Kern Your Enthusiasm (14)
By: Tony Leone | Categories: Codebreaking, Spectacles

Trade Gothic Bold Cond 20

One of 25 installments in a series of posts analyzing and celebrating a few of our favorite (and least favorite) typefaces.

TRADE GOTHIC BOLD CONDENSED NO. 20 | JACKSON BURKE | 1948–1960

Every designer has their go-to typeface. When the deadline is looming and there’s no time to meddle with font searches or type studies, my go-to is Trade Gothic Bold Condensed No. 20. I use it less frequently than I used to, these days, but it still makes an appearance during the type study phase of most projects. Like a trusted friend, No. 20 will always be there to help carry the day.

The sans serif typeface Trade Gothic was designed in 1948 by Jackson Burke, who continued to work on it for years. Not as rigidly refined as later (1950s) counterparts like Univers and Helvetica, Trade is slightly more human. Not that it’s a “humanist” face by any means, but it has a bit of wabi-sabi to it. Trade is airy in its spacing — especially when set as text — which gives it its pleasing character. Of all the weights and styles of Trade, Bold Condensed No. 20 is Burke’s crowning achievement. My assistant Matt says that Trade Gothic Bold Condensed No. 20 is “unbiased and honest.” It’s one of his favorites too — that’s one of the reasons he’s working with me.

You might say that Helvetica is unbiased, too. But that face’s overuse, by everyone from Crate & Barrel to Target to Vignelli’s National Parks maps, has revealed a certain characterlessness; Helvetica lacks transformative power. Trade No. 20 is unbiased in the sense that it has the ability to transform set text not just into information, but into statements. It’s a typeface for heroes and wise-asses alike. It plays well with others — that is, it combines nicely with more extravagant or decadent faces and can serve as a workhorse option with other sans serifs. Its versatility is wide ranging: I’ve used it in a cookbook by Melissa Gray (All Cakes Considered); a colleague has used it in an elegant catalog for an art exhibit about war stories; and on Charles Street here in Boston you can see a couple of broadsides three stories tall commemorating fallen firefighters — they’re set in Trade No. 20, too. Have I mentioned that Trade No. 20 works best real big, set in all caps?

Need to advertise the latest and greatest sofa? Go for Helvetica. Want to say something? Reach for Trade No. 20.

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2014: KERN YOUR ENTHUSIASM (typefaces): Matthew Battles on ALDINE ITALIC | Adam McGovern on DATA 70 | Sherri Wasserman on TORONTO SUBWAY | Sarah Werner on JOHNSTON’S “HAMLET” | Douglas Wolk on TODD KLONE | Mark Kingwell on GILL SANS | Joe Alterio on AKZIDENZ-GROTESK | Suzanne Fischer on CALIFORNIA BRAILLE | Gary Panter on SHE’S NOT THERE | Deb Chachra on FAUX DEVANAGARI | Peggy Nelson on FUTURA | Tom Nealon on JENSON’S ROMAN | Rob Walker on SAVANNAH SIGN | Tony Leone on TRADE GOTHIC BOLD CONDENSED NO. 20 | Chika Azuma on KUMON WORKSHEET | Chris Spurgeon on ELECTRONIC DISPLAY | Amanda French on DIPLOMA REGULAR | Steve Price on SCREAM QUEEN | Alissa Walker on CHICAGO | Helene Silverman on CHINESE SHIPPING BOX | Tim Spencer on SHATTER | Jessamyn West on COMIC SANS | Whitney Trettien on WILKINS’S REAL CHARACTER | Cintra Wilson on HERMÈS vs. HOTDOG | Jacob Covey on GOTHAM.

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2013: HERC YOUR ENTHUSIASM (old-school hip hop tracks): Luc Sante on “Spoonin’ Rap” | Dallas Penn on “Rapper’s Delight” | Werner Von Wallenrod on “Rappin’ Blow” | DJ Frane on “The Incredible Fulk” | Paul Devlin on “The Adventures of Super Rhyme” | Phil Dyess-Nugent on “That’s the Joint” | Adam McGovern on “Freedom” | David Abrams on “Rapture” | Andrew Hultkrans on “The New Rap Language” | Tim Carmody on “Jazzy Sensation (Bronx Version)” | Drew Huge on “Can I Get a Soul Clap” | Oliver Wang on “The Adventures of Grandmaster Flash on the Wheels of Steel” | Douglas Wolk on “Making Cash Money” | Adrienne Crew on “The Message” | Dart Adams on “Pak Jam” | Alex Belth on “Buffalo Gals” | Joshua Glenn on “Ya Mama” | Phil Freeman on “No Sell Out” | Nate Patrin on “Death Mix Live, Pt. 2″ | Brian Berger on “White Lines (Don’t Do It)” | Cosmo Baker on “Here We Go (Live at the Funhouse)” | Colleen Werthmann on “Rockit” | Roy Christopher on “The Coldest Rap” | Dan Reines on “The Dream Team is in the House” | Franklin Bruno on The Lockers.

2012: KIRK YOUR ENTHUSIASM (Captain Kirk scenes): Dafna Pleban: Justice or vengeance? | Mark Kingwell : Kirk teaches his drill thrall to kiss | Nick Abadzis: “KHAAAAAN!” | Stephen Burt: “No kill I” | Greg Rowland: Kirk browbeats NOMAD | Zack Handlen: Kirk’s eulogy for Spock| Peggy Nelson: The joke is on Kirk | Kevin Church: Kirk vs. Decker | Enrique Ramirez: Good Kirk vs. Evil Kirk | Adam McGovern: Captain Camelot | Flourish Klink: Koon-ut-kal-if-fee | David Smay: Federation exceptionalism | Amanda LaPergola: Wizard fight | Steve Schneider: A million things you can’t have | Joshua Glenn: Debating in a vacuum | Kelly Jean Fitzsimmons: Klingon diplomacy | Trav S.D.: “We… the PEOPLE” | Matthew Battles: Brinksmanship on the brink | Annie Nocenti: Captain Smirk | Ian W. Hill: Sisko meets Kirk | Gabby Nicasio: Noninterference policy | Peter Bebergal: Kirk’s countdown | Matt Glaser: Kirk’s ghost | Joe Alterio: Watching Kirk vs. Gorn | Annalee Newitz: How Spock wins

2011: KIRB YOUR ENTHUSIASM (Jack Kirby panels): Douglas Rushkoff on THE ETERNALS | John Hilgart on BLACK MAGIC | Gary Panter on DEMON | Dan Nadel on OMAC | Deb Chachra on CAPTAIN AMERICA | Mark Frauenfelder on KAMANDI | Jason Grote on MACHINE MAN | Ben Greenman on SANDMAN | Annie Nocenti on THE X-MEN | Greg Rowland on THE FANTASTIC FOUR | Joshua Glenn on TALES TO ASTONISH | Lynn Peril on YOUNG LOVE | Jim Shepard on STRANGE TALES | David Smay on MISTER MIRACLE | Joe Alterio on BLACK PANTHER | Sean Howe on THOR | Mark Newgarden on JIMMY OLSEN | Dean Haspiel on DEVIL DINOSAUR | Matthew Specktor on THE AVENGERS | Terese Svoboda on TALES OF SUSPENSE | Matthew Wells on THE NEW GODS | Toni Schlesinger on REAL CLUE | Josh Kramer on THE FOREVER PEOPLE | Glen David Gold on JOURNEY INTO MYSTERY | Douglas Wolk on 2001: A SPACE ODYSSEY | MORE EXEGETICAL COMMENTARIES: Joshua Glenn on Kirby’s Radium Age Sci-Fi Influences | Chris Lanier on Kirby vs. Kubrick | Scott Edelman recalls when the FF walked among us | Adam McGovern is haunted by a panel from THE NEW GODS | Matt Seneca studies the sensuality of Kirby’s women | Btoom! Rob Steibel settles the Jack Kirby vs. Stan Lee question | Galactus Lives! Rob Steibel analyzes a single Kirby panel in six posts | Danny Fingeroth figgers out The Thing | Adam McGovern on four decades (so far) of Kirby’s “Fourth World” mythos | Jack Kirby: Anti-Fascist Pipe Smoker

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Tony Leone has designed brand identity and communications for clients ranging from consumer electronics brands to departments at MIT and Harvard. Tony and HiLobrow's Joshua Glenn have collaborated on award-winning projects — including HERMENAUT, the RADIUM AGE SCIENCE FICTION SERIES, and the family activities book UNBORED — for over 15 years now.