‘Inside C&B things happen first!’ – Cooper & Beatty, Allan Fleming, 1959

Notes

In this striking ad Allan Fleming uses the inner space of the letters C&B to highlight the many firsts that had taken place inside C&B after Jack Trevett took control in 1950. This ad is also a good record of some of their major achievements throughout the decade.

Artifact Text:

Inside C&B things happen first! And not by chance but by long-range planning. An early first was acetate proofing. Type Workshop—an educational project within the typographic field—was for some years a highly popular and busy project. Then the first photographic typesetting machines in Canada—the Fotosetters—became part of the expanding C&B service. Next a department to work on problems of word communication was established with internationally-recognized typographic designer, Allan Fleming, as its director. Latest move in our long range plan—Headliners of Canada Limited—to meet the need for contemporary custom photoprocess lettering. Other projects and new developments are in the planning stage. Cooper & Beatty, Limited operate in the most modern, production-streamlined typographic plant on the continent, at 401 Wellington West at Spadina, Toronto. If your problem is selling by telling, visit us or call—Empire 4–7272. We’ll be happy to apply our broad range of design and typographic skills to the task of telling your story well.