What I wanted to achieve with the design: firstly, to comfortably lead the reader's eye along the line, so LDN Westminster Text has longish serifs (that are crisp and don't look eroded) and no distracting overworked details, just enough to add interest in larger sizes for running heads and chapter headings.

Secondly, invisibility — to be a great read, not to be noticed. An upright stance, good poise and a solid stature; active, beautiful, clear, flowing italic letters; full sets of clean neat numerals/fractions/inferiors/superiors for footnotes and indexing; very few data points (so the typeface will also work well on screens and on websites); largish punctuation; a text weight that tends towards ‘dark in colour’ rather than light; to be traditional with some added modern aspects.