TRADEMARKS. Samuel Welo: TRADEMARK AND MONOGRAM SUGGESTIONS. New York: Pitman Publishing Corporation, 1937.

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TRADEMARK AND MONOGRAM SUGGESTIONS

Samuel Welo

Samuel Welo:  TRADEMARK AND MONOGRAM SUGGESTIONS. New York: Pitman Publishing Corporation, 1937. First edition. Octavo. Black fabricoid boards decorated in silver. 142 pp. 828 black and white illustrations. Former owners tiny emboss to front free endpaper. Black cloth pulled and splitting at spine crown, otherwise a very good copy.

6.5 x 9 hardcover book with 142 pages and 828 black and white illustrations. Classic Moderne design and typography throughout, with hand-lettering by the author throughout. Exceptional and early collection of vintage motifs, symbols, devices, and monograms based on familiar, streamlined forms: abstract eagles and other birds, figures and faces, striking monograms, and more.

“The Trade Mark is so universally recognized as a potent device in commerce that there need be no argument as to the importance of the subject. But as works of art, both creative and reproductive, all trade marks require the most careful consideration. The result is this reference book, containing a wealth of material not only illustrating the fundamentals of an effective trade mark, but offering hundreds of detailed practical suggestions.”

“Streamline was a progressive design approach—and style—unique to the United States during the early Thirties. Unlike the elegant austerity of the Bauhaus, where economy and simplicity were paramount, Streamline was a uniquely American futuristic mannerism based on sleek aerodynamic design born of science and technology. Planes, trains and cars were given the swooped-back appearance that both symbolized and physically accelerated speed. Consequently, type and image were designed to echo that sensibility, the result being that the airbrush became the medium of choice and all futuristic traits, be they practical or symbolic, were encouraged. The clarion call was to ‘Make it Modern’ -- and ‘it’ was anything that could be designed.” – Steven Heller

Samuel Welo also authored STUDIO HANDBOOK: LETTER & DESIGN FOR ARTISTS AND ADVERTISERS [Chicago: Frederick J. Drake, 1927], and LETTERING: MODERN AND FOREIGN [Chicago: Frederick J. Drake, 1930]. To say his lettering books have been influential in the digital age would be an understatement.

From Luc Devroye: “Samuel Welo was an American advertising calligrapher, typographer, designer and lettering artist whose work appeared in the 1920s.

“Based on his lettering, several typefaces have seen the light of day. A partial list includes P22 Art Deco Chic (2002, James Grieshaber); Hamilton (David Nalle, Scriptorium, 1993): a tall, bold display font typical of art nouveau poster lettering and turn-of-the-century advertising design; Plakat (David Nalle, Scriptorium, 1993): a rough-edged curly decorative poster face; Melcheburn (David Nalle, Scriptorium, 1993): a blackletter face; Samuello (Iza W, Intellecta Design, 2007). This type family comes in five styles; Mohair Sam (2005, Nick Curtis): the upper case is based on Welo's letters, but the lower case on ATF's Romany Script; Pyriform Tones (2007, Nick Curtis): first done by Welo in 1925; Welo Script (Font Bureau, 1998): a custom design by FB for Martha Stewart Living Magazine; Ekberg (David Nalle); Fireside Chat NF (2003, Nick Curtis); ITC Photoplay (2002, Nick Curtis): based on lettering from 1927 by Samuel Welo, intended originally for captions of silent movies. It was in Studio Handbook for Artists and Advertisers (1927); Grenadier NF (Nick Curtis) is based on Samuel Welo's Modernistic; Souci Sans (Nick Curtis) is based on a type design shown in Lettering Modern and Foreign (1930); Blue Plate Special (Nick Curtis) is a font family based on a design by Welo shown in Studio Handbook for Artists and Advertisers (1927); Herald Square NF (Nick Curtis) is a font family based on a design by Welo shown in Studio Handbook for Artists and Advertisers (1927); Magic Lantern NF (Nick Curtis) is a font family based on a design by Welo shown in Studio Handbook for Artists and Advertisers (1927); Speedball No 1 NF and Speedball No 2 NF (Nick Curtis) are font families based on a design by Welo shown in Studio Handbook for Artists and Advertisers (1927; Washington Square NF (Nick Curtis) is a font based on a design by Welo shown in Studio Handbook for Artists and Advertisers (1927); Whoopie Cushion SW (Nick Curtis) is a font family based on a design by Welo shown in Studio Handbook for Artists and Advertisers (1931); Mustang Sally and Tugboat Annie (Nick Curtis) are fonts based on a design by Welo shown in Studio Handbook for Artists and Advertisers (1931).”

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