Like the clothes we wear or the cars we drive, typefaces are a response to time, place, and culture. As our world and technologies change, so too must our means to communicate. New typefaces are welcome additions to our growing palette.

That said, we shouldn’t leave behind some tried and true classics. While new typefaces have the ability to respond to technological advancements, old typefaces have design equity. Like a family legend that gets passed down through generations, they amass gravity and history. At times, these traditional typefaces capture a moment or feeling just by their presence. They’re also a foundation for many new faces.

Jason Santa Maria.