Oops, it was not designed by Lubalin, but by Antonio DiSpigna (according to MyFonts).

Looks like Serif Gothic except for the lower case e's

Tiffany did you get U&LC in the Herb Lubalin days? The lower case e's look stretched. Dan

I remember one issue where he was using quotes to show off his faces and my favorite quote is: "A bore is a person who opens his mouth and sticks his feats into it." I'll never forget that one. Dan

ITC Serif Gothic does in fact have some alternates, including the e, if I remember correctly. I'll see if I can find a visual reference when I get home tonight. I'm pretty sure that the Phil's Fonts Homage to the Alphabet one-liner showed all of them.

Thanks Grant, good going

from the Letraset book

Cool BJ, do you know what happened when they digitalized serif gothic and avant guarde. Why didn't they diditalize the alternates. Someone mentions a Australian site for avant guarde alternatives but there is no way to buy them from that site.
I love some of the alternate characters like the cap E.
Very cool post.

it's just a scan out of a book, but thanks.

I don't have any answers about digitizing.

Ah, Bj saves the day. Ta.

As promised (even though BJ beat me to the punch...) here's a scan of two of the Serif Gothic weights from my Phil's Fonts book. There are also examples of the Light, Extra Bold, Heavy, Black, Bold Outline, Open Bold and Bold Shaded in the book.

Ah, the seventies...

very interesting to see this stuff...thanks Grant.

At a local bookstore, I found an old Compugraphics catalog
(circa 1985). For ITC Serif Gothic, it shows some more alternates not pictured in your sample.
The catalog calls them "unique complement characters".

I'll post a scan soon.

bj

Perhaps they just rotated the 'e' ... I used to love this face.

Thanks Anonymous.

Yes, U&lc is part of my "library" next door in storage. I have a bunch of them and want desparately for a proper place to keep them. -- I think the whole thing has been stretched a bit, good point.

Serif, by Herb Lubalin.