The lost art of lettering – poster, Typsettra, 1968

This broadside announces the founding of Typsettra, a pioneering Toronto-based advertising typography shop established in 1968 by lettering artists Les Usherwood and Dave Thomason. The two met while working at Art & Design Studio (ADS), where they both recognized that the future of typography lay in phototype. Their employers at ADS did not share their vision so they decided to strike out on their own.

With a VGC Photo-Typositor, a handful of 2-inch film fonts, and a bold vision, they set up shop at 214 Merton Street in midtown Toronto. At first, Typsettra specialized in custom headline setting and hand-lettering, quickly gaining recognition for their skill and fearless embrace of new photographic typesetting technology. They understood the fast-paced world of advertising – and, more importantly, how to collaborate with agency creatives. Their pragmatic approach helped redefine the traditional client/supplier relationship in Canada, transforming it into more of a partnership – a necessary shift to meet the demands of the new advertising taking shape at the time.

What truly set Typsettra apart was an almost casual mention in this poster: Usherwood and Thomason had already designed 15 exclusive alphabets – styles unavailable anywhere else in the world. Plus, if an art director couldn’t find the right typeface for a campaign, they would simply create one. For the high-pressure world of advertising, this was a game-changer. Although custom photo-lettering alphabets had existed for decades, the idea of creating fonts on demand remained unthinkable for many in the type industry, bound by the traditions of the trade. Unlike the old typesetters, Usherwood and Thomason carried no such limitations. They could design an entirely new alphabet and turn it into a working headline font overnight.

Meanwhile, the larger, more established typesetting firms were constrained by outdated business models. Burdened by expensive typesetting equipment, sprawling facilities, and highly paid unionized staff, they found it difficult – if not impossible – to change. By contrast, Typsettra launched with a fraction of the investment required to retool a traditional shop. Their timing was perfect, and their work ethic relentless. Over the next 25 years, Typsettra became Canada’s premier advertising type shop.

In 1975, Dave Thomason left the partnership but continued lettering as a freelancer. While both founders played key roles in the company’s success, it was clear that Les Usherwood was the driving force. Under his leadership, Typsettra made history as the first company to design and market Canadian-made typefaces internationally.

Usherwood’s sudden passing in 1983 came at a pivotal moment – just as digital typography was about to reshape the industry. The loss of its visionary founder, combined with the disruptive shift to digital technology, proved too great a challenge. By the early 1990s, Typsettra was sold to Trigraph Ltd., which itself would not survive much longer.

The story of Typsettra doesn’t end there. We are currently researching and documenting the contributions of the exceptional lettering artists who worked at the company, including the, largely unknown and remarkable font-making abilities of Albert Macchiusi, whose expertise helped sustain Typsettra’s high-quality output. We will also share insights into the agency art directors who played a crucial role in the company’s success. – Rod McDonald

Artifact Text

The lost art of lettering

Or: I tell my kids I play piano in a cat house.

Here’s the scene: you are an Art Director in a Leading Advertising Agency of Great Creative Renown. You are working on a Big Campaign. A copywriter has shown you a Promising Headline. After a brief interval, during which you gently point out to him the obvious flaws, and the ways in which it can be improved, you start your masterpiece. For the headline (now immeasurably better) you want some type that will be distinctive, eye-catching, evocative, compelling, tasteful, esthetic, unique and around two bucks and change per word.

You flip – casually at first, and then frantically – through the catalogues of certain Photo Houses who shall Be Nameless. Reluctantly arriving at a choice, you order your headline. When it arrives, is it distinctive, eye-catching, evocative and so on? Is it spaced properly with an eye to the feeling of the words, the nature of the type style, the sense of the message? Or does it have ‘bounces’, and maybe a letter just a little out of vertical (what’s one letter between friends?)

Is it as good as you hoped it would be? Is it really?

We think that the graphic arts business in this town today has reached a very high peak of quality. We think that there has never been a time when so much well-designed, imaginative, just plain good stuff has been coming off the drawing board.

But we also think that there’s one thing missing: a service which offers the ultimate in photo-headlines, with quality and flair that is compatible with the sort of work you guys are doing. A service where you don’t get bounces, and you don’t get careless spacing, or take-it-or-leave-it setting, or headlines that aren’t right up to the mark, or tired old faces that have been around and around and around.

We are Typsettra … Dave Thomason and Les Usherwood. For quick identification, let’s just say that Usherwood is the guy apparently standing in a hole, which by a process of elimination leaves Thomason as the guy with the mustache. A lot of you may know us; we’ve been around this town for quite a few years now. We’re both lettering men, and both very concerned about the state of typography today.

To start off this new service, we’ve designed 15 completely new alphabets that are being offered nowhere else in the world. In addition we’ve got a number of standards (just the best ones) from the Typositor line. And finally, if you really want to lay the bread on us, we’ll design you a special alphabet of your own.

We really are real people. You can pick up the phone and call 481–4591 or 481–8471 and talk to either of us, and ask us questions, or advice or prices, or call us in for consultation.

One more thing. If you received this mailer, then you are on the list for our catalogue, which we’ll be sending out in a few days. But if you want to make really sure you get one, call us and leave your name. Remember, if a short guy answers, that’s Les. Otherwise, it’s Dave.

Typesettra / phone 481–4591 / 482–8471

The 15 original Typsettra alphabets, 1968
 Extension
 Extension Condensed
 Flange
 Grenville
 Grenville Condensed
 Kabel Moderna
 Braydon Bold
 Carnaby
 Caslon Graphique
 Caslon Graphique Condensed
 Graphis Bold
 Graphis Extra Bold
 Omega Bold
 Statesman
 Waverly Extra Bold