The Plain Dealer statement of fact, the clear-cut business method, has failed of its purpose. Reiteration is not arresting ; the names of things, too often repeated, grow meaningless. And save us, also, from another class of narrowness-the sign in kind. London would be a place of nightmare if every tea-shop had a parody of a boiling kettle for its insignia, and if instead of " Delicatessen " written in glass, a plaster chicken was swung across the pavement by every forbidding German who wears the white uniform of the greasy counter. Puns I do not so seriously object to. Sam Isaacs's pictured board with " The Plaice for Fish " inscribed on it is a constant delight. It breaks the monotony of words that nobody has dared or cared to play upon, of words too Hat for words. Every trader with a name that can be illustrated should be forced by law to make a pictorial show of himself instead of disiiguring the street with ugly lettering. Stagg and Mantle, ]ay's, Liberty, Fisher, Barker, Maple, Hope Bros., and the rest should all be given over to the ingenious device-maker. That way lies one remedy for ugly lettering ; another is lettering that is not ugly. But such a reform must begin with posters and all printed announcements, which for the present are abominable. While it is un- reasonable to ask for beauty from glass signs, designed and constructed by firms without any notion of beauty, merely that they shall appear as blatant by night as they do by day, it is not unreasonable to ask that poster-work should be decently devised. The hoardings and the Tubes bear witness to the utter failure of the printers to connect their craft with commercialism. The poster-collector no longer exists, not only because the picture-poster is no longer interesting but because the legend of the posters is invariably distressing. The poster-artist seldom does his own lettering ; he does not trouble to give character to the most important part of his design. A placard by Steinlen, with all the lettering by the artist, is before me as I write ; but it is the exception. An artist's design is generally handed over to the compositor to slap on his literature where he wills. The thing is not given to him to do because he has ideas, and can do his work well ; it is given him so that he may stamp it with the look of professionalism, of business, and save it from the reproach of real artistry. I, too, have a sign to put up ; and I, too, will probably fall a prey to a firm that makes square white letters in enamel on a ground of glass. My purse will not run to bevelled edges, thank Heaven ! or to a box with lights in it. If I escape, it will not be through a picture. The single good painted sign that I have discovered is "The Goat " in Kensington; and that was 417