‘Specialists in the art of advertising’ ad – Art Associates Limited, Theo Dimson, 1959

Long before his name became linked with Art Deco posters Theo Dimson was an inventive typographic designer. This print ad for Art Associates cleverly lists the range of services offered by a large design studio at that time.

This style of ‘blocking’ type takes considerable skill to make it work and has long been a favourite form of typographers. Dimson adds to the effect by rotating words so there is no one direction for reading. Part of the challenge, and fun, of these compositions comes from filling blank spaces with various ‘odd sorts’, such as stars, arrows and, of course, the company logo.

Over the years many well-known designers, photographers and lettering artists worked at Art Associates, including the lettering artists Les Usherwood and Dave Thomason. In 1968 they established the well-known Toronto advertising type house Typsettra. Ken Bell would also go out on his own and became one of the best known photographers in Canada.