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Conways Photosetting ad

Contributed by Mathieu Triay on Jan 30th, 2019. Artwork published in
circa 1974
.
    Conways Photosetting ad
    Photo: Mathieu Triay. License: All Rights Reserved.

    Conways Photosetting was a photosetting shop in London priding itself in being ‘good because we have good people’ with a large catalogue of typefaces: some of them licensed from Lettergraphics, some of them appearing original, some of them inspired by competitors.

    This particular ad (with perfect 1970s copy style) doesn’t just display wittily the wide array of typefaces they had available but also could be throwing shade at Face Photosetting, a competing shop of the time (‘Not just a pretty face’).

    Here’s a breakdown of what typeface are used on the poster. The name between brackets is the name found in the Conways catalogue. Note the use of reversed colours for Jim Crow to better match the poster.

    We have – Amsterdamer Garamont (Garamond Bold)
    Thin faces – Kabel Light (Cable Light)
    Fat faces – Mania (Photomania)
    Round faces – Futura Bold
    Square faces – Eurostile/Microgramma
    Condensed faces – Permanent Headline
    Bold faces – Futura Extra Bold
    Outline faces – Cooper Black Outline
    Beautiful faces – Bank Serif
    Ugly faces – Rustic
    Old faces – Cloister Black
    New faces – Computer (Moore Computer/Mogul Computer)
    Way in faces – Times Bold
    Way out faces – Prismania (Prink Modi)
    Swiss faces – Helvetica
    American faces – Jim Crow (colour reversed)
    Greek faces – Poliphilus Titling
    German faces – Fette Fraktur (Fraktur)
    etc, etc, etc. and (in every size, shape or colour) – Caslon

    Copy text: Amsterdamer Garamont (Garamond Old Style)

    Typefaces

    • Amsterdamer Garamont
    • Kabel
    • Obese & Mania
    • Futura
    • Eurostile
    • Permanent Headline
    • Futura Extra Bold
    • Cooper Black
    • Bank Script
    • Rustic No. 2
    • Old English
    • Computer
    • Times
    • Prismania & Prink
    • Helvetica
    • Jim Crow
    • Poliphilus
    • Fette Fraktur
    • Caslon

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    1 Comment on “Conways Photosetting ad”

    1. Jan 30th, 2019  2:48 pm

      “Greek Faces” in Poliphilus? Not the worst solution when you want to say Greek without actually using the Ελληνικό αλφάβητο: Poliphilus is based on the type used by Aldus Manutius for printing the Hypnerotomachia Poliphili, a book that is “written in a bizarre Latinate Italian” and “full of words based on Latin and Greek roots.”

      “American faces” in Jim Crow, of all faces? Ouch.

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