Clear Sans – Positype
If you like your fonts to come with their own marketing strategy, google analytics properties and parallax style microsites, well, you’ve hit the font jackpot. Neil Summerour of Positype has recently released a font that comes with all the marketing jargon that would make Charles Saatchi extremely pleased. Clear Sans is a font that can carry it’s own weight (pun intended), but Summerour made sure you’ll take notice one way or another. With a slogan that cries ‘Permanently discounted by 90%’, we really want to roll our eyes and we have, except in the process we get hooked by Clear’s beauty. We’re sure you’ll fancy it too, but don’t be blinded by the unnecessary bling in the process.
More about this font:
Clear Sans™ is a… wait for it… rational geometric sans serif. It is intended to fill a niche… to provide an alternative to the somewhat based-on-vernacular signage, somewhat geometric sans. I hear the word vernacular thrown around too much and too loosely. If a typeface is based in the vernacular, based on hand-painted or hand-crafted signage, then it should be based on the movements of the hand, retain that warmth and not on a pretty geometric model. For me, clean, geometric and precise doesn’t have to be cold and expressionless.
The original skeleton was hand-painted in 2008 to help determine and inform my decisions going forward. The typeface was completed shortly afterwards at the behest of an old friend for their identity. As usual, I expanded it, but considered retiring it since there were so many things similar out there. Years later, I had a chance to rediscover it and came to the conclusion that it could be improved, expanded in a logical and useful way, and introduced.
Summerour says ‘I would be lying if I didn’t admit that the rise of webfonts and embedded type in applications influenced many of the decisions I made about reworking Clear Sans™‘. Completely new Text and Screen fonts were developed that utitlize larger x-heights, space-saving widths, logical (and simplified) weight offerings… to name a few alterations. Even the pricing of each variant was considered to produce a more reasonable and simple solution for the developer, designer, professional and novice.