(x) International Contemporary Furniture Fair ad slab serif - Apex Serif {Forrest}

Eric Gordon's picture

Here's what I think it's not:
Freight Micro, PMN Caecilia, or TheSerif.
Or FF Zine Slab.
Or FF Nexus Mix.

Any ideas?

slabby.jpg63.16 KB
Guerella's picture

I was thinking Apex Serif, but it isn't wide enough.


Stephen Coles's picture


Eric Gordon's picture

It's from an ad for the International Contemporary Furniture Fair in the Oct/Nov issue of Dwell.

Eric Gordon's picture

Re: Apex Serif

Actually, I think this is it. Unfortunately you can't preview the OSF or small caps, but I think that's what was used.

.'s picture

Guerella, Eric, you're right. It is Apex Serif small caps and Oldstyle figures, with the 6 baseline shifted down. (This work was done by 2x4, and I have some print samples...)

Eric Gordon's picture

chester, thanks for the details. I've been on the lookout for a nice slab with all the OpenType trimmings for awhile now. Apex may just do the trick...

.'s picture

Eric, thanks. The font works best at lighter weights. That is to say: the heavy weights are pretty poor. (I was younger and my chops were not what they could have been.) The Book weight specifically is quite good. At some point, if there is demand and interest, I will revise the font family, and do better. (The same applies for Apex Sans, which is presently undergoing a serious and necessary revision, and is going to be MUCH better...)

adriano's picture


Just bring that new version out :P I'm waiting hehehe

Thomas Phinney's picture

I think the problem with the heavier weights of Apex is that it attempts to remain truly monoline, and keep the weight of that monoline the same for all characters. So the heavy weights suffer from the lack of optical compensation at stroke intersections, and not doing lighter strokes in characters with a high stroke density.

I like the underlying design and the lighter weights, though, and I am sure that Chester could salvage the heavier weights with a bit more work.



Eric Gordon's picture

Thanks for all the extra Apex info. I agree about the chubbier weights, but the Book weight seems quite nice. (Similar in flavor, but not as ubiquitous as PMN Caecilia—I blame Real Simple.)

I'll be keeping an eye out for future revisions...

Norbert Florendo's picture

(x) International Contemporary Furniture Fair ad slab serif - Apex Serif {Norbert}

just wondering why I've been credited with the ID when I've never even read the original post... thanks anyway.

Guerella's picture

you're so good you don't even have to be here to make the ID.

Norbert Florendo's picture

But not good enough to nail the Type ID Pop Quiz yet! :¬(

Bald Condensed's picture

Oooops! :^/

Sorry'boutthat, guys. Fixed. (bows head in shame)

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