Scanning Around With Gene: American Type Founders

Gene Gable

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Being that this catalog was published in 1912, the swastika did not have quite the political or emotional power we associate with it today. It was just another ornament suitable for design or border use.


ATF also developed one of the early phototypesetting machines and eventually converted its type designs for more modern composition methods. But other companies like Linotype and CompuGraphic took over that end of the business and ATF faded away slowly through the 1970s and 1980s.



When you consider the incredible amount of time that went into hand composing these advertisements, it’s hard not to be impressed. Not only are they well-crafted and constructed, but many are well designed, too.


Hand composition and letterpress printing are alive and well today as more and more people take up the craft for both commercial and hobby purposes. But it’s sad that ATF is gone and along with it one of the most prolific collections of metal type styles and ornaments in the world.

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