All-caps open sans with horizontal contrast and NE shadow first shown by Photo-Lettering in 1971. [PLINC 1971] Designed by Michael Doret in 1966 for a Cooper Union class assignment under Robert Haas. “The standard royalty Photo‑Lettering paid was one dollar for every word clients ordered. When Photo-Lettering shut its doors in 1990 I’d earned a tidy profit of $12.” [Doret]