Sterno 3

Sterno (U.K.) / c. 1929

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Design: The 78 rpm speed counter on the outer edge amplifies the sunrays shooting out from the logo. The label name, which should have been a vertically-emphasized, tightly-packed mass of Gothic (of the 'Textura' family) is widely letterspaced and forced into an unnatural horizontal shape.

History: Launched by Homophone in 1926 and lasting until 1935. According to Bill Dean-Myatt of the U.K., the label arrived at its name after its founder, William Sternberg. ('Sterno' was also the name of a campsite cooking fuel made from jellied alcohol, originally manufactured by S. Sternau and Co. of New York. During the Depression years it was often used as a cheap subsitute for whisky, and was especially popular among blacks, who could not afford to buy bootleg liquor. Its popular name was 'Canned Heat.')

Design variations of this label in this decade (click on image to view page):

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