Esquire (September 1964)
Display types follow no particular trend; but romans dominate in text.
In this issue of Esquire, there are 62 full-page ads, with a strong emphasis on young men’s apparel. The display types used appear to follow no particular trend. Thirteen different romans were used in 28 ads, and 10 sans-serifs were selected for 23 ads. For text composition, as could be expected, the romans dominated, with 13 faces in 34 advertisements. Relatively few (6) sans-serif designs were utilized for 20 insertions.
It may be noted that for text composition, the Century series and Times Roman still retain their popularity, being called upon for 20 ads.
The old-timer which made a rare appearance is Della Robbia, first seen in 1903 as the first type designed by the great typographer T.M. Cleland for the Bruce Type Foundry. Since Mr. Cleland is still alive, and in his 84th year, perhaps he rates a royalty check for fathering a revival.
Display Types
| CLASSIFICATION | TYPEFACE | COUNT |
|---|---|---|
| Oldstyle | Caslon | 3 |
| Oldstyle | Cloister Old Style | 1 |
| Oldstyle | Della Robbia | 1 |
| Oldstyle | Garamond | 1 |
| Oldstyle | Goudy Bold | 1 |
| Oldstyle | Hand or Photolettering | 1 |
| Transitional | Baskerville | 1 |
| Transitional | Century Bold | 3 |
| Transitional | Century Schoolbook | 2 |
| Transitional | Hand or Photolettering | 1 |
| Transitional | Nicholas Cochin | 1 |
| Transitional | Perpetua | 1 |
| Transitional | Times Roman | 1 |
| Modern | Bodoni | 2 |
| Modern | Craw Modern | 4 |
| Modern | Hand or Photolettering | 4 |
| Sans Serif | Futura | 2 |
| Sans Serif | Futura Display | 1 |
| Sans Serif | Hand or Photolettering | 3 |
| Sans Serif | Kabel | 1 |
| Sans Serif (Gothic) | Alternate Gothic | 2 |
| Sans Serif (Gothic) | Franklin Gothic | 3 |
| Sans Serif (Gothic) | Hand or Photolettering | 1 |
| Sans Serif (Gothic) | Microgramma | 1 |
| Sans Serif (Gothic) | News Gothic | 1 |
| Sans Serif (Gothic) | Standard | 2 |
| Sans Serif (Gothic) | Univers | 3 |
| Sans Serif (Gothic) | Venus | 3 |
| Square Serif | Craw Clarendon | 2 |
| Square Serif | Egyptian Bold Condensed | 1 |
| Square Serif | Fortune | 1 |
| Decorative | Cooper Black | 2 |
| Decorative | Hand or Photolettering | 2 |
Text Types
| CLASSIFICATION | TYPEFACE | COUNT |
|---|---|---|
| Oldstyle | Bookman | 1 |
| Oldstyle | Caslon | 2 |
| Oldstyle | Cloister Old Style | 2 |
| Oldstyle | Garamond | 2 |
| Oldstyle | Goudy Bold | 1 |
| Oldstyle | Weiss | 1 |
| Transitional | Baskerville | 1 |
| Transitional | Century Expanded | 10 |
| Transitional | Century Oldstyle | 3 |
| Transitional | Century Schoolbook | 1 |
| Transitional | Perpetua | 1 |
| Transitional | Times Roman | 7 |
| Modern | Bodoni | 1 |
| Sans Serif | Futura | 2 |
| Sans Serif | Kabel | 1 |
| Sans Serif | Optima | 1 |
| Sans Serif (Gothic) | News Gothic | 10 |
| Sans Serif (Gothic) | Standard | 2 |
| Sans Serif (Gothic) | Venus | 4 |
This article first appeared in the “Typographic Scoreboard” column of the December 1964 issue of The Inland Printer.