Watch Jony Ive and LoveFrom explain the making of their first typeface

And on this newly revealed video, you’ll be able to see how LoveFrom constructed it.

The video is a presentation that the group gave earlier this 12 months on the San Francisco Public Library together with the Letterform Archive. Ive kicks issues off earlier than handing the mic over to LoveFrom’s Riccardo Lorusso and Chris Wilson, who beforehand labored collectively at Apple on the typeface San Francisco.

Kind nerds will admire that the presentation affords a brisk trot by means of historical past with loads of historic specimens from Baskerville and his contemporaries. (Even Benjamin Franklin makes a humorous cameo alongside the best way.)

Designer Antonio Cavedoni demonstrates the evolving relationship between calligraphy and printing on the time, whereas Wilson presents initiatives which have used LoveFrom Serif, just like the seals for King Charles’s Terra Carta and coronation emblem—and even a humorous customized onesie for his daughter. 

In fact, as painstakingly historic because the studio’s analysis was, LoveFrom’s purpose was by no means to create a dry, literal, or minimal interpretation of Baskerville. I see it extra as a jubilant remix—a riff. As typographer Erik Spiekermann lamented to me some time again, the letters could be a bit showy when many would argue that any single letter in a practical font ought to by no means name consideration to itself.

But within the palms of Lorusso, who drew many of the characters in LoveFrom Serif, the letterforms grew to become a most sure celebration of the glyph as an expressive object relatively than a mere cog in a bigger system.

Studying Make Something Wonderful, a e book of Steve Jobs in his personal phrases, printed in LoveFrom Serif, I discover the expertise completely legible. However I take time to cease and scent the letterforms, too. Language has at all times lived on the intersection of data and expression. We are able to do each!