Three-line National Lamp advertisement
On April 9, 1927, there was a small ad in the Osaka Asahi Shimbun that proclaimed: Reliable Quality, Superb Value, the National Lamp. With that, the National brand made its first appearance in mass media.
At the time, both money and resources were sparse, so placing a newspaper advertisement was no small feat. And yet, Konosuke realized the significance of doing so, and decided to pay the great sum of money needed to advertise.
Konosuke agonized for three days over various typesetting details. How thick should the characters be? How much leading and kerning should there be? And what kind of a feel would the text have within context?