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Logo sizing

A company called Moscoso needs a new logotype, which they want to be in all caps. They seek something “narrower, bolder, and more elegant” than their reference serif. The logo will be used at three sizes: full size (display), half size, and quarter size.

The designer finds a suitable “narrow, bold, and elegant” serif to use as a starting point. Houston, we have a problem: at smaller sizes, the finer details of this font start to disappear.

  • MOSCOSO
    • wght 470
    • opsz 64
    • PWGT 88
    • wdth 80
    • PWDT 402
    • GRAD 88
    • XOPQ 88
    • XTRA 402
    • YOPQ 50
    • YTUC 750
    • YTLC 500
    • YTAS 750
    • YTDE 250
    • YTSE 18
    • YTRA 1000
    • XTCH 1000
    • YTCH 1000
  • MOSCOSO
    • wght 470
    • opsz 64
    • PWGT 88
    • wdth 80
    • PWDT 402
    • GRAD 88
    • XOPQ 88
    • XTRA 402
    • YOPQ 50
    • YTUC 750
    • YTLC 500
    • YTAS 750
    • YTDE 250
    • YTSE 18
    • YTRA 1000
    • XTCH 1000
    • YTCH 1000
  • MOSCOSO
    • wght 470
    • opsz 64
    • PWGT 88
    • wdth 80
    • PWDT 402
    • GRAD 88
    • XOPQ 88
    • XTRA 402
    • YOPQ 50
    • YTUC 750
    • YTLC 500
    • YTAS 750
    • YTDE 250
    • YTSE 18
    • YTRA 1000
    • XTCH 1000
    • YTCH 1000

Vanishing stems

In the absence of designed optical sizes for this family, a common reaction might be to redesign the logotype using a “sturdier” typeface, like a flavorless sans, that can survive being displayed at smaller sizes.

  • MOSCOSO
    • wght 450
    • wdth 80
    • slnt 0
  • MOSCOSO
    • wght 450
    • wdth 80
    • slnt 0
  • MOSCOSO
    • wght 450
    • wdth 80
    • slnt 0

Bland sans

With variable fonts, smaller sizes can be tuned to preserve the more delicate features of the design without compromising the elegance of the display version. Through CSS or application math, these tweaks can scale as the font changes size.

  • MOSCOSO
    • wght 470
    • opsz 64
    • PWGT 88
    • wdth 80
    • PWDT 402
    • GRAD 88
    • XOPQ 88
    • XTRA 402
    • YOPQ 50
    • YTUC 750
    • YTLC 500
    • YTAS 750
    • YTDE 250
    • YTSE 18
    • YTRA 1000
    • XTCH 1000
    • YTCH 1000
  • MOSCOSO
    • wght 400
    • opsz 14
    • PWGT 88
    • wdth 100
    • PWDT 402
    • GRAD 88
    • XOPQ 96
    • XTRA 331
    • YOPQ 28
    • YTUC 750
    • YTLC 500
    • YTAS 750
    • YTDE 250
    • YTSE 18
    • YTRA 1000
    • XTCH 1000
    • YTCH 1000
  • MOSCOSO
    • wght 400
    • opsz 14
    • PWGT 88
    • wdth 100
    • PWDT 297
    • GRAD 88
    • XOPQ 99
    • XTRA 350
    • YOPQ 59
    • YTUC 750
    • YTLC 500
    • YTAS 740
    • YTDE 250
    • YTSE 18
    • YTRA 1000
    • XTCH 1000
    • YTCH 1000

The solution