NEW FONT

Art Direction: James Hultquist-Todd

New Font is a high-contrasting, display typeface inspired from the classic font Broadway. I wanted to take the bold, Art Deco qualities of Broadway reimagined to have modern san serif features. New Font uses the graceful nature of thin, clean lines to contrast the heavy quality of the typeface. The typeface tests the limits of pushing contrast to allow it to be both striking and delicate.

The challenge creating this typeface was maintaining legibility and harsh contrast. Creating a uniform stem thickness across each letter vertically was one solution to this. On necessary letters adding curves and thinning the intersections where thick meets thin was beneficial as well.