Lust Pro Demi

Confident and versatile, Lust Pro™ is an exercise in indulgence—an attempt to create something over the top and vastly useful.

If Lust Pro seems both new and familiar, that’s because it is. The series unapologetically channels Herb Lubalin, but produced with a deliberate, contemporary twist. There is an intentional slyness infused in the letterforms—the extreme thick and thin lines flow effortlessly without becoming gratuitous. It’s always just enough, not too much. What makes the type series so appealing? The curves. When asked to describe the letterforms, most people unwittingly allude to the human form, using adjectives usually reserved for describing physical traits… creating all-too-familiar comparisons. Summerour has grown to accept this as unavoidable and reasonable given his acknowledgement of its influences and has provided nuances within the letterforms to accentuate that.

Intended to be set large, the typeface boasts 3 widths and 5 weights and matching italics for both the Regular and Didone variants (that’s 60 fonts in total), making it perfect for editorial use and a highly flexible solution for any display need.