170

LEAVE OTHER DESIGNERS IN YOUR DROP SHADOW

Right, from a 1932

edition, the Fortune

magazine logo was

designed by Thomas

Cleland. Drawn with

pen and ink, the letters

appear to have been cut

from platinum. By 1942,

below right, the logo had

become more stylized,

though an airbrushed

version retained the

original dimensional

effect.

SION LAYOUTS.

CHOICE

Fruits

Bros

I с

V'.

Above, a page from an 1892 sign lettering manual, showing two
styles of drop shadows and elegant floating baselines. In those days,
the rule was to place a period after every word or phrase. Silly, huh?