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Type Style Finder by Timothy Samara

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The late 1990s and early twenty-first century find a return to naturalism,
spirituality, and concern for the future expressed in popular culture.
Clashing to some degree with styles from heavy commercialism and
exploding technology, the type and color of this period looks somewhat
to the past as well as to the potential of upcoming generations.
Packaging
STIM Visual Communication
Timothy Samara
New York City USA
New Age
Time
+
Context
The New Age is pluralistic in style, a reflection of conflicting outlooks; this
dichotomy is mirrored in the typography of the present. At one end of the
spectrum, historically derivative typefaces abound, with a concentration in
humanistic serifs and strong display faces that hark back somewhat nostal-
gically to the 1930s, 1940s, and 1950s. Bold slab serifs and highly refined
serif text faces abound, along with a resurfacing of organic script faces.
These type styles seem to explore tried and true formal ideas, but evolved
and influenced by technology—often showing joint and terminal detailing
that are indicative of digital drawing. Hybrid forms, mixing details from
various styles, come together in a search for something new while honoring
the past—possibly an attempt to blend the simplicity and familiarity of
yesteryear with the advances of the sometimes scary present day. Sans serifs
in New Age style follow this trend as well, incorporating traditionally serif
forms, especially in their lowercase characters, while exhibiting proportional
shifts and peculiar terminal detailing that speaks to the potential of unex-
plored future design territory. Notably lighter serifs and sans serifs hint at
quiet contemplation and some trepidation.
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7 TSF_TIME 2_192–223_.qxd 8/17/05 4:04 PM Page 220
Elementis
TM
Std Regular
Sans Serif | Light Weight |
Script Details | Rounded
Terminals |
Linotype Library GmbH
www.linotype.com
info@linotype.com
+49 (0) 6172 484.418
Yan Series 333 JY
Black Lining
Semi-Serif | Lesser Contrast |
Bold Weight |
Brushform Details |
JY&A Fonts
www.jyanet.com/fonts
Joanna
TM
Serif | Lighter Medium Weight |
Moderate Contrast |
Linotype Library GmbH
www.linotype.com
info@linotype.com
+49 (0) 6172 484.418
Flight
TM
Graphic Script | Ultra Light
Weight | Joint Contrast |
Erratic Posture and Baseline |
Linotype Library GmbH
www.linotype.com
info@linotype.com
+49 (0) 6172 484.418
ITC Tempus
TM
Sans Italic
Sans Serif | Light Weight |
Slight Contrast |
Textured Contour |
Linotype Library GmbH
www.linotype.com
info@linotype.com
+49 (0) 6172 484.418
Linotype Nautilus
TM
Roman
Sans Serif | Notable Contrast |
Condensed |
Linotype Library GmbH
www.linotype.com
info@linotype.com
+49 (0) 6172 484.418
Type Style Finder
221
t
D
t
D
TD
D
t
D
t
D
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7 TSF_TIME 2_192–223_.qxd 8/17/05 4:14 PM Page 221
Time
+
Context New Age
Fling
TM
Script | Medium Weight |
Upright Posture |
Linotype Library GmbH
www.linotype.com
info@linotype.com
+49 (0) 6172 484.418
Linotype Go Tekk
TM
Medium
Serif | Uniform Weight |
Angled Curves and Joints |
Condensed |
Linotype Library GmbH
www.linotype.com
info@linotype.com
+49 (0) 6172 484.418
JY Integrity Lining
Serif | Lesser Contrast |
Condensed | Light Weight |
JY&A Fonts
www.jyanet.com/fonts
Yan Series 333 JY SCOSF
Semi-Serif | Brush Details |
Uniform Light Weight |
JY&A Fonts
www.jyanet.com/fonts
ITC Nora
TM
Sans Serif | Notable Contrast |
Modulation | Curved Stems |
Script Detail |
Linotype Library GmbH
www.linotype.com
info@linotype.com
+49 (0) 6172 484.418
Auto 3 Italic
Script–Sans Serif Hybrid |
Moderately Condensed | Swash
Details | Uniform Light Weight |
Underware
ww.underware.nl
info@underware.nl
31 (0)70 42 78 117
D
D
t
D
D
t
D
TD
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Sample Color Combinations
Type Style Finder
New Age Color
A return to the familiarity of the natural and sometimes nostalgic
coloring of the past mixes with unexpectedly vivid colors in the
New Age palette. A series of muted beiges, ochres, warm and
cool grays, subdued blue-green and lavender, and smoky ivory is
supported by deep brown-black umber, mahogany, and olive to
form a quiet, elegant, and decisive palette of naturalistic, even
spiritual, hues. In contrast, saturated red-orange, black, blue violet
and lime green—the influence of commercial popular culture and
technology—present vivid foils to the calming aspects of the other
colors in the New Age scheme. In combination, the two subpalettes
present a sophisticated, albeit somewhat conflicted, color feeling
that evokes the evolved yet anxious outlook of the age.
0 C
28 M
67 Y
50 K
>
0 C
68 M
75 Y
73 K
>
10 C
6 M
0 Y
30 K
>
32 C
0 M
13 Y
17 K
>
28 C
17 M
0 Y
13 K
>
0 C
0 M
10 Y
10 K
>
0 C
80 M
100 Y
0 K
>
80 C
67 M
0 Y
0 K
>
0 C
0 M
75 Y
62 K
>
15 C
15 M
31 Y
0 K
>
(Provision) Type Style Finder
CL905.042 / 4237
7 TSF_TIME 2_192–223_.qxd 9/17/05 9:24 AM Page 223

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