Oprah Magazine

The Oprah magazine emailed us with the idea of using the awarded type family Prumo, designed by DSType, in the upcoming redesign, but they need a couple of subtle modifications, specially in some of the italics. Because Prumo is a take on some modern serif typefaces it may seem very rigid and some of the shapes are closely related to each other. For instance the lowercase italic ‘v’ is strictly connected with the lowercase ‘u’ and if that works well under the overall font philosophy, it didn’t convince the art director of the magazine. Therefore we changed the ‘v’ to a slightly triangular shape and most times that’s enough to make a typeface work under the desired conditions.