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Design Foundations

Curated by Natasha Jen

My selection consists of 5 classic typefaces: Neue Haas Grotesk, ITC Avant Garde Gothic, Futura PT, Bodoni, and Le Monde Livre. The first 4 typefaces were all designed decades ago and have withstood the test of time and inspired generations of type designers to create new typefaces based on these. Le Monde Livre is a recent design but nonetheless it’s as thoughtfully and beautifully crafted as the classic ones.

I’d like to encourage young designers to study and understand what makes these classic typefaces great, how to use them to make your design great, before opening a big library of hundreds, if not thousands, of new choices.

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5 fonts
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About Natasha Jen

Natasha Jen is an award-winning designer, an educator, and a partner at Pentagram. Born in Taipei, Taiwan, she joined Pentagram’s New York office in 2012. A three-time National Design Award nominee, Natasha’s work is recognized for its innovative use of graphic, verbal, digital, and spatial interventions that challenge conventional notions of media and cultural contexts. Her work is immediately recognizable, encompassing brand identity systems, packaging, exhibition design, digital interfaces, signage and wayfinding systems, print and architecture. Natasha is a faculty member at the School of Visual Arts and is a guest critic at Harvard Graduate School of Design, Yale University School of Art, Cooper Union, Rhode Island School of Design, and Maryland Institute College of Art.

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