T is for Trade Gothic


Trade Gothic is a sans serif typeface designed by Jackson Burke. It was a work in progress from 1948 to 1960, by which time Burke had come up with fourteen style and weight combinations, including the very stylish Trade Gothic Extended. Trade Gothic has narrower letterforms than many other sans serif typefaces, allowing more text to be set across a measure, and while it is generally considered to lack unity as a family, it retains popularity because it works so well in combination with roman text fonts. One unusual feature is that, in some digital versions, the default bold weight is more condensed that the regular weight, which is opposite to normal.