“We engineered Adelle, published in 2009, to be a multipurpose type family, in which the extreme weights can be used at display sizes and the intermediate weights deliver a very legible and neutral look that can perform very well in text sizes. After some initial tests, we decided to move away from the traditional approach of a slab serif design and shaved off some of the usual mechanical feel it has. The stroke connections and the way horizontal proportions develop as the typeface gains weight is, in our view, quite distinctive. We like to think that it is probably one of the reasons for the success of this type family. It has been used in a broad range of applications, such as branding, advertising, mobile apps, websites, books, magazines and daily newspapers. One of our favorite publications using Adelle is the Minnesota Monthly, a leading regional lifestyle magazine in the greater Twin Cities area. This award-winning design was directed by Brian Johnson.”