Friendly is an homage to Morris Fuller Benton’s adorable Announcement typeface. It is not a strict interpretation, digital revival or reverent reproduction of the original letterforms… but I would be remiss and shady to not acknowledge the letterforms that inspired this typeface. If you are looking for a more accurate ‘scanned revival’ I would recommend searching “Announcement” on MyFonts. As stated earlier, it is an homage to the original letterforms of the typeface but takes a great bit of freedom tightening the construction up in order to loosen up the movement of the variant letterforms to allow a great deal of usable personality. I enjoy stating this dichotomy… “loosen up to tighten up the forms” and vice versa. It seems counterintuitive or silly but by allowing the letterforms to normalize, I felt more comfortable going back and adding rather indulgent personality. Infused with stylistic alternates, swashes, titling, many many contextual alternates, 9 stylistic sets and 2 stylistic sets with wordmarks, the typeface became far more ‘friendly’ for me… how could it not? With so many loops, swashes and typographic indulgences, it was bound to be fun.
Ayumi is one of those precocious sans. At first glance, I wanted it to look simple...basic characters, moderate modulation, common structure...but at closer inspection, it is filled with all kinds of fun and expressive details. The italics are...well, fun. They're curvy and expressive and truly compliments the face. The new Pro version includes a tightened character set, Central European glyphs, and remastered kerning.