Figurative typography was a new trend that began in the 1950s by New York graphic designers. One of the first designers to use this new trend is Gene Federico. The image here is one of his advertisements for the magazine Woman's Day. The figurative typography can be seen in the clever use of the bicycle wheels being used in place of two letter o's. Replacing letters with objects that form the shape of them was (and still is today) commonly used in advertisements.