Garamond
A versatile serif font that has deep historical context, yet a contemporary and harmonious design. Legible in a number of sizes, weights and languages, this timeless typeface was built for the very purpose of disseminating a complex and significant range of information.
Caslon
Designed by Willian Caslon in the early 18th century this typeface is part of a group of serif typefaces. With its short ascenders and descenders this typeface has the specific purpose of fitting more characters per page, whilst leaving sufficient blank space for eligibility. The italic form has a rhythmic calligraphic stroke that makes it easier to read when in a body of text. There is moderately high contrast amongst the letterforms which gives the typeface a formal identity.
Baskerville
Despite being created in 1754, Baskerville is to this day considered to be one of the most legible typefaces available. It's strong form and crisp edges make it suitable for academic texts, while its subtle embellishments and soft bowls give an air of elegance.
Bodoni
Created in the late 18th century, Bodoni is representative of the Italian class and prosperity present at the time. It's distinct characteristics of rounded ears and descenders combine with sharp ascenders and serifs to create a timeless typeface. Created as a transitional typeface between Foundries and Baskerville, the upper and lower cases contain individual structural qualities whilst maintaining a sleek consistent style.
Clarendon
Clarendon is a strong British typeface created to reflect the British Empire of the Victorian era. Its thick strokes meld into thick slab serifs and fat ball terminals, representing the 'hearty' nature of the Empire. The increased contrast created by opening up the counters make it suitable for passages of text.
Berthold
Berthold, also known as Akzidenz Grotesk, was designed in 1896. It's literally definition of 'sans serif trade type' show its primary use is within industrial advertising and large signage. The softer, geometric form of the type positively impacts the legibility of the type and its many variations make it highly versatile. The understated forms and idiosyncrasies set it apart from other standard typefaces and make it suitable for statistical information. Berthold is also one of the first typefaces with a fixed stroke width, making it the original sans serif typeface.
Times New Roman
Times New Roman is a serif monotype created in 1931 for The Times newspaper. It was designed with the purpose of physical print and is still frequently used in publication typography. Due to its clear legibility and directness it is also now used in many digital medias and has become one of the most recognisable typefaces in history.
Helvetica
Helvetica is one of the worlds most used typefaces, and its neutral design is the key to its success. It's clean lines and geometric angles give it a neutrality that allows it to be used across many different mediums and across many different brands without becoming commonplace. Its clear design makes it suitable for use 'in motion', meaning it is suitable for road signage and airline companies.
Univers
Univers is a Swiss designed typeface created in 1954. It is known for being the first typeface to form a family of consistent designs. Its tall X-height is common amongst serif fonts but its unique and subtle contrast in stroke weights and curved terminals are different to other standard typeface.