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Amalta in use: Plantó

Designer Fernanda Arias tells how to portray the Middle Ages without resorting to blackletter

May 27, 2021


fer

  • Fernanda Arias
  • Designer

Plantó is a small family-owned farm, they value sustainability and use medieval methods for growing and harvesting their organic produce. I wanted to create a logo that reflected the brand’s soul and moved away from familiar codes used in the organic territory like faded colours, or green leaves.

I tried a few gothic fonts because I wanted something reminiscent of medieval Germanic or Dutch but wasn’t really convinced. But then I saw Amalta. It was unexpected, a font with a medieval vibe that felt sturdy and very down-to-earth (pun intended).

Amalta turned out to be the perfect font because of its versatility. It took a modern feel combined with Plantó’s vibrant color palette and graphic patterns, but is also timeless and traditional, it could have easily been used in a cool sign at a Dutch farm in the 12th century.


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vera

  • Vera Evstafieva
  • Аuthor of Amalta

(from her interview to TypeJournal)

As proved by a calligrapher and researcher of the Early Christian art Edward M. Catich, it is precisely the brush writing that served as a base for ancient Roman inscriptions carved in stone, — they used brushes to do sketches, marking contours. Amalta combined the stroke movements from Roman capital writing and Uncial.

In my work on the typeface I was helped by the knowledge of different blackletters — the idea of a possibility to ‘close’ the lowercase ‘a’ was inspired by this style namely, and lots of flourishes in Latin lowercase letters refer to the Late Gothic writing, Civilité.


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