Posts Tagged ‘agmena’

by Allan Haley

Lately it seems that every new typeface release is either a sans serif or a script. What has become of the stalwart, straightforward – or even quirky and delightfully fancy – serif typeface? Happily, the serif’s back in town.

Take a look at Jovica Veljović’s Agmena™ typeface family. The design – first announced a little over a year ago – quickly became a “New Best Seller” on It’s now risen to become the first traditional serif typeface on the “All Best Sellers” list – albeit below a bevy of sans serif and a couple of slab serif families. The Agmena collection also won recognition in the Type Directors Club Typography Competition in 2013 as well.


Veljović based Agmena’s design on calligraphic letterforms, his primary intention being the setting of long – and beautiful – blocks of text copy. (Old timers might refer to Agmena as a “book face.”) To this end, Agmena is available in four weights: book, regular, semibold and bold, each with a complementary italic. The book and regular weights provide an optical balance between various point sizes – with the more robust regular being well suited for small sizes­. Designers can also choose the best weight for different paper stocks. The regular holds up remarkably well when printed on paper with a bit of “tooth,” while the book is ideal for smooth “calendered” stock.)

Agmena’s extensive character set makes setting refined text copy a pleasure. Each weight of the family offers small caps, old style and lining figures, a throng of ligatures, swash characters and even a suite of dingbats. Not stopping there, Veljović also designed Cyrillic and Greek versions of the Agmena alphabet.

While designed for publications, Agmena has also been welcomed into advertising, branding, and even online environments.

The complete Agmena family is available as desktop fonts from the and websites. It is also available as Web fonts.

Click here to learn more about – and to license – the Agmena family.

by Allan Haley

Jovica Veljovic was living in the former Yugoslavia when Aaron Burns, the president of ITC, met him in the mid 1980s. Upon seeing the young calligrapher’s work, Burns immediately realized that he was in the presence of exceptional talent and encouraged Veljovic to take up typeface design. The ITC Veljovic typeface family was first of many he drew for ITC.

In his storied career, Veljovic has gone on to develop typefaces for Adobe and Linotype – as well as ITC. Although he spends much of his time today teaching typography and type design near his home in Hamburg, Veljovic has continued to draw new typeface designs. All started out as brush and pencil sketches.

None of Veljovic’s designs were first imagined as constructed outline drawings. It was only after the basic shapes and proportions were finalized in brush form, that Veljovic would construct letters as digital outlines.

Early Sketches for Agmena

“For me, it is important to begin a new typeface by drawing with a brush or pen,” says Veljovic. “This is especially true when I am making a new text typeface. The first text faces grew out of calligraphic writing and I think it is important to maintain this tradition.”

Agmena Swash Italic Sketches

The Agmena family, announced this week, is no exception. The first sketches for the design were roughed-out by Veljovic with a broad-edged brush. These became the basis for more refined drawings, which were then transferred to the computer for yet further development. The end result is a distinctive family of four weights – each with complementary italics – based on calligraphic, Renaissance “old style,” design traits and proportions.


The complete Agmena family is available as desktop fonts from, as well for Web use through the Web Fonts Service.

Allan Haley
Allan Haley is Director of Words & Letters at Monotype Imaging. Here he is responsible for strategic planning and creative implementation of just about everything related to typeface designs.

Great type makes sites stand out