The sans-serifs collect all the honors, both in text and display, in the big year-end issue.

There were 109 full-page advertisements to analyze in this big year-end issue, and the sans-serifs appear to have collected all the honors, in both the text and display categories. For text composition, five different sans-serifs were used in 53 ads, while the roman types were utilized for 49 ads, with 17 different faces. Two of the sans-serifs, News Gothic and Standard, really carried the ball for their group, appearing in 47 of the 53 ads which featured sans-serif types.

In the display column, 18 sans-serifs were selected for 65 ads, and 18 roman types were used in 35 ads. Franklin Gothic and Standard received the most use, while a couple of the newer European imports, Narrow Grotesque and Anzeigen Grotesk, turned up. The old American gothic, Charter Oak, a product of the Keystone Type Foundry, also put in an appearance. In the Decorative listing, the most unique type was Kismet, a 19th-century type from the Boston Type Foundry.

Display Types

Text Types

This article first appeared in the “Typographic Scoreboard” column of the March 1965 issue of The Inland Printer.