TO THE TYPOGRAPHERS OF THE PAST WHO MADE THE ART HONORED AMONG MEN AND TO THE TYPOGRAPHERS OF THE PRESENT WHO ARE RESTORING TO PRINTING ITS ANCIENT DIGNITY THIS BOOK IS DEDICATED

TABLE OF CONTENTS

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]

AUTHOR’S PREFACE

In the preface to the first edition of “The Art and Practice of Typography,” the author stated that he did not “anticipate again having the pleasure of producing a book as elaborate as this one,” but the favor with which the volume was received made another edition advisable, and in consequence he has had the additional pleasure of enlarging and revising it and of producing a volume even more elaborate and with a better selection of examples.

The task of rewriting and replanning the second edition was near completion when America entered the war against Germany, and now, a few months later, the book is presented to the public. The first edition was published in February, 1910. Work on the new edition was begun by the author in the latter part of 1913, and so great has been the task, in addition to his customary editorial labors, that almost four years have passed.

The extent of the work will be comprehended when it is mentioned that there are twenty-eight chapters, in which the illustrations or typographic arrangements, numbering six hundred and fifteen, include forty full-page specially-printed inserts. Most of these illustrations or typographic arrangements are in color. The text matter, which makes direct reference to the examples, totals nearly one hundred thousand words.