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Temina Blu Variable

Temina Blu is a versatile variable typeface made for multi-purpose branding, which translates between sans-serif and serif versions seamlessly.

Alexis Shuffler

Branding

Product Design

A custom humanist typeface originally designed for use by the Blubird Creative brand, Temina Blu is a variable font intended for use in web or print, text or display, and features a fluid but quirky transition between serif and sans-serif. Temina is a name originating in Hebrew, and means 'honest', which reflects the bold and friendly representation of the Blubird brand, showcasing its content in a subtly candid and inviting manner.

Temina Blu uses soft, rounded outlines and serifs, fitting in line with its approachable design focus and to ease the transition between serif and sans. Corners are never sharp, straight edges are rounded slightly, and curves are smooth. The Serif master utilizes a more squared off look to open up its counters for better reading at small text sizes. For the same reason, x-height is relatively large to increase legibility. Temina Blu Sans is marginally heavier and uniform in weight and modulation, creating a visually modernized appearance to typography compared to the serif font. The quirky middle variable is the Display font, which sits uniquely between serif and sans.

Temina Blu was inspired in part through researching Olaf Leu and his work on a typeface family to be used in annual reports, financial publications, and other documents in a range of contexts. He wanted his Compatil typefaces to be versatile in sans-serif and serif, for display and text, that looked cohesive yet distinguishable. Temina Blu is similar in purpose, although it utilizes the fluidity of variable font software, and is also designed more for web than Compatil accounted for. Visually, Temina Blu used typefaces like Adobe Jenson, Merriweather, Bree Serif, Crete Round, and Fira Sans as structure and style inspiration.