Ellen Luff is a designer and artist who is living her best life traveling the world and making beautiful things. Born in England but now living in Asia, Ellen thrives on adventure. Time spent exploring is time that provides an endless supply of creative inspiration.
While she started out working as a designer in advertising, she eventually left that role in the pursuit of greener pastures — and a way to make a living that coincided with the way she wants to live her life. Typography is just one of her creative media; she’s a skilled photographer, an art director, and a travel writer.
Ellen thinks of herself as a “type dork,” but her work is nothing less than stellar and her interests are limitless. “I’ve got a head full of ideas and hands desperate to make, designing anything and everything,” she said.
Good design matters to Ellen and it shows in every new type design she creates.
One of her most recent releases through YouWorkForThem is Aventa Variable Typeface, designed in conjunction with Tom Watkins. “Aventa is an exciting geometric typeface with contemporary touches,” Ellen said. “It’s born from strong elementary shapes, with clean circles interwoven with modern cuts and sharp edges.”
Aventa Variable Typeface retains the simplicity and elegance of classic geometric typefaces, with a fresh and stylish rework that conveys every message with clarity and confidence. With a high x-height and strong capital characters, this type design provides a high degree of visibility across all of its weights. Its overall structure has been optically corrected to provide incredible legibility, even in small point.
This type family is a versatile and stylish workhorse font system that’s fantastic for design projects of all kinds, including headlines, editorials, body copy, publishing applications, advertisements, displays, signage, logos, product packaging and informational inserts, merchandise, apparel, marketing materials, website designs, and mobile applications. It’s stellar in branding and identity projects that need a standout sans serif with a lot of flexibility across multiple media outputs.
Aventa Variable Typeface provides matching italics that are “sloped at a lively 8º” to give it a full range of expression.
If you are unable to use variable fonts in your workflow, this family includes a full set of non-variable character sets in Thin, ExtraLight, Light, Regular, Medium, SemiBold, Bold, ExtraBold, and Black, with corresponding italics for each weight.
Aventa provides fractions, standard ligatures, discretionary ligatures, superscript, localized forms, ordinals, and stylistic alternates for additional versatility through OpenType. It extends multilingual support to Basic Latin, Western European, Euro, Baltic, Turkish, Central European, Romanian, and Pan African Latin languages for designs intended for an international audience.
Ellen Luff currently offers seven products through YouWorkForThem and we’re looking forward to seeing more of her work as time goes on. Visit her portfolio to take a look at the rest of her type designs and bookmark it so you can check back for new releases in the future!
