▁successful ▁introduction . ▁ ▁While ▁Ph in ney ▁often ▁used ▁free - l ance ▁design ers , ▁like ▁Will ▁Brad ley , ▁ ▁T . M . ▁Cle land , ▁Walter ▁Dor win ▁Te ague , ▁Freder ic ▁G oud y , ▁and ▁O z ▁Cooper , ▁the ▁bulk ▁of ▁A TF ' s ▁catalog ▁through ▁the ▁ 1 9 3 0 s ▁was ▁the ▁creation ▁of ▁Morris ▁Full er ▁Bent on . ▁Though ▁he ▁never ▁became ▁well ▁known , ▁even ▁within ▁the ▁printing ▁industry , ▁Bent on ▁enjoyed ▁a ▁record ▁of ▁successful ▁type ▁introdu ctions ▁un par alle led ▁by ▁anyone , ▁much ▁to ▁the ▁profit ▁of ▁A TF . ▁ ▁Bent on , ▁though ▁he ▁did ▁not ▁invent ▁either ▁idea , ▁was ▁the ▁most ▁successful ▁designer ▁of ▁rev iv als ▁of ▁historical ▁type ▁designs ▁( such ▁as ▁his ▁re - cut ting ▁of ▁Bod oni ▁and ▁Gar am ond ) ▁and ▁he ▁perfect ed ▁the ▁creation ▁of ▁" type ▁families " ▁( such ▁as ▁Century ▁or ▁most ▁successfully ▁Ch el ten ham ) ▁where ▁a ▁basic ▁face ▁would ▁be ▁offered ▁in ▁ital ic , ▁light , ▁bold , ▁extended ▁and ▁cond ensed ▁variations . ▁ ▁Another ▁key ▁player ▁at ▁A TF ▁at ▁this ▁time ▁was ▁the ▁advert ising ▁manager ▁( and ▁inform al ▁corpor ate ▁historian ) ▁Henry ▁Lewis ▁Bull en , ▁who ▁created ▁a ▁typ ographic ▁library ▁of ▁historical ▁examples ▁for ▁design ers ▁to ▁draw ▁upon . ▁ ▁This ▁collection ▁was ▁turned ▁over ▁to ▁Columbia ▁University ' s ▁R are