New Typeface From Tobias Frere-Jones: Mallory

First font from his new foundry:

Mallory began as an experiment in mixing typographic traditions, building a new design with British and American traits. The family offers a broad range of voices, from the prim and austere Thin to the loud and gregarious Ultra.

Strikes me as a friendly-feeling modern take on Gill Sans — I see the British traits more clearly than the American ones. (I do see it in the lowercase “g”, though.) Hard not to compare Mallory to Hoefler and Co.’s Ideal Sans, which, I’ll admit, is my favorite new workhorse sans of the last 15 or 20 years.

★ Thursday, 3 December 2015