Specialists in the art of advertising – Art Associates Limited, Theo Dimson, 1959

Notes

Long before his name became linked with Art Deco posters Theo Dimson was an inventive typographic designer. This print ad for Art Associates cleverly lists the range of services offered by a large design studio at that time. This style of ‘blocking’ type takes considerable skill to make it work and has long been a favourite form of typographers. Dimson adds to the effect by rotating words so there is no one direction for reading. Part of the challenge, and fun, of these compositions comes from filling blank spaces with various ‘odd sorts’, such as stars, arrows and, of course, the company logo. Over the years many well-known designers, photographers and lettering artists worked at Art Associates, including the lettering artists Les Usherwood and Dave Thomason. In 1968 they established the well-known Toronto advertising type house Typsettra. Ken Bell would also go out on his own and became one of the best known photographers in Canada. – Rod McDonald

  • Category
    Advertising and Promotion

    Title
    Specialists in the art of advertising

    Publication
    11th Annual of Advertising and Editorial Art, Art Directors Club, Toronto

    Date
    1959

    Client
    Art Associates Limited

    Credits
    Art Direction: Rolph Pryne
    Design: Theo Dimson (1930–2012)

    Principal Typefaces
    Display: various wood type and hand-lettering
    Text: Alternate Gothic No 3, News Gothic

    Description
    Full-page two-colour print ad
    Size: 8 × 11 inches

    Region
    Ontario

    Languages
    English

    Number of images
    1

    Holding
    Canadian Typography Archives

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