Just as early types without serifs were known by the misnomer grotesque" in Britain, and "grotesk" in Germany, they came to be described as "gothic" in America. There were already many "gothic" typefaces in North America by the early 1900s, but Benton's design was probably influenced by popular "grotesks" from Germany, like
Recognizable aspects of Franklin Gothic include the two-story "a" and "g," subtle stroke contrast, and the thinning of round strokes as they merge into stems. The type appears dark and monotone overall, giving it a robustly modern look. Franklin Gothic is still one of the most widely used sans serifs; it's a suitable choice for newspapers, advertising and posters.
Another family with a similarly useful design is