Art: Saks-Goudy

Frederic William Goudy was 60 before he cut his first matrix. But he had devoted most of those 60 years to poring over serifs and logotypes, had already begun to build his reputation as the world’s most prolific designer of type (TIME, Nov. 6). Last week, at 70, Fred Goudy had designed his 92nd type face. To celebrate the event Manhattan’s National Arts Club gave a reception in his honor, exhibited such typographical curiosities as a leaf from a Gutenberg Bible, an old hat belonging to Mr. Goudy, a gold matrix of a swash “G.”* Spectators were informed that never before in the history of typography had anybody cut a matrix of gold. Mr. Goudy chose “G” because it stands for Goudy.

Prouder of the new Goudy type than anyone else last week were the executives of Manhattan’s smart department store, Saks Fifth Avenue. They ordered the new type from Mr. Goudy and shared in its name—Saks-Goudy (see cut). Typographers who saw examples of Saks-Goudy last week noted that it belonged to the Goudy “family,” found it clean, clear, romantic. Hereafter all Saks Fifth Avenue advertisements will be printed in Saks-Goudy. What Saks Fifth Avenue paid Mr. Goudy for designing a new face remained a secret last week but typographers thought $2,000 to $2,500 a fair estimate.

* Swash: a letter introduced into a type font for ornamental purposes.