My first impression is that it feels a bit too stiff, rigid, and tech-y.”


What is fascinating is that with all of the Droid and (apparently) above focus on context (which _is_ wholeheartedly required), it appears to be a context from the distant past (READ: 2-4 years).

The question I offer is:

If 300 DPI is a print standard that displays the subtleties of serifs and such, why is it that we seem so vehemently focused on the 90 DPI zone?

To me, as a pure lame duck, this looks like a monumental amount of effort to effectively create a set what amounts to a bitmapped font.

To the people looking forward, I’ll put my money on high density displays becoming the norm within a year on mobile and like devices. If such is the case, expect to see more well crafted type to emerge without the Jurassic era rationalist rigidity.

Someone, somewhere, for some reason, apparently decided that display type would make a wonderful body copy type. It certainly looks like the hobgoblin’s consistency (likely moored in a dismal bit of theory) rearing its ugly head.

Makes perfectly good sense doesn’t it? That’s why Apple set all of their identity work in Chicago right?