“This above all: to thine own self be true,”
-Polonius to Laertes in Shakespeare’s Hamlet
Shakespeare was onto something here, and the folks over at Cooper–Hewitt, the Smithsonian Design Museum, have embraced this little trinket of advice form the Bard.
The museum reopened December 14th, 2014, debuting with a brand new typeface to seal their identity—aptly named Cooper Hewitt.
Constructed for the museum, the new font works beautifully on the website. Paired with a spectrum of bright colors, it evokes feelings that are at once industrial and playful, innovative and nostalgic.
For headings, they’ve chosen a consistent all-caps style, but the typeface retains its smoothness and elegance in body text as well.
If being a Smithsonian institution doesn’t give the site credibility off the bat, having a type designed commissioned specifically for the organization does. (Not only that, but they offer a free download for personal use.) Overall, the Cooper Hewitt site’s Cooper Hewitt typeface emphasizes the creativity and originality that the museum exalts while maintaining a sleek and eye-catching professionalism