BROADWAY typeface

DESCRIPTION OF DESIGN FEATURES

The Broadway typeface has a vintage and Art deco feel to its visual language. The typeface uses contrasting line weights and geometric shapes (circles and rectangles). The bold yet stylish typeface is mostly used for displays and decorative applications.

SERIFS, STROKE WEIGHT AND COUNTERS

There are no serifs in the Broadway typeface. The typeface is more geometric in shape, constructed from rectangles, circles with no serifs. Without serifs, characters are simply grouped together but do not connect or join visually to form one word (unlike script typefaces). Counters are generally in the shape of a semi-circle. The typeface counters are partially filled with a bold stem, this feature is consistent across the Broadway font family, regardless of the shape and size of the character (letter, number or symbol).

Another feature of the Broadway font is the strong (bold) stroke weight in the stem of the character and a lighter stroke weight for the character’s arm, crossbar, shoulder and link. There is a sense of proportion and balance in the contrasting stroke weights of each Broadway character (letter, number or symbol). Each character of the Broadway font demonstrates a balance in positive and negative space.

SUITED APPLICATIONS

The contrast in stroke weights communicates the content/ message with a sense of power and assertiveness, with a stylish and elegant appearance. This typeface is commonly used for signage, for the purpose of communicating to the public. It is typically used for short announcements and displays. Suitable applications for this typeface include posters, billboards, large signage and big headings. The Broadway lettering is a bold font and therefore rarely used for large body of text.

DESIGNER AND HISTORICAL BACKGROUND

Morris Fuller Benton was an American engineer and type designer. Benton (1872-1948) was trained as an engineer and mechanic but later joined the American Type Founders and became one of the leading typeface designers. Benton developed over 200 typefaces for the ATF; many of these fonts are still used today in print media.

Benton’s typeface designs include Century roman, Broadway, Bank Gothic, Franklin Gothic, Garamond and many more. These fonts vary in appearance and suitable applications; some typefaces are designed to be visually stimulating for the purpose of decorative displays and signage, while other typefaces are effective for communicating large body of texts with clarity.

The Broadway typeface was originally created by Morris Fuller Benton in 1927 and the typeface was in designed in upper casing only for ATF (American Type Founders).  The Broadway lower case typeface was later designed by Sol Hess in 1929. The typeface is decorative and possesses the visual language of the Art Deco era. The typeface evokes a feeling of a vintage and retro past.

REFERENCE LIST

2009, Font Designer: Morris Fuller Benton, LinoType, viewed 25 July 2010, <http://www.linotype.com/682/morrisfullerbenton.html>              

2010, Broadway (typeface), Museum of Learning: Explore a virtual museum of knowledge, viewed 25 July 2010, <http://www.museumstuff.com/learn/topics/Broadway_(typeface)>                     

2010, Broadway Font, Ascender Fonts, viewed 25 July 2010, <http://www.ascenderfonts.com/font/broadway.aspx>