The New Typography

The Post Office prescribes that the right half of the card be left free. The
left half is for the use of the sender. To print the word "postcard" is
unnecessary.
Since no standard for the layout of postcards is yet laid down. the design
is left almost completely to the individual. The following pages show some
good typographic solutions for ordinary postcards. In the design of a post­
card. as in letterheads. the writing of the address and the stamp must be
integrated in the design (postcards are always received written; only the
sender and printer see them without writing). It is better to stick a stamp
on the actual design. Stamps must not have a border (for example. a
twelve-point rule) round them. which might make the postmark illegible.
The most usual form of laying out the address:

Herrn

Fritz Meyer

Berlin-Charlottenburg 2

Goethestrasse 40

based on handwriting. is unsightly and unsuitable for the typewriter.
The aligned way:

Herrn Fritz Meyer

Goethestr. 40

Berlin-Charlottenburg 2

is better: it is standard practice in the USA. Its clearer arrangement fits
typographic design far better.
It is advisable to leave a margin of at least 20 mm round both front and
back of the postcard. Like every other kind of stationery it must be capable
of being read in a file without having to take it out. In some of our exam­
ples this recommended margin is left free. The upper 25 mm of the
(gummed) address side is better left unprinted. as the postmark may make
it unreadable. (The Postal authorities however guarantee that in the future
this will not happen. on postcards.) The design of some of the postcards
reproduced here has taken account of that.
The use of bold rules to underline the main address in some of our exam­
ples has not proved to be very functional. It sometimes requires a time-