FF Sero: a precise and restrained corporate fontWhen Jörg Hemker began designing FF Sero®, his aim was to create an optimum combination of American grotesque and humanist sans serif. Over seven years of development, the expressive shape of the typeface became more neutral and functional; the traces of this process make for a lively and friendly appearance in FF Sero. The avoidance of fashionable elements lends the typeface a stable and long-lasting character. Open forms and a moderate contrast in stroke width are not only responsible for a warm and dynamic character in FF Sero, but also ensure the font design is perfectly legible in the smaller font sizes, as well. From the start, Hemker emphasized the importance of a planned expansion with Greek and Cyrillic characters. Although many characters in the different font systems are similar, he was able to work out the linguistic particularities of the individual letters during the design process.
The distribution of the eight weights in FF Sero is not conventional: there are four thin styles below Regular, with Extra Thin, Thin, Extra Light and Light. The finely graded variants not only run counter to current trends for lean fonts, but also give you, the designer, the option to react precisely to the demands of texts and headlines. All weights have an italic, which changes the “a” to the closed format and the “g” to the single-story format. Apart from that, the lower-case “e” has a more rounded shape. Different character sets, ligatures and small caps round out the font’s options.