‘Typography Designed by Craftsmen’ ad – Howarth and Smith Monotype, 1953

This advertisement appears to have been prepared before Howarth & Smith began using Leslie Trevor and Jack Birdsall at Rous & Mann Printers to create their advertising. It may also be the first use of the calligraphic logo that H&S used for close to twenty years. After this ad appeared the logo was refined (most likely by Trevor and Birdsall) and the rather clumsy word ‘typographers’ was removed. In 1972 this logo was replaced by the red ‘square’ logo by Carl Brett who had joined H&S as type director in 1958. The name ‘Perry’ in the upper right may have been a layout artist employed at H&S.

The word typography is set in Alternate Gothic and the text is in News Gothic, both designed by Morris Fuller Benton at American Type Founders (ATF). The three Alternate Gothics were released in 1903 and soon became known as ‘work horse’ types. Franklin Gothic and News Gothic, released in 1904 and 1908 respectively, were among the most popular typefaces produced by ATF. Although designed as separate families; Alternate Gothic, Franklin Gothic and News Gothic were thought of as related families. All three families were copied by other foundries.

Artifact Text

(H&S mark)
Ten words written 2,450 years ago by Herodotus has perpetual wisdom, he stated that “The ear is a less trustworthy witness than the eye.” This is so true in everything to-day—so much so in printing, which is only one window of education for the mass of people’s the world over, and typography is a better ‘eye-witness’ if well designed.

TYPOGRAPHY
DESIGNED BY CRAFTSMEN
HOWARTH AND SMITH MONOTYPE LTD. • TYPOGRAPHERS • 318 RICHMOND ST. W. TORONTO