Feldheim, Gotthelf & Co. catalog
Source: archive.org Caroline Simpson Library. License: All Rights Reserved.
Grotesque No. 4A (Sample unavailable)
The first page of a large 480-page catalog advertising goods offered by Feldheim, Gotthelf & Co., an Australian importer of “British, Continental and American Merchandise”. Founded in the 1850s, the company entered a period of growth starting with a new warehouse in 1892. This catalog, published around 1905, offers an extensive window into essentially the entire breadth of goods available to Australian households at the time. The company entered a period of decline a few years later due to partners retiring from business, and in 1924 began the process of shutting down the company which concluded in 1927.
The catalog is set in a smorgasbord of period typefaces. The shown page features Facade for the company’s name, followed by Maltese Shaded, Condensed Sans Serifs Italic (see Condensed & Elongated Sans Serifs), Grotesque No. 4A, and Reed’s Runic Extended (for “Sydney”). “On Sale” is in DeVinne Ornamental and the list of items in De Vinne. The caps used for the name and location shown integrated in the red border are from Concave. Some of the typefaces used for smaller text are yet unidentified.
This post was originally published at Fonts In Use