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“The pause that keeps you going – keeping a slim figure” Coca-Cola ad

Contributed by Florian Hardwig on Apr 19th, 2014. Artwork published in .
    “The pause that keeps you going – keeping a slim figure” Coca-Cola ad
    Source: https://www.flickr.com scanned and retouched by Paul Malon. License: All Rights Reserved.

    The bold typeface with the tiny x-height is the hohe (“tall”) variety of Metropolis, designed by Willy Schwerdtner and cut by Gustav Eichenauer for Stempel in 1928. In the US, Metropolis was available from Continental Type Founders Association and was advertised as “a series which through its contrasting weights and special long ascenders gives possibilities of effective advertising composition not previously obtainable”. To my knowledge, none of the various digital versions offers the elongated caps and ascenders of Hohe Metropolis.

    The smaller copy is in ATF Garamond. The Linotype version of this design was introduced in 1936 as Garamond No. 3. Note the 4-dot ellipsis in line 4 and the dissolved ‘fi’ ligature in the last line (there is one in line 2) — both decisions help justifying the short lines.

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    • Metropolis
    • Garamond No. 3

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