Mergenthaler Linotype ad for Antique Olive

Contributed by Stephen Coles

Source: License: All Rights Reserved.

Found in U&lc Vol. 2, No. 4, 1975. Some good-and-corny copywriting from Mergenthaler:

The best thing to happen to an olive since the martini.

Antique Olive Roman, Italic, Bold Roman, Black Roman, Light Roman and Compact Roman. Which is a lot of Romans for a French face.

Though the round shapes can look like olives, that’s not how this face got its name. It was made for Fonderie Olive in Marseilles. “Antique” was the French term for sans-serif, not “old”.

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