Wired: “A new typeface called Memoire is designed to reflect the ever-shifting shapes memories take as we replay them in our minds. Designers Ryan Bugden and Michelle Wainer created the custom typeface for La Petite Mort, a biannual magazine produced by New York creative agency Sub Rosa. The font, used as the headline typeface for each of the magazine’s 16 stories, evolves from page to page. ‘The core idea was that it would change over time—similar to how every time you revisit a memory, it in fact changes based on the current context you’re in,’ Wainer says.
“It’s hard to see the changes at first. The sharpness of the serifs softens almost imperceptibly with every use. On the first page, edges are knife-like; by the last, they are almost friendly in their roundness.”
“Memoire was designed for print, though it lives beautifully as a digital file, where you can see the transformation in hyper speed. Reading it in print is more of an exercise in perception, and in many ways, the typeface is a metaphor for memory layered upon yet another metaphor: By its very nature, the print page blurs and fades, each time it’s touched.”