Super Type

Super Fly movie poster

Super Fly movie poster

Type designer Ed Benguiat

Master typographer Ed Benguiat is one of the most important font and logo designers in the modern era of design and publishing. He has created the lettering used in logotypes for the New York Times, Sports Illustrated, Esquire, and Playboy. He designed such typefaces as Avant Garde Gothic and Caslon, which you probably have installed on your computer as you read this. For you typophiles out there, House Industries has a font collection tribute to Ed Benguiat you may be interested in.

Edward Benguiat also produced type used in movie posters, including logos for Planet of the Apes and Super Fly. It’s interesting how a good logo can elevate a poster for films about those “damn dirty apes” or a 70s cocaine drug dealer. This is especially true in the case of the one-sheets for Super Fly, which gives the wonderfully “swashy” Benguiat logo the prominence it deserves. Blaxploitation never looked so good.

Buy Super Fly movie posters at: AllPosters, eBay,, Amazon

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  1. adminApril 20, 2005 at 12:22 PMReply

    Some typophiles over at the Typophile Forums point out that it’s misleading to say Benguiat designed Avant Garde Gothic and Caslon, as opposed to the ITC versions. You can read more about in this thread. Apologize for any confusion.

  2. Steve ChildsDecember 10, 2005 at 12:33 AMReply

    The link to the Typophile Forums does not work.

  3. adminDecember 10, 2005 at 10:11 AMReply

    I’ve updated the link to Typophile — they changed their forums. Thanks for the heads-up!

  4. fountMarch 31, 2007 at 5:57 PMReply

    Caslon was designed by William Caslon I.

  5. saule wrightAugust 26, 2010 at 1:22 AMReply

    what font is that on the superfly poster?

  6. ebenguiat1August 23, 2013 at 8:30 AMReply

    Superfly is not a font (Type face)
    It was hand lettered. Using the same method in hand lettering an alphabet design for a new font (BC) before computers.
    Every font I’ve ever done for ITC was hand lettered (pen & ink) without the use of computers.
    Prof. Ed

  7. ed benguiatJuly 21, 2015 at 2:48 PMReply

    I have signed autographed booklets and originals of my work that
    I want to sell.Including theLogo I’ve designed of The NY TIMES -Planet of the Apes, and original drawings of most of the fonts I’ve drawn that are in continual use on computers today.
    You may varify this by just googling my name on your computer.
    This is the first time I even considered it’s potential value.
    Even if I sign a Planet of the Apes or Superfly poster.
    So —I want to have someone sell them for me & pay them on a perc%entage . Etc…
    Thank you Ed Benguiat

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