Every word could be a logotype. Text composes effortlessly balanced lines. Plain works from footnote to poster sizes. The graphic aesthetic is unique yet universal. Plain investigates the rational simplicity of modernism and brings it to a new level of achievement. Few typefaces achieve this state of visual alchemy, which is epitomized by the classic Helvetica from times in which photo lettering was ubiquitous. Plain is incredibly fluid thanks to a drawing that is neither constrained by a geometrical approach nor structured according to the idiosyncrasy of the stroke.
