Type Specimen Posters (Early Work)

Avant Garde lineale geometric

ITC FOUNDRY

The Avant Garde typeface came to life when Herb Lubalin devised logo concept and companion headline for Avant Garde magazine. Together with his partner, Tom Carnase, Lubalin worked to transform idea into full typeface. Carnase drew the alphabet based on Lubalin’s sketches.

Avant Garde was one ITC’s first typeface families and continues to be one of the most popular. ITC later released an OpenType version featuring the original 33 alternate characters, ligatures, as well as extra characters. The new realease included additional cap and lowercase alternates, new ligatures, and unicast glyphs.

Avant Garde is used for the corporate logo of Adidas and is one of main typefaces in Sony’s corporate marketing programs.

Gothic Pro

Weight: Book A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 . , ? ! ; : ’ ” @ # $ % ^ & * ( ) [ ] { } / \ | - _ ~ ` + =

Weight: Medium A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 . , ? ! ; : ’ ” @ # $ % ^ & * ( ) [ ] { } / \ | - _ ~ ` + =

Weight: Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 . , ? ! ; : ’ ” @ # $ % ^ & * ( ) [ ] { } / \ | - _ ~ ` + =

AfgxbkQo

Typography needs to be audible

Opt ima lineale humanist

LINOTYPE FOUNDRY

Optima, designed by Herman Zapf, was inspired by a Roman gravestone he stumbled upon 1950. The letters lacked the serifs usually present on gravestones. Struck with inspiration, Zapf drew the inital sketches for the Optima typeface on the only paper he had available: a 1,000 lira bank note. While display sizes of Optima were made available for metal type in 1952, the complete set of display and text sizes did not become available for handset metal type until 1958.

Optima, with its wide, full-bodied characters, is especially notable for its flared terminals. The curves and straight lines in the typeface vary minutely and create a sense of grace, while staying clear and legible to the eye.

The Vietnam Veteren’s Memorial in Washington, D.C. proudly displays the names of fallen soldiers in Optima.

Weight: Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 . , ? ! ; : ’ ” @ # $ % ^ & * ( ) [ ] { } / \ | - _ ~ ` + =

Weight: Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 . , ? ! ; : ’ ” @ # $ % ^ & * ( ) [ ] { } / \ | - _ ~ ` + =

Weight: ExtraBlack A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 . , ? ! ; : ’ ” @ # $ % ^ & * ( ) [ ] { } / \ | - _ ~ ` + =

AfgxbkQo

Typography needs to be felt

Trade Gothic lineale grotesque

LINOTYPE FOUNDRY

Jackson Burke designed the original Trade Gothic in 1948. The typeface was Linotype’s response to News Gothic and was seen as a formidable competitor to Helvetica. Over the course of 12 years, Burke expanded the family by designing additional weights and styles.

Akira Kobayashi modernized Trade Gothic in 2009 and released Trade Gothic Next, which has refined terminals, stroke endings, spacing, and kerning. Kobayashi added compressed widths and heavier weights. Trade Gothic Next’s Regular weight was made to appear more robust when set in text size. There is not a clear unifying structure across the font family; however, this dissonance adds an earthy, naturalism to its appeal.

Trade Gothic is commonly seen in newspaper headlines, advertisements, and assorted multimedia.

Next

Weight: Light A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 . , ? ! ; : ’ ” @ # $ % ^ & * ( ) [ ] { } / \ | - _ ~ ` + = Weight: Regular A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 . , ? ! ; : ’ ” @ # $ % ^ & * ( ) [ ] { } / \ | - _ ~ ` + = Weight: Bold A B C D E F G H I J K L M N O P Q R S T U V W X Y Z a b c d e f g h i j k l m n o p q r s t u v w x y z 1 2 3 4 5 6 7 8 9 0 . , ? ! ; : ’ ” @ # $ % ^ & * ( ) [ ] { } / \ | - _ ~ ` + =

AfgxbkQo

Typography needs to be experienced