Originated at Wagner & Schmidt (or Schmidt & Wagner) in 1900 and
cast as Moderne Reklame by Haas and Stempel. Stempel’s
Propaganda (credited to F. Schweimanns, 1901) appears to be a similar or
identical design, with a non-descending ‘H’. [Wetzig
1926] Moderne Reklame was also carried by Böttger,
Roos & Junge, Società Augusta. Other names include Reclame
Grotesk (J. John, Scholz), Canadiennes etroites
grasses (Berthier), Fantasie-Grotesk (Bauer),
Preciosa (Amsterdam), Reclame-Barock
modern (Numrich), Reklame schmal (Haas,
Trennert), and Viktoria-Groteske (Krebs). [Reichardt
2011] Shown in Jaspert as Boutique (Haas), which
might be the name of a reissue. Augusta and Nebiolo had wood type
adaptations with open/bichromatic options, named Serie
1031 and Antelao / Civetta, respectively. A
wood type version is shown by Caslon More…
Originated at Wagner & Schmidt (or Schmidt & Wagner) in 1900 and cast as Moderne Reklame by Haas and Stempel. Stempel’s Propaganda (credited to F. Schweimanns, 1901) appears to be a similar or identical design, with a non-descending ‘H’. [Wetzig 1926] Moderne Reklame was also carried by Böttger, Roos & Junge, Società Augusta. Other names include Reclame Grotesk (J. John, Scholz), Canadiennes etroites grasses (Berthier), Fantasie-Grotesk (Bauer), Preciosa (Amsterdam), Reclame-Barock modern (Numrich), Reklame schmal (Haas, Trennert), and Viktoria-Groteske (Krebs). [Reichardt 2011] Shown in Jaspert as Boutique (Haas), which might be the name of a reissue. Augusta and Nebiolo had wood type adaptations with open/bichromatic options, named Serie 1031 and Antelao / Civetta, respectively. A wood type version is shown by Caslon as Mexican. [c.1900 specimen]
Film versions appeared as Boutique in PLINC’s One Line (1971, with Haas credit) and in a TypeShop catalog.
Digital interpretations include BoutiqueOpti (Castcraft, 1990–93, used for sample, respaced) and Peyson (FontSite).
