Serif: Amita Medium [STD] [PRO]

Amita is an elegant high contrast contemporary serif. Strict attention was given to the cohesiveness and balance between letterforms as well as the careful refinement of all curves.

It makes an excellent and very readable text face; its sharp, high-contrast forms make it suitable for elegant advertising settings as well.

Whether it be the swee­ping eagle in his flight, or the open apple-blos­som, the toiling work-horse, the blithe swan, the bran­ching oak, the winding stream at its base, the drif­ting clouds, over all the cour­sing sun, form ever follows func­tion, and this is the law. Where func­tion does not change form does not change. The gra­nite rocks, the ever broo­ding hills, remain for ages; the light­ning lives, comes into shape, and dies in a twink­ling. It is the per­va­ding law of all things or­ga­nic and in­or­ga­nic, of all things phy­si­cal and me­ta­phy­si­cal, of all things hu­man and all things su­per­hu­man, of all true ma­ni­fes­ta­tions of the head, of the heart, of the soul, that the life is re­cog­ni­za­ble in its ex­press­ion, that form ever fol­lows func­tion. This is the law.

[Louis H. Sullivan; 1856 – 1924]