The 1974–1975 North Face Catalog
Source: www.instagram.com Outdoor Recreation Archive, Utah State University. License: All Rights Reserved.
Founded in 1968 in San Francisco, The North Face is an American outdoor recreation products company producing outdoor clothing, footwear, and related equipment. Their catalog for 1974–1975 uses Bullion Shadow.
Bullio was designed by Tony Geddes and issued by Face Photosetting in three all-caps styles. The Shadow style was adopted by Letraset by 1971. As their dry transfer sheets didn’t include proper hyphens or dashes, the designer repurposed a diaeresis (¨), of which there were plenty. Alternatively, they could have used a rotated pipe (|), but that would have been rather wide and also exhibited a different shadow direction.
A sheet of 60pt Bullion Shaded as issued in Letraset’s Letragraphica range as LG 518
