week 28 April – 4 May

This week I gathered forms of doublespeak in typography, starting by investigating the new brand identity for Facebook (the company). I found it interesting how the guidelines that shaped the logo contradicted what was really going on, such as the selling of data which was exposed by the Cambridge Analytica scandal and the lack of will to create a safer space for younger people on social media. Then I represented what I found into visual form, overlapping content to confront the brand with the investigation.

Afterwards, I took the same approach but this time to understand how the same typeface could represent different contexts and ideologies.

And that got me thinking: what if typefaces could adapt themselves to the context in which they are used? how would they look like?
In the next set of iterations, I studied how Gotham would visually represent the ideologies of the people who used it.