This 1921 ad for etching materials uses multiple typefaces by celebrated designer Otto Hupp. Not only does it feature the striking and unusual Keilschrift, but also two weights of his text face, Hupp-Antiqua. At first I thought the interchangeable Hupp-Unziale with its bar-topped A was also shown here, but then I realized I was looking at an umlaut in “Ätze” (acid).

Cordial wishes for the year 1902 from the E.J. Genzsch foundry. Genzsch & Heyse’s branch in Munich was founded by Emil Julius Genzsch in 1881. Since 1897, the type foundry was located at Kapuzinerstraße 38. The greeting card showcases their Diplom-Ornamente and the Neu-Deutsch types, both cut after designs by local artist Otto Hupp. It was included as a supplement to the first issue for 1902 of the Archiv für Buchgewerbe trade journal.

First cast in 1900, Hupp’s Neudeutsche Schrift is used with a decorated initial, a floral heart, and the usual two forms for s/ſ as well as ligatures for ch and ck. The Diplom ornaments depict hares, birds, unicorns, a crowned ibex skull, and cranes with crowned human heads.

Double page advertisement for Olaf Gulowsen’s type foundry in the 1940 volume of Norsk Boktrykk Kalender. This volume honors the 500-year anniversary of the invention of Gutenberg’s press. Many of the ads are designed as pastiche of an older style, with blackletter type and a centered, symmetrical axis. This ad juxtaposes the old style with the modern style. The spelling is old-fashioned as well, and Oslo is referred to as Christiania, its name from 1624 to 1924.

Do you know about type?

Then you will know that at Olaf Gulowsen A-s, you get extra good and strong type. All for the lowest price possible. We use the old proverb: Do not cross the river after water. Use Olaf Gulowsen’s type foundry.

When you see the ad on the other side and compare it with this, you must admit that tastes shift. The requirements for the written word must first be that it is always clear and easy to read. This characterizes all the typefaces from Olaf Gulowsen’s type foundry.

“Ein schweres, sorgenvolles Jahr ging zu Ende! Doch hoffnungsfreudig übermitteln wir hiermit die besten Wünsche zum Jahreswechsel. Möge der unglückselige Weltkrieg im neuen Jahre sein wohlverdientes Ende finden und damit eine neue, glückliche Zeit anbrechen.”

[A difficult, worried year came to an end! But full of hope, we hereby convey the best wishes for the turn of the year. May the new year bring a well-deserved end to the unfortunate world war and thus mark the start of new, happy times.]

In: Typographische Mitteilungen, Vol. 14, Issue 2, February 1917