SWEAR
6 weights, 4 optical sizes, 2 italics. a total of 72 styles. familiar flagrancy for your agency.
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First, the “Romans”
The most conventional of the three constructions that comprise Swear, the Romans follow a historic precedent for contrast. What does that mean? It looks pretty normal.
Now, the first set of italics
With elongated entry and exit strokes, the display italics have the drama turned up for a consistent texture that reads like a sympathy card.
In the text sizes, the effect is dialed down to make a hard-working family member that creates visible emphasis, without saying, “HEY, LOOK AT ME, I’M ITALIC!”. Clear, without being obnoxious. Maybe it’s an approach I should try more often.
Finally, the reverse italic