Eveleigh-Dair creative designers – quarter page ad, Carl Dair, 1949

Two elements stand out in this advertisement. The first is the strikingly stylized ‘E’ and ‘D’ monogram, a bold emblem of the future – or at least, the future as envisioned by Henry Eveleigh and Carl Dair in the 1940s. The kidney-shaped ‘D’ was a popular design motif of the era and Dair frequently used it in his early work, often experimenting with various iterations.

The second notable aspect is the way they define their services. Unlike the more conventional studio advertisement on the right, Eveleigh and Dair make a deliberate statement: they are not merely commercial artists, nor are they simply designers. They position themselves as creative designers – professionals who seek to engage with broader strategic concerns, what we would now recognize as marketing or branding.

At a time when graphic design was still commonly referred to as commercial art, Eveleigh and Dair were asserting that their field was more than just a service – it was an industry. More than that, they were suggesting it had the power to shape the future in ways most people had yet to realize. – Rod McDonald

Artifact Text

Eveleigh-Dair
creative designers and advertising counsellors to the graphic arts industry
2182 St. Catherine West, Montreal, Fitzroy 7120