THE OVERVIEW
Set Type Foundry, my undergraduate thesis, is a type foundry and design hub specializing in handmade typefaces and creative inspiration. Named as a nod to the original hot lead typesetters of the past, and taking inspiration from the Bauhaus ideals of innovation and functionality, Set Type’s mission is to fuse traditional process with contemporary practice.
THE COLOR
Set Type’s colors are inspired by the Bauhaus. Bold and impactful primaries, complemented by analogous tones moving from a yellow-green to a deep blue. The primary brand color is Set Red, a vibrant and playful expression of the brand’s energy and passion. The muted colors accent the brand’s foundation in the past, and the brighter hues point towards an optimistic design future.
THE LOGO
The lockup and word-mark feature show the letters physically set amongst one another. The emblem is yet is another playful nod to typeset printing with an inset letter, much like the visual of a lead-stamp-glyph placed carefully in a row waiting to be pressed. The circle surrounding the negative space letter form is a reference to the original Bauhaus logo. They are designed to break bounding boxes, rotate, and flip to further demonstrate both literal and figurative out-of the box thinking.
THE TYPE
The brand type, Set Print Sans is carved and stamped from rubber. The prints are then scanned and refined; giving the final type the texture of the physical materials. It's playful, fun, engaging, and creative. Rounded forms, and tight spacing, are indicative of the typeface’s roots in the Bauhaus, while the imperfections, texture, and unique glyphs seek to inspire users, and viewers to create something physical.
THE SPACE
As a final part of this project, I created an installation and defended Set Type Foundry as a thesis in front of my professors and peers. Set Type received the first-place juror's choice award.
THE END
The overall vision is simple: Set Type is here to leave you set with new typefaces, new ideas, and above all: a new design home. Set may be a digital platform. But as a type foundry specializing in creating handmade type; it encourages creativity through tangibility.
Learn more: settypefoundry.com
Explore: @settypefoundry