Franklin Gothic and its related faces are a large family of sans-serif typefaces in the industrial or grotesque style developed in the early years of the 20th century by the type foundry American Type Founders (ATF) and credited to its head designer Morris Fuller Benton. "Gothic" was a contemporary term meaning sans-serif.
Franklin Gothic
In typography and lettering, a sans-serif, sans serif, gothic, or simply sans letterform is one that does not have extending features called "serifs" at the end of strokes. Sans-serif typefaces tend to have less stroke width variation than serif typefaces. They are often used to convey simplicity and modernity or minimalism. For the purposes of type classification, sans-serif designs are usually divided into these major groups: § Grotesque and § Neo-grotesque, § Geometric, § Humanist and § Other or mixed.
Rothbury, an early modulated sans-serif typeface from 1915. The strokes vary in width considerably.
Sans-serif letterforms in ancient Etruscan on the Cippus Perusinus
Roman square capitals, the inspiration for serif letters
A 12th-century Medieval Latin inscription in Italy featuring sans-serif capitals