RGHILD'S apid ;Letterer H O W Z A R D A K E R ::> CDMMERCJAL ALPiHABET CONSTRUCTION WI r i1 A I R'B RU S M , PEN AND 8R USH . COtOH MIXING, SI(3NS, IJNE ENaRAVING, ETC. . Class Book, CoipghtN" COPYRIGHTDEPosrr Copyright, Oct., 1910, by FAIRCHILD COMPANY FAIRCHILD'S LETTERER RAPID AND SHOW-CARD MAKER Commercial Alphabet Construction with Brush or Pen, Line Engraving and Air-brush Work. Color Mix- tures and Color Harmony. The Quickest Methods in Designing for Maga- zine and Newspaper Advertising, Etc. COMPILED BY SIDNEY HACKES. PUBLISHED BY COMPANY FAIRCHILD NEW YORK 42 East 2 1 St St., CHICAGO Lees Building . INTRODUCTORY HIS book contains an elaborate, practical course of instruction for those who desire to learn rapid commercial or artistic lettering and details of show-card making, and is compiled by Sidney Hackes, who has made a special study of this art for 35 years. The book contains more original engravings than any correspondence school course offers for $25. The price, $2, brings it within easA' reach of all. Card writers earn from $1.t to $.50 a week, and although women have not as yet entered the field, they could readily do so by mastering the simpler methods of pen and brush work, for making price tickets, and smaller window cards. Boys and girls with the least inclination to art will find lettering an attractive pastime and it will teach them concentration through amusement. They may be poor scribes, but can develop into fine card writers. The one-stroke flat-brush series, which has recently been introduced through Fairchild's Magazines, lias enabled thousands of clerks to write show-cards and signs in one-quarter the time it takes for double-stroke methods. Storekeepers in any line of business could save much expense if they buy Fair- child's Letterer and place it at the disposal of enterprising clerks, who can soon master the art of ticket writing, and learn how to make their own advertising designs. The articles on engraving for advertising are practical demonstrations of money-saving methods in commercial advertising. Business colleges, trade schools, art schools, and libraries should have this book on file, as it contains only practical, authentic information. The lessons in color mi.xture, both water and oil; the charts on color harmony and color contrast for decorating purposes are extremely valuable and the result of many years of experience in tliis line. \V^ ^ ©CI.A275711 INDEX FAIRCHILD'S LETTERER Air Brush S4 Imitation Gems 56 Show Cards, Comic 7« Air Brush Clothing Cards S9 Imitation Red Seals 56 Show Card Flat Brush Text.. 30 Air Brush Haberdashers' Cards S8 Imitation Wood for Windows 94 Show Card Pens 38 Air Brush Price Ticl<ets S3. S6, S7 Imitation Wood Paper 76 Show Card Text, Lower Case. 32 Air Brush Scroll Panels 94, 95 Interlaced Scrolled Panels 58 Show Card White 27 Apparel Gazette Initials 38 Show Card Writers' Specialties 61 Attractive Alphabet 25 January Sales 20 Simple and Complicated Scroll Panels 60 Awnings. Cleaning 13 Simple Shading 28 Awning Paint ^3 Les.sons in Double-Stroke Lettering 34 Single-Stroke Flat-Brush Caps 25 Lettering Brown Leather SO Slanting Lower Case Flat Brush Letters. 14 BBBBBrllaeoaocnccskkksgDraLCOoyearutpnntiSeadttramsislep,sfpnoltHressoSwpritnogWrCairtdes 2SI135967S LLLLLeeeeetttttttttteeeeerrrrriiiiinnnnngggggDSDoDeirnesgesinsiCgssgannsnosSnv.ufiaotDsrCroCNlyalesewMecsutsspilnaigpnerHeadings• 9767846360 SSSSSpmpppaarrotliinulnnglggeSatWPeRrinuicnbcideblsoeCrwarSdisgns 28, 1423258739 Lettering Trunks 80 Starting in Right 10 Bristle Fitches 19 Line E'ngravings on Price Tickets SO Stencilins; Fabrics 98 Bronze Liquid 21 Line Plioto Engraving 64 Stenciling Oil Colors and Bronze 98 BBrroonnzziinnggOPrlnaasmteerntosr Wood •. 5ISS LLooawdeirngCatsheeSBhrouwshCard Text 1312 SStteenncciills,PoBurnacses 9572 Brush Scrolls 54, 5S. GO Stencils, Lead 97 Magazine Pictures, How Retailers Use Stencils for Air Brush 96, 97, 98 Cardboard SO 70, 71. 72. 73, 74. 75 Stencils for Lettering and Designing, Etc. 96 Cardboard Frames ^ JIaking Tickets at Small Cost 40 Stencils for Lettering 100 Clean Gold Edge Lines 3S Mat Cutting 8 Summer Cards Brush Lettering 33 Clearing Sale Signs 24 Mat Knife 8 Systematic Laj'outs 36 Cleaning Window Glass 13 Men's Wear Initials 52 Color Charts, How Used 94 Mixing Oil Colors 68 Trade Journals. How to Utilize 12 Color Contrasts—FairchiWs Harmony Mixing Water Colors 68 Transferring Initials 52 Charts 69 Color Harmony 6C. 69 Novel Window Cards '. 27 Unique Window Signs — 25 Color Mixtures 6S Utilizing Trade Journals Utilizing Maga- Color Values in Photo Engraving 67 Oil Cloth Paint 34 zine Pictures 12 and 70 to 75 CCCuootrm-nieOcrutSsShcorowllCsards 76. 77. 78. 75S96O OOOiiilll CCClooolltoohrrss,SaignMndisxiBnrgonze Stenciling 916898 WWWaaatltleerrPaCCpooellroosrr.ss,,UMPtiriloxifizenisngsgioFnaalncy 15S38S Paint for Flat Brush Work 11 Water Gold 21 Designs for Newspaper Headings 62 Paints 13, 34, 61 Wet Weather Signs 19 Devos Capitals 23 Panels, Fancy '56 Window Cards for Fall 92, 93 Devos Lower Case Letters 22 Paper for Practice 10 u'indow Cards, How Retailers Utilize Paper, Imitation Wood 76 Magazine Pictures 70, 71, 72, 73, 74, 75 Easel Show Cards 9 and 13 Paste 13 and 90 Window Cards. Pen Lettered 42, 45 Edge Lines on Gold Glass Lettering ss Pen Lettered Cards 38. 39, 42, 45 Window Cards, Quaint 90, 91 Edges S2 Pen Lettering 36 Window Device for Clearing Sales 23 Erasing Pencil Marks 9 Pens for LettCFing 38 Wire Signs 50 Eye-Catching Cards S8 Pens for Ruling 38 Wooden Script Signs 5{ Everlasting Signs 46 Permanent Gold Signs 35 Wooden Signs, Durable 52 Photo-Engraving Design. Evolution of 63 Fairchild's Color Harmony and Color Con- Plaster Ornaments HQ LETTERING LESSONS PFFFaaaaitinnrrrcccacshyyhtiisllaPddnafdonSreScclrPIrislnipatptiet—nr—iLPoCroaapwpDeeiertrcaolCrsaatsieon 4655589026 PPPPPrrrlraaieecscpptteaaiirrccCiiaannlOrggrdSnsOWahihmoloirewtnCTetlioaCcttafkhiorerotdnss.sS.hFolRwoawiCesarereddds 932305738 FFSFSieullraacnstnodttnaiSdmnLtegerLnsoetLkssaeooslnwoNenuiFrnmlFabClFtaeal-tsraBestrS-utFBsrlrhoautkseShSttLrrLeoeotktkteteeserriLinentggt.er..... 1111104414 Final Scroll Practice 60 Price Tickets 20, 21 Practice witli Wide Flat Brushes 16 First Lesson in Flat-Bnish Lettering 10 Price Tickets for Hats and Shoes 40, 41 Wide Flat-Brush Lower Case Letters.... 16 Flat-Brush Edge Lines IS Price Tickets, Holiday 43 Block Capitals 18 Flat Stroke Block Capitals 19 Price Tickets, Line Engraving on SO Flat Stroke Block Capitals 19 Flat Stroke Numbers 14 Price Tickets, Plain or Beveled, for Hats Devos Letters 22 Flitter ' 31 and Shoes S2 Devos Capitals 23 Floral Price Tickets 30 Price Tickets, Spring 20, 21 Attractive Alphabet 25 FFlloouwrerePadstCeardfosr Paper 1333 PPsuytcthyo,loHgoicwaltoTiMcakektes 1230 SSiinmgplleeSSthraodkiengFlat-Brush Capitals 226S FFFuoruonsrdttaihmnegonftGaJllualsyFslCaoatrr-dBMsriursrhorSstrokes 117317 RRRuiolbpebero,neEHtdatgenisdngy 185926 SLBrhouwosew'raCLCaeartsdteeiFSilnhagot,w-BSrCuuamsrmhdeTTreexxCttards 333302, Ruling Edge Lines IS Lessons in Double-Stroke Lettering 34 Gilt Molding with Paper Signs 13 Ruling with Chalk 9 Show Card Capitals 34 Gold Lettering on Glass 38 Systematic Layouts 36 Sable Brushes 10 Pen Lettering 36, 38 Half-Tone Photo Engraving 63 Scale D'rawings 50 Script Lower Case 44 Handy Easel 9 Script, Double Stroke. Low-er Case 44 Script Capitals 46 Handy Ruler 19 Script, Fairchild's Capital 50 Fairchild Script Lower Case 4S Harmonious Colorings 32 Script, Fairchild's Lower Case 18 Fairchild Capitals 50 Hat and Shoe Tickets, Plain or Beveled... S3 Script Scrolls 56 "Men's Wear" Initials 52 Holding the Brush 11 Scroll Fi'et Work 50 Brush Scrolls 54 Holiday Precautions 20 Scroll Panel Half-Tones 94 Corner Scrolls 56 Holiday Price Tickets 43 Scrolls 54 Script Flourislies 56 Holiday Signs 17 Second Lesson Flat-Stroke Lettering.... 14 Script Scrolls 56 Holly Border 97 Shoe Tickets, Plain or Beveled 82 "Apparel Gazette" Initials 58 Holly Wreath 98 Show Card Capitals 34 Simple and Complicated Scroll Panels 60 The Beginner Should Remember That If He Will Carefully Read Instructions, He Will Find Less Difficulty In Practice-Work. By Diligent Effort You Will Soon Be Able To Write Neat Signs—From FAIRCHILD'S. THERE is one feature of advertising tliat is somewtiat On the other hand, as the stores catering for the middle neglected by most storekeepers. We refer to a sys- classes predominate, and as the color values appealing to this tematic plan in the preparation of show-cards and trade, whether in fabrics or cards, are usually of more intense price tickets. The window card excites curiosity and it has tones, we would certainly advise these dealers to use colors, been demonstrated psychologically that a majority of tran- cautioning them not to use too many colors on one card. This sients cannot resist its influence. Many a possible customer is especially true where there is considerable lettering shown. would pass a store if the window contained no show-card. A variety of colors is permissible only when the card con The person who habitually looks into your show window often tains only a few display words and nothing else. Some re- unconsciously and frequently unwillingly absorbs the state- tailers create the impression that they are selling show-cards ments written on your cards; in due time, however, he is instead of merchandise, and we are of the opinion that a sure to come to your store as a customer. more moderate use of the larger window cards would prove The size of a card should depend upon its purpose, and beneficial to the majority of clothiers and haberdashers; wares it requires considerable experience and excellent judgment would be more closely scrutinized and sales would correspond- to properly direct this trade-getting gun so that it hits the ingly increase. It is worth while to act upon this suggestion; target. It is our intention to offer suggestions which are suppose you try it, especially in the start of the season. practical and seasonable, so that the clerk or storekeeper For the more sensational cards, any kind of material, who has the inclination can, with diligent practice, within a such as artificial flowers, colored papers, veneers, cloth or reasonable period, be able to quickly paint or write a neat, fabric, metal work, colors, plaster or embossed relief and pic- tahtterascttoirvee. caTrhde, fqourestainoyn poufrpcoosloer,orbotehmerofgenccayrd,sianndorinakbouotr tures, culled from magazines or newspapers, can all be used paint, depends entirely upon the class of trade you cater to, to good advantage. These devices in the main save much the location of the sign and the purpose or occasion. unnecessary waste of time and are realistic if not highly ar- There is one positive and indisputable fact, that the ma- tistic. jority of high-class stores use white cards, lettered in black. The card-writer who wants to be patted on the back be- Some of these firms occasionally use modest tones of color cause he happens to make a neat copy-drawing, which takes like olive-green, bronze-green, which is very dark, or various him a few hours to execute, ought to be told to paste on an shades of brown and, as an unusual departure, any light tint appropriate picture in five minutes and it may poGsibly look of cardboard. A neat edge-line of gold is frequently used, and more artistic than the amateur's effort and prove less expen- generally adds to its effectiveness, though it means much sive. extra work. We will in due time illustrate some of these methods and Several dealers, who cater to the best trade, use only those readers who are interested will eventually save their light gray cards lettered in black, or Scotch gray lettered employers much unnecessary outlay, besides having the ad- likewise. Others use the tan backgrounds lettered in white. vantage of showing something different from their immediate It is noticeable that such cards are usually small (7x11 inches) neighbors. In order to carry out these plans, we would sug- eighths, or quarter sheets (11x14 inches). Inquiry among gest that, where available, some of the following material be these store-managers brought forth the information that they gathered and safely laid away, in a box for future use. believe larger white cards are too predominating to make a Acorns, with their caps on and separate caps, though acorns clothing display effective, as the big white card faces detract breed worms. All kinds of moss, some birch-bark or other from the color values of any clothing or fabric exhibit. The bark; some maple, sumach and oak leaves, all sizes and colors writer thinks it a mistake to use white lettering on a light These leaves should be placed a few between each page of gray card for any winter exhibit. A dark gray or slate card, newspapers, piled about four inches high; a flat card or board, lettered in white, properly shaded either in gold or black, or on which some weighty object can be put, is then placed on both. Is very effective. Light gray color combinations should top and left there about one month. The newspaper absorbs be used only for warm weather seasons. the moisture of the leaves, which will gradually become dry