Lust for Type: A Manifesto for the Font-Obsessed

Spent way too much time staring at fonts today for a rebrand I’m working on.

Stepped away from the screen to make more tea. And this is what happens when a font obsessed designer takes a quick break…

Choose a typeface. Choose a weight.

Choose the subtle transition of a semi-bold.

Choose kerning. Choose fixing the space between a 'V' and an 'A' until the tea goes cold.

Choose Swiss. Choose Helvetica.

Choose the perfect glyph. Choose the baseline shift.

Choose the personality. Choose the tone.

Choose wide tracking for the balance and tight leading for the soul.

Choose staring at a screen until the descenders look like art.

Choose the vibe. Choose the vision.

Just choose the damn font!