Jonathan Hoefler

​

I recently watched the Abstract episode "Jonathan Hoefler: typeface design." Jonathan is a typographer known for many typefaces. Hoefler Text, a typeface designed by Hoefler, has been used on every apple product to date since 1991. He created the Gotham typeface, used in many presidential campaigns such as Obama's "CHANGE" campaign. Gotham was also used for the memorial of the world trade center. 

​

Hoefler's approach to typeface design is calming to a design student. When he embarks on a new project, he does a ton of research. He looks to the past for inspiration. On his typeface, decimal, he drew inspiration from watch faces and map typography. He wanted to make a small typeface, so he looked for things that typically have a small type. He made me feel like I didn't have to come up with ideas out of thin air. Designers are depicted as people who come up with new ideas. People who re-invent the wheel. Hoefler debunks this constantly. He studies different types, picks them apart, forms opinions on those parts, and then chooses the pieces he likes to build his creation. 

​

Hoefler's openness to his design method puts me at ease. I'm a person who continually thinks my designs resemble other designs all the time to the point that I don't follow through with a lot of them. From now on, I will make a point of being more confident with my creations.