Matthew,

I work for a company called Behavior, who recently worked with the AARP Bulletin team. Having worked with their Creative Directors directly, I can assure you that the type face is in fact Boomer-Serif, which was custom designed.

Cheers,

Anthony Armendariz
Creative Director
Behavior

Sorry, I'm not near my issues of AARP magazine at the moment.

Can you show a sample?
From the cover repro from the AARP The Magazine website, I only see "The Magazine" using slab serif. (cover thumbnail is too tiny to see anything else).

Hi
Thanks for responding - I've attached two camera pictures so the quality isn't great
Matthew

The Magazine looks like American Typewriter or something but I am still too young to be reading that magazine!

I haven't nailed the ID on my first pass, and won't be able resume the search for a while. (you need to nap when you're this old!)

Maybe Patricia is too young for AARP but she certainly knows type well for a young pup!

I believe it a classic font called Old Fart

Now this was a tough one.
I have not found an exact match, but the closest design I could find is Lexia DaMa Bold from Dalton Maag, who are well known for their customized and modified type designs.

Maybe AARP had Lexia DaMa modified? Just a guess.

Norbert, I'm not such a young pup - kind of a middle-aged pup (not quite ready for retirement) but thanks...!

Nice ID - this one had me stymied (and it ain't no Stymie)

Nonetheless, you're still Fab, Patty! ;-)

I also checked out a few AARP issues from 2004 (yes, we've been getting them for several years) and they were using URW Egyptienne Bold for their slab serif heads. I do like the new face better.

is it Thesis Serif?

---------
nc

Nope, the hunt is still on...

I believe it's "Siseriff LT Std Semibold" from Linotype.

AARP is 'listed' as a client of / at Font Bureau, so it may well be a custom face.?
> www.fontbureau.com/clients/magazines/

Dav

Thanks for all your postings. I don't think I've got a name check yet. The font is cheekier and less formal than Siseriff LT Std Semibold. The 'e' leans a bit and has a humanist quality while the 'a' has a curved slab serif. It is a great font and the AARP uses it well. I guess it must be a custom font

This is indeed a custom face from FB, drawn by Cyrus Highsmith. It's a slab version of their sans, which was called Antenna last time I checked (which is a great name - i hope it sticks). The sans is also used by Poz, Popular Mechanics, and another publication or two, and has the extensive range of weights and widths one would expect from Font Bureau, but as far as I know the slab is exclusive to AARP, at least for the time being.

Thanks, Christian, for the confirmation.. ( Ooh, And, I just listened to your / Orange Italics version of 'Feliz Navidad'.. Niiice.. Hah.. :)

Dav

Thanks
Is Antenna available? I checked on the font bureau web site and googled it but came up blank

Best wishes

Matthew

I am well over old enough for AARP but don't read the thing. Geezers of my age can't find their glasses. Very nice slab though. It has a bit of a modern Dutch feeling to it. I much like the "a" and the terminals on the lower case e etc.

Patty,
Middle-aged would be early thirties right? I say that because that would be in the middle of my age :-)

ChrisL

early thirties - I wish...

I contacted Font bureau, evidently it is a font called Boomer Serif to compliment the sans Boomer. both are available

Oh Baby! Boomer is available! :-)

ChrisL

Christian (if you're still around) or I guess anybody else, I'm wondering:
Is it common for FB (and/or other houses) to make designs that are sort of between retail and custom, I mean where somebody off the street can't buy it, but more than one client uses it? For example are the Poynter fonts sort of like that? Or is it simply that the very high prices of such type systems in effect puts them de facto outside retail?

hhp