Holographic letter from Carl Dair to Jack Trevett, President of Cooper & Beatty – document, 1951

This letter from designer Carl Dair to Jack Trevett, the new President of Cooper & Beatty, helps shed light on a long-standing question regarding Dair’s early professional life: why would he leave a seemingly successful design studio in Montreal to move to Toronto?

The Eveleigh-Dair studio had a roster of high-profile clients, and their work had won numerous awards. They had recently taken on a third partner, Cossman, and were poised to become a full-service advertising agency. From all accounts, Dair’s move was abrupt – and took both Eveleigh and Cossman by surprise.

In June 1950, W. E. (Jack) Trevett became President of Cooper & Beatty. A skilled typographic designer and gifted promoter, Trevett appears to have wasted no time in reaching out to Carl Dair, then widely regarded as the dean of Canadian typographers. Although this letter reveals only one side of the exchange, it suggests that Trevett successfully persuaded Dair to relocate to Toronto and work with C&B. The opportunity to be associated with a type shop of C&B’s calibre may have been irresistible. One of Dair’s first major projects was the creation of the Typographic Workshops, held Saturday mornings at the company – a series that would go on to influence a generation of designers. A young Allan Fleming was among the attendees at the first session.

Dair purchased land in Richvale (now part of Richmond Hill, just north of Toronto), where he would build a modern home for his family and a large studio behind the house. His new company, Design Workshop Ltd., launched with two key clients: Cooper & Beatty and The E. B. Eddy Company. E. B. Eddy was largely Dair’s account, but the loss of such a major client must have been a serious blow to the Montreal studio.

In this letter, Dair notes: “I have the necessary man” to handle the E. B. Eddy account. That man was Karl Rix. We currently have no further information on Karl Rix. – Rod McDonald

Artifact Text

ced (mark)

Advertising

May 11, 1951

Dear Jack:

The time has once again arrived when we should have another talk … this time to discuss details of how C&B can use me most effectively, how we should organize the set-up etc.

There is no longer any doubt in my mind as to the advisability of the move!

I have made arrangements whereby the bulk of the E. B. Eddy artwork will go with me, and I have the necessary man to handle the bulk of that work to leave my hands free for the many things I am planning to do at C&B.

The question is whether you anticipate an early visit down here … or whether you’ll be in town the weekend of May 25–26. On that weekend, I plan to be in Toronto to see about some land to build on. Evenings will be free for discussion if you are available.

But if you are planning a trip here before, please advise me.

Sincerely
Carl