About the Type Atten New

Designed by Miles Newlyn

From Newlyn:

“I found inspiration for this design in a voice— that of world-renowned broadcaster and naturalist Sir David Attenborough.

“While enjoying a documentary one day, I realised that Attenborough’s delivery had the precise qualities that I was aiming for in a new and then un-named typeface. I wanted to achieve a noticeable charm and a personable tone, while still preserving the integrity of the text. Now I had my archetype and a name for the design – Atten.

“The design had began as part of a deep exploration of rounded typefaces, and with New Atten I infused as much long text reading comfort into a rounded sans serif as possible. The humanistic structure and classical capital proportions are timeless. Punctuation and symbols are optimised for text sizes, and our Accessibility Set™ includes differentiating forms for capital ‘I’ and lowercase ‘l’, and when combined with the Stylistic Set 2’s infant ‘a’ and ‘g’ make a New Atten an excellent choice for children’s books.”