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Elements of show card writing

Chapter 16: SPEED BALL VARIATIONS
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About This Book

The text provides a practical course in show card writing aimed at merchants and students, presenting ten step-by-step lessons that begin with basic lettering strokes and progress to alphabets, layouts, and complete showcard designs. It outlines recommended tools and materials, offers practice charts and sizing guidance, and gives business- and season-specific sample cards and copy suggestions. Emphasis is on mastering uniform strokes, adapting styles to different retail trades, and developing sales-focused display writing through supervised practice and classroom or individual exercises.

SPEED BALL VARIATIONS

The chart on the following page shows a number of variations which really make separate and distinct alphabets based on the Speed Ball pen alphabet practiced in Lesson 2. From these variations, if studied closely, it will be noticed that the Lesson No. 2 alphabet is used as the basis, and by simply changing the spurs, it is possible to make four or five alphabets from the one model.

The chart as shown on the opposite page is self explanatory. It is only necessary to state that the student should study the changes thoroughly, and when well mastered, they will add much to the attractiveness and individuality of showcards.

By varying the height of the body lines, known also as the staff lines, it is possible to change the entire appearance of this simple alphabet.

The last alphabet shown is much the same as that in Lesson No. 2 with the exception that the spurs are square and face generally in one direction.

It will also be noticed that many of the strokes are left open, at least there is a bit of white space showing between the staffs and the next stroke. This adds a touch of individuality to the alphabet, which is patterned after a popular type face.

In practicing this alphabet, simply rule off the practice paper as shown in previous lessons and follow the chart as closely as possible.

CHART OF VARIATIONS

Plates used by permission of Ely & Walker Dry Goods Co., St. Louis.