#bruce publishing

[basicallyanotherwitchesthing]

Escapade, Vol. III, No. 8, Bruce Publishing Corp., February 1959

[uwmspeccoll]

Typography Tuesday

This Tuesday we present Modern Lettering by R. E. Cote, chairman of the Art Department at the Boys’ Technical High School in Milwaukee, and produced in 1931 by the longstanding Milwaukee publisher Bruce Publishing Company (1891-1968). The piece is a portfolio of 19 plates of alphabets and layouts that “represent the most modern styles in use today,” although none of the typographic designs are named. It is intended for “art teachers, high-school and art-school students, advertising artists, show-card writers, and commercial artists.” Cote even includes a list of twelve exercises for the portfolio’s users, such as “Copy and learn two alphabets. Use 10 by 14-inch Bristol paper,” “Choose an alphabet suitable for each of the following articles: ladies’ shoes; silk stockings; trucks; airplanes; tractors,” and “Incorporate one of the alphabets in a poster for TRAVELS IN FRANCE. Size 20 by 30 inches.” All very useful, we’re sure.

As intriguing as these letter forms are, we find the use of this typography rather dizzying. Clearly, this was before the development of Helvetica, an oft-maligned typeface that at least brought clarity and simplicity to advertising and signage.