Art into type In 2008, Fontsmith were approached by their friend, Jon Scott, to investigate whether a typeface could assume the aesthetic of one artist’s body of work. Jon’s not-for-profit charity, Measure, was organising an event for the artist, Conrad Shawcross, whose giant mechanical installation, entitled Chord, was going on public display in the long-disused Kingsway tram tunnel in Holborn. Chord explores the way we perceive time, as either a line or a cycle. Two enormous machines with dozens of rotating arms and moving in opposite directions, weave rope with almost infinite slowness. An unusual brief Phil Garnham visited Conrad in his Hackney studio to get a feel for his work and ideas. “Conrad is a very clever and philosophical guy. He struggled to see how typeface design had any relevance to him and his art. This was going to be a challenge.” The artist presented the type designer with a pile of rope and a huge diagram of sketches and mathematical workings. “This was, in essence, my brief.” Phil developed three concepts, the simplest of which ticked all the boxes. “The idea of the strokes in the letterforms appearing and ending at peaks or points of origin fitted perfectly with Conrad’s idea of time occurring and ending at two ends of the sculpture.” Two versions Phil planned modules for two versions of the typeface: one with five lines in the letterforms and one with seven. He then drew the modules on-screen and twisted and turned them to build the machine that is FS Conrad. “This is not a simple headline typeface,” says Phil. “It’s not a rigid structure. It has varying character widths, and it’s informed by real typographic insight and proportions so that it actually works as piece of functioning, harmonious type.”

Inspired by the work of Hendrik van den Keere, Tobias Frere-Jones and David Berlow designed a family of typefaces focused on the challenges of newsprint publishing. This version of the family is part of the Reading Edge series of fonts specifically designed for small text onscreen, having been adjusted to provide more generous proportions and roomier spacing, and having been hinted in TrueType for optimal rendering in low resolution environments.

Elliptical The squareness of curves. That was the elliptical – in more than one sense – notion being explored in the making of FS Hackney. The squareness of curves and vertical terminals to create a gentle, soft sans serif, with a little bit of magic. A momentary thought – “It doesn’t have to be like this” – provided the spur to explore the verticals and skeletons of letterforms beyond conventional type design limits. A 12-month gestation period gave rise to a font with a larger-than-usual character set, including non-lining figures, small caps and superior and inferior numbers. It’s a collection that speaks confidently for itself. Assertive It was the Hackney carriage – the black London cab – that gave this font its name, not the north London neighbourhood. Solid, dependable, effective and built to last, FS Hackney was honed to perform in all conditions. Cool, compelling lines and a satisfying overall simplicity lend FS Hackney its assertive air. Assured, versatile and effective; just like a black cab (but without the grumbling). Machined Over a string of meetings, Jason Smith and FS Hackney designer Nick Job worked out how to infuse Nick’s sketched letterforms with Fontsmith’s familiar geniality. “Nick is very meticulous and produces very clean design work,” says Jason. “Hackney is ideal for branding as it’s very clear and its quirks are sensible ones, not odd ones, that don’t distract from the message.”