Palatino – print ad, Cooper & Beatty, Jim Donoahue, 1960

For many years, Cooper & Beatty handled all the typesetting for Canadian Art. They also ran a regular black-and-white spot ad in each issue – typically simple, often clever, and seemingly a chance for their designers to have a little fun with typefaces. The ads may have been part of a contra deal with Canadian Art, a common occurrence.

This particular ad, promoting the typeface Palatino, was one of the early two-colour spot ads to run in Canadian Art. Designed by Jim Donoahue under the direction of C&B Creative Director Allan Fleming, it exemplifies the typographic playfulness that has long been a hallmark of the design community.

Typographers and designers have always enjoyed ‘playing’ with type. Rotating letters, experimenting with patterns, and manipulating familiar forms can yield unexpected and striking results. A simple act – such as flipping the letter ‘P’– transforms a familiar shape into something visually intriguing, encouraging the viewer to see it in a new light. What is often overlooked becomes something worth a second glance. – Rod McDonald

Artifact Text

Palatino, a type face that builds character and dignity into any message. Designed by Hermann Zapf, this letterform is based on the famous Italian Renaissance hand, and in fact is named after its greatest exponent. Palatino, Palatino Italic, and Palatino Semi-Bold from 8 to 54 point, excluding 36 point are available now at …
(mark)
Cooper & Beatty, Limited
type craftsmen
401 Wellington West, Toronto 2B Empire 4–7272