Fine Typography – Cooper & Beatty, Carl Dair, 1952

Notes

In this full-page print ad for Cooper & Beatty Carl Dair uses Leonardo da Vinci’s Vitruvian Man to connect, and contrast, traditional art with modern design and typography. Da Vinci’s drawing also reflects the internal structure of the Latin Roman alphabet which is often constructed on a similar grid. This ad is clearly designed to lead the eye to the new C&B mark that Dair had created the previous year. The large abstract shape is one of many such shapes used by Dair in those years. Jack Trevett, President of Cooper & Beatty, was often listed as Art Director on C&B ads. Although Trevett was quite astute when it came to marketing and promotion, Dair probably took the lead in preparing this ad. – Rod McDonald


Artifact Text:

FINE TYPOGRAPHY

is the common denominator of all art and design trends; whether the visual appeal is “modern” or “traditional,” the message calls for that fine craftsmanship which is at home in any setting.

Cooper & Beatty, Limited, type craftsmen at

196 Adelaide St. West, Toronto

  • Category
    Advertising and Promotion

    Title
    Fine Typography

    Date
    1952

    Client
    Cooper & Beatty, Limited

    Credits
    Art Direction: W.E. (Jack) Trevett (1905–1986)
    Design: Carl Dair (1912–1967)

    Principal Typefaces
    Display: Thorne Shaded
    Text: Bulmer, Bulmer Italic

    Description
    Full-page, two-colour print ad
    Size: 8.25 × 11 inches

    Region
    Ontario

    Languages
    English

    Number of images
    1

    Holding
    Canadian Typography Archives

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  • Vetruvian Man on Wikipedia

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