House Styles: Gollancz. "Kings in Yellow"
SF fans of a certain age have happy memories of Gollancz's ‘Yellow Jackets’, a plain cover house style consisting of black, red or magenta typeface on a yellow background. This was the brainchild of the firm's founder, Victor Gollancz (1893-1967), who established his own publishing house in 1927 specialising in left-wing writing. He hired Stanley Morison (1889-1967), the typographer who, among many other things, invented the Time Roman font to help him come up with a style of cover design. Gollancz disliked ‘prettified picture jackets’, and spent a day visiting all the railway station bookshops in London to decide which colour would stand-out most effectively against the other books displayed for sale. His choice was informed by a knowledge of European publishing: on the Continent une jaune or un giallo were the popular terms for cheap novels printed in yellow paper—some dyes are more expensive, and some less, but there are a number of cheap ways to print yellow. Together ...