01.17.18: A cup of serif
WHEN I WAS STILL in charge of design at a metro newspaper, my boss called me into his office one afternoon to ask me about our nameplate.
“Look,” he said, “something’s gone wrong with the serifs. They’re not all there.”
I was confused. “Whaddaya mean, ‘not all there.'”
Him: “Well, the serifs don’t go straight across.”
Me: “I know. They’re not supposed to. They never were straight across.”
Me: “They’re supposed to be curved up a bit on the bottom. They’re designed that way. They’re called ‘cupped serifs.’ It’s part of the look of the typeface.”
Him: “Oh. Well, it looks strange.”
Me: “We’ve had that nameplate — with that typeface — there for months now, ever since the redesign.”
Our nameplate was in Garamond Bold, with cupped serifs much like the Stempel Schneidler above.