A display family evoking the typographic culture of late-1970s American ad agencies and design studios during the peak of phototypesetting.
About
Borax draws on the display typography produced by New York and Chicago agencies in the late 1970s, when phototypesetting tools enabled rapid reconstruction and reinterpretation of historical type styles. The period saw a wave of expressive new faces alongside freshly scrutinised classic workhorses, and Borax sits within that tradition. It is a tribute to a specific moment in commercial typography rather than a revival of any single historical source.
Classification
Inspired by mainstream display typography of late-1970s New York and Chicago ad agencies. Reflects the phototypesetting era's remixing of historical type influences.