Pheno
PHENO

SYSTEMS

Type Design
Type / Motion / Print
Fall 2017

Type Design
Type / Print / Motion
Fall 2017


CONTEXT

The Declaration of Independence states, “that all men are created equal, that they are endowed by their creator with certain unalienable rights, that among these are life, liberty and the pursuit of happiness”. This document, hand-scripted in 1776, has served as a bible to our nation for centuries, where its’ beliefs and ideologies align with the times — it is now a symbol of the past, that should be questioned in order for it to continue its purpose of serving the people, for the people.

INTENT

PHENO — the first division and catalyst of an essential phenomenon. PHENO recognizes the need for a phenomenon, but is not the phenomenon. PHENO proposes a ratified chain of command where the user is enabled to bravely state his or her beliefs. Phenomenon stands for dissolving the system of homogeneity and presenting a message of bravery, boldness and rebellion. PHENO’s DNA is a reinterpretation of the traditional rules that have guided script for centuries and questions the freedom of the individual in today’s digital society.

DELIVERABLES

PHENO is an ongoing typeface and collection of type specimens created over the course of Fall 2017, as an independent study with professor Kristin Hughes. The system currently consists of the typeface and a print and motion piece. Both introduce the user to the typeface and it’s application in today’s context, while still referencing The Declaration of Independence’s original context.

PROCESS

Looking at the anatomy of traditionally written scripts, PHENO’s intent is to challenge the rules that have guided scripts for centuries; in hand challenge the information they carry.The 56 signatures at the bottom of the document have inspired PHENO’s core — how each mark is unique and how they have had the power to establish law, literally.

SIMILAR PROJECTS Porcelain Baby / Personal Work