Alosta

What’s the old Matthew McConaughey car commercial adage? Ah, ‘sometimes we have to go backwards to go forwards.’ It sounds like bullshit for a car commercial but for type it totally makes sense!

Introducing the 7th font from Damn Type Co. - Alosta. It’s named after the street I lived on as I grew up. To me, Alosta means getting lost on back roads with no service, using only hand painted signs to get where you’re going. It means, it doesn’t matter where you are because HERE you are. It’s stumbling on a hidden place where you meant not to. Alosta is a type revival of sign painted letters from an Atkinson lettering book from 1915s. I balanced the irregularities but left slight imperfections to keep it human and true to it’s roots. Corporate san serif uniformity bores me, but I LOVE a good san serif that packs a little kick.

*Good for personal and commercial use*