Fishmonger originated from a commission of two fonts for the corporate identity of a fishmonger shop. When sketching the elementary principles for the lettering, the idea for a modern, extensive font family with a large number of styles was born. The first step consisted of defining the range of widths and weights. Then the master design Medium Regular was completed. The next step was adjusting the Extra Condensed Thin, the Extra Condensed Bold, The Extra Extended Thin and the Extra Extended Bold weights, as they are the vertices of an imaginary square map of the face. This meant that, in order to achieve a harmonious result, the x and y axis needed to be defined. From top to bottom, from the widest to the most condensed cut, the proportions are linear. However, from light to black, the line curves gently, allowing lesser difference between the light cuts, and a dramatic one between the heavier cuts. To ensure the original parameters were respected each position on the vertex was checked against the Medium Regular. After sorting out the ideal set-up, the remaining characters of each of the weights were drawn, and the remaining cuts were interpolated according to the principles above. Fishmonger is a functional, clean design, free of any buoyant, ornamental shapes, almost minimalist. Maybe this is what lends the type family its unique appearance.

Engaging the issue of scalability, Beaufort® is configured so that serifs render with great sharpness, independent of type size, limited only by device resolution. This scale of effect empowers the typographer with a design axis stretching from awesomely huge to preciously tiny, further enhanced by weights from Light to Heavy, small caps, and alternate figure styles. In style, Beaufort has a number of affinities. In particular, the bold romans recall a kind of “grotesque with small serifs” style popular with sign painters and package lettering artists in the early 20th century, and still going strong. In proportion, the basic Beaufort is in the vein of the classic oldstyle types that descend from Granjon , via the French Oldstyles, or Elzevirs, to Plantin and Times in the early twentieth century. Designed for optimum clarity, readibility, and word count, these types have a pronounced angle of stress in the lower case, which is quite large and fairly narrow in relation to the caps. None of the caps are exceptionally narrow, and both cases have an evenness of width that makes for a no-nonsense, orthodox appearance. The strength of the capitals distinguishes these types from those of another “optimizing” era, the 1970s and ’80s, when puny caps made for monotonous text. However, strong though they may be, Beaufort’s caps are not as obtrusive in text as those of Times or Plantin.

Halfroy is our answer to generic geometric sans trends exploding nowadays who creates sameness. Halfroy brings new sans perspectives by combining rounded and sharp edges to create delicate sans fonts. See the difference by looking at counter-shapes compared to outline, insides counter shapes you will sees a sharp edges while round but not geometrical on outlines. Halfroy gives your project unique visual impact whatever your design project is, but we recommend using thin, semibold to Fat as display then light and regular. Halfroy taken inspirations not from looking at other sans typeface, but its design inspirations comes from observing a land contour and geographical statistics in our city, Kota Batu. We found that our city geographic consist of steep slope like waves with sharp peaks and surrounded by small and third highest mountains peak on our country. From then on we begin visualize and applied on few letters. Take a look on our 'O', 'f', 's' letters, its like a stone carved letters. Its hard edges and soft edges outline clearly draws from our inspiration source. Even Halfroy looks stony, hard as individual letters, we treat this type with humanist approach in mind. Therefore you can sense a friendly yet casuals of typical sans serif fonts when it grouped together to form a words or sentences. We hope Halfroy will gives your design project a unique on its own.