That brought new designs: some, like Cheltenham (color:darkred ITC Century, ITC Cheltenham), or Franklin Gothic (Morris Fuller Benton, 1903), came in a many weights for the growing area of advertising. To follow part 1 rule, after each subtitle we have indicated, according to the Vox-ATypI classification, the category of the referenced typefaces, but here again, it become difficult as the last years dont follow particular classification. Part One, covering the origins to the twentieth century is also available. This history, normally told from the Anglo-Saxon point of view, is from a French perspective, allowing the reader to form ones own opinion.
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