The Rush Job poster,Typsettra, c1975

The text was set on a Berthold Diatronic, considered to be the finest photo typesetting system available at that time. The large size of this poster, almost a metre tall, allowed the use of Gill Sans Light for the text. But on-screen this poster is frequently shown quite small and the light weight is not heavy enough and often looks too thin.

Normally very rough sketches like these would never have been saved. But another Typsettra employee, John Aivalis managed to keep them, and numerous other pieces, all these years. Fortunately Anthony Liliefeldt’s finished lettering for the title is a far better solution than these sketches would have suggested.

Notes

Typographers were always looking for unique ways to keep their clients informed about new type and headline faces they had acquired or produced. This update was created specifically for agency art directors but anyone involved in advertising typography would have enjoyed, and understood, the pithy proclamations displayed in this classic poster. We are grateful to long-time Typsettra employee Albert Macchusi for providing us with his copy of this poster.

Understandably, over the years many people have assumed that the title script was done by Les Usherwood, but it was actually the work of Anthony Liliefeldt, one of the many talented lettering artists who, at one time or another, worked at Typsettra.

The typefaces used are a mix of new and popular faces of the day as well as exclusive designs from Les Usherwood, Dave Thomason and the staff of Typesettra. “Did I settle up with you guys last month?” may be the first showing of the Medium weight of Raleigh designed by David Anderson, another talented staff lettering artist at that time. –Rod McDonald

Display Faces

Left column

Skylark
Meridien Black
Blackmore Condensed*
ITC American Typewriter Light Condensed
ITC Machine Bold
Dominante Bold
Cicero Bold*

Center column

ITC Grouch
Andrich Minerva Light Italic
Contact Bold Condensed
Roslyn Gothic Medium 
Americana Bold
Flange Extra Bold*
Roslyn Gothic Bold

Right column

Bernhard Gothic Extra Heavy
Goudy Bold
Felton Bold*
Ivernia Light*
Extension Bold*
Raleigh Medium*
Varsity Black

*typefaces exclusive to Typsettra.

  • Category
    Advertising and Promotion

    Title
    The Rush Job

    Date
    c1975

    Client
    Typesettra

    Credits
    Design: unknown
    Hand-lettering: Anthony Liliefeldt (‘The Rush Job’ script)

    Principal Typefaces
    Display: Skylark, Meridien Black, Blackmore Condensed, ITC American Typewriter Light Condensed, ITC Machine Bold, Dominante Bold, Cicero Bold, ITC Grouch, Andrich Minerva Light Italic, Contact Bold Condensed, Roslyn Gothic Medium, Americana Bold, Flange Extra Bold, Roslyn Gothic Bold, Bernhard Gothic Extra Heavy, Goudy Bold, Felton Bold, Ivernia Light, Extension Bold, Raleigh Medium, Varsity Black.
    Text: Gill Sans Light (Berthold Diatronic)

    Description
    Black and white poster
    Size: 18.5 × 34.75 inches

    Region
    Ontario

    Languages
    English

    Number of images
    2

    Holding
    Canadian Typography Archives,
    Private collection of Albert Macchusi

  • Artifact copyright: CTA was unable to clarify rights but welcomes contact from rightsholders to resolve permissions, if required, and will remove digitized works at the rightsholder’s request (rightsholders may contact CTA at copyright@canadiantypography.ca). CTA makes digitized works available for education and research. Responsibility for any use rests with the user.

    Notes copyright: Notes accompanying artifacts are licenced under Creative Commons licensing CCbyNC which allows for non-commercial use with attribute.

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