“Falcon will fly” ad by Mergenthaler Linotype (1962)

Ad for Falcon, a typeface by William Addison Dwiggins (1880–1956), in Communication Arts, June 1962.

falcon will fly

Falcon is a soaring new body face. No need to speak of its obvious glories—you’re looking at them (in ten point). Now fix your eye on the excellent italic: FALCON will fly. Ever see a finer machine-face italic? Neither have the readers of those award winners you’ve got tucked away in your mind. Next one that comes to reality, call your type shop. Specify Falcon. Accept no substitutes. Falcon comes in six to twelve point. There is a splendid complement of accents, ligatures and long descenders. Fly with Falcon.

Falcon was conceived in the late 1930s as a “sharp finished oldstyle”, initially under the working title named Cambridge, and developed in the 1940s. It was released posthumously in 1961, with oldstyle figures and roman small caps. See Bruce Kennett’s 2017 talk about WAD’s Linotype releases for more information.

The Mergenthaler logo appears to be based on Trade Gothic Bold.