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Letraset ad: “The Graphic Design Software System”

Contributed by Stephen Coles on Apr 21st, 2019. Artwork published in .
    Letraset ad: “The Graphic Design Software System” 1
    Source: https://letterformarchive.org Image: Letterform Archive. Ad: © Esselte Pendaflex Corporation. License: All Rights Reserved.

    For Emigre 11 – Ambition/Fear: Graphic Designers and the Macintosh Computer Rudy VanderLans asked prominent designers about the impact of the Mac on their work.

    LetraStudio box, back side. “Condense, stretch, slant, rotate and reshape your type to your exact specifications quickly and easily.”
    Source: http://www.applerescueofdenver.com Image: Apple Rescue of Denver. License: All Rights Reserved.

    LetraStudio box, back side. “Condense, stretch, slant, rotate and reshape your type to your exact specifications quickly and easily.”

    The largest ad in the issue is a full spread from Letraset who had evolved beyond dry transfer lettering to enter the desktop publishing business. Among their offerings in 1989 was Ready,Set,Go!, a page layout app that was introduced at the same time as the Mac. Version 4.5 of the software was used to create this ad, along with LetraStudio 1.0 which enabled type reshaping and setting text on curved baselines. Compacta survives the punishment pretty well here — except, perhaps, for those unfortunate ‘S’s.

    Letterform Archive, who holds Emigre’s archive, is digitizing the full run of Emigre magazine. Issue 11 is fully readable on Letterform Archive’s public website and issues 1–32 are now available in the Online Archive, currently in beta and accessible to Archive members.

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    • Helvetica

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