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American Type Founders Company / Specimen book and catalogue, 1923 : dedicated to the typographic art
(1923)

Nelson, R.W.
Preface,   pp. 5-16


Page 5

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Hilory of the Creation of Type Families-FIRST TYPE DESIGNING DEPARTMENT-EVOLUTION
OF PUBLICITY TYPES-A GREAT SERVICE DEPARTMENT OF PRODUCTION ENGINEERS-MONEY-
MAKING PRESSES: THE UNRIVALED KELLY PRESS FAMILY-THE KLYMAx AUTOMATIC FEEDERS
FOR CHANDLER & PRICE PRESSES-THE BoSTON WIRE STITCHERs-All theseActivities,with others,
Working Successfully for the Greater Prosperity of Printing Everywhere.
WHY THE PRINTING OF 1923 IS SUPERIOR TO THAT OF 1900
KIttitHitAttttittitttltittHE PRINTING of 1923 is greatly superior to that of 1900. It has
. * <*' betterstyle, more attractiveness and greaterpower and dignity.
It is more highly appreciated by the clients of the printers, and
better prices are paid for it. Better printing has created a better
.1    T            demand for printing. The printers are more prosperous. This
great improvement has not come to pass without direction.
;,It    There has been, in fact,verydeliberate direction.There has been
constant and forward thinking on behalf of the printing in-
Z4; ...dustry by the American Type Founders Company,which has a
well defined policy with regard to the types it is making and has been making during
the last quarter century. In what position, may we ask, would the printing industry be
to-day without the great type families, known to fame as Cheltenham, Century, Bodoni,
Cloister Oldstyle, Goudy Oldstyle, Caslons, Garamond, Copperplate Gothics, and
others? Are there anywhere any other type families? Would not your typography be
barren in appearance and much less profitable to the advertisers if these great type
designs had not been developed? There can be but one answer.
THE IMPORTANCE OF WELL DESIGNED TYPES
After all is said and done,Types are the most important part of the equipment of
a printing house. The printer sometimes forgets this plain fact as he contemplates his
ponderous and expensive machinery-the creations of other men's brains. The sole
purpose of the machinery is to multiply copies of the printer's own creations. If a print-
ing house has a good reputation it is invariably the result of the skillful use of well
designed types. A reputation for quality is the best basis for increase of business.
The printer is judged by the work he creates. He creates type forms-nothing else.
Whether he prints a hundred or a million impressions, the merit or demerit of the type
form is unchanged. If the type form is inferior, no excellence of paper or of pressman-
ship can do more than emphasize its inferiority. If the types used in a type form are not
well designed for their purpose, no skill of the compositor can overcome their limita-
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