Trade Gothic

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Trade Gothic
TradeGothic.png
Category Sans-serif
Designer(s) Jackson Burke
Foundry Linotype
Date created 1948

Trade Gothic is a sans-serif typeface first designed in 1948 by Jackson Burke (1908–1975), who continued to work on further style-weight combinations (eventually 14 in all) until 1960 while he was director of type development for Linotype in the USA. The family includes three weights and three widths.[1]

Trade Gothic does not display as much unifying family structure as many other sans-serif families (like Futura, Helvetica, Univers, ITC Avant Garde, Frutiger, Avenir, Akzidenz Grotesk, and Gotham), but this dissonance is typical of types which are — or seem to be — hand worked. It is often seen in combination in multimedia and advertising with Antiqua and/or roman text fonts, while the condensed versions are sometimes utilized for headlines.

Trade Gothic Next[edit]

Released in February 2009 by Linotype, it is a redesign by Akira Kobayashi. The most important change was to remove the inconsistencies found in the original family. Other reworked designs include terminals, stroke endings, the spacing, and the kerning.

The family includes 17 fonts in 4 weights and 3 widths, with the 4th (Light) weight only in widest width fonts, and complementary italic in all but Compressed width fonts. It supports ISO-Adobe 2, Adobe CE, Latin Extended characters. OpenType features include sub/superscript, proportional lining figures. The extended width from original Trade Gothic was not included.

Usage[edit]

Since 2008, Trade Gothic is one of the key elements of the visual identity of Amnesty International. Trade gothic is used both in the organization's logo and to typeset the body text of Amnesty's printed matter. The Arabic version of Amnesty's logo uses the Atrissi Al-Ghad font. Trade Gothic has also been heavily used in the Rapha cycling wear branding.

Vice often uses Trade Gothic along with Hector Rounded.[2]

References[edit]

  1. ^ Tselentis, Jason; Haley, Allan; Poulin, Richard; Tony Seddon, Gerry Leonidas, Ina Saltz, Kathryn Henderson, Tyler Alterman (2012-02-01). Typography, Referenced: A Comprehensive Visual Guide to the Language, History, and Practice of Typography. Rockport Publishers. p. 180. ISBN 9781592537020. Retrieved 4 December 2012. 
  2. ^ 3EIGE and Vice staff (November 30, 2004). "The Vice A to Z of Design". Vice Media. Retrieved March 25, 2014.