Alternate Gothic was designed by Morris Fuller Benton for the American Type Founders Company in 1903. Benton is the designer of a number of classic typefaces and other famous sans serif designs from his pen include Franklin Gothic and News Gothic. Alternate Gothic is a typical American sans serif, modelling itself more on the antiqua style than its European cousins, which display a more geometric design. All three weights of Alternate Gothic are extremely narrow. It is therefore a good choice when large amounts of text have to be fit into small spaces. The strong, angular forms of its figures give it a robust image and a modern, cool character.
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