What's your type?
In the world of design and beyond, it is high time to focus on what connects us rather than what divides us. From a business perspective, we can use smart design to leverage every customer touchpoint to efficiently communicate values and shared beliefs. Whether it’s a beautifully designed print, a stunning graphic illustration, or a piece of art, the goal is to remind people that they are part of a larger community.
But there is more to it: thoughtful design elements, such as typefaces, can express cultural nuances and strengthen a sense of connection. When we use stereotypical, or even racist, typefaces (yes, they do exist), we can miss the mark entirely. Like everything else, stereotypical typefaces were created in the context of their time and are usually used inadvertently today. Nevertheless, it is worth paying attention to.
Stereotypical typefaces persist because stereotypes simply sell, even when they are reductive and driven by unconscious bias. Unfortunately, these are effective visual shortcuts that set the tone at a single glance. Nuance is nowhere to be found! For example, "Asian" typography is not there to honor Korean calligraphy, nor is it there to simply inform a passerby that a restaurant serves Asian food. We end up lumping an entire continent under one label: "Wonton," "Chop Suey." This is standardization through typography.
So, how do you do it right?
We combine a brand's purpose—its best self—with relevant cultural and social developments (sense of place, more on this later) and trends to create the ideal picture, both literally and figuratively. This ideal picture is a vision of how the world should be. And every step toward that ideal world is a step in the right direction.
