The new era-appropriate serif font, 「Sandoll Jebi」

 

Until the early 1990s, the world was deeply captivated by the allure of computers. Computers were seen as universal tools capable of anything. People were enthusiastic about the astounding performance of the hardware and the efficiency of software like word processors. The existence of operating systems like Microsoft Windows alone was overwhelming.

At that time, no one complained about Windows' default font being Gulim. What about traditional serif fonts, or gothic fonts? Even designers admired serif fonts, especially those confirmed by Master Choi Jung-ho, for their excellence, elegance in form and detail, almost elevating them to objects of worship. In such a period, serif fonts, particularly those verified by Master Choi Jung-ho, were regarded with such reverence that no one dared to criticize or even suggest modifications—they had become sanctified in typography.

Choi Jung-ho Serif Font (Image Source: Facebook of Korean designer Choi Jung-ho)

 

Times are rapidly changing, and the global design trends and social environments are sprinting towards sophistication. Due to this peculiar phenomenon of serif font worship, the font design field has been enamored with past fantasies. As is well known, the tool used to create serif fonts is the brush. However, the brush, a writing instrument, is not a tool used in our era for writing. No matter how beautiful it may be in itself, it is clear that its shape cannot reflect the current era. Witnessing this phenomenon, I wondered why we cannot step even one foot away from the existing serif fonts that still retain the feeling of brush strokes. Therefore, I judged that while respecting the structure and skeleton of serif fonts, there must inevitably be the emergence of modern serif fonts that fit the flow of the times.

 

 

One day, while pondering over these thoughts, I casually sketched a modern serif font that had been on my mind for a while in my sketchbook. I had several criteria in mind regarding the design of modern serif fonts.

Firstly, it is based on the structure and skeleton of the existing Choi Jung-ho serif font. It cannot be denied that the skeleton of the existing serif font is a masterpiece that exudes the charm and elegance of Hangul.

Secondly, it is expressed with modern straight lines and curves, completely departing from the brush writing sensation inherited from the Joseon Dynasty era.

Thirdly, curves like 'ㄱ, ㅅ, ㅈ' are recreated into elegant curves that are both graceful and sophisticated, reflecting the aesthetic identity of our culture clearly.

As you can see from the sketches, I was pleasantly surprised that the above conditions were clearly expressed beyond my expectations in the initial sketches. In this way, a modern serif font named "제비 (Jebi)" was announced for the first time in Korea. This Jebi font brought joy to designers who yearned for new designs amidst the changing times, and it enjoyed the fortune of being applied to numerous media and becoming a steady seller.

 

 

I have thought about the reasons why 「Jebi」 has been loved by designers for a long time.

One of them is the elegance of Hangul expressed through the beauty of Korean curves, where curves and straight lines come together. I thought that the curve in 'ㄱ' of '가', flowing to the left, has a distinct difference from the curves found in fonts of Japan and China, although no one may notice it. As briefly mentioned earlier, unlike Japan's pursuit of 'pretty' curves, our unique curves must have 'strength' in them. When extending diagonally downwards, they should convey strength and speed. If you examine it closely, from the beginning to about two-thirds, there is a flow almost like a straight line, suddenly slowing down and gently concluding with a smooth curve. These unique curves of ours approach with 'elegant beauty', leading joyfully to people's hearts.

Another reason is the rhythmic harmony and moderation brought by the appropriate repetition of straight lines and curves, exuding a modern beauty. It gives designers the courage to confidently express 'our era of living today' with a modern beauty that cannot be felt from the traditional brush strokes.

 

 

The reason for the name 「Jebi」 is simple. The swallow nested on the eaves of my childhood home and spent the summer there. This bird, known for its intimate relationship with humans, the clear contrast of black and white, and the elegant curved elements visible in its body, directly reflected in this new serif font.

 

 

Written by: Sandoll Chairman, Seok Geum-ho