I have been giving some thought today on this man, the person who, it is only fair to say, introduced a revolution into the British commercial scene in 1933.
He was genuinely a Revolutionary, despite his bowler hat.
He seems, individually, to have started the concept of Brand.
I quote from the article published in the Monotype Recorder.
‘The London and North Eastern Railway, in 1929, had become what it had taken nearly a century to become, namely a centralized system of transportation. The green livery on locomotives leaving King’s Cross reminded passengers in Edinburgh that there was such a thing as the L.N.E.R. not such separate things as the Great Northern, North British, and the rest. A series of renowned posters brought out under the direction of Mr. W.M. Teasdale, had brought this group personality of the line into the public conscience to some extent. Mr Teasdale was called to Westminster [my note – why?], and Mr. C.G.G. Dandridge took his place as advertising manager, after a brilliant success in Manchester which made effective use of direct mail….Mr Dandridge turned his attention to a field for improvement, namely, typographic reform…
‘Mr Dandridge realized what not every advertising manager had the wit to realize, namely that the choice of a good type face is the very heart and soul of typographic reform…’
The article fails to mention how Mr Dandridge came across Gill.
I will publish the full article in a separate post.
If anyone has information about Mr Dandridge please come forward now or forever hold your peace.