Youthful Fontsmith received a brief to develop a font that would form part of the broadcast identity for the UK’s first digital Freeview channel – E4. It needed to work seamlessly in text and display, both in print and on-screen, and please the eye of the target audience, 18-34-year-olds. So, young, fresh and informal. No problem. Except for one thing: the timing. Daughter As he worked on FS Maja, Jason Smith was occupied by another imminent deadline: the birth of his third child. The pressure was mounting, but rather than let it get to him, Jason embraced the challenge and made light of the tension, fashioning a bright, bubbly, entertaining type with a personality made for memorable headlines. Beautifully random FS Maja’s soft, rounded shapes and assured, fluent lines encompass lots of notable features that contribute to its warm, fun-loving personality, including: a very large x-height; a short, rounded serif to allow for close spacing and give texture to body text; a slight convexity, or bulge, in the stroke terminals; a calligraphic fluidity in the entry to the down-stroke of most lowercase letters; open, generous curves, especially in the “B”, “P” and “R”; and a “w” made of two “u”s.

A creative context 2003. Fontsmith was sharing a small, cold, whitewashed studio space in Northburgh Street, Clerkenwell. But things were on the up following prestigious custom type commissions for The Post Office and E4. “Slab serifs were on the brink of another revival, we could feel it,” says Jason Smith. “All we wanted to do was have a play with these slabs, go as far as we could within what was acceptable and readable.” “It wasn’t initially clear what was happening,” recalls Phil Garnham. “We were becoming very influenced by our surroundings, outside the studio space. We absorbed the essence and the designer grime of where we were.” Process Jason began by drawing stems on-screen. “The key aspect of the font is the upward bend of the leading shoulder serif, the way it kind of ramps up and then plummets back down the stem. “The regular and light characters are quite narrow – great for text but the bold is quite wide and chunky – better for headlines. I think ‘y’ is quite different for a slab design. We call it the Fontsmith ‘y’.” Promotion Fontsmith were determined to get FS Clerkenwell noticed. To launch the font, Ian Whalley, a designer friend of Fontsmith, captured words heard on the streets of Clerkenwell, set them in the new font and crafted a small book of typographic conversations. It was a first for Fontsmith. “I think that’s part of why this font has been so successful,” says Phil. “It really does embody the spirit of the area, as a special place for design, arts and crafts. And designers love that.” Contemporary twist FS Clerkenwell, based on influences in and around this part of London with a rich tradition of printing and design, mixes tradition with creation. Old-fashioned values meet new-school trends. Its quirky, contemporary character lends an edge to headlines, logotypes and any large-size text.