Practical Serif

Practical Serif is a type family consisting of 10 weights with matching italics: ranging from Hairline to Black. The approach to designing Practical was to create a useful family full of details that would melt away when used small and unique enough to be recognizable when used in larger sizes.

These characteristics took the form of cut ball terminals, sharp, bracketed, wedge serifs and an italic that embraced cursive form construction. With a generous x-height and sturdy proportions Practical embodies it’s name and is a ideal typeface choice for editorial, packaging and branding projects both on and offscreen.