The punch-hole mark is unnecessary- when the letter is posted in an ordinary, not a window, envelope. It will
then be folded once across and once down, and the middle point of the
paper height (the punch-hole mark) does not need to be printed. - when the letter has been punch-holed in advance, which happens only
too rarely.
Otherwise they must be printed, best in the form of a short one-point-thick
rule printed on the margin.
Fold-marks need to be printed only when window envelopes are to be
used. They are usually short and fine dashes printed on the margin; but I
find it better to use six- point figures 1, 2, 3, on the folding positions. As
these are set right at the edge of the type matter, unprotected, it is better
to get them made in brass.
How little thought-out is the "Deutsche Werke" heading, however thor
oughly corresponding to the standard, is perhaps worth considering here.
The formal idea is centred composition. But the left-hand margin has the
effect of making the central device look pushed over to the right, com
pletely destroying the intended symmetry of the whole. The groups to left
and right of the device are not truly symmetrical, and the groups beneath
the unsightly heavy rule, each of which has been set centred, make a har
mony for the whole absolutely impossible. To this is added the unneeded
indication of the margin by a dotted rule, the silly and totally superfluous
two short rules beside "Kiel." the amateurish marking of the address
window area, and the unsatisfactory end-mark. And why do the words
"Dinformat A4 (21 0 x 297)" suddenly go across the margin?
Such a defectively designed letterhead of course looks even worse when
carrying a letter. It is very important when designing a letterhead to
remember that the recipient will see the letter only when it has been writ
ten on. It is best to place the layout on a proof with address to test the final
appearance.
In spite of all the restrictions placed on the designer of a standardized let
terhead, it is indeed possible to produce an artistically faultless result.
Anyone who does not believe this will not be able to cope with any other
problems either. In any case, the letterheads reproduced here, and the
numberless correctly standardized letterheads in my typography evening
classes and courses at the "Meisterschule fur Deutschlands Buchdrucker,"
prove that despite all limitations, excellent and typographically faultless
solutions are possible. And should not difficulties be a spur? It is in any
case possible that the rules given here for the typographic design of stan
dard letterheads may sometimes be broken, in order to achieve a harmo-