Baby Fat Typeface, Promotional Announcement Card, 1965 [Milton Glaser]

Baby Fat Typeface, Promotional Announcement Card for Photo-Lettering, Inc., 1965. Photo-Lettering, Inc. and Milton Glaser, New York, NY, bi-fold, 7.75 x 7.75, printed double-sided on coated and uncoated stock in black and yellow in New York. Designed by Milton Glaser.

Uncommon. “This is the first alphabet I ever designed. For some inexplicable reason I called it Babyfat. Because I'm not a type designer, most of my alphabets are actually novelties or graphic ideas expressed typographically. Here the idea was to take a gothic letter and view it simultaneously from two sides. It started out as a rather esoteric letterform; it ended up being used in supermarkets for “Sale” signs.” — Milton Glaser on designing his typeface “Babyfat” (1964).

This Baby Fat announcement promoted its' availability at Photo-Lettering, Inc. NYC. It features the uppercase ”ABC &” in three styles: Baby Fat Outline, Baby Fat Shaded and Baby Fat Black. Printed is a clever proverb from the French moralist, [François de] La Rochefoucauld reflecting the two-sides and alternate perspective of the typeface.

Very good with slight foxing and handling to the white glossy covers. A minor bend and darkened lower right-hand corner. Interior clean with a few faint marks. A unique Milton Glaser announcement!