Project 1: Fonts

For the first project, I decided to use Freight Big. This font is a display serif design by Joshua Darden and published in 2005. I decided to use this font because I found it kind of contemporary and poetic with tones of traditionalism. I found that it worked really well with the context of environmentalism and how in contemporary society with the emergence of hipster and DIY culture, we are going back to how things were in the time of William Morris and the Arts and Crafts Movement. There is also a certain poetic trait in the font which worked well with the text.

Calibre Light

For the copy I decided to use Calibre Light. Calibre was designed by Klim Type Foundry. According to the foundry, Calibre is a geometric neo-grotesque inspired by Aldo Noveareses's Rectra typeface. Being a very geometric and rational typeface, I found that it paired well with Freight Big. This font has a range of several core letterforms as well as weights and styles. I found this worked really well with my concept as it kind of removed some of the elegance from my display font and to establish a more down to earth vibe. Calibre is also extremely legible and comes in a variety of weights and styles. The font is very mathematical and is based on engineered geometry and street signage and alternate letterforms.