“How a luxury car should move you.”

During the 1980s, Ford’s “Lincoln” brand used an assortment of various Futuras (and derivatives) and Avant Garde.

In the examples from around 1986 shown here, the unusually high x-height is the dead giveaway that this isn’t the original Futura by Paul Renner. Futura Maxi by Photo-Lettering and neo-Mini Futura by Headliners are two derivatives with such a raised waistline. Judging from the finer details, it’s neither of those, though. It’s also pretty close to Century Gothic, but that typeface isn’t a perfect match either. Also, it wasn’t released until 1990. Chances are we’re looking at yet another such variant, possibly a custom creation made for and exclusive to Ford. For the time being, Futura is tagged.

This Futura variant was used for several print advertising campaigns, and the 1987 Lincoln full-line catalog.

“How a luxury car should behave.”

“How a luxury car should behave.”

“How a luxury car should look.”

“What a luxury car should be.” – catalog cover

Posters made in 1968 by art director/designer Bernie Zlotnick at Young & Rubicam for the Advertising Council as part of a campaign for the Peace Corps, a United States government agency and program dedicated to training and deploying volunteers to provide international development assistance. Copywriting by Mort Redner. Photo by legendary George Lois-era Esquire photographer Carl Fischer.

The poster shown above may have been one of the original uses of ITC Bernase Roman (my theory: Bernie Zlotnick + Tom Carnase). Adverts with Bernase Roman appeared in magazines in January 1969, February 1969, and March 1969.

An earlier version used Railroad Gothic, see further below. Adverts with Railroad Gothic can be found in magazines from December 1968 and January 1969.

Detail

Landscape version (11″×28″) dated 10/68 featuring Railroad Gothic and Romana

Poster with Railroad Gothic and Young & Rubicam credit line

Print ad with Railroad Gothic