Typographic Signs spot ads – Cooper & Beatty, Carl Dair, 1954

The first of six small ads by Carl Dair. ‘Fist’ is a term used by early printers, today it is more commonly, and perhaps accurately, called the pointing hand. It is also known as a Manicule, from the Latin for ‘little hand’, although that may come across as a bit formal in everyday speech.

The second of six small ads by Carl Dair. The dagger is the second sign in traditional footnotes (the first was the asterisk. The double dagger is identical in design except that it has two cross arms. In traditional footnotes it followed the dagger. Traditionally, the dagger was also placed in front of a persons’ name if they had recently died.

The third of six small ads by Carl Dair. The exclamation mark, or point, is a versatile mark used to express joy, surprise or shouting. It also plays a role in mathematics and some African languages. In British newspaper typography the exclamation mark is often called a screamer! In Spanish the exclamation mark also has an upside down version that begins the sentence.

The fifth of six small ads by Carl Dair. The ampersand is an abbreviation of the word ‘et’, Latin for ‘and’. Traditionally it was reserved for use in registered company names, such as Cooper & Beatty. But typographers have never been able to resist using it as a space saving device or simply a decorative element to enliven a page.

The last of six small ads by Carl Dair. The Interrogation mark is now commonly called the Question mark as not every question is an interrogation. In Spanish the question mark also has an upside down version that precedes the sentence.

Notes

A set of quasi-educational spot ads created by Carl Dair to acquaint printers with basic typographic terms. Over the next eight years Allan Fleming would produce three more sets of these ads for C&B.

1: Fist, a term used by early printers, today it is more commonly called the Pointing Hand. It is also called a Manicule, from the Latin for ‘little hand’, although that can come across as a bit formal.

2: Dagger, the second sign in traditional footnotes (following the asterisk). The dagger is followed by the double dagger in traditional footnotes.

3: Exclamation mark, or point, is a versatile mark used to express joy, surprise or shouting.

4: (missing) The Comma. If you have this ad we would appreciate getting a copy.

5: Ampersand, an abbreviation of the word ‘and’ traditionally reserved for use in registered names, such as Cooper & Beatty. Today it is also used as a space saving device or a decorative element.

6: The Interrogation mark is now commonly called the Question mark as not every question is an interrogation.

– Rod McDonald

Category
Advertising and Promotion
Title
Typographic Signs spot ads
Date
1954
Client
Cooper & Beatty, Limited
Credits
Design:Carl Dair (1912–1967)
Principal Typefaces
Common: News Gothic Condensed, 20th Century (Futura), Monotype Grotesque
Number One: Bulmer Italic
Number Two: Linotype Janson
Number Three: Bulmer Italic
Number Four: Missing
Number Five: hand-lettered ‘&’ by Carl Dair, Monotype Garamond Italic, Bodoni Poster
Number Six: Linotype Janson
Description
One colour, quarter page ad
Size: 2 × 10.75 inches
Region
Ontario
Languages
English
Number of images
5
Holding
Canadian Typography Archives
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Typographic Signs spot ads – Cooper & Beatty, Carl Dair, 1954

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