FS Silas is an "enigmatic" typeface launched with its own spy film

Typophiles can get a bit of stick sometimes. Sarah Hyndman, the founder of Type Tasting has even quoted our very own Rob Alderson as saying “typography is seen as the least sexy design discipline.” It’s about time then that someone launched a typeface with a spy movie (albeit a short, delicious abstract one). That’s exactly what Fontsmith has done for its new face FS Silas, possibly the most heavily PRd typeface we’ve encountered. Days before its launch we’ve been breathlessly emailed with instructions to brace ourselves for an exciting announcement and when it arrived it was with no shortage of fanfare – a good number of further missives from all corners and the aforementioned film.

I actually really like the film, if I’ve been sounding weary – it reminds me of one of those hidden gem art films you watch in a gallery because you fancy a little sit down and actually really enjoy. The type itself is billed as an “enigmatic” typeface with “hidden depths…authoritative, official and stern on the outside; amiable and welcoming on the inside.” What’s fascinating though is that while once a small announcement sufficed, we’re increasingly seeing highly sophisticated microsites and now spy movies launching typography. Looks a bit sexier now, doesn’t it Rob?