When approaching the design for the new tabloid version of The Observer it felt important to restate all the things the readers love about Observer journalism. It is a great Sunday paper full of great investigative journalism, cultural insight, with a rich range of characterful voices and wit.

It was important for us to evolve the typography to embody all of these attributes. We needed a display typeface with a range of weights that was rich in character and able to convey the weight of gravitas and tradition but also the vitality of the contemporary.

When we discovered Sole Serif from CAST we knew very quickly that this font reflected our ambition — from the heavy, characterful black and bold weights to the graceful and elegant lighter weights — we knew we had in our hands a wonderful, rich and expressive typographic palette with which to develop the design.

— Alex Breuer, Executive Creative Director

The Observer Magazine is designed by Jo Cochrane — @GuardianDesign

From isbarackobamathepresident.com. See also ismittromneythepresident.com.