Just Type





Applied Typography International
Design Competition 


part of beyond typography research project


Typography needs to be audible.

Typography needs to be felt.

Typography needs to be experienced.

– Helmut Schmid, international designer and typographer


This experimental project uses images, interactive videos and projectors to create a typographic world that reveal the history, inspiration and experimental design of typefaces. It explores our experiences with typefaces. Given the existence of over 100,000 typefaces, many of which are freely accessible to designers, what are the processes that guide one to choose a font type? Is our choice of typeface based purely on our aesthetic preferences or influenced by the associations we have of a particular typeface's history and cultural significance? In this project, I had imagined typefaces as personalities with their own characters and histories. The creative outcome is a multi-channel installation exhibition, ‘Just Type’, which explored the world of inspirational and experimental typefaces through video projection. The twenty-six videos introduced visitors to the histories and personalities of typefaces and pangram art according to the algorithm of the videos' identity tags, thereby allowing a unique interactive experience. 


click on the image below to watch video



Just Type is supported by Institute for Media Innovation, Singapore

Research period: 2009-2010