{"id":28572,"date":"2025-09-05T16:17:07","date_gmt":"2025-09-05T14:17:07","guid":{"rendered":"https:\/\/lacultivada.com\/?p=28572"},"modified":"2025-09-10T09:46:36","modified_gmt":"2025-09-10T07:46:36","slug":"chapter-13-franciss-letter-and-a-whole-tapestry-of-artists","status":"publish","type":"post","link":"https:\/\/lacultivada.com\/en\/chapter-13-franciss-letter-and-a-whole-tapestry-of-artists\/","title":{"rendered":"CHAPTER 13. Francis\u2019s letter and a whole tapestry of artists"},"content":{"rendered":"

And then came the lettering\u2026 That\u2019s right, the LETTERING, which lives at the heart of what designers call typography, something they craft with great care and precision.<\/span><\/p>\n

Just as monks and friars used to do when copying manuscripts.<\/span>
\n<\/span><\/p>\n

What they once performed by hand is now done by designers and typographers on computers.<\/span>\u00a0<\/span><\/p>\n

And this art of typography is in itself an entire universe, yet another one to add to the list.<\/span><\/p>\n

So much for those who think a brand is just a logo and as easy as a walk in the park… they couldn\u2019t be more wrong.<\/span><\/p>\n

A gentle stroll can indeed help to ease despair during tough times, and along the way we\u2019ve taken countless steps\u2026a whole troop of artists and artisans who forged the path giving this brand real presence \u2013 both inside and out.<\/span>\u00a0<\/span><\/p>\n

Francis speaks a language all of his own, with terms like <\/span>serif<\/span><\/i>, <\/span>small caps<\/span><\/i>, <\/span>line spacing<\/span><\/i>, and even <\/span>Elzevirian numerals\u2026 <\/span><\/i>ever heard of those?<\/span><\/p>\n

I\u2019ll never forget our loooong conversations about the composition of space, about silence.<\/span><\/p>\n

I mean <\/span>graphic silence: <\/span><\/i>the kind that represents emptiness.<\/span>\u00a0<\/span><\/p>\n

Emptiness in design is the key that opens all doors, according to our master typographer.<\/span><\/p>\n

With <\/span>Francis Requena<\/span><\/a>, the word \u201cmeticulous\u201d comes to life; his graphic precision and perfection are second to none.<\/span>\u00a0<\/span><\/p>\n

At times we\u2019ve argued to the point of exhaustion… but laughed even more.<\/span><\/p>\n

Francis also has a saying for everything, though his are sharp, cutting deep like arrows straight from Odysseus\u2019 bow.<\/span><\/p>\n

I\u2019ve learned a thing or two from the craft and talent he so skilfully wields : he\u2019s a friend, a proud <\/span>Granadino<\/span><\/i> and a brilliant designer who, with infinite generosity, allowed us to use his beautiful typeface called YEGERA \u2014 and with that, he completed the flawless design our branding has today.<\/span><\/p>\n

Just to show you the kind of designer Francis is\u2026 one of the letters in his typeface is shaped like an <\/span>owl<\/b>!<\/span><\/p>\n

Have you taken a good look at our cans?<\/span><\/p>\n

If you haven\u2019t, take the time and be swept away with emotion\u2026 if your eyes are open enough to see it (it took me a while!).<\/span><\/p>\n

Thank you, <\/span>Francis<\/span><\/a>, for always giving us exactly what we needed!<\/span><\/p>\n

Head to <\/span>\u00a0our website<\/span><\/a> to see Francis\u2019s Yegera in action.\u00a0<\/span><\/p>\n

Elena Vecino<\/b>.<\/span><\/p>\n

Read all <\/span>my \u00abCULTIVATED STORIES\u00bb<\/span><\/a> here.<\/span><\/p>\n

 <\/p>\n","protected":false},"excerpt":{"rendered":"

I\u2019ve learned a thing or two from the craft and talent he so skilfully wields : he\u2019s a friend, a proud Granadino and a brilliant designer who, with infinite generosity, allowed us to use his beautiful typeface called YEGERA \u2014 and with that, he completed the flawless design our branding has today.<\/p>\n","protected":false},"author":10,"featured_media":0,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"ocean_post_layout":"","ocean_both_sidebars_style":"","ocean_both_sidebars_content_width":0,"ocean_both_sidebars_sidebars_width":0,"ocean_sidebar":"0","ocean_second_sidebar":"0","ocean_disable_margins":"enable","ocean_add_body_class":"","ocean_shortcode_before_top_bar":"","ocean_shortcode_after_top_bar":"","ocean_shortcode_before_header":"","ocean_shortcode_after_header":"","ocean_has_shortcode":"","ocean_shortcode_after_title":"","ocean_shortcode_before_footer_widgets":"","ocean_shortcode_after_footer_widgets":"","ocean_shortcode_before_footer_bottom":"","ocean_shortcode_after_footer_bottom":"","ocean_display_top_bar":"default","ocean_display_header":"default","ocean_header_style":"","ocean_center_header_left_menu":"0","ocean_custom_header_template":"0","ocean_custom_logo":0,"ocean_custom_retina_logo":0,"ocean_custom_logo_max_width":0,"ocean_custom_logo_tablet_max_width":0,"ocean_custom_logo_mobile_max_width":0,"ocean_custom_logo_max_height":0,"ocean_custom_logo_tablet_max_height":0,"ocean_custom_logo_mobile_max_height":0,"ocean_header_custom_menu":"0","ocean_menu_typo_font_family":"0","ocean_menu_typo_font_subset":"","ocean_menu_typo_font_size":0,"ocean_menu_typo_font_size_tablet":0,"ocean_menu_typo_font_size_mobile":0,"ocean_menu_typo_font_size_unit":"px","ocean_menu_typo_font_weight":"","ocean_menu_typo_font_weight_tablet":"","ocean_menu_typo_font_weight_mobile":"","ocean_menu_typo_transform":"","ocean_menu_typo_transform_tablet":"","ocean_menu_typo_transform_mobile":"","ocean_menu_typo_line_height":0,"ocean_menu_typo_line_height_tablet":0,"ocean_menu_typo_line_height_mobile":0,"ocean_menu_typo_line_height_unit":"","ocean_menu_typo_spacing":0,"ocean_menu_typo_spacing_tablet":0,"ocean_menu_typo_spacing_mobile":0,"ocean_menu_typo_spacing_unit":"","ocean_menu_link_color":"","ocean_menu_link_color_hover":"","ocean_menu_link_color_active":"","ocean_menu_link_background":"","ocean_menu_link_hover_background":"","ocean_menu_link_active_background":"","ocean_menu_social_links_bg":"","ocean_menu_social_hover_links_bg":"","ocean_menu_social_links_color":"","ocean_menu_social_hover_links_color":"","ocean_disable_title":"default","ocean_disable_heading":"default","ocean_post_title":"","ocean_post_subheading":"","ocean_post_title_style":"","ocean_post_title_background_color":"","ocean_post_title_background":0,"ocean_post_title_bg_image_position":"","ocean_post_title_bg_image_attachment":"","ocean_post_title_bg_image_repeat":"","ocean_post_title_bg_image_size":"","ocean_post_title_height":0,"ocean_post_title_bg_overlay":0.5,"ocean_post_title_bg_overlay_color":"","ocean_disable_breadcrumbs":"default","ocean_breadcrumbs_color":"","ocean_breadcrumbs_separator_color":"","ocean_breadcrumbs_links_color":"","ocean_breadcrumbs_links_hover_color":"","ocean_display_footer_widgets":"default","ocean_display_footer_bottom":"default","ocean_custom_footer_template":"0","ocean_post_oembed":"","ocean_post_self_hosted_media":"","ocean_post_video_embed":"","ocean_link_format":"","ocean_link_format_target":"self","ocean_quote_format":"","ocean_quote_format_link":"post","ocean_gallery_link_images":"on","ocean_gallery_id":[],"footnotes":""},"categories":[210],"tags":[282,294,280,281],"class_list":["post-28572","post","type-post","status-publish","format-standard","hentry","category-cultivated-stories","tag-aove-en","tag-evoo-extra-virgin-olive-oil-gourmet-oil-en","tag-historiascultivadas-en","tag-lacultivada-en","entry","owp-thumbs-layout-horizontal","owp-btn-normal","owp-tabs-layout-horizontal","has-no-thumbnails","has-product-nav"],"yoast_head":"\nCHAPTER 13. 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