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Type Style Finder by Timothy Samara

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Baby boomer type styles run the gamut from the neutral and professional-
looking—owing to the proliferation of corporations, the burgeoning “identity”
industry, the International Style of typography, and general social conformity—
to the remarkably quirky and stylized, created in large part by the advertising
industry to promote the exciting new consumer products and automobiles
flooding the market. In the former category, neutral faces such as Univers,
introduced by Monotype in 1958, exemplify the International Style’s goal
of systematizing and objectifying visual language across the world. In the
latter category, many typefaces are exaggerated script faces with angular,
geometric construction—rather than round and fluid. Squared curve forms,
angular and tapered strokes joined abruptly in quasi-italic or script presen-
tation, are common, as are cartoonish sans serifs that are exceptionally bold
and extended and show a disconnect between outer and inner contours, as
though the counters have been shifted out of their usual position. Some of
these faces combine upper- and lowercase characters in one set—a popular
stylistic conceit of the late 1950s and 1960s.
An unbridled optimism and an explosion of consumer culture inform
the styles of the period after the Great Depression and World War II
and on into the early 1960s. The beginnings of rock n’ roll, TV dinners,
and suburban living are evoked in a range of playful typefaces and a
cartoonlike palette of colors.
Poster top, and detail, bottom
Johnny V. Design
Johnny Vitorovich
Alexandria [VA] USA
Baby
Boomer
Time
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Context
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Slack Casual Medium
Stylized Sans Serif |
Extra Condensed |
Erratic Baseline |
Device
www.devicefonts.co.uk
rianhughes@aol.com
44 (0) 7979.602.272
Bello Script
Moderate Contrast | Bold
Weight | Moderate Slope |
Underware
www.underware.nl
info@underware.nl
31 (0) 70 42 78 117
P22 Daddy-O Hip
Stylized Serif | Pronounced
Contrast | Erratic Weight |
Erratic Posture |
P22 Type Foundry
www.p22.com
p22@p22.com
800.P22.5080
Bordello Bold
Modified Wedge Serif |
Uniform Bold Weight |
Erratic Posture |
Device
www.devicefonts.co.uk
rianhughes@aol.com
44 (0) 7979.602.272
P22 Sniplash
Stylized Sans Serif | Mixed
Case | Moderate Contrast |
Erratic Posture |
P22 Type Foundry
www.p22.com
p22@p22.com
800.P22.5080
MVB Pedestria Regular
Stylized Sans Serif | Lighter
Medium Weight |
MVB Fonts
www.mvbfonts.com
info@mvbfonts.com
510.525.4288
Type Style Finder
211
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Time
+
Context Baby Boomer
MVB Pedestria Bold
Stylized Sans Serif |
Bold Weight |
MVB Fonts
www.mvbfonts.com
info@mvbfonts.com
510.525.4288
P22 Sparrow
Stylized Serif | Lesser
Contrast | Light Weight |
Pronounced Serifs |
P22 Type Foundry
www.p22.com
p22@p22.com
800.P22.5080
Elevator Boy
Stylized Sans Serif | Erratic
Bold Weight | Erratic Posture |
The Chank Company
www.chank.com
friendlyfolks@chank.com
877.GO.CHANK
Bingo
Graphic | All Caps with
Alternates | Black Weight |
Device
www.devicefonts.co.uk
rianhughes@aol.com
44 (0) 7979.602.272
Parkway Motel
Stylized Sans Serif |
Script Ligatures | Uniform
Medium Weight |
The Chank Company
www.chank.com
friendlyfolks@chank.com
877.GO.CHANK
LTC Swing Bold
Script | Uniform Medium
Weight | Moderate Posture |
P22 Type Foundry
www.p22.com
p22@p22.com
800.P22.5080
TD
t
D
D
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Sample Color Combinations
Type Style Finder
Baby Boomer Color
The postwar, baby-boomer consumer culture is embodied in a color
palette that is at once stylish, uplifting, and cartoonish. Candy
apple red, bright orange, sea foam green, chartreuse, pale lemon
yellow, pink, mauve, and sky blue are the predominant colors in
the baby-boomer scheme. Pink, in particular—in the form of toned-
down fuchsia and very pale cotton candy hues—is an important
player in the baby-boomer palette. Though black and most neutrals
are notably absent, a number of cool grays in different values form
a neutral backdrop for these happy colors. Toward the later part of
the period, into the 1960s, desaturated versions of these colors, as
well as the introduction of olive and ochre, mark a shift in outlook
and a more sophisticated aesthetic in development.
0 C
70 M
100 Y
0 K
>
30 C
0 M
38 Y
0 K
>
22 C
0 M
56 Y
5 K
>
55 C
0 M
0 Y
0 K
>
0 C
40 M
0 Y
5 K
>
0 C
15 M
0 Y
0 K
>
5 C
0 M
0 Y
20 K
>
0 C
4 M
43 Y
25 K
>
0 C
32 M
64 Y
27 K
>
15 C
100 M
71 Y
0 K
>
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