First, You Set A Policy – Howarth & Smith Monotype Limited, Jack Birdsall, 1958

Notes

Howarth & Smith (H&S), one of the big three typesetting companies in Toronto, was the only shop to keep pace with Cooper & Beatty. In the 1950s, H&S enlisted the help of Leslie Trevor and Jack Birdsall at Rous and Mann Press to create advertisements that showcased their quality typesetting services. This striking ad uses prominent black bars to represent the metal bearers that were used to lock forms of metal type in place. Trevor and Birdsall played with the positioning of these bars, and the H&S mark, to create both movement and emphasis. This ad is a good example of the creative efforts made by H&S to stay relevant and competitive in an industry that was just beginning to evolve.

The typeface used in this ad is Venus that was first released in 1907 by the Bauer Type Foundry in 1907. Classified as a Grotesque sans, Venus was a popular typeface throughout much of the 20th century. It would soon be replaced by newer Neo-Grotesque sans, such as Helvetica and Univers, that were just beginning to appear on the market.

In 1958, H&S hired Carl Brett as their first (we believe) Type Director. He remained with the company for nearly two decades. – Rod McDonald