKLETS, PAMPHLETS, BROCHURES, LEAFLETS | [75] |
| |
| CATALOGS | [83] |
| |
| PROGRAMS | [91] |
| |
| ANNOUNCEMENTS | [99] |
| |
| TICKETS | [107] |
| |
| LETTERHEADS AND ENVELOPS | [111] |
| |
| BILLHEADS AND STATEMENTS | [119] |
| |
| PACKAGE LABELS | [123] |
| |
| BUSINESS CARDS | [127] |
| |
| THE BLOTTER | [131] |
| |
| POSTERS, CAR CARDS, WINDOW CARDS | [135] |
| |
| ADVERTISEMENTS | [139] |
| |
| NEWSPAPERS | [147] |
| |
| PERIODICALS | [151] |
| |
| HOUSE-ORGANS | [161] |
| |
| TYPE-FACES | [169] |
| |
| IMPRINTS | [195] |
| |
| |
| Appendix—[GREETING CARDS] | |
