Danish type foundry Bold Decisions, run by Kristoffer Sølling, Mads Wildgaard and Rasmus Schønning, makes custom typefaces that can be used boldly in independent circumstances or subtly for retail clients.
One typeface by Bold Decisions, Lars, best represents the type foundry’s ability to mix work and play in its creative endeavours. “The origin of the Lars specimen began when we were invited to participate in an exhibition featuring contemporary type foundry specimens in Switzerland,” explains Bold Decisions. “At the time we hadn’t even considered a print specimen, but felt it was an interesting opportunity to provide our own take on what a type specimen could be, in an age where print is not the primary or even a very effective medium for the advertisement of typefaces.”
The outcome of this initial idea is a type specimen that uses playful illustrations to extenuate the typeface’s personality. “As the printed specimen starts to situate itself as a piece of memorabilia rather than a marketing tool, we felt it was the perfect way of positioning ourselves, of showing our colours, in the contemporary flock of young type foundries.” The narrative content for the specimen uses headlines from national and local newspapers in the United Kingdom. “In order to avoid a strict and austere typographical presentation we asked British illustrator William Davey to draw the funniest and oddest headlines that we could,” Bold Decisions tells It’s Nice That. Bizarrely chucklesome headlines such as “Local historian claims there were really four wise men” or, “Castle under attack from birds!” are reinterpreted illustratively by William, whose colourful sketches add a contemporary take. “William went on to take cues from the headlines we gave him, but also find some himself, as well as fabricating a few (we’re still not sure which).”
Overall the typeface “strives for a versatility that we at Bold Decisions like to see in our grotesque fonts”. Originally designed by Mads in a single weight as a graduation project while studying at the Gerrit Rietveld Academy in 2014, the font is now available in 11 alternative weights and styles, “with many more currently being developed”.
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