Quality Lettered Headings – Lettering Inc., 1953

Notes

In addition to alphabets, photo-process lettering studios also had large collections of decorative ornaments and borders. This unusual ad from Lettering Inc. was created using an assortment of those ornaments and border pieces as well as individual letters from some of their lettering fonts, such as the two script ‘B’s used to make the wings of the bee. The caterpillar (we think it is a caterpillar) is composed largely using the letters, ‘A’ and ‘V’. By the late 1960s ornaments and borders such as these had begun to wain in popularity, with the exception of ornate borders used in making faux warranties and certificates.

These ornaments and borders were all photographic film positives. To make illustrations such as these the individual pieces would be taped to clear sheets of polyester film, such as Mylar®. Once all the elements were assembled the sheet would be photographed and the prints made up into the final art work. In its day this ad would have been very unusual but we suspect it did get noticed. – Rod McDonald

Artifact Text:

designers and producers | of quality lettered headings

lettering inc | of Canada Ltd.

220 Richmond Street West • Toronto • Telephone Empire 4–7416