Analysis of Feminist Expressions in Type Design

Background Since type design has evolved as a form of graphic expression and the concept of the “Designer as Author” has emerged, there has been a growing number of cases where type design is used as a social voice. Meanwhile, with the rise of feminism in South Korea since 2015, the development of graphic design that expresses feminism in South Korean society has great potential. Therefore, this study aims to understand how feminism can be addressed through typefaces. The goal is to promote and assist in creating feminist type designs. Methods This study primarily investigated cases of feminist expressions in typeface design. The criteria for case selection were twofold. First, the work needed to be presented in a typeface format. Second, the design had to reflect the designer’s intention to convey a message for positive social change. Before analyzing the cases, the study reviewed feminist approaches to graphic design. Subsequently, the study examined letterforms as a means of social voice. Based on this conceptual understanding, the analysis and categorization of typeface designs interpreted as feminist were conducted. Results After analysis, this study classified four main design methods: ‘Rediscovering by typeface naming,’ ‘Substituting with symbolic graphics,’ ‘Connecting meaning with type elements,’ and ‘Reproducing letters from past organizations or events.’ The first and third methods especially appeared to link feminism effectively with typographic features, since the first method had a historical context by supplementing the absence of women in the history of typography, while the third method stood out for connecting feminist ideas with the components of letterforms. Conclusions This study examines the differences and similarities between type design cases addressing various social issues and those that address feminism. As a result, unique characteristics are identified in feminist expressions, along with the potential for further development. The first and second methods illustrate these unique characteristics, while the third and fourth methods suggest further potential. Since type design allows for an effective conveyance of statements by blending verbal and visual languages, this study concludes with the hope that such designs will become more prevalent in the future, bringing about positive social change.