How do you make a font like FS Albert unique, distinctive? "When designing a font I try to question every letter, says Jason Smith, "but all you need is a few that have an x factor. With FS Albert, theyre the lowercase a and g and the uppercase I and J.
"I remember a friend saying, Why on earth have you designed the a like that? Isnt it too friendly for this kind of font? And, in a way, thats what I wanted honesty and warmth, because a lot of big brands at the time really needed to show a more human side.
11 February
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