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The 1970s were a bold, transformative decade for design, and typography was no exception. As phototypesetting matured, designers found themselves freed from the physical constraints of metal type, enabling letters to touch, overlap, and interact in entirely new ways.
More generally, designers embraced the curves, flair, and experimental spirit of the time, giving rise to typography trends such as playful display fonts, chunky serif types, and futuristic styles.
01. Baby Teeth
Famed New York creative Milton Glaser is one of those names that every graphic designer should recognise. But while he’s best known for his ‘I [Heart] New York logo, and work for Bob Dylan and DC Comics, he also crafted a fair few typefaces, and Baby Teeth was one of the most notable. Inspired by a hand-painted Mexican advertisement, it was released in 1968 and went on to become a defining typeface of the following decade’s countercultural movements.
Jessica Walsh, creative director at Type of Feeling, is among its fans today. “Baby Teeth is a standout for me,” she enthuses. “With its chunky, sans-serif design, which feels both playful and daring, it encapsulates the psychedelic aesthetic of the period. This typeface is a reminder that design can be both serious and fun.”
02. Stop
Released by the Nebiolo type foundry in Turin in 1970, Stop was one of the last typefaces produced in metal, yet its impact would be thoroughly modern. Designed by Aldo Novarese, it was launched on the market as a “new alphabetical sign… in the quest for new graphic ideas”. Its extremely stylised shapes letterforms were specifically designed to make attractive logos, initials and monograms.
As Landor’s design director Gianluca Ciancaglini observes: “Stop is a prime example of modernist design, with its simple, geometric forms and stark contrasts. Each letter is a study in precision and balance, a testament to creator Novarese’s meticulous approach, and radical departure from the ornate scripts of the past.”
03. ITC Avant Garde Gothic
Designed by Herb Lubalin and Tom Carnase in 1970, ITC Avant Garde Gothic is a geometric sans serif font family. “It was based on a logo Lubalin designed for Avante Garde magazine, whose distinctive look came to define a specific era of graphic design in the 70s,” explains Rosie Garschina, executive creative director of Trollbäck+Company,. “A suite of alternative ligatures creates several recognisable combinations that felt futuristic and forward-thinking at the time.”
Gianluca is also a fan. “This sans-serif font masterfully combines a modern, minimalist aesthetic with a strong personality, profoundly influencing how we perceive typefaces,” he enthuses. “It captures a spirit of a generation that was eager to break free from the constraints of the past and embrace the future.”
06. Calypso
Designed by Roger Excoffon, produced with the help of José Mendoza y Almeida, and released by Fonderie Olive, Calypso is an experimental display typeface with curvaceous and alluring features that could be likened to pop art. Using a pair of compasses, every character was meticulously hand-drawn dot by dot. Though designed in 1958, it found its true spiritual home in the experimental 1970s.
As Simon Manchipp, founding partner at SomeOne, explains: “The ’60s’ trippy edge might have been fading, but there were still a few notable moments of typographic radicalism in the ’70s. And this three-dimensional, dot screen, halftone stonker is my pick of the bunch. What a wild ride this collection of letterforms gives.”
07. Frutiger
In 1970, renowned Swiss type designer Adrian Frutiger was commissioned to create a signage system for the newly built Charles de Gaulle Airport in Paris. The airport’s vast expanse and complex layout demanded a typeface that was both legible and visually appealing, even at a distance.
The result was the sans-serif typeface Frutiger. Its design philosophy is rooted in clarity and functionality. a typeface that can be easily read, even under challenging conditions, while also possessing a distinct aesthetic appeal.
08. ITC Serif Gothic
Created by Herb Lubalin and Tony Di Spigna in 1972, ITC Serif Gothic began as a rejected logo sketch before becoming a sci-fi icon, best known for its use on the original Star Wars posters.
For Gary Whitworth, designer at The Chase, it has an immediate emotional impact. “ITC Serif Gothic is the ultimate icon of 70s typography in my eyes,” he raves. “The mere sight of it transports me into another world, or should I say universe, of aliens and creatures from beyond.”
Conclusion
The 1970s was a transformative decade for design and typography, marked by the rise of phototypesetting and the experimental spirit of the time. From playful display fonts to futuristic styles, the decade’s typography trends continue to influence design today.
FAQs
What is the significance of the 1970s in typography?
The 1970s marked a transformative period in typography, as phototypesetting matured and designers found themselves freed from the physical constraints of metal type. This led to a range of experimental and innovative typefaces that continue to influence design today.
What are some notable typefaces from the 1970s?
Some notable typefaces from the 1970s include Baby Teeth, Stop, ITC Avant Garde Gothic, Calypso, Frutiger, and ITC Serif Gothic, each of which represents a different aspect of the decade’s typographic trends.
Why are these typefaces still relevant today?
These typefaces continue to influence design today due to their innovative and experimental approach to typography. They embody the spirit of the 1970s and its emphasis on creativity and boldness, and their influence can be seen in design projects across a range of industries and styles.
