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“Die moderne Typographie” ad, D. Stempel AG (1930)

Photo(s) by “Kirsten Solveig Schneider”. Imported from Flickr on Aug 5, 2019. Artwork published in
June 1930
.
    “Die moderne Typographie” ad, D. Stempel AG (1930)
    Source: https://www.flickr.com Uploaded to Flickr by Kirsten Solveig Schneider and tagged with “metropolis”. License: All Rights Reserved.

    Ad for Metropolis in Typographische Mitteilungen, Vol. 27, No. 6, June 1930.

    Modern typography also needs a variety of means of expression if it wants to do live up to the tasks of practical work. A typeface that is as powerful and full of character, as novel and beautiful-looking, and at the same time as well legible as our Metropolis, does excellent and valuable service [in modern typography] for the purpose of highlighting and attracting attention.

    The first two lines show Hohe Metropolis, a variant with elongated ascenders and capitals.

    Die moderne Typographie braucht auch eine Vielfalt von Ausdrucksmitteln, wenn sie den Aufgaben der Praxis gerecht werden will. Eine so kraft- und charaktervolle, neuartig und schön wirkende und zugeich gut lesbare Schrift wie unsere Metropolis leistet für die Zwecke der Hervorhebung und Aufmerksamkeitserregung ausgezeichnete, wertvolle Dienste.

    SCHRIFTGIESSEREI UND MESSINGLINIENFABRIK D · STEMPEL · AG FRANKFURT A · M LEIPZIG WIEN BUDAPEST BASEL

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    1 Comment on ““Die moderne Typographie” ad, D. Stempel AG (1930)”

    1. Aug 10th, 2019  8:00 pm

      Modern typography also needs a variety of means of expression

      Between the lines, this reads as a stab a Futura by Stempel’s local competitor Bauer. Released in 1927, it soon was all the rage. The ad copy sounds like a plea for modern typography to be more than just geometric sans serifs – let alone Futura – for everything.

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