Discussion

By Mark Darlow on Apr 24, 2020

I worked on the redesign of Institutional Investor magazine with their Art Director Herb Rosenthal. They had surveyed their readership, their age, their eyesight and such. We came up with using Souvenir because of the large lowercase and ease of readability. Herb later redesigned my Cardinal Type materials using all Souvenir. He created a business card in 7 mil film with the left side as a negative and the right side as positive. Souvenir worked well in all cases.

By Dov Isaacs on Apr 24, 2020

Jack Benny's running gag was his age.

I never got the the whole thing about Souvenir. I am sure it made a fine running gag, but the fact was that Souvenir is a very readable, modern serif font. I used it successfully for a number of personal and business items. It was especially useful on print devices with relatively low resolution (i.e., 300dpi) in the 1980s and early 1990s.

By ALFRED KLINKE on Apr 26, 2020

I should add that American Type Founders brought out the original Souvenir mats at the same and reissued the type face in metal fonts in several point sises. I still have several fonts on the shelves for sale. Note that the term fonts is used in its more original meaning of a complete assortment of type (in metal) of caps, lowercase and figures in one point size.

Fritz Klinke, NA Graphics, Silverton, Colorado