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Whitecraft, Inc. logo and ads

Contributed by Stephen Coles on Aug 20th, 2017. Artwork published in
circa 1965
    Source: Image: ADSAUSAGE. License: All Rights Reserved.

    Whitecraft, Inc. was a U. S. manufacturer of rattan furniture with several stereotypical “exotic” lines, such as Bankok [sic!], Maya, and Japanoma. The logos for the first two featured lettering that attempted to mimic the writing styles of those cultures, while the latter references Japan using a typeface of Italian origin: Eurostile. Perhaps the modern, flat lines of Eurostile were meant to reflect the silhouettes of their Japanese-inspired furniture. The whole series is a typical demonstration of mid-century American exoticism – and the name of the company doesn’t help. Or, as John Hodgman puts it:

    A lot of cultural problems being worked out here. Interior Design Magazine, 1966.

    The Whitecraft logo is set in Kreß-Versalien, but this East German face was probably available to Western designers under a different name in the 1960s, see the typeface bio.

    Source: Image: ADSAUSAGE. License: All Rights Reserved.
    Source: Image: ADSAUSAGE. License: All Rights Reserved.
    Source: Image: Decoration & Design Building. License: All Rights Reserved.


    • Kreß-Versalien
    • Eurostile
    • Garamond No. 3




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