Bespoke Type Design for Campari Group
Custom typeface Campari Bold with its rather extended proportions and sharp serifs shares characteristics with ATF’s all-time best-selling typeface Copperplate — “being used extensively for stationery and form work, especially in the small neighbourhood print shops of the letterpress era”.
Yet the sharp point endings of letters like C G J K Q R S — derived from lettering of early century Campari Advertising — make Campari Bold a much more vivid and dynamic typeface with an ahistorical attitude.
Alternate long-tail characters (K L Q R T X Z) together with superior and inferior characters (A to Z) provide plenty of playful design possibilities. At the same time these letter combinations serve as space-saving “shortcuts” which makes it a useful typographic feature.