The sample below of Cheltenham Bold, is announcing a Christmas greeting in a 12-line version produced by the Hamilton Company. The Cheltenham typeface was originally designed in the late 1890s by Bertram Goodhue and Ingalls Kimball for use at Cheltenham Press, a New York publishing company. Modified versions found widespread commercial use in the early 1900s, and it was later produced in wood type by the Hamilton Company. The Cheltenham typeface features modest serifs throughout, and with short descenders and long ascenders on the lower case letters. TheNew York Times has been using Cheltenham concurrently with several other typefaces in story headlines for the past one hundred years. In October of 2003 the NewYork Times selected the Cheltenham family (roman and italics, light and bold) for story headline use. According to Tom Bodkin, assistant managing editor of the Times “We wanted to appear traditional but less old-fashioned...”