Ali Baldwin Design

The Hoelfer Type Foundry was founded in1989 in New York City and flourished into one of the leading type foundries of our generation. In 2004, they transitioned into their sixteenth year with a new name: Hoefler & Frere-Jones. H&FJ’s designs are very well known and popularized through clients like government affiliates, newspapers, magazines, studios, agencies, and numerous corporations. The two leading typographers from H&FJ are Jonathan Hoefler and Tobias Frere-Jones. They work to develop unique typefaces and also reinvent classic typefaces. Their style is described as “high style” and they are described as being some of the most influential typographers in America. Three of H&FJ’s unique typefaces are H&FJ Didot, Gotham, and Archer. All three of these have been influential in many projects such as President Barack Obama’s campaign and Martha Stuart Living Magazine. Each has it’s own style that H&FJ created on their own or built off of an existing typeface. They develop cohesive messages that create clarity and have a friendly, attractive, and informative air about them.
Harper’s Bazaar asked H&FJ in 1991 so create a typeface, which was Modern with hairline serifs that could be maintained in numerous sizes. Hoefler and Frere-Jones chose grosse sans pareille no. 206 of Molé le jeune as their historical model and built to it. Didot, created by Francios Ambroise Didot, was revived for the magazine with its varied strokes throughout each letter and thin hairlines. This typeface should be used with tight kerning. The H&FJ Didot (See image 1) has a very classic feeling and would work great in bookwork and text use. It is utilized well in magazines and recently well in numerous fashion brands. Looking at the evolution from the classic Didot to the reinvention of H&FJ Didot, there is a fresh take on the modern typeface.
H&FJ created the Gotham typeface (See image 2) to have an innovative take on the “basic” typeface. This typeface is very welcoming and informative. It conveys any message that one wants to convey with clarity, but still holds its structure. The text almost feels familiar when being read. The Gotham typeface is a sans-serif with the option of tight or loose kerning and tracking due to its versatility. It was also created in a rounded structure called Gotham Rounded for as an option. Gotham was made in every variation one could possibly think of and therefore is one of the most widely popularized typefaces of this generation. Gotham was chosen in 2004 to be the typeface used on the new Freedom Tower that’s to be built in place of the former World Trade Center. It is a fresh typeface that works well in advertisements and titling or many other areas of type. It is what one would be looking for if they needed a typeface that needs simplicity that would not overpower the text.
Archer was created for a project for Martha Stuart Living to be used as an informative, yet attractive typeface. Archer is a slab-serif that brought back the “ball-terminals” to both lowercase and somewhat to capital letters as well (See image 3). It is a combination of both Antique and Geometric slab-serifs, yet inviting and easy to read. Archer is utilized best if the kerning is not too loose. It allows the reader to let the letters flow together easier to comprehend the text. Looking at Antique and Geometric slab-serifs, the evolution to Archer brings in a rejuvenation of the “typewriter” typeface.
Hoefler and Frere-Jones have worked hard since founding their type foundry to create numerous typefaces that add a fresh look to classic typefaces and also new ones. They are very influential in what they do and show that you do not have to start from scratch in some projects. You can build from ideas that you already know. H&FJ gives their clients a unique voice through type; which can allow their client’s business to further. H&FJ Didot, Gotham, and Archer are three typefaces that have created a revolution in the everyday life of text. They develop cohesive messages that create clarity and have a friendly, attractive, and informative air about them. Some may embody a classic characteristic while others feel fresh and familiar. Due to the variety and versatility of H&FJ’s typefaces, clients are sure to come to them because of the height of the popularity they can create.