Thank you so much for your help, guys!
On Thu, 4 Sep 2014 00:21:22 +0200, Wolfgang Schuster
Am 03.09.2014 um 21:40 schrieb Joshua Krämer
: [...] The only name which works in ConTeXt is the family name (which can be seen in FontForge): "Swis721 BT", note the single "s". However, this name is *not* shown in the mtxrun output.
Something I realized as I was messing around waiting for fontforge to install is that, at least for fonts that come with *.afm metric files and *.pfb files,, you can look at them for some info. Looking at ubkl8a.afm I see: ellen% grep Name /usr/share/fonts/type1/texlive-fonts-recommended/ubkl8a.afm FontName URWBookmanL-Ligh FullName URW Bookman L Light FamilyName URW Bookman L The same info is similarly ascii-encoded in the pfb file. But when fontforge had installed (I needed it to look at the otf and ttf fonts in my example) I double checked and found the same info.
The family name is shown when you use the info option, e.g.
mtxrun --script font --list --info --all texgyrepagella*
This was one of the first things I tried. ellen% mtxrun --script fonts --info --list --all --pattern='bookmanlligh$'|grep name mtx-fonts | fontname: urwbookmanlligh mtx-fonts | fullname: urwbookmanlligh mtx-fonts | filename: ubkl8a.afm Not really any of the same names even though it finds the same file. I don't have Macintosh but in Inkscape the name shows up as URW Bookman L and the font works there. I have Debian. ellen% context --version|grep version mtx-context | current version: 2014.05.21 22:04 I guess I'm missing something that will in hindsight look obvious... Sandra Example follows. % Uncomment one of the \definefontfamily lines. %% Just as a test for \definefontfamily, which works, text shows up in %% DejaVu Serif which is a ttf font. % \definefontfamily [five] [serif] [DejaVu Serif] %% This is what fontforge reports as the family name for %% Baskervaldx-Reg. It works for me, text shows up in Baskervaldx, which %% is an otf font. % \definefontfamily [five] [serif] [Baskervaldx] %% Fontforge called this the ``name for humans'', it didn't fly, text didn't show up: % \definefontfamily [five] [serif] [Baskervaldx Regular] %% This is straight out of the manual, works, text shows up bookman. %% Wanted this look, but with \definefontfamily. % \definetypeface [five] [rm] [serif] [bookman] %% None of these worked. Text doesn't show up at all. % \definefontfamily [five] [rm] [URW Bookman L Light] % \definefontfamily [five] [rm] [urwbookmanlligh] % \definefontfamily [five] [rm] [URWBookmanL-Ligh] % \definefontfamily [five] [rm] [URW Bookman L] \setupbodyfont [five] \starttext Hello, snow! Won't you go, and return in december? \stoptext