The Mario Blog
Here’s Exchange, the new Frere-Jones font: it projects calm, authority

Exchange is here. An elegant font that will add a sense of authority and gravitas, especially for newsy publications and websites. Tobias Frere-Jones has given his well known Retina a first cousin combining the classic elements with contemporary needs.


This is the weekend edition of TheMarioBlog and will be updated as needed. The next blog post is Monday, June 26.


With Exchange, a font that was originated as a typeface for The Wall Street Journal around 2002 (but deployed in 2005), editors and designers can now add another font to lend text and headlines that sense of gravitas that is so important when we present news and information in the era of “fake news” and “alternative facts”.

Tobias Frere-Jones has designed a font that is a marriage of the nineteenth century Ionic serif (“an early form of slab serif” according to Frere-Jones) and Bell Gothic.


When we make type choices for news organizations today, one important concern is how well a font adapts for use on the screen, and for mobile devices specifically.  Like he did with Retina, Tobias has designed Exchange so that it works well at small sizes.  This is particularly important when reading text on mobile devices and small screens. Here we see Exchange and Retina, first cousins, and, in my view, a sans and a serif that work together well as part of a same type palette:




Tobias points out that this was much in his thoughts when he designed Exchange:

“Cross-environment use was an important part of Exchange’s update and expansion. The original print environment made some strong demands, and it shows in each letter of Exchange: deep lowercase arches, serifs strategically shortened and lengthened, and simplified italics. Those happen to be the same measures that will help our eyes in screen reading, so Exchange was well positioned to move between environments.”

Designers always opt for fonts that offer variety.  The new Exchange has 18 fonts, 10 standard styles and 8 MicroPlus styles–an important addition.  The MicroPlus styles are capable of taking Exchange to becoming a favorite for use with websites and video.




Particularly with linear storytelling for mobile, where text appears in short bursts, followed by visual assets, I believe that Exchange will be a robust font for those combinations of narrative/visuals. Can’t wait to try it myself.



“Exchange works hard at being stable, in multiple senses of the word: mechanically, to be clear and consistent between print and screen, but also psychologically, grounding shapes onto the baseline, signalling the gravity and seriousness that we need to see in the news. Exchange’s durability also comes into play for video, where the effects of underlying motion are pretty similar to ink blurring. (does that make a media sextet?)”

I like how Tobias refers to his new creation here:

“I like to think that all of this makes Exchange feel something like Edward R Murrow’s voice, presenting facts with calm, impartial authority.”

Calmness and impartiality have never been important. Exchange meets the challenge.”

See more:


TheMarioBlog post # 2657

Blog Post07.14.2017—1am
Local newspapers, new digital strategies that work
Blog Post07.13.2017—1am
The Donald Jr. Russian story: It’s somewhere on that front page
Blog Post07.12.2017—1am
Ecuador: where print still dominates
Blog Post07.11.2017—1am
Making those Tweets more graphic
Blog Post07.10.2017—1am
The pain of transformation begins with the people involved
Blog Post07.03.2017—1am
Gone to the beach!
Blog Post06.30.2017—1am
Latest EyeTrack study: how we read news on smartphones
Blog Post06.29.2017—1am
The yellow pages: yes, they are still around
Blog Post06.28.2017—1am
Tablets are nice, but those smartphones dominate
Blog Post06.27.2017—12am
Goldman Sachs and the economics of design
Blog Post06.26.2017—1am
Trump, lies and storytelling
Blog Post06.23.2017—1am
Here’s Exchange, the new Frere-Jones font: it projects calm, authority
Blog Post06.22.2017—1am
The word “redesign” should be retired
Blog Post06.21.2017—1am
IAPA’s Digital Summit 2017 opens today in Miami
Blog Post06.20.2017—1am
Senior citizens read news on their mobile platforms! Surprise!
Blog Post06.19.2017—1am
Italy: we create new logo for The Post Internazionale
Blog Post06.16.2017—1am
Forget the one headline fits all theory!
Blog Post06.15.2017—1am
Change in newsroom goes beyond just a protocol statement
Blog Post06.14.2017—12am
Telling the story with just quotes
Blog Post06.13.2017—12am
How US front pages displayed the Comey story
Blog Post06.12.2017—12am
Making those complicated Washington political stories more visually interesting.
Blog Post06.09.2017—1am
Attracting young audiences (2)–Snapchat Discover
Blog Post06.08.2017—1am
Montreal’s La Presse+ says adieu to print!
Blog Post06.07.2017—1am
Attracting those younger readers (1): one gift subscription at a time
Blog Post06.06.2017—1am
The battle for your ears
Blog Post06.05.2017—1am
Quick ways to tell stories
Blog Post06.02.2017—1am
Garcia Media turns 25!
Blog Post06.01.2017—1am
It’s social media the publisher
Blog Post05.31.2017—1am
Before you get the room, read the Airbnb Magazine
Blog Post05.30.2017—1am
It’s a new homepage for The Atlantic
Blog Post05.26.2017—1am
New book: Designing for Touch
Blog Post05.25.2017—1am
Medium redesigns homepage: curated content is the key
Blog Post05.24.2017—1am
It’s the new storytelling, the new editing, the new design
Blog Post05.23.2017—1am
Millennials and their obsession with their phones—publishers, take note!
Blog Post05.22.2017—1am
Spiegel Daily: the German magazine’s new product
Blog Post05.19.2017—1am
Another day, another Trump bombshell for the front pages
Blog Post05.18.2017—1am
From digital to print: another example
Blog Post05.16.2017—6am
Trump bombshell news lands on the front pages
Blog Post—1am
For The Guardian: one contributor at a time
Blog Post05.15.2017—1am
The New York Times banks on kids: never too early!
Contact us with speaking requests, questions or to discuss a project.