Bookman (typeface)
Bookman or Bookman Old Style is a serif typeface. It is derived from the design Old Style Antique, created by Alexander Phemister in 1858 for Miller and Richard foundry.
Bookman (as it became) was designed as an alternative to Caslon, with straighter serifs and a wide structure, making it suitable for display and small-print applications although less ideal for body text. It maintains its legibility at small sizes, and has been used extensively for headlines and in advertising. It is particularly associated with the graphic design of the 1960s and 70s, when revivals of it were very popular.
History
Several American foundries copied the Miller and Richard design, including the Bruce Type Foundry of New York, and issued it under various names. In 1901, Bruce refitted their design, made a few other improvements, and rechristened it Bartlett Oldstyle. When Bruce was taken over by American Type Founders shortly thereafter, they changed the name to Bookman Oldstyle.
A tradition dating to the ATF version is that many releases do not have an italic, instead featuring an oblique in which the letters are simply slanted. Serif typefaces which use an oblique are now very rare but a number were developed in the nineteenth and early twentieth centuries. At the time of its creation, Bookman was part of a wide range of American revivals of the Caslon design concept, visible in the wide-spreading arms of the T and the sharp half-arrow serifs on many letters; Ronaldson Old Style by Alexander Kay (1884) was another. In 1936, Chauncey H. Griffith of the American Linotype foundry developed a revival, and Monotype also offered one. (Linotype's has been digitised in its period form, making it one of the few digital versions not based on post-war versions.)