Early in the 20th century, American commercial lettering took on a new vitality, paralleling the formalities of typography while embellishing and sometimes mocking them.

The bible of this trade is probably William Hugh Gordon's Lettering for Commercial Purposes, Cincinnati, 1918.

Designer Jim Parkinson skillfully recreates the irreverent movement and cheerful confidence of these breezy letterforms in Showcard Moderne.

Among other uses, Showcard Moderne is recommended for Book and Corporate use.