The art & practice of typography : a manual of American printing, including a brief history up to the twentieth century, with reproductions of the work of early masters of the craft, and a practical discussion and an extensive demonstration of the modern use of type-faces and methods of arrangement (1917)

Gress, Edmund G. (Edmund Geiger), 1872-1934, Rogers, Bruce, 1870-1957, former owner, Frederic W. Goudy Collection (Library of Congress) DLC, Pforzheimer Bruce Rogers Collection (Library of Congress) DLC · New York : Oswald Pub. Co. · leaf 260

An illustration from The art & practice of typography : a manual of American printing, including a brief history up to the twentieth century, with reproductions of the work of early masters of the craft, and a practical discussion and an extensive demonstration of the modern use of type-faces and methods of arrangement, 1917, leaf 260 — and adver-tisement writer cannot betoo careful in this respect.He may call for old-styleand get any of two dozenfaces. If he has, say, OldStyle Antique in mind itshould be so written on thelayout, with a second choiceshould the supply of thatletter be exhausted orthe printshop not have theface.… … The woman who does her own workought to have the very best of everythingto do it with. Take this matter of dish washing, forexample—the best soap for that purposeis Ivory. It costs more than ordinary laundrysoaps do. It is worth more. Ordinary laundry soaps make the handsred and coarse and hard—a…

Printing · Graphic design (Typography) · Advertising layout and typography

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