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Typeface Review


Reviewed by Christian Schwartz on July 11, 2007

Commissioned as a replacement for the Wall Street Journal’s DowText, Exchange was unveiled when the European and Asian editions switched to tabloid format in October.

I can’t say that I love this typeface (honestly, warm and fuzzy likability is usually beside the point in a news text face) but I certianly am fascinated by it. To me, Exchange is the logical endpoint for most the current trends in news text faces because it uses every trick in the book: exaggerated ink traps, demonstrative faceting, and “chopped” ball terminals. But the real genius of this face is that it still has enough formal ties to DowText that I really doubt whether many of the readers will notice a difference. Although the individual character shapes are radically different, the basic weight, proportion, and character are the same. I suspect that the WSJ’s readers will simply find one day that their daily paper is suddenly easier to read. — Christian Schwartz

Contact Hoefler & Co. for licensing.

One Comment

  1. Svend Design says:

    […] I’ve been experimenting with a more intricate relationship to the past. Both Archer and Exchange try this “atomized history” approach, dividing a problem into parts and looking to […]

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Typographica is a review of typefaces and type books, with occasional commentary on fonts and typographic design. Edited by Stephen Coles with Caren Litherland and designed by Chris Hamamoto. Founded in 2002 by Joshua Lurie-Terrell. Relaunched in 2009 by Coles and Hamamoto.

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