Font description
Pure and not-so-simple
Maybe it’s the air of purity, openness and transparency that they transmit, but geometric typefaces are more popular than ever among leading brands. Based on near-perfect circles, triangles and squares, geometric letterforms look uncomplicated, even though making them readable is anything but – something the designers of the first wave of geometric fonts discovered nearly a century ago. Many of the world’s most recognisable brands in technology, retail, travel, food, manufacturing and other industries continue to be drawn to the straightforward, honest character that geometric fonts convey.
Fontsmith set out in 2015 to develop a typeface in the same tradition, but optimised for the demands of modern brands – online and offline usage, readability and accessibility. And, of course, with the all-important Fontsmith x-factor built in. FS Lucas is the bold and deceptively simple result.
Handle with care
The letterforms of FS Lucas are round and generous, along the lines of Trajan Column lettering stripped of its serifs. But beware their thorns. Their designer, Stuart de Rozario, who also crafted the award-winning FS Millbank, wanted a contrast between spiky and soft, giving sharp apexes to the more angular letterforms, such as A, M, N, v, w and z.
Among his inspirations were the colourful, geometric compositions of Frank Stella, the 1920s art deco poster designs of AM Cassandre, and the triangular cosmic element symbol, which led him to tackle the capital A first, instead of the usual H. The proportions and angles of the triangular form would set the template for many of the other characters. It was this form, and the light-scattering effects of triangular prisms, that lit the path to a name for the typeface: Lucas is derived from lux, the Latin word for light.
Recommended reading
Early geometric typefaces were accused of putting mathematical integrity before readability. FS Lucas achieves the trick of appearing geometric, while taking the edge off elements that make reading difficult.
Perfectly circlular shapes don’t read well. The way around that is to slightly thicken the vertical strokes, and pull out the curves at the corners to compensate; the O and o of FS Lucas are optical illusions. Pointed apexes aren’t as sharp as they look; the flattened tips are an essential design feature. And distinctive details such as the open terminals of the c, e, f, g, j, r and s, and the x-height bar on the i and j, aid legibility, especially on-screen.
These and many other features, the product of sketching the letterforms in the first instance by hand rather than mapping them out mechanically by computer, give FS Lucas the built-in humanity and character that make it a better, easier read all-round.
Marks of distinction
Unlike some of its more buttoned-up geometric bedfellows, FS Lucas can’t contain its natural personality and quirks: the flick of the foot of the l, for example, and the flattish tail on the g and j. The unusual bar on the J improves character recognition, and the G is circular, without a straight stem. There’s a touch of Fontsmith about the t, too, with the curve across the left cross section in the lighter weights, and the ampersand is one of a kind.
There’s a lot to like about Lucas. With its 9 weights, perfect proportions and soft but spiky take on the classic geometric font, it’s a typeface that could light up any brand.
License type
Purpose
|
Description of use
|
Desktop
|
|
---|---|---|---|
Logo design
|
Trademark design words (including: logo, trademark, registered trademark, etc. of the enterprise or product)
|
1个品牌/产品线
|
|
Slogan design
|
Words used in Slogan Design (including slogans, slogans, advertising slogans, etc. of enterprises or products)
|
1个品牌/产品线
|
|
VI design
|
VI design words (including standard words, guide manuals, enterprise manuals, etc., excluding trademark design and Slogan Design)
|
1个品牌/产品线
|
|
Brochure design
|
Words used in brochure design (including: brochures, building books, instructions, etc.)
|
1个品牌/产品线
|
|
Package Design
|
Words for physical packaging design (including: food, daily necessities, office stationery, hardware and electrical equipment, computer digital, CD surface, etc.)
|
1个品牌/产品线
|
|
poster design
|
Poster design words (including: elabo, background board, poster spray painting, promotional single page, etc.)
|
1个品牌/产品线
|
|
office design
|
Words for office document design (including PPT, work report, business proposal, planning, etc., excluding electronic publication embedding)
|
1个品牌/产品线
|
|
Application design
|
Application design words (including UI, illustrations, advertisements, etc., excluding application embedding)
|
1个品牌/产品线
|
|
Website design
|
Words for website, H5 application or applet design (including UI, illustrations, advertisements, etc., excluding web page embedding)
|
1个品牌/产品线
|
|
Online store design
|
Design words for third-party e-commerce online stores (including: Taobao, tmall, jd.com, pinduoduo, Amazon, eBay, Shopify, etc.)
|
1个品牌/产品线
|
|
self-media design
|
We media design words (including: Weibo, wechat, official account, headline, Tiktok, Kwai, Facebook, twitter, etc.)
|
1个品牌/产品线
|
|
出版物设计
|
出版物设计用字(包括:图书、配套手册、音像制品、内部刊物等,不包括:电子出版物嵌入)
|
1个品牌/产品线
|
|
连续出版物设计
|
连续出版物设计用字(包括:报纸、杂志、学会会刊、年度报告等,不包括:电子出版物嵌入)
|
1个品牌/产品线
|
|
影视作品设计
|
影视作品设计用字(包括:电影、电视剧、专题节目、滚动式影视节目等,不包括:影视广告)
|
1个品牌/产品线
|
|
Outdoor advertising design
|
Outdoor advertising design words (including: light box advertising, body advertising, building advertising, column advertising, platform advertising, etc.)
|
1个品牌/产品线
|
|
Print advertising design
|
Words used in print advertising design (including newspaper advertisements, magazine advertisements, etc.)
|
1个品牌/产品线
|
|
Film and television advertising design
|
Words used in the design of film and television advertisements (including: TV advertisements, film advertisements, short video advertisements, promotional films, etc., excluding: film and television works)
|
1个品牌/产品线
|
|
Online advertising design
|
Third party network platform design words (including Baidu, Sogou, 360, Toutiao, Taobao, Google, Bing, etc.)
|
1个品牌/产品线
|
|
Resale Design
|
Words for resale design (including: calligraphy, mobile phone case, greeting card, postcard, calendar, cup, T-shirt, etc.)
|
1个品牌/产品线
|
Authorization process
Offline authorization
Official authorization
All fonts in our store are authorized by Monotype to be sold on behalf of www.fontgoods.com
Formal invoice
Each order that generates actual payment can apply for issuing VAT invoice online.
a
m
p
l
e
Invoicing process
1.Click "apply for invoicing" in the order list
2.Select or add your invoice header
3.Submit application
Invoice type
1. Electronic VAT common invoice tax rate:6%
2. 电子增值税专用发票,税率:6%
Invoice content: information technology service fee
注:电子发票发送到您的电子邮箱,电子票据与纸质票据具有同等法律效力。
Question
1.Advertising agency for the client design work by who to buy font license
Usually the "licensee" of font software license should be the end-user of the design solution, so the owner of the design solution must obtain the relevant authorization of the font used, and some authorization methods (such as desktop license) specify the number of terminals to be used, so all computers using the font for design or modification of the solution need to obtain authorization.
2.How to help customers buy licenses
You can select or add "Licensee" information when you submit your order, and fill in your customer information in the "Licensee" form.
3.How to install fonts
Windows system: Copy the font file directly to C:/Windows/Fonts, or right-click the font file and select "Install"; Mac system: Double-click the font file - click Install, or open "Applications "-"Font Book", drag the fonts into it.
4.How to find the font in PS and other software after installation
Due to the operating system or software version, if you can't find the installed font in the software, we suggest you restart the system first, the font may be shown in the list as Chinese or English name, please look for it carefully, as long as the font is installed successfully, the font must exist in the font list.
5.What to do if there is a risk warning during the payment process
When using WeChat, Alipay and other third-party payment tools to make large payment, risk prompts may be triggered. Please operate according to the following methods. You can also pay large orders through corporate transfer<