Amateur Dot Rocks' identity for Studio Lore is based around a phonetic alphabet-inspired typeface
Amateur(dot)rocks’ identity for Studio Lore is based around a phonetic alphabet-inspired typeface
Lore, meaning the passing of knowledge by word of mouth on a particular subject, serves as the main inspiration for the identity. Building on this reference by studying the sound of spoken word, Amateur Dot Rocks created a custom typeface in collaboration with New York-based foundry Sharp Type using the International Phonetic Alphabet (IPA). The dynamic typographic approach mixes regular characters with 53 unique phonetic characters.