Keymer is a humanist sans-serif. The style of font that is sometimes in fashion but never out of fashion, the true work horse of the sans-serif class. When done well, they’re quite beautiful as well as utilitarian, Helvetica being the obvious example. They’re easy on the eye and part of their appeal is that they can pass almost unnoticed by the reader.
Inspired by Margaret Calvert’s Transport typeface for the British road sign system, completed in the early 1960s, Keymer aspires to be clean, legible and elegant and comes in a comprehensive family of seven weights.
The challenge when designing a humanist typeface with the focus on legibility, is deciding how much personality to allow the font. It needs enough to be distinctly different from the others on offer and confident with its own look but not so much as to be arrogant or quirky, stealing the show as a consequence.
Keymer’s compact, so economical with space but not so narrow as to appear compressed. Its comparatively large x-height, coupled with shallow ascenders and descenders, ensure that legibility holds up at small sizes.
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