The original Copperplate Gothic was designed by Frederic W. Goudy in the early 1900s, and the successive weights were drawn by Clarence C. Marder for American Type Founders. It's a wide, squarish, monotone gothic (sans serif) with the addition of small hairline serifs. These tiny serifs were reminiscent of the edges on letters that were engraved in copperplate, hence the name. This kind of typeface was popular in the mid-twentieth century for stationery and business cards, especially for serious business professionals like doctors, lawyers, and bankers. Today, Copperplate Gothic enjoys a revival in corporate and advertising design, still imparting a look of serious business, both understated and posh.