“Our work in the Terra Carta was absolutely one of those projects where we could utilize LoveFrom’s serif we’ve been working on so long.” “We have this typeface, and judiciously we use it for certain projects where it seems appropriate,” Ive says. From there, the team began making Baskerville their own, adding details inspired by other lettering work of the era. They analyzed the shapes and cleaned them up into digital characters. To design LoveFrom Serif, Ive’s team studied original Baskerville punches and matrices.
It’s easy to reason why Baskerville’s perfectionism resonates with Ive. He even formulated an improved ink and experimented with new papers for the task. He obsessed over not just the design of Baskerville, but of the crafted execution of the individual metal “punches” that pressed each letter, to ensure the printing was sharp. Baskerville was a trained calligrapher, and wanted to elevate the quality of book printing. Years in the making, LoveFrom Serif builds off of the famous Baskerville typeface developed by English businessman John Baskerville in the 1700s. “And it speaks to our respect for the past, and that informs our work for the future.” “Because it really does span the physical world and the digital world,” he says. In truth, Ive considers this typeface, not the Terra Carta seal itself, to be LoveFrom’s first public release. “And I actually think it represents an impediment to doing new, useful work.” “I think the demarcation between different design disciplines is often arbitrary,” Ive says. And you have a sense, I think, of optimism. “Just immediately when you see it, it feels vital, it feels alive. And I think we wanted to create a far more gentle piece of work,” Ive said in an interview with Fast Company.
In a way, I think they speak to being quite exclusive. Ladybugs crawl over the words Terra Carta. Birds, bees, and butterflies float through a weave of flowering vines. The seal is organic, covered in filigree and fauna to celebrate the natural world. (The seal is awarded to companies that distinguish themselves in the realm of sustainability.) Alongside his team, Ive developed a seal for Terra Carta, an environmental initiative spearheaded by Prince Charles. But Ive’s first public project since founding his own design collective, LoveFrom, is an aesthetic 180 from what you might expect.
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