“Load your font with stylistic alternates, discretionary ligatures and as many other OpenType features as you can,” he says. Paul Lloyd of Perth-based independent foundry Greater Albion Typefounders agrees that providing as much choice as possible is a savvy move. Image: Birmingham New Street was inspired by the hand-lettered title on a 19th century railway map (courtesy HypeForType)
The trick is to be ahead of that trend,” he advises, “whatever it is.” Also, some popular fonts are lost in a swamp of similar styles by bandwagon jumpers who see a trend. “However, here’s the rub: sometimes the fonts you think will sell well don’t, and the ones you almost don’t release – Roadkill, for example – become runaway hits. “Just remember that for headline or exotic fonts, the design might only work in one or two weights,” he adds.
“Fundamental to all fonts these days is an extended character set, finely honed kerning and – for text fonts – a decent range of weights,” says British graphic designer, illustrator and prolific type designer Rian Hughes, who runs Device Fonts and is the author of Custom Lettering of the 20s and 30s.Īs he points out, the more choice you provide, the more likely it is your font will appeal to a wider audience. Image: Rian Hughes’ Roadkill family of typefaces is based on rough and worn road lettering (courtesy HypeForType) Create multiple weights and extended characters
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