A Font Game for the Unassuming
In Stereotype, players are forced to confront their assumptions by paying closer attention to their typographic decisions. Players must quickly match typefaces by visual similarities or by implicit bias alone, allowing them critically assess what factors played into their matches. The work serves to engage in a larger conversation about notions of “neutrality” and “universal” communication in typography, and proposes the idea that perhaps all forms of type are informed by culturally specific knowledge.
Stereotype uses a restricted color palette to simplify visuals for greater comprehension. Every formal quality reflects the brand’s disinterest in objectivity and emphasis on drawing attention. With its use of sharp, geometric angles and vibrant shards of color, its visual identity is certainly no exception.
