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Photo-Lettering ITC Benguiat ad

Contributed by Stephen Coles on Jul 27th, 2016. Artwork published in
March 1978
    Photo-Lettering ITC Benguiat ad
    Source: © U&lc. License: All Rights Reserved.

    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.

    3 Comments on “Photo-Lettering ITC Benguiat ad”

    1. ITC Benguiat, ligs and all, as it was first shown in U&lc, Dec. 1977 [PDF].

    2. Ed Benguiat says:
      May 16th, 2019 11:50 am

      When I designed this font I was not thinking “Art Nouveau” style. My thought was  just to create a beautiful font that would fit the need for a highly readable serifed font. So far since its 1978 introduction it’s considered a typographic mainstay and not considered as an Art Nouveau style font at all.

    3. Alejandro Epifanio says:
      Oct 22nd, 2020 6:25 pm

      Thank you for your insight into your own work and the distinguished contributions to this field. Rest in Peace Mr. Benguiat.

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