Alternate Gothic was designed by Morris Fuller Benton for American Typefounders Company in 1903. All three weights of Alternate Gothic are bold and narrow. In fact, this face is essentially a condensed version of Benton’s other well-known sans serif types, Franklin Gothic and News Gothic. In the early twentieth century, the modern concept of type “families” had not yet been formed — and though Benton designed these sans serifs to harmonize with each other, the foundry gave them different names.
Robust, dark, and coolly competent, Alternate Gothic is a good choice when strong typographic statements must fit into tight spaces.