| PAGE | | | Author’s Preface | vii | | | Synopsis of Contents | ix | | | List of Reproductions | xvi | | | List of Designers | xx | | | | WHEN BOOKS WERE WRITTEN | 1 | | | THE ORIGIN OF TYPOGRAPHY | 7 | | | THE SPREAD OF TYPOGRAPHY | 13 | | | TYPOGRAPHY IN COLONIAL DAYS | 19 | | | TYPOGRAPHY IN THE 19TH CENTURY | 27 | | | THE “LAYOUT” MAN | 35 | | | HARMONY AND APPROPRIATENESS | 41 | | | TONE AND CONTRAST | 47 | | | PROPORTION, BALANCE AND SPACING | 53 | | | ORNAMENTATION | 59 | | | THE TYPOGRAPHY OF BOOKS | 67 | | | BOOKLETS, PAMPHLETS, BROCHURES, LEAFLETS | 75 | | | CATALOGS | 83 | | | PROGRAMS | 91 | | | ANNOUNCEMENTS | 99 | | | TICKETS | 107 | | | LETTERHEADS AND ENVELOPS | 111 | | | BILLHEADS AND STATEMENTS | 119 | | | PACKAGE LABELS | 123 | | | BUSINESS CARDS | 127 | | | THE BLOTTER | 131 | | | POSTERS, CAR CARDS, WINDOW CARDS | 135 | | | ADVERTISEMENTS | 139 | | | NEWSPAPERS | 147 | | | PERIODICALS | 151 | | | HOUSE-ORGANS | 161 | | | TYPE-FACES | 169 | | | IMPRINTS | 195 | | | | Appendix—GREETING CARDS | |
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