| 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 |