The typeface first saw the light of day some 25 years ago, when, at the tender age of 18, Fontsmith founder Jason Smith drew out the raw letterforms with a Rotring pen while still at art college. After his diploma show, the typeface was filed away on Jason’s computer. Until 18 months ago. »I’ve always wanted to do something with it,« says Jason. »Phil Garnham (Jason’s co-director), has always rolled his eyes whenever I’ve mentioned it. But we see so much today that is samey. I wanted to bring some elegance back and develop a full set of weights that brands can use across a range of media, design and advertising.«
FS Siena is a contrasted sans serif typeface, blending classical elegance and modern simplicity. Contrasted sans faces first appeared in Roman inscriptions and can be seen in lettering from the Art Deco and Art Nouveau periods. They gained more prominent popularity in the 1950s, when designers such as Hermann Zapf, Jose Mendoza y Almeida and Enric Crous-Vidal started exploring the idea of sans serifs influenced by Roman inscriptional lettering. Their typefaces were all interpretations of classical models re-rendered with a modernist, sans serif sensibility.