For a typographic refresh of the premium gifting service Goody, chief technology officer Mark Bao chose Escalator to replace their previous use of Graphik on their website. Finding that the new all-Escalator typographic palette didn’t comfortably fit the site’s existing structure, he commissioned a tailored version of the typeface, with a higher x-height, spacing adjustments, and slight tweaks to the glyph shapes. Like the retail version of Escalator, the customized version includes a variable font with an optical size axis optimized for onscreen clarity and a wide range of expression.
The customization project is described in an article on the XYZ Type site.
