Hi all,
I’m doing a branding project for my school’s library, and admins wanted a typeface that doesn’t evoke academia, or suggest anything about teaching, expertise, tradition, poise or authority. So Venetian and Garalde are immediately off the list. Also don’t want to use French modern or Scotch Roman (too delicate, too Vogue-like).
This is a body typeface that will be paired by an either softened Neo-Grotesk or a humanist sans. I’m a bit out of ideas: what kind of serif performs well in long-form text while does not have too much calligraphic reminiscence to be considered classy? I proposed Lyon, which is already non-traditional enough (Noordzij style very obvious though) but still got rejected. Do I have to go with a slab?