Flags of Convenience

Flags of Convenience
Bay Crossings Cult Classic

Saturday, October 11, 2014

The Power of Type


A typography broadside written by Beatrice Warde about the power of type has gone viral of late. But that’s not where we spotted it. Serendipity led to its discovery on the Sutter Street storefront of Argonaut Book Shop, which has been reduced in floor space due to escalating rents in San Francisco’s commercial district:

This is a Bookshop
Cross-roads of Civilization
Against the ravages of time
Armoury of Fearless Truth
Against Whispering Rumour
Incessant trumpet of trade
From this place WORDS may fly abroad
Not to perish as digital waves but fixed in time.
Not Corrupted by the Hurrying Hand But Verified in Proof
Friend, you stand on sacred ground
THIS IS A BOOKSHOP

When we last wrote about Argonaut, we observed that it has long been revered as a resource for all things related to California history. That hasn’t changed. While the place is a bit more intimate now, it’s true scale and impact will not be diminished. Owner, Robert D. Haines Jr. assures us that his inventory remains strong, and customer service will always be key.

One final note: the place has cult status as well.
When film directing legend, Alfred Hicthcock came across The Argonaut, he quickly befriended Robert Haines fils and insisted that it be used for a scene in his new movie, “Vertigo.” The shop was called “Argosy,” and lives on in cinematic posterity.

786 Sutter St., (415) 474-9067, www.argonautbookshop.com

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