(x) Serif face in Herb Lubalin book - Jenson (pre-digital) {Mark S}

belleisle's picture

Was looking for a less 'florishy' version of Italia when I saw this...
Found in the Herb Lubalin 'Art Director....' book, so its most probably an ITC font?

I do know it, but not at the moment!... think the lower case 'y' and 'e' are the key.

I promise to stay behind after class and write out the answer hundred times.

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belleisle's picture

Another example

belleisle's picture

Still no takers on this one?

brett jordan's picture

It's ATF Jenson. I remember it from old Letraset catalogues. It is the ancestor of Italia, Colin Brignall redrew the ATF Jenson series for Letraset in 1977.

Mark Simonson's picture

It was just called Jenson. There were five weights going from Light to Black and Letraset had only Medium and Extra Bold. It seems to have originated in the Seventies, but I don't know who designed it. The Letraset catalog is mum on the subject (usually they give credit). I'm pretty sure it's not related to ATF Jenson.

bojev's picture

Mark is correct - Jenson in 1928 ATF Specimen Book looks nothing like the Letraset Jenson. My 1986 Letraset Catalog lists no designer and only medium and extra bold weights. Has it been digitized? - That is the question?

Mark Simonson's picture

I wouldn't call it Letraset Jenson as it didn't originate with them (they only have two weights, remember?). It looks a bit like something Les Usherwood may have done, but if that were the case, I think Letraset would have given credit as they did with his other designs.

Mark Simonson's picture

Headliners had a very similar (identical?) font called neo-Jenson which may be where it originated. It's difficult to tell with them whether a font is their original design or their version of an existing design since they added the "neo-" prefix onto both.

Mark Simonson's picture

Photo-Lettering Inc. also had it, and this is most likely the shop that set the type for Lubalin.

bojev's picture

Another font along the same lines is Bramley - a font I used several times on projects back in the 80s.

brett jordan's picture

I wonder if it was Freda Sack... a Google search unearthed the following...

"British designer Freda Sack was born in London in 1951 and gained a diploma in graphic design and typography from the Maidstone College of Art. Her first job, in 1972, was with Letraset International where she worked as a photographic retoucher, later moving into their type studio. Under the supervision of Bob Newman she learnt the skills of drawing type and stencil cutting, and began to design headline faces. She became involved in producing artwork for the Letraset instant lettering dry transfer sheets, and trained junior designers."

and she has since designed Jenson Old Style bold condensed (with Colin Brignall, 1982)

wodyareckon?

Mark Simonson's picture

I don't think so. Jenson Old Style Bold Condensed was based on the ATF Jenson, whereas the mystery Jenson was not. Also, if she had done it for Letraset, why would they only offer two of the five weights? Finally, Letraset always gave credit in the designs they originated and included "© Letraset" with the credit, as they did with her Jenson Old Style Bold Condensed.

brett jordan's picture

Ah well, i will sink back into typographic agnosticism. Fun looking though.

Mark Simonson's picture

Don't be discouraged. This is an unusually difficult one, and having a common name (Jenson) attached to it doesn't help.

belleisle's picture

Its the lower case 'y' that I can't seem to match.
The only other that is close is Italia that I mentioned above.

Mark Simonson's picture

The mystery Jenson had two different designs for the 'y' including that one.

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