Creating a digital typeface already too flexible to name must come with its challenges, most of all when it comes to presentation. If you’re Fontsmith you create a digital playground to showcase the pixel-friendly face FS Untitled.
For the typeface – an update on one previously licensed to Channel 4 – Fontsmith have developed 12 new weights with the intention of meeting all on-screen needs. The Clerkenwell-based foundry has created two versions of each weight – two weights for each weight – to allow designers and developers to adjust as needed.
“It’s a digital-first world and I wanted to make something that was really functional for brands,” explains founder Jason Smith. “I also wanted to create something that stylistically was open to its use. So a thin weight, large, gives a very different feel to the text font in body copy.”
The site built to launch the typeface includes 48 interactive scenes, with each weight given four, and an interactive specimen sheet designed by The Space Between. ‘We worked hard to create many different kinds of typographic execution,” says co-designer Matt Rudd. “All scenes are interactive – for example, FS Zombie is a fully-functioning arcade game and FS Alchemist takes the user from Lead to Gold via every letter in the alphabet.”