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Comes from 1974 National Geographic magazine. Thanks for your help.
It's a typeface by Hal Fiedler, developed for Photo-Lettering, Inc.
Not sure what it's called exactly, but it can be found in one of Photo-Lettering's Alphabet Thesauruses. No digital version exists.
The closest digital types are Fielder Gothic and California Grotesk Medium. Both can be found at myfonts.com.
Thank you very much Joe!