This month’s blog is a contribution from Robin Wasteney, Senior Art Director at Cooper Smith & Company. Robin is a huge fan of typography. This is part one of a two-part series on the fonts she loves. Check back in August for part two: the fonts she loves…to hate!
You don’t get to be a designer without developing some kind of love, or at least respect, for typography. My love for type goes more into the geek range. It’s often the first element I choose when I begin to put a layout together on my screen. And despite all the options out there, every designer has a handful of ‘go-to’ typefaces they use more often than any others, whether just for a few years, or for some, across their career. Mrs. Eaves—an Emigre font designed by Zuzana Licko in 1996 has hovered around the top of the list for most of my career.
For me, Mrs. Eaves is to typography what FRIENDS is to sitcom television—a college favorite that never disappears. Friends is still always on some channel somewhere, and if there’s a project that doesn’t involve monster trucks or retirees, Mrs. Eaves is probably on my screen for consideration.
Most recently, I have been using Mrs. Eaves as the body copy for YogaIowa. Since we had free reign on this project to do what we wanted, I don’t believe I even considered another serif option.
Can we make it bigger?
Mrs. Eaves is a serif typeface that has a lot of unique quirks. The letterforms are slightly wide, with delicate serifs and beautiful ligatures (those characters that connect two letters together). It’s a little feminine but friendly and elegant. What’s also unique is that the x-height (the height of the main part of a letterform) is short, which causes some people find it difficult to read.
I fell in love with Health® magazine years ago because the whole magazine was set in it—I actually subscribed for a year or two until they redesigned, no doubt in part because the editorial staff had too many complaints that the font was hard to read.
Almost without fail, there is a ‘can we make the body copy bigger’ discussion when I use it with a client over the age of 30. But it’s worth the battle over appropriate point size every time.