Creative Director
Ideas of diversity, adaptability, and boundary-pushing were central to the creation of the variable logo from the start.
Letters aren’t just shapes, they’re cultural carriers that turn a brand’s voice into something you can see and feel.
This adaptability will be the ticket that ensures that Chantelle Pulp remains dynamic, relevant, and boldly expressive in future.
Making craft obvious is a way for us to shout back and say that the hand, eye and pen are still a thing.
Less blanding please! ... Hopefully, manipulation of more variable fonts or experimenting with complex typography will continue, and designers will keep playing around and having fun!
Creative Boom’s article by Tom May explores Monotype’s creation of a variable logotype for Chantelle Pulp, a sub-brand of French lingerie label Chantelle. The identity uses variable font technology to express inclusivity and adaptability, aligning with the brand’s values of body diversity and playful rebellion. The piece examines how the flexible logo system challenges traditional notions of brand consistency and offers a glimpse into the future of dynamic branding.
Monotype has created a variable logotype for Chantelle Pulp, a sub-brand of French lingerie label Chantelle. The design celebrates inclusivity and adaptability, using variable font technology to reflect the brand’s commitment to diversity and transformation. The logo’s fluid, morphing forms embody the brand’s rebellious and body-positive ethos.
The Brand Identity’s feature explores how Monotype’s team created their 2024 Type Trends Report, an annual study connecting typography with cultural shifts. Led by Jordan Bell, Damien Collot, and Ibz Gharib, the project uses a music-inspired visual identity and AI tools like Midjourney to explore ten emerging typographic trends. The article offers insight into their collaborative process, research methods, and reflections on the evolving relationship between type, culture, and technology.