Looking back at the process that lead to Stag, I can see that Stag Sans was inevitable. Esquire had a lot of trouble finding a sans to complement Stag and the rest of their type palette. All of the sans serifs they tried had overly long ascenders and descenders, making it difficult to mix the families in a single headline or as emphasis in a block of copy. We combed through every contemporary sans serif we could find, but nothing was quite the right fit — rounded corners were overly friendly; none of the existing geometric sans serifs looked right with Stag; most humanist sans serifs were far too narrow, too calligraphic, or too straightlaced.
In the end, the most obvious solution was probably the right one: a sans serif version of Stag. The trickiest part of the design process was finding the right amount of rounding to mimic original slab version, as well as the right amount of bluntness on the terminals, to make it interesting in headlines but not distracting at text sizes. The balance of normal and quirky characteristics leans more to the quirky end in the heavy weights, which are more likely to be used for enormous headlines. The final result is a perfect match for Stag, and also works as a muscular counterpoint to just about any elegant serif face.
V1.0—Initial release version; 2007.10