I ISSUED BY THE American Luxfer Prism C2. WDTO h F©K i^K(gHITiCT$. ■•II ■ II ]_ux£er For a quarter of a century the above word has been our registered trade mark, a protection to our customers, and a guarantee of quality and satisfaction. The word Jux£ejr is derived from the Latin word LUX meaning light, and FERRE to carry. It is used by the American Luxfer Prism Co. to desig¬ nate their patented, daylight projecting prisms. This company is the largest manufacturer of prism products for the distribution of daylight, in the world. It was the first to perfect, patent and market these products. We make this statement merely to acquaint you with our position in the trade and to indicate why we feel certain of our ability to serve you. Our sole business is to extend the lyxfer Daylighting System, through the use of the different forms or types of ]_ux£er Prisms, in sidewalks, show windows, sky¬ lights, windows, floors and ceilings. Our facilities for the prompt completion of contracts and the shipment of orders, are as near perfect as can be. We have sales offices in the principal cities of the United States, and large manufacturing and glazing plants in Chicago and New York. er prism Dayli^ktmg System AMERICAN Juxfer Prism COMPANY CHICAGO - 37th 6c Morgan Sts. BOSTON . - - 49 Federal St. CLEVELAND 91 7 Citizens’ Bldg. KANSAS CITY. 909 N.Y.LifeBldg. NEW YORK - 507 W. Broadway NEW ORLEANS. 904 Hennen Bldg. PHILADELPHIA. 411 Walnut St. ROCHESTER - 38 Exchange St. DETROIT - , Builders’ Exchange DALLAS C - [Builders’ Exchange SAN FRANCISCO. 1113 Hearst Bldg. LOS ANGELES. 602 Cit’ns Nat. Bank You are a retailer, engaged in the business of selling to the multitude merchandise and wares in which there is competition and which may be purchased around the corner from a trade rival, you will know that there are certain fixed elements which make for the success or failure of the store. Of all the factors contributing to success, however, none is greater or more potent than DAYLIGHT. Not only is a store flooded with daylight conducive to cheerfulness and de¬ structive of doubt and criticism, but it is cheaper in maintenance. The store in which there are dim corners and dark aisles suggests dirt and uncleanliness or something defective concealed that would suffer if exposed to the light of day. An attractive store front is an eloquent advertisement of a store’s business. If, however, the first pleasant impression created by the window is not maintained after the prospective customer has crossed the threshold, but on the contrary is dispelled by a drab and sickly light in which merchandise may be examined only imperfectly, the appeal created by the window v/ill be lost. Where the store handles materials in which the element of color enters, this lack of daylight will not be made up by artificial lighting, no matter how prodigally used, for the simple reason that colors and shades assume, under artificial light, a tinge they do not have under natural light. The public are more and more giving preference to the daylight store. Daylight inspires confidence. It should therefore be apparent to merchants and store-keepers that every day lost in converting their stores into daylight stores brings with it a double finan¬ cial loss—the cost of gas and electricity consumed and the loss of trade. If you can’t match Dress Goods and Silks in any aisle in your store you need Jux-fer Prisms. Are you paying big bills for Gas and Electric Light con- sumed during daylight hours? Put in ]uxfer- Prisms and save the ex¬ pense. Ordinary tran¬ soms four feet high over show windows if filled with |ux Pr i s m s will flood a store with daylight to a depth of 100 ft. or more. A LUXFER PRISM INSTALLATION IS NOT EXPENSIVE AND IS WORTH MANY TIMES ITS FIRST AND ONLY COST What the biggest stores do—is generally the wisest thing to do —nearly all of the big merchants make use of Jjux^’er Prisms. IPiujiais ®^YiLn@Kiir Us. Luxfer Daylight Prisms Are Not Expensive Yet They Are as Important a Part of the Modern Store Front as the Plate Glass Three Examples Given Below p \\ Transom 4 Foot High of Luxfer Prisms With ORNAMENTAL BORDER DESIGN No. 1 Daylight Plus An Artistic Sign That Works Day and Night and Always Retains Its Brilliancy, and Advertising Value. Transom 4 Foot High of Luxfer Prisms With LUXFER ART GLASS SIGN Daylight Sign Plus Ventilation Two Vents Equipped With Bronze Screens Fine Mesh. Dust and Insect Proof. No. 2 No. 3 Transom 4 Foot High of Luxfer Prisms LUXFER ART GLASS SIGN and Two Ventilating Sections Protected with Bronze Screens A Few Angles What Luxfer Prisms Are A Few Angles i 1 1 p k 1 PLATE I. This illustration shows appearanceof simple prism square. Note angles on surface. PLATE II. This illustration shows how light rays are bent by means of prism angles. I Prisms are a scientific product, created for the purpose of bringing daylight into dark interiors, and accom¬ plish that purpose thoroughly and efficiently. ]uxfer Prisms are sections of crystal glass of a standard dimension of four inches square, having a smooth outer sur¬ face and an inner surface divided into a numerous series of small accurately formed prisms. This size has been found by experience to be the best, as the prisms can be pressed to a true and perfect angle, an absolute necessity for scientific accuracy, and is artistically best suited for the type of store fronts and windows that prevail in modern buildings. A single panel of prisms in transom form. To the Architect LUXFER STANDARD METHOD OF GLAZING. Luxfer 4" Pressed Prism Tiles are made up in panels of any size required, to fit the open¬ ings in which they are to be installed. The proper angle prism to meet the daylighting requirements at the building where they are to be installed, is prescribed by our engineers. The Prism Tiles are glazed in hard metal, drawn bar and each panel is finished with a flat metal margin or bar, the thickness of ordinary plate glass, and of the required width to fit the rabbet. The bars and margin are securely soldered at all intersections, on both sides of panel, then stiffened to withstand wind strain by soldering on the inside of panels, at frequent inter¬ vals, flat galvanized steel bars, set on edge. These stiffening bars are one-eighth of an inch in thickness and vary from a half to three-quarters of an inch in width, according to the height of panel. The whole panel, all soldering done, is then given a heavy coat of copper, which covers the otherwise unsightly solder joints as well as the steel stiffeners and adds materially to the strength, rigidity and beauty of the panel. The panel is then cemented and made thoroughly water and weather tight, and the metal polished. The panels are set in exactly the same manner as plate glass and in the same arrangement of sash and frames, the necessity for skilled labor being eliminated entirely. A short specification that will protect both you and your client: Prisms, where shown on plans, in store front transoms, and in upper sash of win¬ dows, shall be LUX¬ FER PRISMS, 4 in. pressed tile, electro copper glazing, manu- factured by the American Luxfer Prism Company. 6tCTl0n5 OF TWO oirfEfftnr 4rt^ NBiie NB 103 N«I05 N9I04- 6 <> < N=I02 NSIOl NB1I5 N°ll^ I I I . I , I ,, i „ I „ I ."T NB|09 NBIII. N0|,I7 N'lOO N=II0 I £5 LUXFER SHEET PRISMS GLAZED IN DESIGN Name Plates—Geometrical Designs—Coats of Arms Street Numbers—Ornamental Signs—Etc. WRITE FOR PRICES AND ESTIMATES American Luxfer Prism Company .V.. —zzz:~z:zzzzz Cleaning Luxfer Prisms All that is required to maintain the light-giving power of \ux-feir Prisms for all time is to keep them clean. Give them the same care and attention that you give the plate glass in your show windows. When you clean the plate glass, clean the prisms at the same time and in the same manner. The outside of the prism is as smooth as plate glass. The prisms on the inside should be scrubbed once a month with an ordinary scrub brush and a solution con¬ sisting of a teacupful of ammonia added to a pailful of hot water. Tux^er' Prisms when cared for in this manner will remain as bright as when installed — indefinitely— 100% efficient. m T