The Alembic identity
Identity, ConsumerFrom Communication Arts
When restaurateur Dave McLean described his project, design firm Nothing: Something: NY saw in his vision an atmosphere of gritty, bluesy cool; an intimate, rough-hewn yet sophisticated bar and small-plates restaurant. While researching old mercantile crates and register receipts, they found gorgeous accidental patterns among the many stamps, stickers and various ID ephemera: ambivalent placement, curious numbers, compartmentalized information, intersecting layered labels, torn forms. Wanting to create an identity that would interact with the customer over the duration of their experience, they built a variety of character-defining statements into the logo which are presented in stages using the various signs, menus, coasters and matchbooks. Although tuned-in to the accidents of design, especially those design collisions that occur over time, it was only when the studio added their distinctly playful combination of language and process that the work took on its uniquely modern sensibility.
Kevin Landwehr, creative director; Kevin Landwehr/Devin Becker, designers; Teddy Telles, design photography.
A typeface without serifs is called sans serif, from the French sans, meaning “without”. Some typography sources refer to sans-serif typefaces as "grotesque" or "Gothic," and serif types as "Roman."
Old style or humanist typefaces date back to 1465, and are characterized by a diagonal stress (the thinnest parts of letters are at an angle rather than at the top and bottom), subtle differences between thick and thin lines (low line contrast), and excellent readability. Old style typefaces are reminiscent of the humanist calligraphy from which their forms were derived.
It has been said that the angled stressing of old style faces generates diagonal lock, which, when combined with their bracketed serifs creates detailed, positive word-pictures for ease of reading. However, this theory is mostly contradicted by the paraellel letterwise recognition model, which is widely accepted by cognitive psychologists who study reading.
Old style faces are sub-divided into Venetian and Aldine or Garalde. Examples of old style typefaces include Venetian, Garamond and Palatino. A sample of Garamond: