Specialists in the art of advertising – Ad, Art Associates Limited, Theo Dimson, 1959

Long before his name became synonymous with Art Deco inspired posters, Theo Dimson was already recognized as an inventive typographic designer. The ‘block’ style seen in this ad demands considerable skill to execute well and has long been a favourite device among typographers.

Part of the challenge – and the delight – of these layouts lies in solving the puzzle of empty space, often filled with ‘odd sorts’ like stars, arrows, and, of course, the company logo. Dimson disrupts conventional reading order by rotating words in multiple directions, encouraging the viewer’s eye to move around the composition. The result is not only striking visually but also actively engaging – creating a typographic field that resists passivity and rewards exploration.

Over the years, many notable designers, photographers, and lettering artists worked at Art Associates, including Les Usherwood and Dave Thomason, who together founded the Toronto advertising type house Typsettra in 1968. Ken Bell would also strike out on his own and became one of Canada’s most celebrated photographers. – Rod McDonald

Artifact Text

Art Associates Limited / specialists in the art of advertising / 105 Davenport Road / Toronto, Canada / Wa 5–2191*

*Photographic Division / Ken Bell Photography