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 1926–40].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 by Jaspert as
Boutique (Haas), which might be the name of a reissue
[JBJ]. 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 as Boutique by Photo-Lettering [PLINC One Liner 1971] and Berthold [Berthold 1982] (both with Haas credit),
Hollenstein [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 1926–40].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 by Jaspert as Boutique (Haas), which might be the name of a reissue [JBJ]. 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 as Boutique by Photo-Lettering [PLINC One Liner 1971] and Berthold [Berthold 1982] (both with Haas credit), Hollenstein [Hollenstein 1974], and Typeshop [Typeshop c. 1977].
Digital interpretations include BoutiqueOpti (Castcraft, 1990–93, used for sample, respaced) and Peyson (FontSite).