The most powerful and invisible force in

the world . . .

WHAT IS IT?

The answer’s quite simple but may need a little working out for the more sceptical reader. Isn’t it the type you read in your daily newspaper i Consider for a moment:

if the actual design of that Excelsior, or Ionic, or Times Roman type which you read this morning obtruded itself for a fraction of a second into the movement of

your racing eye, then hy any standard the design of that type would have been proved unsound. In fact, visible. But you never are conscious of the millions of typographical designs in those hundreds of thousands of Linotype lines you read. The hundreds of hours of work which have gone into the designing of each Excelsior character in 6, 7, 8, 9, 10, and 12-point sizes—in drawing office, pattern making, punch cutting, matrix-manufacture—are as invisible as the type itself.

AD. VIII

LINOTYPE AND MACHINERY LTD

NINE KINGSWAY LONDON WC2 TEMPLE BAR 9045

This advertisement is completely Linotype set in Bodoni and llodoni Bold