Serif Other Etbu 12 is a regular weight, normal width, medium contrast, upright, normal x-height font visually similar to 'Sejam' by StudioJASO (names referenced only for comparison).
Keywords: headlines, magazine, branding, posters, packaging, fashion, editorial, dramatic, refined, modern classic, display impact, luxury tone, distinctive texture, modernization, wedge serifs, flared terminals, teardrop joins, sculpted curves, high-waist caps.
A sculptural serif with strong, tapering wedge serifs and sharply carved terminals that create small triangular notches and ink-trap-like cut-ins at joins. Strokes shift from broad, rounded curves to narrow pinched connections, producing a crisp, faceted rhythm across letters. Uppercase forms feel tall and commanding, with generous curves in C/O/Q contrasted by decisive, blade-like diagonals in A/V/W/X/Y. The lowercase keeps a relatively moderate x-height and uses compact bowls with pronounced entry/exit wedges, giving words a lively, chiseled texture; numerals echo the same carved, high-contrast-in-spirit detailing without becoming hairline-thin.
Best used in display contexts such as magazine headlines, fashion and beauty branding, poster titles, and premium packaging where the carved terminals can read clearly. It can also work for short pull quotes or deck copy when given ample size and spacing, while long passages of small text may feel visually intense due to the frequent notches and pinched joins.
The overall tone is luxurious and editorial, mixing classical serif cues with a distinctly modern, cut-paper sharpness. It reads as confident and theatrical, suited to high-impact typography where elegance is expressed through tension, angles, and dramatic silhouettes rather than delicate detailing.
The design appears intended to deliver a contemporary luxury serif that stands apart from traditional book faces by emphasizing sculpted wedges, sharp incisions, and bold, graphic rhythm. It aims to provide instant brandable personality in titles while retaining enough serif structure to feel anchored and classic-adjacent.
The design’s signature is the repeated use of pointed wedges and concave cut-ins, which introduces sparkle at large sizes but can create busy counters and tight internal apertures in dense settings. Round letters maintain a smooth, near-circular geometry, while diagonals and joins provide most of the personality through abrupt tapering and crisp corners.