Although Letraset is the name of a UK-based company that has been making products for the graphic design industry since 1959, the word ‘letraset’ (at least to designers) has joined the ranks of hoover, thermos, dry ice, cellophane, escalator, videotape, velcro, astroturf, esky, biro, bubble wrap, hills hoist, hula hoop and google—by acquiring generic word status. Whoever says ‘I’m going to apply a dry-transfer rubdown using a purpose-made burnishing tool and this sheet of Helvetica 24pt decals’! Although actually, in this digital age of desktop publishing, not many people would letraset it either. Letrasetting is deceptive in the level of skill required to execute it well. I have evidence of this—a record cover I designed early in my career has a slightly crooked R in the title, which jumps out at me accusingly every time I see it.