Pete Masterson
Sep 4, 2018 · 1 min read

More than a couple textbooks in my high school classes were set in Souvenir and that was in the early 1960s. I recall reading that it was considered “one of the most readable typefaces” at the time. Perhaps from that early exposure, I’ve always liked Souvenir, but rarely have had occassion to use it for more than a few book typography projects. (Retired, now, but I produced or supervised production of more than 1000 books.) FWIW, I still like Souvenir. I further note that for unfathomable reasons (are most graphic artists not creative and just copy one another?) certain typefaces and other design elements become overly popular, become overexposed, then drop out of sight over time. Another face from the 90s is Lithos (based on a Greek carving) was everywhere (yoga studios, bars, and many other small businesses) and now it’s invisible.