Morris Fuller Benton (November 30, 1872 – June 30, 1948) was an influential American typeface designer who headed the design department of the American Type Founders (ATF), for which he was the chief type designer from 1900 to 1937. Benton was America's most prolific type designer, having completed 221 typefaces, ranging from revivals of historical models like ATF Bodoni, to adding new weights to existing faces such as Goudy Old Style and Cheltenham, and to designing original designs such as Hobo, Bank Gothic, and Broadway. Benton's large family of related neogrotesque sans-serif typefaces, known as "gothics" as was the norm at the time, includes Alternate Gothic, Franklin Gothic, and News Gothic. These typefaces better anticipated and were more similar to later realist sans-serif typefaces such as Helvetica than the other early grotesque types of his contemporaries.
Rudolf Koch (20 November 1876 – 9 April 1934) was one of the first German type designers in the 20th century. He was also a master in lettering, calligraphy, typography and illustration. Commonly known for his typefaces created for the Klingspor Type Foundry, his most widely used typefaces include Neuland and Kabel. Best known for his calligraphic talent he tried to build upon the calligraphic tradition by creating an original, simple expression from his gestures and materials. Born December 24, 1910 in Zurich, died March 8, 1980 in Zurich. After finishing school in 1926, Max Miedinger was urged by his father to complete an apprenticeship in typesetting at Jacques Bollmann printing office in Zurich. From 1930 to 1936 he worked as a typesetter for various companies and also took evening courses at the art school in Zurich. From 1936 he worked as a typographer in the advertising department at Globus, Zurich’s renowned chain of department stores. In 1946 he started a new position as salesman at Haas Typefoundry in Münchenstein. In 1954 he created his first typeface design: Pro Arte, a condensed slab serif. In 1956 Miedinger returned to Zurich to become a freelance advertising consultant and graphic designer, like his brother, Gérard, younger by two years. Eduard Hoffmann, head of the Haas Typefoundry, was convinced of his talent and shortly thereafter commissioned him to design a new sans serif typeface, the Neue Haas Grotesk. Horizontal, in 1965, was the third and final typeface he created for Haas. Herbert F. (Herb) Lubalin (pron. "loob-a'-len"; March 17, 1918 – May 24, 1981) was an American graphic designer. He collaborated with Ralph Ginzburg on three of Ginzburg's magazines: Eros, Fact, and Avant Garde, and was responsible for the creative visual beauty of these publications. He designed a typeface, ITC Avant Garde, for the last of these; this font could be described as a reproduction of art-deco, and is seen in logos created in the 1990s and 2000s. Paul Renner (August 9, 1878 – April 25, 1956) was a typeface designer. In 1927, he designed the Futura typeface, which became one of the most successful and most-used types of the 20th century. He was born in Wernigerode, Germany and died in Hödingen.