La Palmera was originally a tavern, now a pub, who has kept all the elements of the classic Madrilenian tavern: tiled decoration, a patched zinc bar and a wooden front door with painted glass signs with marvellous lettering in rather poor condition.
In addition to the main sign made up of geometric lettering, other smaller crystals accompany it, offering many ways to refresh the gullet and fill the craw. These are contrasted letters with an Art Deco flair that narrow and widen at the sign-maker’s whim to make the composition as lustrous as possible.
We have kept this idea of adapting to the format to develop a variable typography to meet the needs of the most demanding modern designer. We have also added stylistic sets to play with the lowercase letters and a set of ornaments that appear in the framing, for a complete Art Deco Madrid tavern experience.
An eclectic foundry from Madrid, Spain—MTM is a digital type foundry based in Madrid, created by Juanjo López, and dedicated to the design and distribution of original and bespoke typefaces.
Drawing letters and making typefaces is a source of constant delight to López. He loves type design and has worked for major agencies and individuals, supplying them with customized typefaces to fit their projects. In López’s own projects, he tries to capture the shapes and forms that crop up in his head: “all those shapes that I instinctively draw whenever I pick up a pen or a pencil.”
López studied Type Design at the IED Madrid and at the Plantin Institute for Typography in Antwerp.
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{{familyCtrl.selectedVariation.preferred_family_name}} {{familyCtrl.selectedVariation.preferred_subfamily_name}}Web
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font-family: {{familyCtrl.selectedVariation.family.css_font_stack.replace('"', '').replace('",', ', ')}};
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