THE TREASURE KEEPER - PART THREE OF TWELVE
FIVE WORDS OR LESS
The Treasure stored up by Visionary designer Ira Schnapp had been passed down to the new star on the DC horizon: GASPAR SALADINO! Saladino was destined to bring DC’s aging design ethic into a rebellious new era.
Which letters are the hardest to write? According to veteran letterer Tom Orzechowski (pictured below), "The letter “X” is the toughest. Seriously. I‘ve probably drawn “X” more often than anyone in the history of written language, and half of them were lousy. After that, numeral “8” is the one that will give you nightmares. Letters “J,” “R” and “S” will show the most variety. I’d bet money I spotted the letterer on the ‘40s stories in the Black Canary Archive by his “J”s. I’m sure it was Gaspar Saladino."
Hopefully Orz didn't actually bet any money on this, because Gaspar confirmed to me that he never worked on the Black Canary series! Sorry Tom. Gaspar's distinctive J's can't be found in Black Canary, but they CAN be found in most of the hundreds of in-house ads he did for DC.
Ads by Ira Schnapp tended to be stuffed full of dynamic copy which set scenes, and posed questions. Their goal was to arouse a reader’s curiosity. Saladino tackled his share of this kind of ad, including THIS copy-jammed promo for Tomahawk (55 words!):