Trade Gothic

Trade Gothic is a sans-serif typeface first designed in 1948 by Jackson Burke (1908–1975), who continued to work on further style-weight combinations (eventually 14 in all) until 1960 while he was director of type development for Linotype in the USA. The family includes three weights and three widths.

Trade Gothic does not display as much unifying family structure as many other sans-serif families (like Futura, Helvetica, Univers, ITC Avant Garde, Frutiger, Avenir, Akzidenz Grotesk, and Gotham), but this dissonance is typical of types which are — or seem to be — hand worked. It is often seen in combination in multimedia and advertising with Antiqua and/or roman text fonts, while the condensed versions are sometimes utilized for headlines.