According to a 2018 Type Director Club and Myfonts font purchasing report, designers are focusing on workhorse font families more than ever due to their extensive flexibility and value as a typeface, so it’s more important than ever to show the breathe of a typeface in context to hook a designers eye. To achieve this I took on the classic tradition of creating a type specimen booklet to help further dissect and understand the typeface Texta while showcasing it in various contexts to help promote the typeface’s various use cases. Along with showing Texta in context, I applied a unique twist of providing additional historical context to help designers understand the roots of the typeface and how those influences helped shape it’s creation.
Impacting the Status Quo
The digital age of typeface design has allow the industry become more accessible than ever. Everyone from
font foundaries to college students can design and then market their typefaces to the general public thanks
to sites such as myfonts, adobe/google fonts, etc. but what's starting to occur is a reduction in historical
Typeface marketing is driven by asethetics and variation of type weights, rather than meaning and tone alone. This is why I decided to bring in additional historical context to the speciem. Throughout the use case examples, there are several examples of what inspired the design of the typeface so designers deciding to use this typeface can understand it's roots. Developing this sense of context helps provide a deeper level of thought and meaning when someone decides to buy this font, and while hopefully help educate the designer in the process while also exposing them to similar typefaces.