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Hie First Climatic Map
of the United States Ever Published
This map the first climatic map of
the United States ever published shows
you, whatever part cf the country you may
be in, just which formula of LINCOLN
CLIMATIC PAINT is especially adap
ted or "pre-acclimaled" to your use in the
climate of your particular section. Tho
formulas are numbered and symbolized
so there can be no mistake.
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Copyrieht 1910 Lincoln Paint 4 Color Co jjj' S 9 "
.Vx I ' Explanation of Map
f Symbol Formula Humidity Climate Map H J
W ili j Triangle No. 1 80 and over Damp Whito
! J Square No. 2 65 to 75 Medina .'Line I
mill' xiiv-io ivj. J iu w fry lois (
ynjjl CroS3 No- Uuder50 Very Dry Black
TSue Astoumdfag Traftfii ? AfeonaH:
Why There Can Never Be ANY
Other Correct Climatic Paint
Don't be deceived by any claim
made in the future that any other paint
is climatically adjusted. Such claimt
are bound to spring up as soon as paint
makers see this great truth. But do not
be deceived. Lincoln Climatic Taint i
Patented our formulas are protected,
by the United States government. Our
formulas are proportioned exactly on
correct scientific information as ex
plained on this page. And as our for
mulas, based on the only correct scien
tific information possibly obtainable by
anyone, are patented, NO OTHER
PAINT CAN EVER BE CORRECT
LY ADJUSTED CLIMATICALLY.
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Bol a Kevelatani I
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Paint Must Fit Your Climatethe United States Has Four Climates Lincoln Climatic Paint Has Four Formulas
The manufacturer of ALL paint has been on
a basis radically wrong. This fact the people
never have known. In this locality or that, many
hive found one paint cr another defective. But
never has the public even suspected how incor
rectly all paint has been made. Nearly evervone
has had his troubles with paint with its cracking,
rjialking, peeling or blistering. A brand of paint
&at would seem al! right at one time, or place,
ttould prove woefully faulty at another. Even
Use makers have been at their wits' end to under
stand it At last, we have discovered the TRUTH
about paint You'll be interested in the facts as
we reveal them here.
tOU have heard that "this is f Each has used the same formula
JL a big country. Did you ever for damp and dry Eections aijke.
tflo much einr wnulrr rnaJcp a naint Eisv it vou choose Lincoln Climatic u;liirfi vnn livi thi nainf that will m.
SO hard and inelastic that it could Pa,nt of tlle formula prepared for your dure in your climate.
not stick to the surface. territory. As hard as ever, though, if
, . . t . , . , , you try any other paint.
Too much ot the best white lead Climatic Paint is the
in the world is not good for paint only paint properly adjusted to meet
in damp climates. the country's four climates.
The map shows you this You have merely to refer to the map
country divided according to its "bove-cr to the elaborate climatic map
. ' you will find at any Lincoln Climatic
climates. paint dealer's to determine the cor-
You will see that the divisions are rect formula you need. So that there
not equal that the same climate can be no mistake, on each can of Lin-
or humidity prevails on the two co,n Climatic Taint the proper Symbol
coasts and the Great Lakes, for in- and Formula Number of contents are
displayed.
stance.
IV e did not discover that the
United States has these four
climates. That was already known
Why Take Chances?
It is the simple business proposition
of getting your money's worth. ;
ff'iy take chances Especially 'When
the odds against you are so uneven
When you don't even get a fair run
for your money.
Taking chances with paint not clim
atically adjusted, has caused many a
man endless trouble and needless ex
pense in the past.
Of course it means- considerable extra
expense to make four paints instead of
one. To grind each paint complete.
But it also means permanent satisfac
tion worth a great deal more than the
difference in price. It's cheaper in the
end, indeed, because your paint is right
The correct formula of Lincoln Cli-
' . ..... ne r,r matic Paint for your locality is, In a to stand your climate. You get dollar
to scientists and statisticians.Gov- . ' , , . . . . . .
5enSC, IIKIUC W UlUCr IU1 yUU. uwiim mmv m ynitifc owiv. -J .wo..
Each formula is based on United Probably you have had trouble your-
appreciate just hoxu oigf
Look if you please, at "the map
above. It represents our country,
a nation a continent uide.
In this country in different sec
tions people are overcome by the
heat, while others are frozen, at
the same time on the same day.
The United States docs not have
O climate.
Such a country with its ex
tremes of temperature, its giant
water line hugged by two oceans,
its vast inland stretches could
not have "a climate."
There are four climates in the
United States.
Therein lies the secret of the
past imperfections of all paints.
For paint must be made to fit
the climate in which it is to be used.
Climate Versus Paint
Naturally different brands of
paint would have different formu
las. But no one brand ever has been
made on more than one formula
until now.
Yet a paint that is good where
the humidity or degree of mois
ture is above 80 per cent, is bad
where it is below 50 per cent.
Hence a paint that will with
stand the dampness of the Atlantic
coast will crack and drop off the
buildings in the Middle West, or
in Montana and Wyoming. Or a
paint able t? survive the latter's
dryness will powder off a building
in a seaboard town.
Pi'e-Acclimated Paint
Vl IMATS States Government statistics. self with paint cracking and peeling,
TTri ij Oy Since all other paints are made on or chalking.
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TRADE yx if
Basis of Lincoln Climatic
Paint Formulas
The formulas for Lincoln Climatic Paint
are based on charts prepared by a Committee
of the Geographic Society of Chicago from
statistics furnished by the Weather Bureau,
Department of Agriculture of the United
States Government, edited by Professor Henry
J. Cox, of the U. S. Weather Bureau and
Dr. J. Paul Goode of the University of
Chicago and secured from the Central Scien
tific Company of America.
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TEAUE HAMK JtEUISTEKFD
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Completely. TT) M
Machine Mixed W Tj TfS H
and Ground -LL tOiili ii &
The question of climate never con
fronted us until we came to expand.
Then we found our paint would not do
in certain sections. Amazed at any
trouble with Liuroln Taint the paint
that has alw.ivs piven so much better
satisfaction than any other paint that it
' always has commanded a higher price
we investigated. It was the same prob
lem faced by olher paint manufactur
ers whose product sold throughout the
country. j
But. we sought the aid of the nation's
most noted scientists. With their help
we found the explanation we discov
own eyes a paint that was all right in ered the truth about paint that it must
one section, go all to pieces in another, be made to lit the country's four cli-
You didn't know it was merely a nlajes-
miction of r,W,-ven the paint ."ve ."f, lcoU'. ,ima,Iic
, ,. 1 aint rightly adjusted climatically. In
maKcrs uia tioi realize u. colors, too, no paint can rival Lincoln
Vet it is b cause no paint has ever Climatic in richness and variety. Tht
the time-worn theory that one formula When the surface cf the wood or been climatically adjusted uhi7 noiv in formula is on every can. It is honest
is good enough for the whole country iron expands under the heat of the sun Lincoln Climatic Paint that one man P31"'- The ilealrr knows what he if
nn tti i.- .-.I i. .i :.. . .1-- ..i sellinff. You know what you're buvinor.
But the fact that four hinds of is a one-climae country-the chances s too much zinc in tho paint for the by one brand of paint, while another c,ima,c P,,i mixeVand gVound bVa!
int were needed in this country are just three to one against you that relative dryness of the climate. j another part would well swear chineryil you want paint that will
ernmcnta! and otherwise, although
we show here the first climatic
map of this country ever published.
In the more moist climates there Pat
should be a larger proportion of to mcet the four different climatic you won't get a paint that will wear
endure.
sine in the paint. In dry climates conditions is our discovery.
your climate if you use any other
Climate always has been paint's there should be a larger propor- A discovery that has led us to ,Mn -ncom Uimatic laint.
worst enemy." tion of lead.
. In so far as paint is concerned The hardness
A Book For You
of
zmc cotin-
originate Lincoln Climatic Taint
made on four separate formulas
flimate means humidity or how teracts the softening effect of to fit the four climates. A dis-
iry or how damp is the atmosphere.
Heretofore all American manu
facturers have made their paint just
tht same for all parts of this country.
makes the paint covery that has solved a nation
wide problem.
Lincoln Climatic Paint simplifies the
paint question. It is easy now for you
to select just the 1 ight paint for your
own locality. 1
moisture and
endure.
Zinc is used in paint for the
purpose of hardening or temper
ing the softness of the lead but
Too much white lead in paint used at
in a damp climate makes a paint coat- HqW couid one formula for paint
ing that will not wear. fvcr i,ave been considered sufficient for
The linseed oil is soon destroyed and tl is entire con try? A country in y i,avr prepared a Cook for you,
leaves the lead loose on the surface which men in different sections wear teilinc; all about I incoln Climatic Paint!
to be rubbed off. straw hats and ulsters at identical We'll'be glad to send it to vou FREe
This is Chalking: The dampness ac- times. ' . ith the name of our dealer nearest
tiially turns the paint into a lead clieilk. Yet for years paint makers have gore you. Kindly mail coupon today.
ao doubt you have, seen paint per- blindly on. Ourselves, we formerly
form in these wavs and never tinder- manufactured paint exclusi'.elv for the
solutely certain of selecting the rightly stood. wh Even. the paint makers riidd,e westfr" tection. , You will see
vy hk iniijj iiiai us c uniaie la r.iruiuni.
Our paint always was riubt Jor the
Doubtless you have seen with your climate in which it was sold.
With such odds aar.inst you, it is like
ly you'll get the wrong paint and find
it out after you've paid the bill when
your money is wasted.
With Lincoln Climatic Paint mixed
by machinery you can always be oft-
adjusted formula the paint prepared couldn't fathom it.
for the exact weather conditions h
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Lincoln Paint and Color Col,
rapt. 38, Lincoln, Vabraika.
fiend mo at once your FREK BOOK
nnd name nl the ncareot dealer la Lincoln Z
Climatic Faint. I
Address Department S8
Factoriaai Lincoln. Notx, aund DaJL&a, T
LiEicofai Paint airad Color Compamiy
Kama '
A Lincoln Climatic Paint Dealer Is Near You
Lincoln. Nebraska
Copyright 1910 hr Lincoln Paint and Color Co.
Street.
Town .
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