This PLINC ad in U&lc, Vol. 5, No. 1, March 1978 is among the first appearances of ITC Benguiat designed a few months before. It shows ligatures (AB, AE, AH, AK, AR, LA, SS) or “logo letters” not found in the digital version. The ornamental border emphasizes the Art Nouveau roots of Ed Benguiat’s typeface. He may have been the designer of this ad.