“But they re both alike!

Ever shown two different text types, say Excelsior and Ionic, in a newspaper to a layman and asked him to point out the differences in the characters? Then you’ve probably heard a statement very like the above. Which all goes to show what a difficult business this type-designing is. But show that same man two display types, Poster Bodoni and Condensed Sans, ask him to point out the differences and his verdict is that

“Anybody could see the difference !

Immediately he is wise, a typographical critic, in fact. Which perhaps all goes to show what a simple business this type designing is.

The Linotype repertory ranges from those types with subtle differences which the technician knows are necessary to those with varia
tions which any layman can distinguish. The Linotype repertory includes types for hooks,
newspapers, commercial printing, the million and one jobs which feed the machines of the
world. We should like to send you a copy of a hook we have recently produced which shows
some interesting and widely differing uses of Linotype faces. The hook is called the printed word and you can have your copy by writing to the address helow. We think you’ll find it very interesting.

LINOTYPE ANI) MACHINERY LTD

NINE KING SWAY LONDON W C 2 TEMPLE BAR 9045
Set in Linotype Bodoni, Bodoni Bold, and Poster Bodoni Italic
AD. IV