Imagination is our third partner – print ad, Cooper & Beatty, Allan Fleming, 1958

This bold advertisement marked a decisive shift from the conventional advertising printers had come to expect from typesetting shops. In 1957, Allan Fleming joined Cooper & Beatty as Creative Director, and just a year later, he produced this remarkable ad – signaling that C&B was no longer merely a traditional typesetting firm. Instead, they positioned themselves as graphic designers who used type and letterforms as powerful communication tools.

Embedded within the ad’s strong shapes are subtle yet clear references to the evolving nature of the business. The past is symbolized by two rectangles with semi-circular notches, a familiar feature of metal foundry type. Meanwhile, the stylized light bulb symbolized the future – particularly the advent of phototypesetting. Fleming reinforces this transformation by placing the phrase ‘Imagination is our third partner’ inside the light bulb, emphasizing that innovation at C&B extended beyond technology.

For those paying attention, this advertisement was groundbreaking in 1958. – Rod McDonald

Artifact Text

Imagination is our third partner
Cooper & Beatty, Limited. 196 Adelaide St. West, Toronto. type craftsmen