The Bumpy Typeface Project Challenges Us to Rethink Our Assumptions About Gender Through Type Design

The Bumpy Typeface Project Challenges Us to Rethink Our Assumptions About Gender Through Type Design

When gender is embedded into technical items and processes, it now not handiest displays the gender norms of its society but additionally additional reinforces those stereotypes. From hiring practices to the gendered naming {of electrical} sockets, positive ideologies are being actively reproduced thru reputedly blameless on a regular basis issues and typefaces are not any other. Italian visible designer Beatrice Caciotti’s analysis into this subject started when she spotted that emblems of toys generally advertised for women predominantly contained handwritten and twirly fonts, whilst at the different aspect had daring and sans serif lettering. “Currently, the connection between typography and gender stereotypes continues to be scarcely addressed, and when it’s it’s referring to advertising and marketing and thus target market focused on,” Beatrice tells It’s Nice That. With her Bumpy Typeface mission, she made up our minds to at once cope with this subject. “It is apparent that using gender attributes within the context of typography isn’t in keeping with the strains drawn via the letters, however quite on cultural sides.” Having written a grasp’s level thesis in this subject, Beatrice’s analysis discovered that gender-specific attributes had been already being utilized in typography because the early levels of design principle. “William Morris, precursor of design and design theorist, may now not tolerate the fashionable aesthetics that got here with the machine-made books of that point. In an effort to describe what he concept used to be improper with the fashionable shapes and on the identical time endorse pre-industrial typography, he said that the fashionable strains had been excessively ornamented, gentle, and female,” Beatrice describes. Morris advocated for a go back to heavier, powerful and darker shapes to reestablish the vigour of the published web page, thus linking a “female” typeface to weak point and listlessness. Another example got here from 19th century American printer Theodore Low De Vinne, who known as for a go back to “masculine printing.” Beatrice discovered that extra recent examples generally comparable to advertising and marketing merchandise to a audience the place designers are brought about to perceive those gendered variations so as to be in a position to promote to a definite gender. “The use of those fonts now not handiest is dependent upon out of date destructive stereotypes about gender, but additionally reinforces the idea that of a strict gender binary,” Beatrice says. For Beatrice, those stereotypes regularly develop into self-fulfilling prophecies.  » Read More

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