Bob Wertz

Years ago when I started selling my typefaces, my goal was to keep prices low. At the time, the prevailing wisdom on MyFonts was to set prices insanely high, then run massive promotions to lower the price to something reasonable. That seemed wrong to me. I just wanted to set the prices low to keep my typefaces affordable. Over the last decade or so, the situation has changed. MyFonts recommends that a single font start at $20. Apparently, if I set my prices too low, MyFonts won’t promote them. Subscription services are further complicating the pricing structure.

Setting prices for any artist is challenging, but I’ve noticed over time that most artists initially set their prices too low. I think I’ve fallen into that trap. I’m working on a new release right now¹ and I’ve decided that I need to finally shift my pricing strategy. On August 1, 2025, the prices for all Sketchbook B fonts will increase. Single fonts will be $20. Small families will be $39. Large families will be $79. This increases them significantly from their current prices, but brings pricing more in line with the industry standards.

To provide a transition — and because August 1 is my 50th birthday — I’m going to run a 30% off promotion for the month of August.

Bob Wertz is a type designer, Ph.D. student and researcher living in Columbia, South Carolina. He’s been blogging since 2008.