Jony Ive, Marc Newson and Peter Saville discuss LoveFrom, Serif, their elegant modernisation of one of the most influential and enduring of all early typefaces
Before any of that work had been announced, Ive and his key collaborators, Marc Newson and Peter Saville, set to work on shaping LoveFrom’s identity. Working with Chris Wilson, former head of UI design at Apple , engineer Patch Kessler and Milan-based typographer Antonio Cavedoni, the team began a multi-year design and research project.: Marc and I started a conversation with Peter, who became a part of LoveFrom.
Cavedoni already owned a collection of antiquarian volumes set in Baskerville, whilst Robin Hull at Cambridge took exquisite macro photographs of these precise, tiny steel punches, with some letters just 1mm tall. Cavedoni, whose typographic credits include designing Apple’s seminal San Francisco font, describes Hull’s images as ‘an enormous breakthrough’. They revealed the shapes and eccentricities of the typeface in meticulous detail.
The typeface is optically sized – depending on the point size, the space between letters is dynamically adjusted to deal with different print quality or monitor resolution. There’s also a complex algorithmic approach to the curves, that blends them seamlessly into the straight lines of the descenders. : At Apple, we spent a lot of time on curves to get things just right on things like the app tiles.
. It results in extraordinary things. His approach is to say, ‘Let’s do it until there’s no more that can be done.’ LoveFrom, Serif evokes art and craftsmanship, values that Jony wanted to associate with LoveFrom. : Designers often talk about how we work, but not why. Our name describes our motivation, which is to be in service of humanity. It’s great to have a motivation of that gravity. LoveFrom, Serif speaks perfectly to our collective approach and to our experience.
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