Why did Brian Wilson use Cooper Black on the cover of Pet Sounds? Why did Barack Obama use Gotham for his election propaganda? It has long been apparent that typefaces reflect the character of the person using them, and that type choice—as well as the words that are typed—is a powerful conveyor of meaning.

At Pentagram, we wanted people to understand that meaning properly and use it more consciously. Hence our application, What Type Are You? 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, analyzes 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.”

The perfect marriage of film and interaction design. A compelling, engaging way to create emotional narratives. This made us laugh!