Loblaws

PC Display

Today, new typefaces are rendered in multiple weights. There are economic reasons for this profusion of product, and design reasons too, subject to the thorough application of modernist principles to corporate identity.

Furthermore, the rigor of modernist logic ensures consistency of form throughout—the idea that “a” might have a tail in the light weights which disappears in the bold (e.g. Helvetica) is now anathema.

Therefore, there is now an opportunity for a single weight, bold, all cap typeface to assume a powerful personality, one which is driven by a feature that would be dismissed as a non-starter for lighter weights or lower case, but which is particularly effective for bold caps.

Such a feature has been created for the Loblaws font, PC Display. It is the “truncated apex” that characterizes A, M, N, V, W and Z—which might also be termed a “narrow terminal”. This feature furnishes set type with a subtle and complex texture (ensuring the durability of the style), and, by virtue of the way in which it has been accomodated into these letters, and informs the structure and proportions of the other letters which must accompany them, exerts a unique quality throughout. And that is fundamental to branding.

As an example of the way in which this feature informs the typeface as a whole, consider how the ample width of the “truncated apex” characters contains a lot of white space, which must therefore, to maintain even color, be designed into other characters—for instance via the shortened center arm of E and F, and by the angled terminals of C, G and S.