I’m excited to introduce JUST Serif®, a contemporary editorial serif created for designers who want elegance, expression and personality without the coldness found in many traditional high contrast typefaces.
Designed by Russell Bean in collaboration with me, Jacob Cass, for Just Creative, JUST Serif brings sculpted contrast and human warmth to branding, publishing, packaging and premium typography.
It’s refined but approachable. Expressive without becoming ornamental. Sophisticated, but never stiff.
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Why We Created JUST SerifWhen we created JUST Sans®, the goal was to build a versatile geometric sans serif that could handle almost anything. It needed to feel clear and functional while retaining warmth and a distinctive personality.
But some projects call for a different voice.
They need more contrast. More rhythm. More editorial character.
JUST Serif was created to fill that role.
It gives designers an expressive serif that can lead a visual identity while working naturally alongside the clarity and versatility of JUST Sans.
The result is a contemporary serif family designed for modern brands, editorial layouts, expressive headlines and premium applications.
Editorial Elegance Without the ColdnessMany high contrast serif fonts lean heavily into the world of luxury and fashion. They can look beautiful, but they can also feel distant, delicate or overly formal.
We wanted JUST Serif to feel more human.
Its warm curves, sculpted flared serifs, confident capitals and carefully balanced proportions give the typeface an editorial presence without making it feel precious.
There’s enough contrast to create drama in a headline, but enough warmth to keep the typography approachable.
That balance makes JUST Serif suitable for a much wider range of projects, from boutique hospitality and premium packaging to publishing, brand identities and digital design.
Seven Weights and a Variable FontJUST Serif includes seven carefully crafted weights:
- Extra Light
- Light
- Regular
- Medium
- Semi Bold
- Bold
- Extra Bold
The lighter weights bring delicacy and refinement to large editorial typography. The middle weights offer a practical balance between expression and legibility. The heavier weights add confidence and impact to logos, headlines and display applications.
The family also includes a Variable Font, giving you more precise control over the weight and allowing the typeface to adapt to the needs of each project.
Whether you’re creating a restrained magazine cover or a bold packaging system, the family gives you room to find the right voice.
Designed for Branding, Editorial and Packaging
JUST Serif was created to perform across both expressive and practical applications.
It works particularly well for:
- Logos and wordmarks
- Brand identity systems
- Editorial and magazine design
- Book covers
- Premium packaging
- Wine and spirits labels
- Beauty and fragrance branding
- Fashion
- Hospitality
- Websites
- Advertising
- Posters and campaigns
- Premium print applications
Use it as a modern serif font for a distinctive identity, an editorial serif for publishing, a high contrast serif for expressive headlines or a branding font for sophisticated design systems.
Its personality is noticeable, but it doesn’t overpower the work around it.
Pair JUST Serif With JUST Sans®JUST Serif brings expressive editorial elegance, while JUST Sans provides clear, versatile supporting typography for a cohesive brand system.
Use JUST Serif for headlines, key messages and moments of personality. Use JUST Sans for body copy, captions, interfaces, navigation and everyday communication.
Together, they let you create contrast without losing consistency.
Pair JUST Serif With JUST Sans® OutlineJUST Serif’s sculpted forms pair naturally with JUST Sans Outline, adding graphic contrast and greater impact to headlines and display typography.
JUST Sans Outline is especially effective in posters, campaigns, packaging and layered typographic compositions.
Where JUST Serif brings editorial character, JUST Sans Outline introduces a more graphic voice.
A Complete Type SystemJUST Serif, JUST Sans and JUST Sans Outline form the growing JUST Type Collection.
Each family has a distinct role:
- JUST Serif delivers editorial elegance, expressive contrast and human warmth.
- JUST Sans provides clarity, versatility and legible supporting typography.
- JUST Sans Outline introduces graphic contrast and display impact.
Used together, they create a flexible typographic system that can move across brand identities, packaging, editorial design, websites and campaigns while maintaining a consistent visual language.
Built for Print and DigitalJUST Serif includes desktop fonts for professional design applications as well as web font formats for digital use.
Depending on your licence and download package, the family may include:
- Seven static OTF fonts
- Variable Font
- WOFF web fonts
- WOFF2 web fonts
- Latin language support
- OpenType features
- Professional kerning and spacing
- Font specimen
- Welcome and installation guide
This makes it easy to carry the same typographic voice from a printed book or package to a responsive website.
Crafted With Russell BeanJUST Serif was designed by Russell Bean in collaboration with me for Just Creative.
Russell brought his experience and technical expertise as a type designer to the development of the family, while I helped shape its creative direction, positioning and relationship with the broader JUST Type Collection.
The process involved balancing the expressive character of an editorial serif with the versatility designers need from a working type family.
Every weight was refined to feel like part of the same family while retaining its own purpose, from the delicate Extra Light to the commanding Extra Bold.
Download JUST Serif® — Your OptionsJUST Serif was created for designers looking for a contemporary serif that feels refined, expressive and unmistakably modern.
It has the elegance of an editorial serif, the warmth of humanist forms and the flexibility required for modern identity systems.
I’m incredibly excited to finally share it with you.
- Download Two Free Weights on JUST Creative
- Download JUST Serif on CreativeMarket
- Download JUST Serif on Envato (Coming Soon)
- Download JUST Serif on MyFonts (Coming Soon)
Already using JUST Serif? Tag @justcreative or use #JUSTSerif so we can see what you create.
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