Plumbago

Plumbago prioritizes graphic form over typographic convention, with organic octagonal shapes fitted to a monospaced grid. A spirit of wide-eyed enthusiasm emerges from tapered strokes, sporadic sprawling slab serifs, an ample x-height, and unexpected structures that somehow feel completely at home. It’s a funky composition: within its rigid measured beat, each character has its own dynamic movement, with ovoid curves butting up against straight boundaries. Plumbago was originally commissioned by UnderConsideration as part of the identity system for Brand New Conference 2024, taking inspiration from Salt Lake City’s strict street grid and the style of lettering used for the streetcars that once ran on it. Currently encompassing a range of widths in one weight, the in-progress family has room for planned growth. [xyztype.com]