EXAMPLES OF TYPOGRAPHY
A REVIEW CONDUCTED BY FREDERIC CHARLES COULSON

1 N business life, correspondence is ofteit the mear
[ whereby sien are first llade acquainted. Con
riercial stationery here plays a most importar
part, for the business man unconsciously judges tli
sinceritv and integrity of an unifamiliar correspenc
ent ly his stationery. Ille accuracy of his opinio
w ll greatly depeind on tlie cornditions under whie3
he is obliged to fori it. Only in aceordanee wit]
the qualities the letterhead possesses or lacks will
favorable or uinfavorable impression be left on th
recipient. To leave a sincere, respectful and digni
fie ( imlpiression, it is evident that these qualitie
should lbe inseparably woven irtto tie letterlead.
Many are the influenees that may l:e used fo:
tlie attainment of s uch an imspression. Moderi:
compositors are beginning to realize the proper rela
tion of ornamentation to typography, and nearhl
every compositor lias a knoweldge of the use ol
strong contrast or bold display ini attracting atteni
tion. lBut bold dlisplay mayv attract attentioni and
yet prod?uce ani irregiular balance and poor arraig-
ing of the matter. Thie use of au agreeable color
conmbination often lends attractiveness while a
superior grade of paper creates a feeling of qualitv.
But the smost attractive color combination and the
most costly paper will be rendered ineffeetive with-
out that uniformity of arrangeniient andt simplicitv
of style so pleasing to the eye. The color combina-
tion mnay attract attention, but the general type de-
sign must possess tlose qualities of beauty that hold
the attention.
The mind is so itunconsciotsly influenced biy a
isens e of perfect order, balance and harmonv, ihat
th?ese will ever be the miost appealing, most effective
f eatures of good typography. Care should be tsiien
not to have tihe attention too seattered or the diiTer-
ent pafts unnccessarily spread oit; bIut so arranged
as to forsm a compact and comriplete whole. Let the
compositor direct thie atesntion to tlie one and most
imsportant part, emphasiizing tlie others in their lue
and relative proportion; so that. the eye may tmavel
naturally fromri one point to another anil eassiv grasp
their relations.
It is quite as necessary that ths prilnter should
have his owo stationery as good in quanilt as that
awhich he produces for'his customer. In Fig. 1 we
lhave a printer's letterheadl, wlich is deficielt in point
of effectivetnes on ace,ont of the straeglinr g and
spread-otft appearance of the different parts . and o rn
improper distribution of emphasis. In the, res t

is Example C, a more symnmetrical grouping of the
1:- matter has been effected and the principal parts
it given due prominence.
le Example D shows a singular and agreeable ar-
-rangemerit, quite suitable for this class of work. Phe
n serity of a squared effect has been lightened by
h 1-. ..
i- . 7! .^s,
iii the ge:nerel pleasngbe etient.l fpifrting o'eign
ore .sd, i ie ida hiould >e rarited on on.
: * * * Printing
the velope, Figreet e
xplang the initial "E" to the left of the matter. Th e
judicious and sparing use of a warmi color als) helps
in the general pleasing effect. If suteh a design
were used, thle same idea should be earried olut on
the envelope, as in reset Example B.
Example E.-Note the simple beauty of this ar-
rangemeint and the harmonious relations between
the several groups.
Example F.-Too miany inharmonious type
faces anrd a rather scattered arrangement are the
most noticeable failings of Fig. 2. The words, "Of-
fice: Elm Street," belong to, and should not be
separated frolr, tlie
woids, "Sudbury,
Ont." In the reset
specimen, t h e s e
faullts have been CONSTITUTION,
corrected a?nd a RULES OF ORDER AND
simIpler arrange- BY W
m e int obtained. Y-LAWS
e r e the maini _ -
points may be more
readily grasped. Clpe i
Example G. is
reset from Fig. 3.
Thlie effeet of the .4 x .
original was spoiled
by ain imiproperlv OAGANIZED MAY tS. 19s0.
balanced arraiage-
sm?esnt, and too
smueh ornamenta- i
tion, which tended l
to crowd out the
type matter. In Figure 4
the reset, the gen- (The Sudb.r (Ont) "Journal"
eral arranging of
the imatter is little altered fromi the original, but the
generous use of white space gives the type rore
lpronlinence.
Example H.-In comparison with the original,
notice how musch better the arranging of th;s 'mat-
ter looks when the lines are grouped so as to fornm

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