That seems to be a version of an old film type called "Zelda", shown in the Dover book "Moderne Alphabets" by Dan X. Solo. In the book it is shown as two-color lettering, with one part dark and the other light.

- Mike Yanega

Actually, the original name is "Zelek". "Zelda" is probably one of those "similar to" fonts.

Where did you find that Mark? We only have three letters here, and Zelda matches them exactly. I know Solo sometimes renamed typefaces.

- Mike Yanega

I have a Mecanorma catalog from the early '70s where it is called Zelek Black. Bronislaw Zelek is credited as its designer. There were also some related fonts, Zelek Shadline, Zelek Bold, and Zelek Boldline. There is also another face he did called New Zelek that pops up here now and then.

Solo probably didn't rename it. "Zelda" probably came from a pirate source, which was quite common if you look through catalogs from back in the film font days, even from major typesetting houses.

I think, it's all explained here:
http://www.spd.org/2009/03/new-work-wired-uk.php

I guess they're using the term "Letraset" generically, as in "rub down type". Letraset never carried Zelek, only Mecanorma as far as I know. The only difference I can see is that the lines dividing the shapes in the letters are thicker than in the original.

Hi, I redrew this typeface for Wired UK, I found it in an old Typaedia catalogue although it was named 'Zoro', I couldn't find a digital version and I didn't know who originally created it. Great to find out it was Bronislaw Zelek, thanks Mark.

Regards
Simon