Beautiful interactive film by Pentagram that explores the personality of typefaces by asking the viewer 'psychological' questions to determine their 'type'.
A Slavic speaking phrenologist asks four questions relating to your personality. The charm lies in the way he delves into your psyche: asking how relaxed you are by likening it to your approach to a box of chocolates. You are then presented with your 'type' and a short film telling you the history an characteristics of that font. I was Archetype Hairline - Modern, a straightforward appearance, with outbreaks of elegance and tiny dots of emotion.
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| Archetype hairline |
Ahem, that's on a quiet day. Really I'm Archetype Doesburg - A brutally fair & assertive typeface, expressing strength of form and firmness of purpose. I'd "wrestle with anyone that says that C's are any less significant than E's". - Damn right!
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| Archetype Van Doesburg |
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