Do fonts have a gender? Technically, a letterform is an abstract shape and a font is, by essence a neutral, genderless object. Yet a simple trip to a department store may suggest than certain fonts could be feminine and some masculine.
This project is a short study whose results are presented in the form of a booklet. The objective was to define what the criteria allowing someone to call a font feminine or masculine would be. The first part of the booklet is a selection of logotypes designed for either male or female customers. This collection highlights the graphic stereotypes used by brands in the everyday life. Once this basis set, 40 different typefaces were selected, presented to a wide panel of individuals who were then asked to separate them in two categories: masculine or feminine. The same process is repeated with shapes extracted from these typefaces, then with simple geometric shapes.
This whole process demonstrate with a hint of irony the place taken by stereotypes in our lives, and that they are so deeply rooted in us that we are able to give a gender to a shape as basic as a square.
Spiral-bound booklet, 228x327mm, 58 pages • 2017