easy mind
Mutual of Omaha ad
With hairline thins and Didot-like terminals, this casual lettering utilizes a tall x-height to strike a friendly tone. The irregular baseline feels balanced in the word “easy”, however the baseline serifs in “mind” are too noticeably misaligned.
Very nice. I love those old ads. Do you think that’s custom lettering, or do you know if there’s a similar font out there?
As a general rule of thumb headlines from this era are custom lettering because the range of script typefaces available were limited. This example is custom lettering. I don’t know of a corresponding font off hand, though I’ll have to see what I can find.
“things go better with..”. What ever happened to that hairline font. I think it epitomizes the optomism of the 60s.