This type speciman book is one of a series of twenty-four designed under the direction of instructor Ingrid Hess by the students of Graphic Design II at the Univer-sity of Notre Dame during the fall semester of 2008.

This volume explores the origin and use of the Hobo typeface created by Morris Fuller Benton in 1910. This book has been researched, designed and edited by Helen Hall.

Contrary to popular belief, Hobo was not a product of the 1960s and 1970s. Although Hobo does share several characteristics of the art nouveau-inspired psychedelic typefaces used then. Hobo has seen occasional use in print advertisements from the early 1920s up through the 1970s. Interestingly though, Hobo has made more of an impression in the last decade. With the growing use of computers, even the average Microsoft Word user can get their hands on this unique font. Nowadays, the use of Hobo is more common than ever. Hobo can be seen on homemade flyers, business advertisements, and store-front windows. And because of its stylistic and aesthetic look, the common computer user is more than likely to identify this font to the “Me Generation,” as opposed to the pre-roaring 20s, when it was actually created.

Although Hobo will likely maintain its appeal to the mainstream computer user, it has achieved a certain, not-so-groovy stigma in the graphic design world. Many designers and typographers regard Hobo as one of the worst typefaces. Why no peace and love for this font face? Many graphic designers reason that Hobo has been grossly overused, but others simply dislike the odd, curvy aesthetic of Hobo.

But don’t let the popular opinion of the graphic design world sway your view on Hobo. Come with me on this magic carpet ride through the history of Hobo, and reach your own conclusion. All I am saying, is give Hobo a chance.

Morris Fuller Benton is regarded as one of the most prolific type designers in America. Benton was born on November 30, 1872 in Milwaukee and died on June 30, 1948. He received a degree in mechanical engineering from Cornell in 1896. Following his father, Linn Boyd Benton, Morris Benton worked in the New Jersey-based American Type Founders until 1937. During his time in type design, Benton created over 200 types. He also con-tributed in the development of the “type family” concept. Benton’s typefaces were quite diverse, ranging from Franklin Gothic, News Gothic, Bodoni Open, and Century Schoolbook to more whimsical, stylistic faces such as Broadway, Parisian, Greeting Monotone, and of course, Hobo. His typefaces are widely used around the world, made easily accessible through the use of computers.

CocoRibe liqueur, 1979

Mythical Beasts Tattoos book, 2008

Hawaiian Ice Shack sign, 2008

Claire’s Corner Copia windowfront, 2008

Colgate, 1920s

International House of Pancakes, 1971

Hubba Hubba Apparel, 1972

Maruchan Instant Lunch, 1978

Morris Benton designed the typeface Hobo in 1910 for American Type Founders. The name originated after the font face was continually put aside at the type foundry. It gained a nickname, “that old hobo,” which eventually led to its name.

Hobo is a sans serif font with no descenders. Instead, the lowercase g, p, q, and y letters are incorporated in to the typeface’s x-height, which is unusually large. Hobo is especially unique because it is made up of no straight lines. Hobo’s main usage is in advertisements, flyers, and invitations. Often described as humorous and play-ful, Hobo is most often used in advertisements with a positive, and lively message.

HoboCap HeightX-Height

Baseline

Ascender

Hair movie poster, 1979

Talkin’ About Hobo

“ In the right designer’s hands Hobo isn’t half bad as a decorative alphabet, but used incorrectly, which is usu-ally the case, the results are abominable.”

-Steven Heller, author, editor & art director

“ Strangely enough, regardless of its heavily mannered rendering, it has somehow become popular.”

-David Consuegra, author

“ It imparts a friendliness to display work such as invita-tions, menus, signage, and packaging.”

-Veer.com

“ Hobo is the face of the American vernacular. Used to elicit whimsy, Hobo is fun.”

-John Caserta, http://hobo2010.com/

Bibliography

All-American Ads of the 70s. Ed. Jim Heimann. Cologne, Germany: Taschen, 2004.

Consuegra, David. American Type Design & Designers. New York: Allworth

Communications, 2004.

“Hobo 2010.” Flickr. 2008. <http://www.flickr.com/groups/hobo>.

“Liquor ads from the 1960s and 1970s.” Weblog post. Found in Mom’s Basement:

Advertising from the 1970s. 17 Sept. 2008. <http://pzrservices.typepad.com/vin

tageadvertising/advertising_from_the_1970s/>.

Heller, Steven. Design Literacy. New York: Allworth Communications, Inc., 2004.

Hobo 2010. 2008. <http://hobo2010.com/>.

“Morris Fuller Benton.” Linotype. 2008. <http://www.linotype.com/3525/

morrisfullerbenton.html>.

“Morris Fuller Benton – Works and Samples.” Linotype. 2008. <http://www.linotype.

com/682-12760/worksandsamples.html>.

Macmillan, Neil. An A-Z of Type Designers. Yale University Press, 2006.

“Movie poster Hair.” Filmposters.it. <http://www.filmposters.it/movie-poster.asp/movie_

hair/ID_284/movie-poster.html>.

Vintage Wallpapers. 2007. <http://www.vintagewallpapers.be/en/>.

Wallpaper from the 70s. 2007. <http://www.wallpaperfromthe70s.com/>.