ITC Serif Gothic was designed by Herb Lubalin and Tony DeSpigna in 1972, based largely on another Lubalin hit, ITC Avant Garde, but utilizing elements of roman and serif faces based only on the geometric architecture of ITC Avant Garde. A good sign of ITC Serif Gothic’s longevity is how often it sparkles in new uses, especially considering it was born just around the time disco was getting off the ground. I have since successfully used ITC Serif Gothic, and atoned for abusing that server copy by purchasing it for myself. Button made in collaboration with Ann Friedman for Busy Beaver Button
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