Fortune (April 1966)

In this issue, containing 136 full- or double-page ads, the battle of roman vs. sans-serif types continues, with accounts being squared in the use of text types. There were 66 ads with 8 different sans-serif types, and 66 ads with 16 different romans. The nod went to the sans-serifs for display purposes, however, in which there were 13 styles used for 69 ads, with 22 different romans in 50 ads.

From the start it was apparent that there was going to be a greater variety of types used than in the issue which was reviewed in December, 1964. Each of the first 14 advertisements contained a different display type. In the entire issue, 50 different types were used for both display and text composition, as opposed to 39 types in the 1964 copy. No unusual trend in type use was noticeable in this business periodical. The only types turned up which have not yet been recorded in “Scoreboard” were the old-timer, John Hancock, and Hermann Zapf’s Kompact.

Display Types

CLASSIFICATIONTYPEFACECOUNT
OldstyleBookman1
OldstyleCaslon4
OldstyleCentury Oldstyle1
OldstyleGaramond1
OldstyleGoudy Oldstyle2
OldstylePalatino1
TransitionalBaskerville1
TransitionalCaledonia1
TransitionalCentury Expanded1
TransitionalCentury Bold5
TransitionalCentury Nova2
TransitionalCheltenham2
TransitionalColumbia1
TransitionalHand or Photolettering1
TransitionalMelior5
TransitionalPerpetua1
TransitionalTimes Roman14
TransitionalWhitehall1
ModernBernhard Modern1
ModernBodoni1
ModernHand or Photolettering2
ModernModern No. 201
Sans SerifFutura5
Sans SerifOptima4
Sans Serif (Gothic)Alternate Gothic3
Sans Serif (Gothic)Aurora3
Sans Serif (Gothic)Eurostile1
Sans Serif (Gothic)Folio8
Sans Serif (Gothic)Franklin Gothic14
Sans Serif (Gothic)Hand or Photolettering7
Sans Serif (Gothic)Helvetica3
Sans Serif (Gothic)News Gothic5
Sans Serif (Gothic)Standard5
Sans Serif (Gothic)Univers10
Sans Serif (Gothic)Venus1
Square SerifClarendon9
Square SerifConsort1
Square SerifFortune2
Square SerifJohn Hancock1
Square SerifHand or Photolettering1
Square SerifWhitin Black1
ScriptHand or Photolettering1
DecorativeBrittanic1
DecorativeCooper Black1
DecorativeKompact1
DecorativeUltra Bodoni1
DecorativeWindsor1

Text Types

CLASSIFICATIONTYPEFACECOUNT
OldstyleBookman1
OldstyleCaslon4
OldstyleCentury Oldstyle1
OldstyleCloister1
OldstyleGaramond2
OldstyleGoudy Oldstyle1
OldstylePalatino1
TransitionalBaskerville2
TransitionalCaledonia3
TransitionalCentury Bold3
TransitionalCentury Expanded14
TransitionalCentury Schoolbook3
TransitionalFairfield1
TransitionalMelior8
TransitionalTimes Roman17
TransitionalWhitehall1
ModernBodoni11
Sans SerifFutura5
Sans SerifOptima7
Sans Serif (Gothic)Folio3
Sans Serif (Gothic)Franklin Gothic2
Sans Serif (Gothic)Helvetica6
Sans Serif (Gothic)News Gothic22
Sans Serif (Gothic)Standard6
Sans Serif (Gothic)Univers15

This article first appeared in the “Typographic Scoreboard” column of the June 1966 issue of The Inland Printer.

 

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