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Loot: Minneapolis Catalogue
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Click Here to View other titles by  graphic design | typography graphic design | typography

Publications on the history of modern typography, trademarks & logotypes, packaging, posters, advertising, signage, commercial art, book design, letterheads, etc., including notable designers and their works in these fields.

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Welo, Samuel, Studio Handbook: Letter and Design for Artists and Advertisers, REVISED Edition, Lettering by Welo, Chicago, Frederick J. Drake Co. Publishers, 1939, 12mo (7.5" x 5"), Hardcover in dust jacket, navy blue pebbled boards with gilt front and spine titles, VERY GOOD / GOOD.

Moderate wear to spine head and foot and corners. Water-staining to top and bottom edges, effecting interior pages by only 1/4" at most, and appears only in the first quarter of the book - they are in fact quite unobtrusive. Pages are age-toned as usual. Uncommon yellow & blue DJ is soiled, paint/ink stained, worn at extremities - illustrated inside flaps carry interesting list of other design related Drake titles. Jacket designed by Roy Nelson, with cartoons by Chas. E.Skaggs.

267 pp. Illustrated throughout in b/w. Lettering, alphabets, design and layout suggestions, package designs, borders and decorative devices, monograms - many in the deco style of the period. A lively period instruction book, here revised, "hand-lettered from cover to cover" (by the author), from an age when print advertising frequently required skillful hand-rendering and sign-making was an art.

Contents:
Whys and Whats on Lettering
What Lettering Can Express
Occasional Lettering -- 50 Styles
Modern Package Design: A New Section
Lettering that Commands
Get Balance in Layouts
Panels will Help You
Copy-Box "Corners" - 29 Styles
Page Rules - 25 Styles
Border Suggestions
Use Ornament Design
Ribbons
Dingbats
Theatrical Masks
The Printers Rules
Type Characters
Publication Sizes
History of the Letter
Old and Modern English
The German Black Letter
French Script
All Modern Alphabets
The Revised Section: Latest in Lettering
Find the Right "The"
Trade Marks
Monograms
Question Marks
Ampersands
Numerals
Helpful Hints

A richly eccentric typographical and design resource, by hand lettering master, Sam Welo.

(Our above image is particularly large. Please open and click a second time to allow scrolling for the most detailed view.)    [Book ID # 2151]


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