EXAMPLE 316
A suitable billhead with interesting border treatment. No guide lines have been used
Example [310].—This specimen presents the main features of the average commercial invoice, or billhead. Usually there are conditions of sale which can be placed at the top of the heading with a rule underneath, altho they are sometimes arranged at the side or at the foot of the invoice. The name of the company is given most prominence, followed by mention of the commodity or product. The number, street and city naturally should be displayed so that the customer’s location can be referred to quickly in correspondence. “Sold to” precedes the space left blank for the customer’s name, and this, as has been explained, should be in the lower left corner. Blanks for the date, terms, invoice number, ledger number, customer’s order number and other notations of record may be grouped in convenient open spaces.
Example [311].—The composition of a billhead really begins with the composition of a letterhead. It should be possible to take any letterhead and by adding a few lines convert it into a billhead. The specimen under consideration shows how this is done. The original of this billhead was exhibited as Example [283] in the preceding chapter. The conventional phrase “Sold to” is placed in its customary position and the other phrases added at suitable spots. Printers should keep this suggestion in mind and, when laying out a billhead, design the upper part as they would a letterhead.
EXAMPLE 315
Typographic art and good taste, as demonstrated by this specimen, have a place on billheads as well as on books
Example [312] (Insert).—This is an interesting representative of the non-stock-ruled heading, and it also illustrates the changes the typewriter has wrought in billhead printing. When bills were written in by hand, script type and dotted rule prevailed, but because of the use of typewriters, script and horizontal guide lines are gradually disappearing from the face of billheads. The example under consideration also demonstrates the effectiveness of Caslon lower-case for billhead purposes. When every line is in roman lower-case there is harmony, but sometimes there is also monotony. In this instance, however, the introduction of italic and small caps would alter the plan of the heading and detract from its distinction. The rule border and the panel for the insertion of customer’s name and address give distinction.
Example [313] (Insert).—There is here another demonstration of the transformation of a letterhead into a billhead. Remove the words “Sold to” and the ruling at the foot and the form is ready for the letter sheet. Kennerley type, altho primarily a book face, is also usable on stationery where neat, distinctive effects are desired. Capitals are spaced (as in the old books of Aldus), and italic is used with the capital lines, this use of italic also being suggested by the work of the Aldine Press. However, the specimen is not intended to be in the classic spirit of Aldus; it is merely a modern commercial suggestion.
Example [314].—Here is a billhead, or statement, in classic typography that suggests the style of the fifteenth century. The heading is practically in one size of type. Advertising distinction is obtained by using capitals for the name, capitals and small capitals for the business name and address, and italic for “In account with.” There is not much that is striking about this billhead, yet, printed on a fine quality of writing paper, it would make one really glad to receive a bill of this kind.
