Growing Typography

Sheffield Hallam University


Anti-Branding, Typography

Publication Design


The aim of this brief was to interrogate a chosen brand and develop a new wordmark to expose its negative side. This brief employed Karl Gerstner’s principle of iterative process which was essentially what led to the creation of the final wordmark.




The process in itself was the main outcome of the project for me and I wanted to celebrate this, so I chose to turn my experiments into a publication.


The wordmark is comprised of a combination of Antiqua, Geometric and Blackletter typefaces chosen for being synonymous with historical far-right, white supremacist groups; reflecting the company's history of ties with these groups and anti-Semitic behaviour.


The book highlights the development of the new wordmark whilst using materials which reflect transparency - acetate and tracing paper, with the story of L’Oréal’s dark history being illustrated alongside the typographic development of the project.  Additionally, the choice to use an exposed binding method plays upon this notion of exposing the truth.