Part 11

With a little practice the fundamentals will soon become fixed in the mind, and the student will have one more alphabet added to his “vocabulary.”

Practice the layouts as shown, using black cardboard and white ink for the second, and light blue ink on white to form the dotted center panel of the third card.

a b c d e f g h i j k l m n o p q r s t u v w x y z—1 2 3 4 5 6 7 8 9 0 A B C D E F G H I J K L M N O P Q R S T U V W X Y Z & $ $ ¢

Dainty Dresses

Silverware for Christmas

Jewelry

Plates used by permission of Ely & Walker Dry Goods Co., St. Louis.]

PEN OR BRUSH “ITALIC”

The “Italic” is a very necessary alphabet in card writing.

The name is derived from the slanting appearance of the letters. In using this style of lettering be careful to have the “slopes” or “slants” uniform.

The angle as shown on the chart is the preferred “slant.” In practice work, to maintain uniformity, students should rule off their cards or practice sheets as indicated by the broken lines. This compels uniformity, and many professional card writers use a specially “slanted” ruling guide or “T” square for making such lines.

This alphabet is designed for either the broad pointed pen or brush. The round speedball pens may also be used for a “slanting” alphabet, if desired.

Compare the similarity of this with other alphabets and it will be found easy to make. Take time to analyze this and previous alphabets, and it will be found very simple.

Words lettered in “Italic” on a showcard break up the monotony. When there is considerable reading matter on a card or sign, a few lines in Italic will relieve the denseness of the lettering and invite reading.

Italic is also much used for catch lines—the short lines—which often occur between the important lines on a card.

The words “the”, “our”, “on” and many others are usually written in Italic.

The last line of lettering on the adjoining reproduction shows some slight variations preferred by showcard writers, in that the spur at the top of some of the staffs is sharper, and on other letters the bottom spur of the first stroke is omitted. In working under pressure many showcard writers omit the spur in all first strokes on the h, k, m and n.

The “Italic” numerals are simple—and much used for prices on any style card. In fact, the Italic is much preferred when there is considerable small lettering to do and the work must be hurried.

A B C D E F G H J K L M N O P Q $ R R S T T U V W X Y Y Z &c. A B C D E F G H I J K L M N N O P Q R S T U V W X Y Z &

abcdefghijklmnopqrrsstuvwxy

abcdefghijk 1234567890-1923

Plates used by permission of Ely & Walker Dry Goods Co., St. Louis.]

DIRECTIONS FOR “OLD ENGLISH”

While the “Old English” stands out in an unusual way for beauty and dignity it must at all times be used with the utmost discrimination. It does not lend itself ordinarily to showcard or poster work and finds its best purposes in connection with Christmas showcards or monogram effects. Jewelry, silverware and gift suggestions of the valuable variety express themselves to the highest advantage in the “Old English” alphabet.

A point to be remembered in using this alphabet, however, is not to combine capitals in one word. Capitals can only be used in connection with the lower case letters. Some of the other alphabets, more specifically the “Egyptian,” work out very effectively in “solid caps.” However, this effect can never obtain in the case of the “Old English.”

The alphabet as shown on the plate is self-explanatory as to combination of strokes. The letters may be made with the brush held at an angle square with the stroke, emphasizing the fine lines, or they may be made with the broad point pen, depending on the size desired.

This alphabet is the most time-taking of any to make and as it adapts itself to only limited purposes, should be used very rarely.

A B C D E F G H I J K L M N O P Q R S T U V W X Y Z 1 2 3 4 5 6 7 8 9 0 & $ &c. abcdefghijklmnopqrst uvwxyz.,[symbols] Jewelry =