Freemason AI — Type Directions

A type study for the Freemason AI identity: six candidate display faces, each set with the same words in the same colours, side by side.

It exists because typefaces are usually chosen from a name in a menu. Rendered in their real context, the differences stop being abstract.

What to take from it: never choose a typeface by its name or its specimen page. Set your own words in it, in your own colours, and let your eye decide.