Example [372] (Insert).—This is a presentation of a three-sheet poster which attracted the attention of the writer a few years ago because of its simplicity. For such effects as this, which carry but little copy, lower-case letters are appropriate. It is seldom, however, that the commercial printer is provided with so few words for his posters. Lower-case display, to look well, requires plenty of surrounding blank space, while capitals accommodate themselves to close quarters.
EXAMPLE 372
Refinement in theatrical printing. Was a large three-sheet poster
EXAMPLE 373
A border such as this blends with gothic type-faces
Example [373] (Insert).—The “Secession” style of border and ornament blends well with monotone type-faces without serifs, such as the type commonly known as gothic. As the wood-type equipment of most printshops very likely includes gothic faces, the style of treatment shown by this specimen may be produced successfully. A border such as this is easily procured, or can be made by the printer if he desires.
Example [374].—Printers seldom take advantage of the opportunities offered for unusual effects. This copy did not suggest anything to the compositor who first set it and the result was commonplace, with nothing to excite anything but ordinary interest. The fact that the birth of Franklin was to be celebrated should have been sufficient to suggest an arrangement such as is here presented, but it did not. Benjamin Franklin purchased his type in England, some of it at the old letter foundry of the Caslons; and what is more interesting than a poster announcement of a Franklin dinner set in the style of type-face that Franklin himself used? This has been done in the example under consideration. Roman, italic, capitals and lower-case have been blended in the interesting manner in which this was done in the eighteenth century. The long s (ſ) of Franklin’s time is also used, to carry along the interest; it appears, as will be noticed, in all cases excepting at the end of words. A Caslon ornamental band is at the head and foot.
Example [375].—This is another instance where the copy furnished a motif that could be developed typographically. Reproductions from the First Folio of Shakespeare’s works were available and from them an initial and two decorative bands were enlarged to the desired size. The typography of Shakespeare’s time was then studied and worked into the poster. The Caslon type-face is not exactly the same as that used in the seventeenth century, but there is sufficient similarity to make it suitable. Many persons of the present day will shy at the use of a single capital letter immediately following the initial, but that is the way it was done in the old days. Typographers should early begin to accumulate a library of books. They should frequent the second-hand bookstores, and occasionally purchase some old volume that shows the style of typography of fifty, one hundred or more years ago. The best printers do this.
Example [376].—It should be an easy matter to produce attractive window cards or paper hangers in this style. Selections from the many artistic and odd cover papers obtainable, supported by harmonizing color combinations, make possible any number of attractive effects. Only one size of type should be used, and the border should be one that reflects the character of the type-face. Plain rules for border purposes are more successful in obtaining harmony than is decoration. As most letters contain two widths of line, a rule border matching the wider line, or both lines, is pleasing.
