EXAMPLE 287
Suggestion of the ecclesiastic in the design of a letterhead for a church printer
Example [278] (Insert).—Stationery for a lawyer, like that for a doctor, should be dignified and refined. It is well to give him the professional customer’s style of typography such as that of the doctor’s heading, but if a departure is to be made from the imitation steel-engraved lettering, it is possibly well to use a modern style of type such as the Bodoni, and letterspace the capitals, as was done in this example. But one size of type-face has been used here (eight-point), capitals, italic, and small capitals being utilized.
Example [279].—Practically never should a letterhead be treated with the elaborateness of this one unless the customer expressly desires such treatment and is willing to pay for it, or the letterhead is the printer’s own, as in this instance. The reproduction, unfortunately, does not present the rich qualities of the original, which was printed in green-gray and red-gray on a gray hand-made paper. The typography was merged with the paper stock, and there was not the contrast found in the reproduced specimen.
EXAMPLE 285
On which a meeting is advertised
EXAMPLE 286
A panel, when well treated, gives distinction to stationery. By Arthur Nelson
EXAMPLE 288
Artistic yet simple arrangement, the feature of which are the three lines of equal length. By Leon I. Leader
Example [280].—Old-Style Antique, as this heading shows, is a good type-face for the letterhead of an art publication company. Capitals have been used thruout and grouped so as to form a symmetrical arrangement that harmonizes well with the decorative device placed under it. A feature of this heading is that all matter is included in the one group, excepting the name of the city, which is placed to receive the date line.