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Special Feature

An anticlimatic introduction to our own nickname in graphic form

Anticlimatic because the minute we received it from designer Freeman ((Jerry" Craw, we started using it im-' mediately on everything from labels to letterheads instead of ((saving" it for the first issue. Deciding that we'd like to be known by the nickname rather than the somewhat imposing TJOCA, we concluded the best way to accomplish this was graphically with a distinctive ((CA" logo. Jerry Craw, Vice President and Art Director of TriArts Press in New York, was given the assignment and a free hand. His conviction that counter design is a fundamental of good type design is wonderfully demonstrated in the CA logo. We've already had a great time experimenting with the counter in a variety of colors, textures and combinations.

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Much has been said and written about Jerry's type designs. His Craw Clarendon, Craw Modern and other faces have become ((household" words in our profession and made him one of the best-known type designers in America today. We have always wondered, however, if Jerry doesn't cringe a little at being ((typed" because his type designing is only one of the many facets of this accomplished designer.

Freeman "Jerry" Craw

-T¡-


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By special request, N-M has reproduced the ab ove poster on a 36-inoh silk scarf, a most unique souve nir or our Bri t1sh Fortnight 7 • 95


A perennial problem -how to compete with the giants of an industry with a not-so-giant allocation. The usual solution is to make sure more people see what you have to say. The usual method is found in a good working relationship between copywriter, art director and artist. In this case Permanente Cement had the '' problem.'' The ''·working''

PERMANENTE IS GROWTH IN INSULATING MATERIALS

relationship was between L. C. Cole's

Besides leadership in cement, Permanente is a major source for Insulating Products. Kaiser Fir-Tex acous-

Ray Ward, and illustrator Nick Sidjakov.

tical ceiling tiles, insulating boards and hard boards are helping western builders stay ahead of the

According to copywriter Michael Dakis,

~

demand for more new homes and communities. Diversification in building materials is another reason why Permanente means growth in the West.

~

PERMANENTE CEMENT COMPANY · OAKLAND· LOS ANGELES· PORTLAND· SEATTLE · ANCHORAGE· HONOLULU

\C:n;;;:;

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the emphasis was on ''hard-working, soft-sell graphics" using symbols rather than cluttered illustrations to convey the feeling of a modern, progressive

PERMANENTE IS GROWTH IN BUILDING MATERIALS 11168 -

lll8l'bta

our pute.t powtb year, with aal• up 33!C to M'7,359,000. Expuaion or our r.ciliU.. aDd

ror cement, 1YJ1A111 and iDaulatin& prudueta baa broucht about thla

organization. The ads ran only in the Wall Street Journal.

aDerptic powth. Toct.y,

aDd ror the future PennaDellte laada the W..t iD powth to meet the c:hallenp or

IC\

tomorrow.SeDdtoKailer Buildinc,Oaldand.Caliromia f'orour1968Annua1Report. ~ ~ PEIIIIAIIEIITE COIDIT COIIPANY • CWQMD •LOS AIIG£US • PORTLAIID •S£ATTI.£ • AIICIIORAGE • HONOI.UW

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This Rose Marie Reid ad by Carson Roberts, Inc. demonstrates how artist-art director Barbara Wood rendered color values, true to the original garment, in a manner adaptable to monotone as well as the original full color reproduction.


pick up on these cool cats ... webster 3-8433, padded at 418 north fairfax avenue 1 los angeles'ville, california.


Typography

$1234567890 12 Point No. 1 Copperplate Heavy

$1234567890 8 Point News Gothic Condensed

$1234567890

10 Point Fortune Light

$1234567890 8 Point Craw Modern

$1234567890 10 Point Century Schoolbook

NUMBERS In which we face some ofthe problems of numbers in type, present some tests for function and performance, and survey 12 different type faces.

Through probably no fault of their own, numbers have become the ((black sheep" in the type families. Information about them is often incomplete. Many type books do not even include numbers in their showings. Presented, are the numbers from twelve representative type faces in the closest approximation to comparable sizes. The tests are for legibility and size under some of the conditions most frequently used. These tests will be helpful in evaluating the particular faces shown, used as a reference for similar faces-or, treated simply as a guide for testing other faces. One of the simplest decisions exists when the problem is that of confined horizontal width. When the vertical space is confined, a different type of number becomes desirable. When both conditions exist, the problems can become more than frustrating.

$1234567890 62

10 Point Garamond

12345

$1234567890

1234

10 Point Stymie

1234 5

5 5

$1234567890 10 Point Century Catalogue

$1234567890 10 Point Spartan Heavy

$1234567890 10 Point Venus Medium

$1234567890

6 Point No. 4 Copperplate Light Extended

$1234567890 10 Point Franklin Gothic Extra Condensed

12345 12345 12345 12345 12345 12345

12345 12345 12345 12345 12345 12345

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12345

12345 12345 12345 12345 12345 12345

12345 12345 12345 12345 12345 12345

12345 12345 12345 12345 12345

12345 12345 12345 12345 12345 12345

12345 12345 12345 12345 12345 12345

12345 12345 12345 12345 12345 12345

12345 12345 12345 12345 12345 12345

12345

12345 12345 12345 12345 12345 12345

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A bold companion to Cra"\V Modern:

American Type Founders' Cra~ Modern

Dra~n

of

by Freeman

a~ard-~inning

this

forceful~

Cra~~

designer

printed

tasteful

ne~

pieces~

typeface

has a touch of modern Americana that combines at once an incisive directness ~hich

~ith

a curvated quality

results in a balanced effect.

Specimen sheets of

Cra~

Modern

Bold are available from American Type

Founders~

Elizabeth~

N.J.~

or

from your nearest ATF type dealer ~ho ~ill

stock it from 8 to 72 point.

69



augpreview1959