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In Praise Of Asap

As you can tell from this site I am quite a fan of the Asap typeface. I am currently displaying this post in that very font. With Asap (“as soon as possible”) there are 4 styles: Regular, Italic, Bold and Bold Italic. This family, specially developed for screen and desktop use, offers a standarised character width on all styles, which means lines of text remain the same length.

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Asap is a contemporary sans-serif family with subtle rounded corners. I really dig how it is so easy to read when text is displayed, black on white. Longer tracts of text are a joy to read with Asap. The font I am talking about, ASAP, was designed by Pablo Cosgaya, an Argentinian typeface designer. Pablo is a lecturer of Typography in the Graphic Design undergraduate program at FADU, Universidad de Buenos Aires. He is a member of the director’s board of the new post-graduate program of Specialization in Typeface Design at FADU (Buenos Aires University).

He was head of the team in charge of designing newspapers and periodicals in Argentina such as El Ciudadano (Rosario), La República (Corrientes), and Acción (Buenos Aires). Plus, he is a member of the Association Typographique Internationale (ATypI). So, it is established that this guy knows his onions. I am also a member of the Association Typographique Internationale (ATypl) so that is a string to my bow.

Yeah, I am now a member of ATypl – not bad.

Whether it will yield its worth is yet to be tested – but it’ll be fun testing.

But, back to the main subject, Asap (“as soon as possible”). This Font family is specially developed for screen and desktop use. It offers a standarised character width on all styles, which means lines of text remain the same length. This useful feature allows users to change type styles on-the-go without reflowing a text body. Asap is based on Ancha (designed by Pablo Cosgaya and Hector Gatti), and has been developed with the collaboration of Andrés Torresi.

The font used on this site is for people just skim reading – I wanted to make it possible for the visitor of this site to take in as much information as possible when they visit the site. I think ASAP helps with this. What do you think? I would be interested in your point of view with this ongoing hot-potato of “what font should I use?”

I have opted for a few flowery fonts in the past – But that was beyond the scope of the site. I needed to strike a fine line between showing off what work I have done and getting the message across. The stark colour scheme of this site makes the font (Asap) work harder yet it is a slightly more pleasing experience to read than the portfolio’s previous incarnation. What do you think? Feel free to leave a comment below.

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