If you are looking for an Art Deco display font, you can‘t go wrong with The Phenix American™ Font. A sans serif font with an elongated form, it has an elegant style that is perfect for any design that wants that ornamental visual in a letterhead or title. However, its claim to fame will always be that it is the font for the famous California Milk Board ad “Got Milk?®”
Phenix American History
Designed in 1935 by one of the most prolific font designers, Morris Fuller Benton, this tall glamorous font was designed for American Type Founders. It has gone on to be a popular font when designers need a display font that has a simple yet elegant look.
The font, however, became a part of advertising history when it was chosen as the font for the 1993 ad for the California Mild Board that was created by Goodby Silverstein & Partners and depicted a history buff played by noted character actor Sean Whalen trying in vain to answer a radio quiz question worth $10,000
He tries in vain to make himself heard, he obviously knows the answer, but cannot speak clearly because he has just eaten a peanut butter sandwich. The ad ends with a sign boldly displaying, in Phenix American type font, “Got Milk?” The campaign went on to create one of the most recognizable slogans in American Advertising history.
Phenix American Usage
The font was used for the tag line in one of the most famous print ad campaigns, “Got Milk?” for The American Milk Board. In fact it is so well known for this association that frequently when people are looking for it online they will search for the “Got milk font”. It is also seen frequently as a logo font for older government establishments, such as the logo for the Federal Credit Union.