We spent a long time thinking about typefaces when we were designing Ello.
Most every font has a certain opinion and cultural context to it. In the same way that color has been adopted and used in logos over the years — a red logo has come to mean something different than a blue one (imagine the IBM logo in red!), which is different from orange (a color that reminds us of 1999, sporting goods, and pet food).
The monospace typeface that @todd & @lucian chose for text posts on Ello represents the simplicity and openness that is core to Ello's vision. There's very little extra here, nothing added.
The typeface you are reading right now is simple and economical. It is also a little geeky, there's an echo of a sense of humor. It reminds us of computer code in a funny way. We like that, too.
There are few things that everyone will agree on, and type is certainly never going to be one of them. There are embedded opinions about monotype fonts, opinions about typewriter-inspired fonts, about serif and sans-serif, and opinions about letter proportion and spacing that have become designer truisms that may or may not ultimately have basis is reality. There may be no substance behind those ideas at all.
Like everything else in life, how we look and think about fonts (especially depending on our level of expertise) may just be habit.
The deeper we went into the process of creating Ello, the more we discovered that everything we thought we knew was holding us back. If we knew what was good for us, we'd never have started. Fortunately, we didn't, and we did.
Whether or not the typefaces we chose for Ello are what you expect or even prefer, we hope that they grow on you, in a good way, in the long run.
We love them.
Atlas Typewriter was designed by @kai Bernau & Susan Carvalho in 2012.
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