The Brickyard Condominiums logo and ad

Photo(s) by Stephen Coles. Imported from Flickr on Feb 27, 2022. Artwork published in

1979

The advertisement (below) for a new residential development in Salt Lake City, Utah, appeared in the July 1979 issue of Utah Holiday magazine. The version of Tintoretto used for this logo is probably transfer type (sold by Letraset), thought it could also be phototype (offered by Photo-Lettering, Inc.). It’s odd to see such an ornamental 19th-century typeface used for modern architecture, but Tintoretto is part of the Victorian/Art-Nouveau revival that swept all kinds of mainstream American design in the 1970s. To frame the logo, the designers replicated the typeface’s deep drop shade.

Source: www.flickr.com Uploaded to Flickr by Stephen Coles and tagged with “tintoretto” and “frizquadrata”. License: CC BY-NC-SA.

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Salt Lake City (24)

2 Comments on “The Brickyard Condominiums logo and ad”

Florian Hardwig says:
Feb 27th, 2022 3:36 pm

They could have gotten a more sophisticated result with Solotype. In the 1992 catalog, Dan X. Solo states:

You see it often in graphics, the peculiar letter I that looks like a J. It’s found in German decorative types, and there’s a reason: The Germans, in days gone by, didn’t set their display lines in all-caps. The peculiar I works well when used as the first letter in a line of lowercase, but is dreadful when seen in an all-caps setting. The makers of fonts and dry-transfer lettering, who sometimes appear not to know much about type, seem content to ignore the problem. At Solotype, however, we always redesign an appropriate letter I for all-caps use. Another sneaky way we avoid dreadful typography.

The visual examples show Tintoretto alongside Arnold Böcklin.
Stephen Coles says:
Feb 27th, 2022 5:12 pm

Great find! I forgot to mention the swashy I.