In the 1930s–60s, Milwaukee Electric Railway & Light Company offered trolley and bus riders a weekly burst of color and hand lettering. About 300 of these tickets are now in our collection.
Milwaukee claims to be the inventor of the weekly transit pass, and for several decades they could also boast to have some of the most beautiful ones. On August 18, 1919, Milwaukee Electric Railway & Light Company (TMER&L) launched a weekly pass experiment for its extensive streetcar service. It was an overnight success and went into full operation in 1921. The design of the passes was utilitarian and banal until the 1930s when they brought the production in-house and added color, public-service announcements, information about local events, and illustrated depictions of civic history.
For design and letterform lovers, the passes issued between 1937 and 1972 stand out as particularly colorful and cohesive. They follow a fairly consistent design program of large hand-drawn numbers for the week of the year, lettering for the valid range of dates, and small-print information set in type, all functionally decorated with jaunty banners, frames, and rules. Thanks in part to a donation from type designer Tobias Frere-Jones, the Archive now holds about 300 tickets between 1932 and 1969.