Jaguar

By Daniela López Hernández · Mexico City, Mexico

Jaguar

To describe this typeface, imagine driving in a classic 1950s car, only without all the noise and heat, because you have air conditioning. Jaguar is a serif font family that seeks to portray the warmth of old style with a modern feel. Architecturally, Jaguar’s letterforms follow conventional proportions for comfortable reading, while its stylistic details introduce warmth and character. Features such as its large x-height, robust serifs, and medium contrast make Jaguar a reliable choice even at small sizes and for the most complex editorial settings.

About Daniela López Hernández

Daniela is a graphic designer by day and type designer by night. She is passionate about amplifying diverse voices in type. Living and working in Mexico City. She is the recipient of the 2022 Malee Scholarship.

Type West's final project, an original typeface: a serif font family named Jaguar by Daniela López.
Jaguar seeks to portray the warmth of an old style typeface with a modern feel.
Jaguar consists on the light, regular, medium, bold, black and italic styles.
Architecturally, Jaguar’s letterforms follow conventional proportions for comfortable reading, while its stylistic details introduce warmth and character.
In the beginning, I struggled with what designing an original type family consisted of and after circling around, I found the perfect concept that gave birth to the little Jaguar. I became focused on working the serifs and all endings with a more sharper kinda modern look but without losing the oldstyle calligraphic shapes
I continue to work on growing the character set for language support. Perfectionning the current set of the styles and the italics. Features such as its large x-height, robust serifs, and medium contrast make Jaguar a reliable choice even at small sizes and for the most complex editorial settings.
I hope you enjoyed my work and the ride in this 2022 JAG. Thank you to all the instructors, Type West team, TA’s and above all my talented classmates, it was great meeting and learning with you!