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Stills From A Film: ‘What Type Are You’

posted on June 19, 2010 by Jason Quincy

Those in the world of design know that typefaces are loaded forms; the multi-disciplinary firm Pentagram ask that users wield these symbols wisely. 'What Type Are You', a project headed by 'partner-in-charge' John Rushworth, flexes the studio's interactive-experience concept muscle to this concisely informative and charming end. The resulting interactive short film plays like a Meyers-Briggs psychometric analysis in the comfort of your own lap, and yields two obvious perks upon conclusion: no hourly analyst's fee, and the typographic consciousness to print your next round of personal stationery responsibly.

"Researched over seven years with a team of 23 academics across Eastern Europe, ‘What Type Are You’ asks the four key character questions of our day, analyses your responses in exceptional detail and recommends one of 16 typefaces as a result.

The recommendation is sometimes controversial but always unerringly true. Said one respondent, 'At first I felt angry when I was told my type is Pistilli Roman but two weeks later, I was completely reconciled to it. Now I wonder why I ever thought I was a Gill Sans.'"

* Text and images via Pentagram