JAF Cupidus

Brand identity for cooking app Zest

 

 

 

 

 

 

 

The distinct feature of JAF Cupidus is its extremely high x-height. In our earlier rounded sans JAF Domus, we made the counter spaces as even as possible, to give the typeface a calm and spatially generous impression. In Cupidus, we extended this concept of “equalising the space” to vertical directions, which reduces the hierarchy between upper and lowercase letters. Although we originally aimed for a display face, we soon realised that despite its extreme design, Cupidus can work very well in text sizes. This lead us to create Cupidus Text, which is adjusted for continuous reading: looser letter and word spacing, and a somewhat reduced x-height. This makes for a surprisingly inconspicuous text face that can be set at tight line spacing.
  • JAF Cupidus, Textfrom €39
  • JAF Cupidus, Text Italicfrom €39
  • JAF Cupidus, Text Boldfrom €39
  • JAF Cupidus, Text Bold Italicfrom €39
  • JAF Cupidus, Ultralightfrom €39
  • JAF Cupidus, Ultralight Italicfrom €39
  • JAF Cupidus, Extralightfrom €39
  • JAF Cupidus, Extralight Italicfrom €39
  • JAF Cupidus, Lightfrom €39
  • JAF Cupidus, Light Italicfrom €39
  • JAF Cupidus, Regularfrom €39
  • JAF Cupidus, Regular Italicfrom €39
  • JAF Cupidus, Semiboldfrom €39
  • JAF Cupidus, Semibold Italicfrom €39
  • JAF Cupidus, Boldfrom €39
  • JAF Cupidus, Bold Italicfrom €39
  • JAF Cupidus, Extraboldfrom €39
  • JAF Cupidus, Extrabold Italicfrom €39
  • JAF Cupidus, Ultraboldfrom €39
  • JAF Cupidus, Ultrabold Italicfrom €39

For more detailed information on the styles, see the full PDF specimen