Joshua Darden
How we approach our work
Typeface design has always existed at the intersection of art and industry — often, trends in lettering style have closely tracked changes in printing technology. From the reduced news page sizes introduced by the 50-inch web press to the fact that we consume more and more information via digital screens, typefaces must work harder than ever to serve the reader.
This state of affairs raises the standard for the professional typeface designer: every new design must have a solid raison d' être, free of post-rationalization or an unnecessarily romantic view of historical norms. With this in mind, we are committed to the creation of typefaces that are truly new, appropriate for current editorial standards and technology — you'll never find a warmed-over Garamond or a "new cut" of a phototype face among our body of work.
Rather, you'll find typefaces designed to meet the requirements of specific clients, fonts that respond to specific reproduction technologies, and revivals of historically significant typefaces that have never received their due in digital form. In some cases, you'll find alphabets which have no direct typographic precedent but which expand freely upon graphic concepts or solitary pieces of lettering.