Stieglitz was determined from the start that "Camera Work" would be the finest publication of its day. He asked Edward Steichen to design the cover, a simple gray-green background with the magazine's title, acknowledgement of Stieglitz's editorial control and issue number and date in an Art Nouveau-style typeface created especially by Steichen for the journal. Even the advertisements at the back of each issue were creatively designed and presented, often by Stieglitz himself. Eastman Kodak took the back cover of almost every issue, and at Stieglitz's insistence they used the same typeface Steichen had designed for the cover.