Optima

Designer: Hermann Zapf // Foundry: D. Stempel AG, Linotype // Country of origin: Germany Release year: 1958 // Classification: Humanist/Inscriptional Sans

Optima is one of those typefaces that defies categorization. In a way, it’s a Humanist sans — built like a serif without serifs — but its vertical stress is more Rational than Humanist. Perhaps it’s actually Inscriptional, with its concave strokes that follow classical proportions and end in cupped terminals. To some, this split personality is a negative trait, demonstrating an identity crisis — it can’t decide what it wants to be and ends up being nothing. But tell that to the cosmetic and pharmaceutical industries who have adopted Optima as their banner, utilizing its elegant serenity to label all manner of creams, ointments, and makeup. Good for: The stuff of the establishment. Tranquil beauty. Wellness.