That 70s Font
November 4, 2007 5:43 PM

Help me identify this cool 1970s advertising font!

This font was popular in the 1970s in a lot of print advertising. My local newspaper used it for all its section heads in the late 70s through the 1980s. Identifont and WhatTheFont both fail me.

http://generalcritic.com/wp-content/uploads/2007/11/bingo.JPG
posted by evilcolonel to Media & Arts (5 answers total) 6 users marked this as a favorite
Looks like Bookman Swash Italic.
posted by tepidmonkey at 5:57 PM on November 4, 2007


Specifically, the original ATF version from 1906. Unfortunately this exact typeface has never been digitized, so if you want to use it yourself you’ll have to settle for ITC’s version. See this thread at Typophile.
posted by tepidmonkey at 6:05 PM on November 4, 2007


Sorry, the ITC link should go here.
posted by tepidmonkey at 6:05 PM on November 4, 2007


That font is extremely evocative of the late 70s/early 80s. The fact that the original version hasn't been digitized really cements the font in that time period, as designers basically can't use it now without laboriously tracing it themselves.
posted by zsazsa at 6:14 PM on November 4, 2007


Like the thread says, historically significant. Thanks tepidmonkey!
posted by evilcolonel at 6:24 PM on November 4, 2007


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