Amereida: An English typographic tradition adapted for Loto del Sur
Amereida is a custom type family developed for Loto del Sur, the Colombian cosmetics brand. The design draws on Baskerville and the English transitional tradition, using their measured elegance as a starting point for a family adapted to the brand’s own needs.
A historical reference with a specific purpose
The connection to Baskerville places the project within a tradition of carefully balanced proportions, serifs and contrast between thick and thin strokes. Amereida brings that reference into a contemporary identity, where typography forms part of the experience of encountering a product and reading about it.
The project’s particular character comes from developing that reference into a family for Loto del Sur. Its design brings a historical vocabulary into contact with the requirements of a brand, giving the letters a specific context and purpose.
Designed for changes in size
Optical sizes are an important part of Amereida’s construction. They allow the drawing to respond to changes in scale, with forms adjusted for different reading sizes. A small line of text and a large title place different demands on the relationships between strokes, spaces and details.
The family combines these optical adjustments with variations in weight. Together, they offer ways to establish hierarchy while preserving a relationship between different parts of a composition. The same typographic idea can support a prominent product name and the quieter information that accompanies it.
A family within an identity
Amereida gives Loto del Sur an exclusive typographic resource with a recognisable historical reference. The work connects the appearance of individual letters with their performance as words, lines and blocks of text.
The project was a finalist at the 2018 Bienal Iberoamericana de Diseño. Its credited team includes César Puertas, Juan Sebastián Cuestas, Manuel Corradine and Gustavo Ferreira.
Custom typeface created exclusively for Loto del Sur. Not available for retail licensing.
