LoveFrom, Serif

About the project

LoveFrom’s identity began with a conversation about its name. Peter Saville proposed the comma, giving the wordmark the openness of a message addressed to someone. A search for a typeface then became a substantial design project in its own right.

Chris Wilson, Antonio Cavedoni and Patch Kessler worked with the collective to develop a family informed by Baskerville’s surviving punches and printed work. The result includes a broad range of weights, italic forms, alternate characters and optical adjustments.

First publicly seen on LoveFrom’s website in October 2021, the family later appeared in royal emblems, the Terra Carta identity and Make Something Wonderful. These are specimens of the original project; the archive’s own interface uses system typefaces.