Design: The Liberty Music Shops store chain's semicircular sticker is applied over a 1936 Victor record. The lettering is all hand-drawn, with the main strokes widening as they radiate outward. From the early 1900s onward, almost all advertising studios would employ professional 'finished lettering' artists (most often the less 'creative' of graphic designers) whose sole occupation was producing customized camera-ready artwork such as this for general advertising purposes in newspapers, magazines, movie titles etc.
By the 1960s, with the advent of transfer lettering sheets and photo-mechanical filmsetting, this type of work would become completely redundant; today, 'Madison Avenue' advertising itself, along with newspapers, magazines, music recordings and indeed all traditional forms of communication have been challenged and revolutionized by widespread public acceptance of the personal phone/computer.
History: As the previous page. Label scan courtesy of collector Georg Richter of Germany.