Typographic Signs – A series of Spot Ads for 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: Holding _ Unknown (artifact 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.

Items in this Series

Title: Curabitur blandit tempus porttitor

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Artifact Data

Date

1954

Title

Typographic Signs Spot Ads

Description

Black and White print ads

2 × 10.75 inches

Publication

Canadian Advertising

Publisher

Client

Cooper & Beatty, Limited

Credits

Agency:

Studio:

Creative_Director:

Art_Director:

Design: Carl Dair

Typography:

Hand_Lettering:

Calligraphy:

Illustration:

Art:

Author:

Writing:

Printing:

Biography:

Principal Typefaces

Text: 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

Common: News Gothic Condensed, 20th Century (Futura), Monotype Grotesque

Find more:

Bulmer Janson _ Hand Lettering Garamond Bodoni News Gothic Futura Monotype Grotesque

Region

Ontario

Language

English

Holding

Copyright Status

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