Priori is a distinctive yet versatile text typeface, available in Sans and Serif versions. It is accompanied by the headline typeface Priori Acute. The Priori family is based around a common core structure onto which any stylistic attribute can be applied, allowing variants to be mixed within the same word or sentence.
Priori draws its foundation from early 20th century British typography, in particular the work of Eric Gill and Edward Johnston. It also embraces influences from London’s environmental typography – lettering observed in the streets and on the churches and public buildings of the city. Priori sets out to recapture an atmosphere that permeates the urban fabric, yet is slowly disappearing.
The name Priori is drawn from the Latin phrase and philosophical term of art a priori. Simply put, a given proposition is knowable a priori if it can be known independent of experience. The nature of a priori knowledge – that it can exist in the mind prior to and independent of experience – perfectly explains the imaginary model of a text typeface that exited in Jonathan’s mind before it was set out as a finished design.