Walker Brothers Carpets ad, 1880

This ad in The Salt Lake Herald., April 18, 1880, demonstrates the ingenuity of late nineteenth-century typographers. Given the cost of producing and printing engravings, newspaper ads rarely used illustrations at that time. So companies sometimes turned to type to draw attention and express themselves. This layout evokes rug patterns and borders as if seen from overhead in a floor plan, grabbing the eye on an otherwise dense page.

The designer put three very different typeface styles to use: The “Carpets.” at top and bottom appear to match MacKellar, Smiths & Jordan’s four-line pica Gothic, No. 3, a style we list as Grotesque No. 5 / 396–399. (The word at the top may use a C from a different font.) Meanwhile, the light and narrow Condensed No. 3 contrasts nicely with the extra broad and bold Title Extended. All of these typefaces were likely created within a couple decades before this printing. They originated at German or Eastern U.S. foundries and made their way across the country to Salt Lake City in time to show up in service of the Walker Brothers Carpet company.