Letterform Basics for Writers

When grapefruits were 5 cents and oranges a penny, grocers hand printed their own signs and they did well. They just wrote: "APPLES DELICIOUS 4 LB 25¢" and they sold apples. Union Leader, 7-Up, Beech Nut, Copenhagen Cigars, and Model Tobacco (the advertisers) thought the letterforms were just fine, even though the advertisers had their own…