Job:03171 Title:Typography Referenced (Rockport)
Page: 180
ABCDEFGHIJK LMNOPQRSTUVWXYZ
abc defghijklmnopqrstuvwxyz
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180
Typography, Referenced
Text
Job:03171 Title:Typography Referenced (Rockport)
Page: 180
Background Traits
As director of type development for Mergenthaler-Linotype
in the United States, Jackson Burke designed some of the fi rst
iterations of Trade Gothic in , and then developed alter-
nate weights and styles until . Unlike other sans serifs, it
lacks unifying characteristics across the family.
Trade Gothic has narrower letterforms than other sans serifs,
and this allows more text to be set across a measure. Like its
cousin News Gothic (), Trade Gothic has a staggered joint
where the arm of the K meets the leg. And the lower portion of
its c juts out slightly in front of the top terminal. Trade Gothic
has been used in advertising and, more recently, website
design along with serif text fonts, marrying classic with con-
temporary. The family isn’t as unifi ed as other Grotesques (),
and many of the diff erences between weight and width seem to
make the font appealing to designers.
Trade Gothic
YEAR
ORIGINAL DESIGNERS
Jackson Burke
CLASS
Grotesque
A designer’s job will become
even more challenging as
the quantity of information
and noise increases during
the twenty-fi rst century.
Those who possess a broad
typographic understanding will
best meet the communicative
and creative challenge,
especially during a time when
people know the di erence
between one font and
another—and which ones read
better or worse with software’s
default 120-percent leading.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
The quick brown fox jumped over the lazy dog.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
The quick brown fox jumped over the lazy dog.
ABCDEFGHIJKLMNOPQRSTUVWXYZ 1234567890
abcdefghijklmnopqrstuvwxyz
The quick brown fox jumped over the lazy dog.
SELECTED TRADE GOTHIC ALPHABETS
Top to bottom: -point Trade Gothic Next Pro regular, italic, and bold
EXAMPLE
-point Trade Gothic Next Pro
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