Why Google Web Fonts aren’t really open source

One of my major prompts for think­ing about the essen­tial qual­i­ties of open source has been the Google Web Fonts project, which claims to be a library of open-source fonts. I design type. I worked at Red Hat. I was intrigued by the con­cept. There’s no rea­son open-source fonts can’t exist. But on closer inspec­tion, Google Web Fonts are not “open source” in any mean­ing­ful sense.

I wrote some pre­vi­ous com­ments (here and here) about Google Web Fonts as part of a dis­cus­sion about Roboto, the new Android font. What fol­lows is a more detailed crit­i­cism of Google Web Fonts, but it’s also a call for Google to do bet­ter. They can and they should.

How do I know they can? In the engi­neer­ing arena, Google has shown itself to be a good cit­i­zen of the open-source world. For instance: Python. For seven years, Google employed Python’s cre­ator and benev­o­lent dic­ta­tor, Guido van Rossum. Accord­ing to Guido, he got “to spend half [his] time on Python, no strings attached[.]” Google has adopted Python as its “main script­ing lan­guage.” Google has released Python source code and libraries. Beyond Python, Google main­tains a whole blog devoted to its open-source activites. Even the Google Web Fonts team has released open-source code for read­ing and edit­ing fonts.

But what you won’t find on Google’s open-source blog, nor on its Open Source Pro­grams web­site, is any men­tion of the Google Web Fonts them­selves. This is odd, because accord­ing to Google, “All of the fonts are Open Source.” Really? The omis­sion sug­gests that Google might have doubts whether these fonts qual­ify as open source.

I’m con­vinced that they don’t. To make the case, I’ll step through my seven essen­tial qual­i­ties of open source (includ­ing the dilution–reality dichotomy intro­duced in that arti­cle). I’ll explain how Google Web Fonts falls short, and what Google could do to improve the pro­gram.

Essen­tial qual­ity #1
Dilu­tion: Open source arises from a spirit of free­dom and coop­er­a­tion.
Real­ity: Open source arises from a spirit of cap­i­tal­ist com­pe­ti­tion.

It’s no coin­ci­dence that Google launched its web­font project in May 2010, the same period that other com­pet­ing ser­vices (like Type­kit and Web­type) were also get­ting off the ground. It’s also no coin­ci­dence that this effort has emerged dur­ing Google’s cam­paign to become more platform-oriented rather than application-oriented, build­ing out Android, Chrome OS, and Google Docs. The Droid and Roboto font projects are the clear­est exam­ples of platform-oriented fonts.

So let’s agree that Google is pur­su­ing Google Web Fonts pri­mar­ily because it’s in Google’s com­pet­i­tive inter­ests to do so. It’s not altru­ism. And these fonts are “free” only in the triv­ial sense that Google does not charge us to use them. But Google always finds other ways to con­vert our atten­tion into rev­enue, either directly (sell­ing ads) or indi­rectly (dis­trib­ut­ing open-source code). These busi­nesses are lucra­tive for Google because our col­lec­tive atten­tion is eco­nom­i­cally valu­able. That’s why Google is a $200 bil­lion com­pany.

My com­plaint with the Google Web Fonts project isn’t that Google is ben­e­fit­ing from it. There’s noth­ing wrong with mak­ing money from open source. Many com­pa­nies do. It’s that Google is try­ing to pre­tend oth­er­wise by fly­ing the flag of free­dom and shar­ing:

We believe that there should not be any bar­ri­ers to mak­ing great web­sites… you are free to share your favorites with friends and col­leagues … If you design fonts and would like to con­tribute your own designs, please get in touch…”

This is disin­gen­u­ous. Google does not care about “bar­ri­ers to mak­ing great web­sites.” Google cares about Google. It’s also con­trary to Google’s usual pol­icy of not being cagey about how it makes its money. When Google puts an ad on a page, there’s no guile about what it is or why it’s there. Why is Google play­ing its cards close to the vest in this instance? Which brings us to the next point:

Essen­tial qual­ity #2
Dilu­tion: Open-source devel­op­ers work for free.
Real­ity: Open-source devel­op­ers are paid.

The idea that open-source con­trib­u­tors work for free is one of the most per­sis­tent and insid­i­ous myths of open source. Insid­i­ous because it’s the pre­ferred tool of com­pa­nies who want to har­vest the ben­e­fits of open source with­out assum­ing its bur­dens.

Here, it’s not in Google’s inter­est to reveal the bor­ing real­ity — Google ben­e­fits from Google Web Fonts — because it would dampen the enthu­si­asm of the design­ers who con­tribute fonts for lit­tle to no money.

In the design world, there’s a well-known swin­dle where a pres­ti­gious but stingy client says “I wish I could pay you, but I don’t have the bud­get. How about you let me use your work for free? I know it’ll be great expo­sure for you, and lead to pay­ing work.” In truth, it’s not, and it won’t. Designer Jes­sica His­che aptly calls this “the most toxic line of bull­shit any­one will ever feed you.” Why? Because it’s just good-natured grift­ing, an exploita­tion of the weaker by the stronger. Nev­er­the­less, it works, because there will always be design­ers hun­gry enough to believe that they don’t have other choices.

Google Web Fonts uses a vari­a­tion of this toxic line as part of its pitch to poten­tial open-source font con­trib­u­tors:

We are work­ing with design­ers around the world to pub­lish qual­ity type­face designs that are made for the web. If you design fonts and would like to con­tribute your own designs, please get in touch. Fonts in the direc­tory can become very pop­u­lar and seen by mil­lions of peo­ple every day.”

Google is using the lure of expo­sure to “mil­lions of peo­ple” as an induce­ment to get design­ers to con­tribute their time and their work for less than its mar­ket value, all for the plea­sure of being an open-source con­trib­u­tor.

To be fair, over the past year, Google has been mak­ing more of an effort to pay design­ers. One Google Web Fonts con­trac­tor told me that they were offer­ing $500‑3000 per font. Let’s sup­pose Google pays you in the mid­dle of that range ($1750) for each style in a four-style font fam­ily, or $7000 total. Let’s also sup­pose you spent three months on that project. Do you think that’s com­pa­ra­ble to what a web designer employed by Google would get paid, includ­ing ben­e­fits, health care, stock options, etc. in the same three-month period? Clearly not.

How can Google do bet­ter? One model is to pay mar­ket rates for type-design ser­vices and then release the results under an open license. This was the model for the Droid fonts, made by Mono­type Imag­ing. It would be an improve­ment, but not espe­cially open-source in spirit.

The bet­ter option would be for Google to embrace the open-source model more whole­heart­edly. Google doesn’t pay com­mu­nity engi­neers to work on open-source code. So Google also shouldn’t pay com­mu­nity type design­ers to work on open-source fonts. Instead, Google should pro­vide those type design­ers the other ben­e­fits of work­ing on an open-source project. (Keep read­ing.)

Essen­tial qual­ity #3
Dilu­tion: Open source makes things free.
Real­ity: Open source rede­fines what is valu­able.

In the open-source model, the point of mak­ing soft­ware code free is not to destroy the mar­ket­place for soft­ware, but rather to shift the value else­where. Mak­ing one thing free with­out mak­ing some­thing else more valu­able misses the point.

Google has like­wise missed the point by releas­ing hun­dreds of fonts for free with­out cre­at­ing cor­re­spond­ing value else­where. In that regard, Google Web Fonts is not part of the lin­eage of open-source projects, but rather file-sharing projects like 1001 Free Fonts, which are guided by the prin­ci­ple “Here’s a bunch of use­less crap that you’ll like because it’s free.”

You might counter by point­ing out that the Google Web Fonts team has cre­ated new value by releas­ing open-source code for work­ing with web­fonts. True, but I con­sider the code-writing part of Google Web Fonts to be dis­tinct from the font-creation part. Google has a good han­dle on how to work on open-source soft­ware. What Google is miss­ing is a sim­i­lar ratio­nale for fonts.

How can Google do bet­ter? By putting for­ward a coher­ent con­cept of how Google Web Fonts can rede­fine value in the font mar­ket. The world already has plenty of use­less free fonts. Google Web Fonts is blaz­ing no trails there.

Google has mul­ti­ple options. I think that Google Web Fonts could be an inter­est­ing train­ing oppor­tu­nity for aspir­ing type design­ers who can’t drop every­thing and move to Berlin or New York (or other urban cen­ter) to learn the trade. In this way, it would be sim­i­lar to how open-source soft­ware projects pro­vide oppor­tu­ni­ties for engi­neers with­out a strong résumé to learn and con­tribute. But the value of this mech­a­nism depends entirely on the next point:

Essen­tial qual­ity #4
Dilu­tion: Open source has no bar­ri­ers to par­tic­i­pa­tion.
Real­ity: Open source relies on mer­i­toc­ra­cies.

I alluded to it above, but this is the moment to fully con­front the unavoid­able truth: mea­sured by pro­fes­sional stan­dards, the aver­age Google Web Font is just awful. Some are bet­ter than oth­ers, but nearly all fall prey to at least one fatal flaw of being ugly, incom­plete, poorly drawn, poorly spaced, ama­teur­ish, or just unus­able. And I don’t say that to crit­i­cize the design­ers them­selves. They’re enthu­si­as­tic about type design. But that enthu­si­asm should be chan­neled into improv­ing their skills and mak­ing bet­ter fonts. Right now, it’s not. And Google isn’t help­ing.

If you think it’s unfair to com­pare Google Web Fonts to pro­fes­sional fonts, sorry, but that’s the open-source way. (See also Essen­tial Qual­ity #1.) The open-source option is only rel­e­vant if it can com­pete with the qual­ity of the pro­pri­etary ver­sion. Does Google release tons of low-quality open-source code into the world? No. It lives up to pro­fes­sional open-source stan­dards. Google should adopt anal­o­gous stan­dards for fonts.

How can Google do bet­ter? This one’s easy: fewer fonts, higher qual­ity. The need for new fonts is never in doubt. Time passes. Tech­nol­ogy evolves. Require­ments change. In the last gen­er­a­tion, com­pa­nies like Apple and Microsoft invested large sums in mak­ing the sys­tem fonts that mil­lions of peo­ple have relied on for 20 years. Google has the oppor­tu­nity to step into that role, if it chooses.

But mak­ing qual­ity fonts requires qual­ity design­ers. Open source does not mean “open to all.” It means “open to all who can work to the nec­es­sary stan­dard.” If Google wants qual­ity, Google Web Fonts can­not remain open to any­one who wants to give a font away for free.

Essen­tial qual­ity #5
Dilu­tion: Open source is demo­c­ra­tic.
Real­ity: Open source relies on benev­o­lent dic­ta­tors.

This one’s also easy: assum­ing that Google devel­oped fewer fonts, each project should be led by an expe­ri­enced, respected, pro­fes­sional type designer. This would be anal­o­gous to open-source soft­ware, where projects are led by expe­ri­enced, respected, pro­fes­sional soft­ware engi­neers. Google should pay these pro­fes­sional type design­ers mar­ket rates to assume these roles. They would become the arbiters of which con­tri­bu­tions get included and which don’t.

Three results: 1) Google would get professional-quality fonts at a lower cost than pro­pri­etary devel­op­ment. 2) Com­mu­nity type design­ers would get to work with pro­fes­sional type design­ers (which is the best way of improv­ing skills). 3) Google would be releas­ing gen­uine open-source assets into the world, that would be good enough to inspire more devel­op­ment. For instance, the freely avail­able font Char­ter — designed by the esteemed Matthew Carter in 1987 — became the basis of Charis SIL. Have any cur­rent Google Web Fonts been sim­i­larly adapted?

But under this scheme, far fewer design­ers will have their con­tri­bu­tions used.” Yes. That’s the point. Benev­o­lent dic­ta­tors get to pick the wor­thi­est con­tri­bu­tions. Open source is not open-mic night. Those who want to release a font for free will always have plenty of options. It’s not true that any­one is enti­tled to par­tic­i­pate in an open-source project. If you dis­agree, please get me Guido van Rossum on the phone, because I want him to add Klin­gon com­mands to the core syn­tax of Python. And an ASCII uni­corn to every source file.

Essen­tial qual­ity #6
Dilu­tion: An open-source project can have one devel­oper.
Real­ity: An open-source project requires mul­ti­ple devel­op­ers.

Most Google Web Fonts are the work of one to three design­ers, work­ing in iso­la­tion from other design­ers. Maybe Google does some rudi­men­tary qual­ity con­trol — it’s hard to tell from the results. But in most cases, the font is done when the designer says it’s done. The font does not have to meet any exter­nal stan­dards.

With mul­ti­ple design­ers work­ing under a benev­o­lent dic­ta­tor, there would be a com­pe­ti­tion of design ideas. Type design­ers who were lazy or care­less would quickly find that there was no room for their work. They would either improve their work, thereby becom­ing bet­ter design­ers, or retreat. Either way, the project would ben­e­fit.

Essen­tial qual­ity #7
Dilu­tion: A soft­ware project can be open-sourced at any time.
Real­ity: Open source is part of the project’s DNA or it’s not.

In the­ory, there’s no rea­son open-source fonts can’t exist, and can’t be good. I’ll assume that Google sin­cerely wants to make fonts that have open source in their DNA, and not just “Another 1001 Free Fonts.”

But if that’s the case, Google has to change its approach. I said before that “Google has a great engi­neer­ing cul­ture, a weak design cul­ture, and no dis­cernible taste.” I stand by that. To get dif­fer­ent results, Google will need to approach open-source fonts in a way that plays to its strengths (engi­neer­ing) and avoids its weak­nesses (design and taste). Focus­ing on a smaller num­ber of fonts and hir­ing benev­o­lent dic­ta­tors from the pro­fes­sional type-design indus­try would be good first steps. Even Microsoft was able to over­come its taste deficits to make Ver­dana, which is now in the Museum of Mod­ern Art.

More broadly, Google should con­sider that its inter­ests as a par­tic­i­pant in the font world are par­al­lel to its inter­ests in the soft­ware world. Regard­less of whether your project is open or pro­pri­etary, the results depend on the tal­ent of the peo­ple build­ing it. Devel­op­ing the tal­ent pool always pays div­i­dends. But that can’t hap­pen by merely mak­ing fonts free. It requires a more thor­ough and thought­ful approach. Google is pos­si­bly capa­ble of that.

It’s also pos­si­ble that Google, with its cul­tural bias toward engi­neer­ing, sim­ply doesn’t acknowl­edge that type-design skill exists and has value. If that’s so, Google Web Fonts will remain the Costco of typog­ra­phy: always get­ting big­ger, never get­ting bet­ter. If that ends up being in Google’s best inter­ests, fine. But please, Google — don’t call it open source. You know bet­ter. So do we.

[A few more words about how qual­ity begets qual­ity in cre­ative endeav­ors, and how for Google, typog­ra­phy is part of an adver­tis­ing econ­omy, not a cre­ator econ­omy.]