True Serif

After a blown engine in the valley of Vertical Metrics, we’ve finally arrived on the release day of True Serif. The sibling to True Sans, a family of fonts stuck somewhere between dreams of grandiosity, Seamless User-friendliness®, and utter vagueness. Despite these theatrical first few paragraphs, the fonts hail from a range of design principles I distilled from a few ’60s 70’s typefaces — some grand and which have served on a plethora of applications from then til now and for millennia to come, and some which sadly became forgotten despite their need to belong in the world. This family is a re-actualisation of these design traits that I admire so much and want to see used, despite the chance that this actual font family too will go into oblivion. [instagram.com]