Lettering for Commercial Purposes (Classic Reprint) - Softcover

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Excerpt from Lettering for Commercial Purposes

In consequence, if the reader expects a scientific literary dissertation within these pages disappointment awaits, as the main object consists of reducing the subject to its least common multiple, both in point of technicality and production.

Unlike most publications relative to lettering, in which the illustrative matter has been gathered from indiscriminate sources, representing the best efforts and technique of numberless letter artists and craftsmen in gallery effect, the ex amples herein are reproductions of the personal work and conceptions of one individual, some of which are imitative, others being modifications of existing letter and type styles and models in original style. In each case the treatment and method of production is calculated from four ultimate viewpoints: First, simplicity of form without loss of effect or basic principle.

Second, the actual production of the above with the least amount of effort in the shortest possible time.

Third, the arrangement of the whole m an effective and artistic manner.

Fourth, a selection of letter-styles adaptable to and in conformity with the subject wherever possible.

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