Chameleon Font
A typeface
A typeface
Chameleonis a typeface createdas an entry into the International Society of Typographic Designer’s ISTD2011Student Design Competition. The brief spoke of our World's history beingpeppered with fakery and falsehood. Including examples ranging from re-naming atypeface to avoid copyright issues, spray tans, twitter-fakers, the Shroud ofTurin, etc. The ISTD brief encouraged the participants to explore their worldand discover their own ‘fakeries’. After doing extensive research intothe world of ‘fakery’, I discovered the word does not always imply malicious orvicious intent. Often deception is necessary for survival. From the chameleonthat mimics its environment in order to deceive a predator, to the Bengaltiger’s vertical stripes that cause its prey to not visually detect the catamong tall grass.
Chameleon’s original concept was birthed out of this idea. My goal wasto create a typeface that could blend into its environment, but in a differentway than a typeface such as Helvetica achieves this synthesis. Rather thandesigning a typeface neutral to its surrounding elements, Chameleon setsout to deceive the reader; to push the limits of readability and legibility ina way most typefaces do not. This is achieved with a typeface that is verynarrow with elongated ascenders and descenders. In its application, I borrowedparts of the surrounding elements and colorsto help Chameleon mimic its environment.
Chameleon’s original concept was birthed out of this idea. My goal wasto create a typeface that could blend into its environment, but in a differentway than a typeface such as Helvetica achieves this synthesis. Rather thandesigning a typeface neutral to its surrounding elements, Chameleon setsout to deceive the reader; to push the limits of readability and legibility ina way most typefaces do not. This is achieved with a typeface that is verynarrow with elongated ascenders and descenders. In its application, I borrowedparts of the surrounding elements and colorsto help Chameleon mimic its environment.
Packaging
Cover 1
Cover 2
Cover 3
