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SER IFA
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: A “Typographical Breakdown”
BY CARLY DUTCH - GREENE
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The Swiss designer Adrian Frutiger developed Serifa速 in
1964
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In that same year, Jeopardy made its first television debut, and The Beatles came to the United States on tour for the first time.
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Frutiger
based the shapes in on those in Univers, the sans serif family
he designed in
IM
the 1950s.
A
GI N
E ..
.
ABCDEF GHIJKL MNOPQ RSTUV WXYZ
.
.
..a
l
e h t l
&
v i n i l g e l p o pe
A abcdef ghijkl mnopq rstuv wxyz
&
. . . life in peace
123456789 ?!&$@#*“;
A
While Serifa retai
geometric, linear skel of Univers, it has
addition of unbrack
square serif
squatter x-h and boxier c
Because of th
characteris
Serifa is a t
represent
of the sl
(or Egyp
8
ins the
letons
s the
keted
fs, a
height , caps.
hese
stics,
true
tative
lab serif
ptian) style.
8
Basic Anatomy of the “Serifa” Letterform:
Cap Height Serif
{ Typog Type Size
Counter
Descender
Ascender
X-Height
graphy { Stem
Baseline
“The whole point with type is for you not to be aware it is there,” Frutiger says and makes an impressive comparison:
re ou y “If te so a
o sp
b er t h e s ha emem pe of ome soup, t a hen th es po o
on w it h
n d
w o po
ha
hi ch
a
D
yo u ju rs st ha pe .
Spoons and letters are tools. The first we need to ingest
bodily nourishment from
a bowl, the latter we need to ingest mental nourishment from a piece of paper.�
- Adrian Frutiger
STARVE -the ego-
FEED -the soul~ THE GLITCH MOB
“All that we are is a result of what we have thought.” - Buddha
S R
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S E RI
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CREATED BY: C A R L Y :D U T C H GREENE