1933’s Chicago World’s Fair—”The Century of Progress”—brought together many of America’s most trusted brands for a look at past, present and future. The Old Dutch Cleanser brand, with its hooded, faceless dirt-chasing charwoman (or girl), had a significant presence, if only with the booklet you see below. What better way to say cleanliness than with white-on-white shadow lettering. And what better way to instill a sense of clean than to show that it’s been something humans have been trying to achieve since the Vikings.
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