By 1915, all the major foundries offered families of sans serifs, sometimes called Gothic in the USA. Franklin was a response suitable for countries in the vanguard of the machine age. Designed by Morris Benton in 1903-1912, Franklin has preserved its own personality ever since. The ITC Franklin Gothic font family is a redrawing by ITC that keeps the original strength intact, meeting the demand for a strong typeface. ITC Franklin Gothic is better read in display sizes and considered a standard in the newspaper and advertising fields.