Letraset Instant Lettering, print ad – Letraset Canada, 1964

The introduction of dry-transfer lettering revolutionized typesetting, making it accessible to people outside the professional type trade for the first time. The best known company in this field was Letraset, a British-based company founded in 1959. It’s difficult today to fully appreciate just how groundbreaking dry-transfer lettering was. Suddenly, individuals with no prior experience in typesetting could create their own advertisements and posters. For many, the Letraset catalog also served as their introduction to type design.

A popular typeface in dry-transfer format was Berling, a 1951 design by Karl-Erik Forsberg, mentioned in this advertisement. Although it was popular for dry-transfer applications, Berling never acheived widespread use in traditional type shops. The first typeface designed specifically for Letraset was Compacta, created in 1963 by Frederick Lambert. This bold, condensed typeface quickly became an icon of the energetic and dynamic aesthetic of 1960s Britain. Like all dry-transfer products, Letraset’s sheets were produced using the silk-screen printing process. The company also produced custom logo sheets, often in colour, for many corporations and organizations. However, like traditional typesetting, Letraset’s dominance faded with the digital revolution of the 1980s.

This advertisement is one of Letraset’s early efforts, and its flaws suggest it was likely produced in-house. The misaligned and broken letters – common criticisms of dry-transfer products – are evident. However, Letraset learned from these early missteps, and future advertising would reflect a much more professional approach, solidifying their influence on design and typography. Letraset typefaces had a lasting influence on the industry. – Rod McDonald

Artifact Text

Letraset Instant Lettering
Letraset Instant Lettering is available in over 300 different type styles and sizes. Recent additions to the catalogue include wide ranges of Folio, Univers and Berling, as well as a selection of hand drawn faces. For a copy of our latest typechart illustrating the complete range, phone or write:
Letraset Canada Ltd
96 Eglinton Ave. E., Toronto 12. 483-4338