Trade Gothic (Jackson Burke, 1948)

A few hours ago, my boss asked me to test a design using the Trade Gothic typeface. As I tried it out, I remembered how, several years ago, when I first started my career as a designer, I was completely obsessed with this typeface – I used it whenever I possibly could. I even did a university project dedicated entirely to it.

I think every designer has been through something like this… that obsession with a particular typeface. Each one, when used obsessively, can almost define emotional or personal stages in someone’s life.

As I mentioned earlier, I became obsessed with Trade Gothic because it’s a typeface where you can still feel the human touch, even in its later digital versions. A typeface with an old soul but a young heart.

I always felt that Trade Gothic captured the kind of designer – and person – I’d like to be: simple, versatile and imperfect.