Creative Designers – Advertisement for the Eveleigh-Dair studio, Carl Dair, 1949

The chance juxtaposition of this quarter-page ad provides an interesting insight into the differences between the Eveleigh-Dair Studio, on the left, and a typical studio of the time. While the latter was focused on the prevailing style, Eveleigh and Dair were forward-thinking and had a vision for the future. Interestingly, the ad does not make use of Eveleigh’s talents as an illustrator, which suggests that the studio may have been more focused on design than illustration or, more likely, that Carl Dair designed this ad.

The highly stylized ’E’ and ’D’ monogram was an indication of the studio’s forward-thinking approach. The kidney-shaped ’D’ was a popular device at the time, and Dair had used variations of it in his early years. This monogram was a sign of the future as envisioned by both Eveleigh and Dair in the 1940s. The other significant aspect of the ad is the studio’s description of its services. Unlike the studio on the right, Eveleigh and Dair went to great lengths to emphasize that they were not just commercial artists. They saw themselves as creative designers who wanted to be involved in broader issues. At a time when graphic design was still commonly referred to as commercial art, Eveleigh and Dair were highlighting the new industry’s importance and potential to shape the future.

Artifact Text

Eveleigh-Dair
creative designers and advertising counsellors to the graphic arts industry 2182 St. Catherine West, Montreal, Fitzroy 7120