Franklin Gothic vs Trade Gothic

Trade Gothic was influenced by Franklin Gothic.

Type specimen — Franklin Gothic (Grotesque sans); shown in Libre Franklin, a close match (OFL)

Franklin Gothic

Morris Fuller Benton's 1902 American grotesque — a bold, sturdy 'Gothic' that became the voice of newspaper headlines and advertising for a century. Muscular where the Swiss sans are cool.

  • Bold, sturdy weight with visible stroke contrast
  • Double-story a with a generous, open bowl
  • Double-story g with a distinctive ear
  • Slightly narrowed, energetic capitals
  • Curved R leg with a sturdy junction
Full Franklin Gothic guide →
Type specimen — Trade Gothic (Grotesque sans); shown in Oswald, a close match (OFL)

Trade Gothic

Jackson Burke's 1948 Linotype grotesque — a clean, slightly condensed American Gothic prized for newspaper and advertising work, especially its punchy Bold Condensed No. 20.

  • Slightly condensed, economical proportions
  • Modest stroke contrast, plainspoken forms
  • Double-story a and double-story g
  • Strong, much-used Bold Condensed No. 20
  • Family of mixed, non-systematic weights
Full Trade Gothic guide →

At a glance

Franklin GothicTrade Gothic
Era19021948
DisciplineTypographyTypography
RegionUnited StatesUnited States
FamilySans-serifSans-serif
Formal traitsgrotesque, gothic, double-story-g, low-contrastgrotesque, gothic, condensed, double-story-g

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