Downloading the magazine as a PDF and checking under the hood reveals that it's a custom typeface called, appropriately, National Trust.

Thanks Marc, I haven't got full acrobat on this laptop.

So now the ID's sorted out, what does anyone make of this font?

Well, you said you thought it had echoes of Optima and I agree. To me it seems interesting how few stressed sans seem original. It's hard to fault Optima -- it's been around a long time and it is beautifully elegant -- but you would think more designers would tackle a new take on stressed sans faces. There must be more than I think, but offhand the only other similar style I can think of that I like a lot is Monotype's http://Strayhorn by Michael Harvey. I know it's a sans version of Ellington, but it's more than that in my opinion. Harvey shows wonderful skill with the letters, and I assume it comes from his stone cutting experience. At larger sizes (or in print), I think it's a beautiful typeface.

- Mike Yanega

What about Beorcana?
http://www.fonts.com/findfonts/mondosearchresults.htm?st=12&kid=beorcana...

Another really nice stressed sans by Michael Harvey is http://Mentor Sans.

And another good one is Amira, which has that angular energy of a lot of Cyrus Highsmith's faces.

I like the heavier weights of both of these better than the light ones.

Doyald Young's Finesse is a super thin variant on Optima which looks good very big.