Pooja Kulkarni
09 · Editorial & Print

Type promotion · Digital specimen

LATO

Other fonts have imposter syndrome. Lato is simply itself.

Role

Concept, copy, layout

Format

Six-page digital specimen

Typeface

Lato, Łukasz Dziedzic, 2010

Story

The authentic one vs two imposters

i

The pages

Six pages, one story.

Type Promotion LATO page with orange circle
01Introduction
Lato Authenticity page
02The narrative
Imposter 1 page comparing Arial and Lato
03Imposter 1: Arial
Imposter 2 page comparing Times New Roman and Lato
04Imposter 2: Times New Roman
Glyphs page showing the Lato character set
05Glyphs
Call to action page
06Call to action
ii

Concept

Sell a typeface with a story.

Specimens list weights. I wanted people to feel something.

  • Characters, not fontsArial and Times play imposters. Lato is the real one.
  • Show, don’t claimSame paragraph, side by side.
  • A clear endingOne line. One orange button.
iii

Hierarchy

Let the family set the hierarchy.

HairlineAuthenticity
LightAuthenticity
RegularAuthenticity
BoldAuthenticity
BlackAuthenticity
  • One familyEvery page doubles as a specimen.
  • Weight as roleHairline to state, Regular to read, Black to act.
  • Black groundThin weights glow. One orange spotlight.
  • Why LatoSemi-rounded details. Warm, still clear.
IndexContact© 2026 Pooja Kulkarni