Time New Roman was commission in 1931 by a British newspaper and created by Victor Lardent after an article criticized the newspaper on it's typography. Based on Plantin, an older font, the new font stayed with the paper for 40 years. It is still used widely in American paperbacks and Microsoft products. 

Perpetua was designed by a sculptor, typeface designer and printmaker named Eric Gill. It is still classified as a traditional typeface because of it's characteristics. Work began on the typeface in 1925. The typeface's name was birthed from The Passion of Perpetua and Felicity, a book newly translated and printed in 1929. Perpetua has two companion italic forms.

Futura, designed in 1927 by Paul Renner, is based on geometric shapes of the Bauhaus design style of 1919-1933. Renner believed a modern typeface should not be a revival of previous design. It's know to have the look of efficiency and forwardness.

Designed by A.M.Cassandra in the early 20th century, Peignot reflects the art deco style of the period. It was stylish and versatile while being famous for paving the history of the poster. Peignot was considered the "official" typeface of the World Exhibition in Paris in 1937 and response was favorable.

Cooper Black, considered a rounded serif "fat-faced' type face, find its place in advertising due to it's ability to catch the eye. It was designed by Oswald Cooper around the turn of the 20th century and as known for combining calligraphic and typographic skill-sets to create modern advertisements.