Music Trade Review

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terheads
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Every letter that leaves the music mer-
chant's store can be made to do double duty
if the letterhead is a distinctive piece
of publicity for the products he handles
extreme ends of the portion of the heading
used for stating street addresses, etc., and
bound together with a long curved line. In
the oval on the left-hand side, which would be
an inch or so above the salutation, is a sketch
of a little girl, with one knee on the edge of
a piano bench and she is reaching ovei the
bench to hit the keys of a grand piano. The
atmosphere the picture offers is that of a child
hungry to learn to play the piano. Th-e curved,
connecting line leads one's eyes over to the
panel on the right-hand side containing the
message: "What better investment for her fu-
ture." Nothing at all is said about the sale of
a piano; it is merely inferred, and, if the letter
is upon the subject of a piano sale, the letter-
head will back up the arguments mentioned
in the contents of the letter.
The Knight-Campbell Music Co., Cheyenne,
Wyo.,
branch, offer the action element in the
company's trade-mark, which is an armored
tory
knight of centuries ago
standing to the left of a
circular panel containing
the picture of a camel on
the desert. While this is
not conspicuous action, it
is better than the mere
announcement of the firm
name and address.
The Denver Music Company depends upon a
sort of heavenly scene in the upper left-hand
corner of the page. Amongst cloud effects are
to be seen little cherubs with wings playing
musical instruments as they "gambol" among
the clouds. The company's trade-mark and
monogram appear in the center of the illustra-
tion.
The Sharp Music Co., which used to be in
Denver, had an unusually active letterhead. A
portion of the soprano staff was represented,
with the upper C sharped which would be read
by anyone familiar with music as being C sharp.
That is what is inferred, for in lettering, simi-
lar to symbols in music, comes the message,
on the staff, "See Sharp." All of this is in red
on stationery of blue. Then, under and over
the design is a scrolled effect providing panels
in which are the words "All Things Musical."
The wording is in black and is placed along
curved lines which are more life-like than
straight lines. The firm name, street address,
etc., are printed under this design.
Now it is evident that a two-color job con-
tains more action than a single-color produc-
tion, and flowing lines and lettering are more
representative of action elements than straight
lines and straight block lettering.
There are many ways by which action may
be included in the letterhead.
First.—Using a bit of color, preferably some-
thing brilliant like orange or yellow, either in
the lettering of the design or separate from
the design.
Second.—-Using a border around the sheet,
either of the same color as the general printing
or of a different hue. This sets off the letter in
much the same manner that a frame increases
the action in a picture.
Third.—Using action styles of type. Script
i.s the most active of all, and italic comes sec-
ond. Hand designed lettering contains more
action than anything gotten out of the printer's
case, inasmuch as we subconsciously picture
the artist's hand, with pen or pencil, moving
across the page. Placing the lettering in a
slanting position, instead of straight, is good,
too.
Fourth.—Reproducing a picture of the build-
ing, the delivery truck, or some of the products;
{Please turn to page 21)
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