Unexpected Baskerville: The Story of LoveFrom Serif

Letterform Archive

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LoveFrom, founded by Sir Jony Ive, Marc Newson, and Peter Saville, is a collective of creatives who explore the intersection of design, art, and technology. As their first project, they created the “LoveFrom“ typeface, drawing inspiration from the iconic letterforms of John Baskerville. This talk delves into the process of creating a new interpretation of Baskerville‘s letters, exploring surviving punches, printed books, and contemporary writing master‘s manuals.

Join us for this Letterform Lecture to take an in-depth look at the design process and historical significance of LoveFrom Serif.

Letterform Lectures are a public aspect of the Type West postgraduate program. The series is co-presented by the San Francisco Public Library, where events are free and open to all.