Vogue (April 1964)

An interesting note is that this publication makes heavy use of types popular even 40 years ago.

This month, Scoreboard examined Vogue, long a favorite magazine for this department when edited by J. L. Frazier. In the 78 full-page ads, there were 15 different roman types used for display in 37 ads, while 10 sans-serifs turned up in 24 advertisements. In the text section, the battle of the romans vs. sans-serifs was even more heavily weighted with roman types. hi 43 ads, there were 20 different roman faces, against 7 sans-serifs being used in 31 ads.

It is interesting to note that in this fashionable periodical, 20 of the 28 text types have been in service more than 40 years, while in display, 15 of the 27 types listed were also being used in advertising more than 40 years ago.

Probably the most unusual type to turn up is Camelot Oldstyle, Fred Goudy’s first type, designed in 1896for the Dickinson Type Foundry of Boston, Mass. Goudy received $10 for the design, and on the strength of such an honorarium became a type designer1

Display Types

CLASSIFICATIONTYPEFACECOUNT
OldstyleCaslon3
OldstyleGaramond3
OldstyleHand or Photolettering1
TransitionalBaskerville3
TransitionalCentury4
TransitionalCheltenham3
TransitionalHand or Photolettering1
TransitionalMelior1
TransitionalBernhard Modern1
TransitionalBodoni9
TransitionalBulmer1
TransitionalCraw Modern1
TransitionalHand or Photolettering3
TransitionalTorino1
TransitionalUltra Bodoni2
Sans SerifFutura4
Sans SerifHand or Photolettering1
Sans SerifOptima3
Sans Serif (Gothic)Aurora1
Sans Serif (Gothic)Folio1
Sans Serif (Gothic)Franklin Gothic5
Sans Serif (Gothic)News Gothic1
Sans Serif (Gothic)Standard4
Sans Serif (Gothic)Univers1
Sans Serif (Gothic)Venus3
Square SerifClarendon1
Square SerifContact1
ScriptBank Script2
ScriptHand or Photolettering4
ScriptPark Avenue1
DisplayCooper Black1
DisplayFutura Black1
DisplayHand or Photolettering2

Text Types

CLASSIFICATIONTYPEFACECOUNT
OldstyleBookman1
OldstyleCamelot Oldstyle1
OldstyleCaslon4
OldstyleCloister1
OldstyleGaramond4
OldstyleGoudy Oldstyle1
OldstylePalatino1
OldstyleWeiss1
TransitionalBaskerville4
TransitionalCaledonia1
TransitionalCentury2
TransitionalCentury Expanded6
TransitionalCheltenham3
TransitionalDeVinne1
TransitionalMelior1
ModernBernhard Modern1
ModernBodoni7
ModernCraw Modern1
ModernModern No. 11
ModernTorino1
Sans SerifFutura4
Sans SerifOptima5
Sans Serif (Gothic)Grotesque Light1
Sans Serif (Gothic)News Gothic12
Sans Serif (Gothic)Standard7
Sans Serif (Gothic)Univers1
Sans Serif (Gothic)Venus1
Square SerifTypewriter1
ScriptHand or Photolettering1

This article first appeared in the “Typographic Scoreboard” column of the September 1964 issue of The Inland Printer.

Leave a Reply