Variable Fonts and Our New Typography

and the future of typography Jason Pamental | @jpamental Designer, Writer, Tinkerer, Typographer Variable Fonts An Event Apart | Seattle 4 April, 2018 This talk is about meaning. Because words strung together are intended to convey meaning (unless its Dadaist poetry). Words strung together conveying meaning is (as Jen coined the term) intrinsically of the web. Doing so using intentional styles & fonts could be seen as essential or as an enhancement. I’m going to talk about them as an essential component of conveying, amplifying, & clarifying that meaning

There’s been a thread I started to notice. Jeffrey talked about designing fast and slow: to do, and to learn. Jen talked about what it means to be ‘of the web’ but not to be limited by it. Pacing came through again in Jeremy’s talk, again related to what should be fast or slow. Aaron brought up the idea of friction created by poor performance: again, pace. That thread began to take shape in my mind in the form of words. Words and the web. On the web. Of the web. But still ultimately human.

I spent most of a decade dedicating every day to racing a bicycle. Not for the betterment of humanity or the advancement of human peace. But because it felt good. What I feel when I ride is inseparable from and intimately tied to the act itself. To force one’s body to it’s limits is not possible as a purely physical act. Without the capacity to mentally override the shutdown switch, we’re inherently limited. Without that capacity to will ourselves to do more, we’d have no heroes. No Shakespeares. None of the amazing women who have graced this stage, enduring so much more to get here than I could understand.

So while this talk is about the future of typography—as Jeremy said yesterday—any look at the future is really about the future’s past, or our present. But our present was someone else’s future. So let’s look into our past at that someone else’s present

In this case, that present is about 500 years ago. Been thinking a lot about the evolution of design and typography. Not just recently on the web, but over decades. Centuries. Like this book of psalms.

Or a faded, layered pub sign in Brighton

Or this Monotype drawing This thread is about finding a rhythm and structure that de fi nes beauty

“cosmografia del   minor mondo” And not just in type: Leonardo Da Vinci famously created his ‘cosmography of the microcosm’—an attempt to understand the human body and the relationships between it and nature, proportion, balance, and beauty

Efforts to decode that beauty and encode it in repeatable rules to satisfy every possible application and scenario

“Type well used is invisible as type” —Beatrice Warde “The Crystal Goblet”, 1932 This was codified in an essay by Beatrice Warde in 1932 where she put forth the notion that for any piece of content, there could be a perfect typesetting that, like that goblet, could shape, but not color or distort, that content But the notion that there can be a perfect (and perfectly neutral) system of typography for a given piece of content is undone by the very typographic decisions made in the process

Type is never neutral

I love you This conveys the words, but doesn’t mean it

I love you This says it like only a type-obsessed hipster can

And this one might say it in the most genuine way yet.
There’s a hand in this. A human one. With feelings.

Type is how we ‘hear’ what we read

Printed Polish Like some of those past examples—we’ve spent centuries evolving and refining how we communicate. Look at Bruce Kennett’s W.A Dwiggins biography ‘A Life in Design’. Incredible detail

Pixel Parity We’ve now developed the capability to (nearly) match that on a digital screen

but tension! There are tensions between polish, performance, and publishers: • Just as Bradi, Papi, and Tristan all wanted to run off with their stick

Can we set this in Helvetica? Change to “Type should be seen and not heard” Stop asking for fonts. You can’t have them. We have to load more javascript

engineering • Design may desire more fonts and particular layout/hierarchy relationships • Publishers want to be able to change the content without sacrificing design
• Performance wants less data to download

“the idea of using three different font files   to represent one word would be dismissed   as quickly as the thought appeared” — Rich Rutter , author of ‘Web Typography’

StyleGuides.io So we create design systems

So we can solve a lot of these issues by creating a system of typography that scales in response to screen size, tailors the fallback experience, and provides a consistent user experience across all manner of content and all sorts of layouts. But as an industry we’ve come to hold up design systems as the ultimate answer. I want to talk about why they’re really just the start

https://99percentinvisible.org/episode/on-average/ In the 1950’s, researchers found that while US Air Force cockpits were designed for an average size pilot, training fatalities were increasing dramatically

“by designing something for an average   pilot, it was literally designed to fit nobody” https://99percentinvisible.org/episode/on-average/ But in reality, that average size pilot actually didn’t exist

So when we optimize for any possible content, we’re actually designing for no content in particular

Thanks Greg, Melanie & François! We’ve created a gilded prison for our words—one typographic system that tries to support any and all content into which we might pour

We’ve created a new   Crystal Goblet A sea of sameness, with diminished voice, optimized for everything, and nothing at all

This truly is the winter of our discontent We have to remember that design systems are the plateau, not the pinnacle. Let’s head into the foothills.

Variable Fonts then came September 2016

a a a a a a a a a One font that acts as many (John Hudson)

width width weight 79 lb weight 53 lb x-height x-height

Registered Axes

Weight ' wght ' font-weight: 88; font-variation-settings: ' wght' 88; font-weight: 264; font-variation-settings: ' wght' 264; Featuring Output Sans by DJR, Louvette by CJ Dunn, & Amstelvar & Decovar by David Berlow & Type Network Weight is one of the most common use cases, and this gives us a lot of flexibility in choosing just the right weight for various headings and emphasis rather than having to make a more ham-fisted choice of only a single ‘regular’ and ‘bold’

Width font-stretch: 265; font-variation-settings: ' wdth' 265; font-stretch: 402; font-variation-settings: ' wdth' 402; ' wdth ' Featuring Output Sans by DJR, Louvette by CJ Dunn, & Amstelvar & Decovar by David Berlow & Type Network Width can come in handy for both larger scale headlines like the WSJ in print and also for data-dense use cases like scores, or on smaller screens to improve line wrap.

Slant font-variation-settings: ' slnt' 0; font-variation-settings: ' slnt ' 1000; ' slnt ' Featuring Output Sans by DJR, Louvette by CJ Dunn, & Amstelvar & Decovar by David Berlow & Type Network Not all typefaces will lend themselves to ‘slant’, but many sans serifs may

Italic font-style: normal; font-variation-settings: ' ital' 0; font-style: italic; font-variation-settings: ' ital' 1; ' ital ' Featuring Output Sans by DJR, Louvette by CJ Dunn, & Amstelvar & Decovar by David Berlow & Type Network Italic is an example of an axis that is a binary choice rather than a range. It may be more often that italics are split into a separate file, as the glyph shapes can be quite different

Optical Size font-variation-settings: ' opsz' 12; font-variation-settings: ' opsz' 80; ' opsz ' Featuring Output Sans by DJR, Louvette by CJ Dunn, & Amstelvar & Decovar by David Berlow & Type Network Watch how the stroke contrast changes and becomes more delicate at larger sizes. We’ll talk bit more about that later

But wait, there’s more

Grade font-variation-settings: ' GRAD' 88; font-variation-settings: ' GRAD' 150; ' GRAD ' Featuring Output Sans by DJR, Louvette by CJ Dunn, & Amstelvar & Decovar by David Berlow & Type Network Grade is an interesting one as it increases the contrast between foreground type and background without changing the physical space the type occupies, so nothing reflows

Ascenders & Descenders font-variation-settings:'YTAS' 750,'YTDE' 250; font-variation-settings:'YTAS' 680,'YTDE' 190; ' YTAS ' & ' YTDE ' Featuring Output Sans by DJR, Louvette by CJ Dunn, & Amstelvar & Decovar by David Berlow & Type Network Grade is an interesting one as it increases the contrast between foreground type and background without changing the physical space the type occupies, so nothing reflows

Mayhem Featuring Output Sans by DJR, Louvette by CJ Dunn, & Amstelvar & Decovar by David Berlow & Type Network font-variation-settings: 'BLDA' 0, 'TRMD' 0, 'TRMC' 0, 'SKLD' 0, 'TRML' 0, 'SKLA' 0, 'TRMF' 0, 'TRMK' 0, 'BLDB' 0, 'WMX2' 900, 'TRMB' 0, 'TRMA' 0, 'SKLB' 0, 'TRMG' 0, 'TRME' 0; font-variation-settings: 'BLDA' 0, 'TRMD' 0, 'TRMC' 750, 'SKLD' 0, 'TRML' 250, 'SKLA' 1000, 'TRMF' 250, 'TRMK' 250, 'BLDB' 1000, 'WMX2' 750, 'TRMB' 500, 'TRMA' 500, 'SKLB' 1000, 'TRMG' 750, 'TRME' 500; um —all of them Decovar has a whole slew of axes defined from changing terminals, serifs, cutouts, and more

Mayhem Featuring Output Sans by DJR, Louvette by CJ Dunn, & Amstelvar & Decovar by David Berlow & Type Network font-variation-settings: 'BLDA' 0, 'TRMD' 0, 'TRMC' 0, 'SKLD' 0, 'TRML' 0, 'SKLA' 0, 'TRMF' 0, 'TRMK' 0, 'BLDB' 0, 'WMX2' 900, 'TRMB' 0, 'TRMA' 0, 'SKLB' 0, 'TRMG' 0, 'TRME' 0; font-variation-settings: 'BLDA' 0, 'TRMD' 0, 'TRMC' 750, 'SKLD' 0, 'TRML' 250, 'SKLA' 1000, 'TRMF' 250, 'TRMK' 250, 'BLDB' 1000, 'WMX2' 750, 'TRMB' 500, 'TRMA' 500, 'SKLB' 1000, 'TRMG' 750, 'TRME' 500; um —all of them

All within the limits of what the type designer intends (freedom with constraints)

superpolator.com

So, you want to see code then

@font-face {

} font-family: 'Amstelvar'; src: url('amstelvar.ttf') format('truetype'); ——————————————————————————————————————— —————— src: url('amstelvar.ttf') format('truetype-variations'); Similar, but evolving Can also be a WOFF or WOFF2 format file

.myvariablefontclass {

} .myvariablefontclass {

} font-weight: 563; /* 1-999 / font-stretch: 491; / 1-999 / font-style: italic; / binary / font-optical-sizing: auto; / matches font-size */ font-variation-settings: 'wght' 563, 'wdth' 491, 'ital' 1, 'opsz' 16; Spec: https://www.w3.org/TR/css-fonts-4/#font-feature-variation-resolution

Careful: when changing a value in font-variation-settings you have to set all the values together

.myvariablefontclass {

} font-variation-settings: 'wght' 563, 'wdth' 491, 'ital' 1, 'opsz' 16, ‘GRAD' 88, 'YTAS' 680, 'YTDE' 190 ; } Custom axes must be uppercase Examples and usage: https://codepen.io/collection/DwgRyd/ https://medium.com/clear-left-thinking/how-to-use-variable-fonts-in-the-real-world-e6d73065a604

iOS Soon Browser/device/OS support

PSA: you can help W3C Github CSS Fonts Level 3 W3C Github CSS Fonts Level 4

Laurence Penney’s Axis-Praxis.org

axis-praxis.org

Nick Sherman’s v-fonts.com

v-fonts.com

Monotype’s just-open-sourced variable font test page

https://github.com/Monotype/variableFont.js

https://developer.microsoft.com/en-us/microsoft-edge/testdrive/demos/variable-fonts/

https://variablefonts.typenetwork.com/demos/responsive-typography.html

https://www.mozilla.org/en-US/firefox/channel/desktop/#nightly JUST IN: Victoria sent me a sneak peek at what she and the rest of the Firefox team are working on for release this summer!

Standing still, moving ahead

ESPN.com loads 4 weights of Benton Sans at around ~200k; could be replaced with a single ~50-80k variable font

WSJ.com loads 10 fonts at around ~600k; could be replaced with a 2-3 ~50-80k variable fonts

Quarts loads 4 weights of Adelle Sans and 4 of PT Serif at around ~700k; could be replaced with 2-3 ~80-100k variable fonts (using Latin & Cyrillic extended, so bigger files)

We have our Voice cake and get to eat it too (quickly!) Even without any other benefits, simply replacing our current separate fonts with variable fonts would yield signi fi cant benefits

This is a pretty bright future

Typography for reading Let’s talk about Now on to the upper slopes

Sometimes you see something and it’s like you’ve never really seen it before I had to reset my own point of view

An even more modular scale Talk about modular scales, viewport sizing (Jen Simmons),

Locks, stock, & many scaling barrels https://blog.typekit.com/2016/08/17/flexible-typography-with-css-locks/ …and Tim Brown’s CSS Locks

:root {

} /* breakpoint variables / --bp-small: 24.15; --bp-medium: 43.75; --bp-large: 60.25; --bp-xlarge: 75; / h1 variables */ --h1-font-size-min: 5; --h1-font-size-max: 10; Show snippet CSS: variables and calc formula

h1 {

} font-size: calc( var(--h1-font-size-min) * 1em ); @media screen and (min-width: 24.15em) { h1 {

}} font-size: calc(( var(--h1-font-size-min) * 1em ) + ( var(--h1-font-size-max) - var(--h1-font-size-min) ) * ((100vw - ( var(--bp-small) * 1em )) / ( var(--bp- xlarge) - var(--bp-small) ))); @media screen and (min-width: 75em) { h1 { }} font-size: calc( var(—h1-font-size-max) * 1em ); Show snippet CSS: variables and calc formula

font-size font-stretch font-optical-sizing line-height asc/desc font-size font-stretch font-optical-sizing line-height Show screen animation of page in action

Show screen animation of page in action

Sidebar ☞ Optical sizing one shape is not for all sizes

Caslon, 72pt Caslon, 6pt https://en.wikipedia.org/wiki/Typeface Amstelvar, no optical sizing Amstelvar, with optical sizing This problem was solved in metal type hundreds of years ago but we lost it in the transition from metal type to photo typesetting and digital type

Meanwhile, back in your reading experience…

Show difference in line length and rag in English and German

Show text grade changing light on dark/dark on light

So readability and finesse are pretty good, no?

Warm heart & cold fingers We can even improve interface elements with hover or active state animations

Editorial design & art direction Let’s talk about Let’s head for the peaks

Let’s set this solid. But ick.

OH! We can fix that.

Play on text blocks that scale together (using VW units on the container like in the Drupal demo)

Let’s go further. What about editorial hierarchy on media sites?

This is every newspaper and magazine site. It has some of the typographic similarities, some of that brand voice and authority

I tried to find a list of   news headlines in Facebook.
I couldn’t. But we keep pushing for our content to travel. And that’s generally absent many or all of those all-important signifiers.
Here we have Apple News headlines. Sorta branded, but not really effectively.

“When you decontextualize the news […] you eliminate or impede the ability for those verifications to be there” — David Sleight , Design Director at ProPublica Facebook is like the Red Solo Goblet—or Blue, to be more on brand

What I find intriguing is how the Blendle platform presents content from many sources but preserves the branding—primarily through their type. It’s a mix (er, blend) of consistent type on the home page and then publication-branded article pages

NY Times feels ‘Timesy’

And The New Yorker is… spot on. And no ads. Just a small cost per article (but that’s a whole other conference full of conversation) But maybe this is how our content should travel. With it’s voice.

So lets get back to designing content

Here I’ve taken many of the same stories from that WSJ home page, and created a reimagined layout and design more closely aligned with their print design. This makes use of CSS Grid and a single variable font. Designed to be fast at conveying authority and importance. But slow to create a more engaging, comfortable reading experience

“There is no crystal goblet   for information” — David Sleight , Design Director at ProPublica Talk about ProPublica & reference designing fast & slow

I created this fictional online magazine to try and replicate some common design techniques 3 layers: original image in the back, type layer, then photo with transparency to create foreground

Over 12 different weights, widths & variants, with only 2 font fi les All these techniques can be built into the CMS

We really can elevate design for the web We can pass the plateau, and reach the pinnacle.

Type on screen is   intrinsically of the web

One form of typography   that presents without coloring meaning or intent

One form of design that can present any content

One form of content that can present any voice

Typography is intentional good

Typography is meaning great Variable fonts will help. So let’s say something

Say something. Variable fonts will help. So let’s say something

Jason Pamental | @jpamental rwt.io typefaces:
Roslindale, Gimlet, Output Sans (DJR) Dunbar, Louvette (CJ Dunn) Amstelvar, Decovar   (Type Network) photography:
unless otherwise noted,
photos by @jpamental Thank you