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Looking for the font for this Ativan ad from 1987.

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A good starting point for the headline would be Adobe or Linotypes "Perpetua" notice the W. Not exact but very hard to tell from this resolution of image.

Ativan looks like it stated life as Kabel Ultra Bold

and Lorazepam probably began as Kabel Hairline (there is an alternative "a" in the character set). Kabel has gone through quite a few generations of interpretation by many different font houses, so there are quite a few variations floating about.

Neither are exact and were more than likely crafted as logotypes.

 

 

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