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American Type Founders Company / American specimen book of type styles : complete catalogue of printing machinery and printing supplies

American type families,   p. vii PDF (584.6 KB)

Page vii

The American Type Founders Company originated the policy of de-
veloping its dominating type designs into extensive type families. The
printers were quick to appreciate the economy and other great advantages
of purchasing related series as compared with the purchase of the same
number of unrelated series. The related family series produce harmonious
effects and may always be successfully used together in one composition.
The addition of another related family series to previous purchases of the
same family strengthens, freshens, reinvigorates and adds additional value
to the revious purchases. This Specimen Book contains a splendid collec-
tion of ype Families and it is the policy of the American Type Founders  0IA
Company to constantly add to the members of its many successful Type
A large proportion of the series shown in this Specimen Book are
displayed in colors, with suitable decorative effects. These compositions
are intended to be educational, not only to printers but to their customers.
They are not printed so much to please as to  rofit. The aim has been
to make this Specimen Book a gold mine for the printers, knowing that
their prosperity is the prime essential to the prosperity of the American
Type ounders Company.
The American Specimen Book of Type Styles is expected to be the
printers' Typographic Guide Book, a source of profit and inspiration, a
chief aid toward achieving good reputation and success in business.
The major part of the type sold by the American Type Founders
Company is made in the Central Plant, photographically illustrated on
page eight. This building is entirely devoted to the manufacture of types
and brass rules, for which purposes it was carefully and specially designed.
While it is a fact that the Central Plant is the most extensive type
foundry in existence, none other nearly approaching it in size, the Amer-
ican Type Founders Company prides itself less on this fact than on the
fact more important to its customers, that in every detail, small and large,
the machines, the tools, the gauges and the manufacturing processes are
perfected to a degree unknown in the typefounding art as recently as ten
*        years ago. Types were never before made so accurately or of such good
quality as those now produced by the American Type Founders Company.
The staff and working force at the Central Plant do not deal directly
with the buyers, but with the various Branches of the Company doing
business in the various locations pictured on the four pages in this section
of the catalogue and with agents in Europe, Canada, Mexico, Cuba, Central
and South America and other countries. In each of these Branch Houses
all the resources of the American Type Founders Company are available.
No printer is at any disadvantage on account of location. At no
time have printers been aflorded such perfect facilities.

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