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THE NEW SCHOOL
FONT ALGORITHM

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In 2015, the world-class design firm, Pentagram, and renowned graphic designer Paula Scher, designed a new identity for The New School, including a New School font (i.e. "Neue").

The new font of the new branding system (the "Random-Display" variant of it, specifically) was said to be the first algorithmic font in the world: the width of every character changes along with the position of the character in a word or sentence, in a specific way.

The NeueDisplay-Random font is comprised of three fonts with different character widths:

NeueDisplay-Black

NeueDisplay-Wide

NeueDisplay-Ultra

There's an algorithm inside this font that decides which font to use for each character in a string. The rules from this algorithm and their demos are as below:

Rule 1

If the character combination is:

non-letter + any letter + 0~3 non-letters + one letter of ABCDOPQRS

* non-letter contains space, digit, symbol..., or null (for the first letter in a string).

Then, the font of "any letter" becomes Ultra

SELECT DEMOS:
non-letters in between
Rule 2

If the character combination is:

non-letter + any letter + 0~3 non-letters + one letter of EFGH

* non-letter contains space, digit, symbol..., or null (for the first letter in a string).

Then, the font of "any letter" becomes Wide

Select demos:
non-letters in between
Rule 3

If the character combination is as below and doesn't fit Rule 1 and 2:

any letter + any letter

Then, the font of the second "any letter" becomes Ultra

DEMO:
Rule 4

If the character combination is:

non-wide letter (may be BLACK or ULTRA) + non-wide letter + any letter

Then, the font of "any letter" becomes Wide

DEMO:
Rule 5

If we have exactly two consecutive "O"s and their font style is:

O (BLACK) + O (ULTRA)

Then, the font of the double "OO" becomes BLACK each

DEMO: