BEING a type guy, I noticed this sign for New York Spa and Sauna as I was scuttling north on 149th Street at Northern Boulevard recently. I noticed it was nearly an exact replica of the New York Magazine masthead, a unique typefont created as a variant of Bookman Swash by Milton Glaser. It has been used as the masthead since the magazine’s inception in 1968.
I’ve also liked the magazine’s interior design which makes use of Egyptian Bold Condensed (aka Expanded) in headers (the font was also used by Boys’ Life in the 1960s).
Bookman Swash was one of many fonts created by type designer Ed Benguiat (pronounced Beng-gat) who was a “teammate” of mine at Photo Lettering, NYC’s biggest type distributor, where I toiled as a proofreader and typesetter from 1982-1988. When I attempted to acquire more responsibilities, I was rebuked for my efforts and moved on to a smaller type shop, where I could at last work days.
Another font seen on the Flushing sign is Copperplate, which I employed as a font in Forgotten New York’s early days from 1999-2003. I’m a but rusty in type “specking” so the name of the font used for the phone number escapes me.
Check out the ForgottenBook, take a look at the gift shop. As always, “comment…as you see fit.” I earn a small payment when you click on any ad on the site.
8/29/25
5 comments
I used to walk past this on my way to the Murray Hill LIRR station when I lived in Queens. It always amused me when I noticed it.
Despite its location in the city’s premiere red light district it appears to be legitimate.
I think the font used for the phone number is ITC Lubalin Graph Bold.
“Despite its location in the city’s premiere red light district it appears to be legitimate.”
Isn’t it strange how the 109th precinct ignores the ridiculous number of so-called “spas” in Flushing?.
New York magazine’s logo (like that of Rolling Stone, Vanity Fair, People Magazine, the New York Times, etc. etc.) is a trademark. Glaser, who was the magazine’s co-founder and graphic designer, created it for that publication. So if the spa hasn’t already received a cease-and-desist letter from the magazine’s attorneys, they’ll certainly get one now!