Scher-Approved Fonts

Back in 2007, Pentagram partner Paula Scher created graphic design templates (for business cards, stationary, etc) that were made available for free downloads from Hewlett-Packard. Those templates are no longer available, but I thought it was interesting to see the choices Ms. Scher made for fonts that represent specific design themes. The fonts in the image are, from top to bottom, Avenir heavy (‘Bold’), Helvetica Neue ultra light (‘Modern’), Bodoni roman (‘Elegant’), Century Schoolbook regular (‘Friendly’), and Helvetica Neue ultra light italic (‘Edgy’). This is Typography 101 stuff, but I think many designers might’ve made different choices, especially for themes like ‘friendly’ and ‘edgy.’ Ms. Scher’s font choices, as usual, are communicative yet sophisticated.

Leave a Reply