GoldieBlox Typeface Proposal

1. Client GoldieBlox made #40 on Fast Company’s list of most innovative companies in 2014 by providing a new and innovative toy aimed at changing the stereotype of traditional girls toys and instead teaching girls valuable engineering skills in a fun and unique way.

2.1 Design Inspiration In just seven months, GoldieBlox has gone from a kickstarter to a bestselling national brand. Debbie Sterling, the founder, wanted to create a toy that taught young girls how things work. She hopes to change the male dominated field and inspire girls to become engineers. Visually similar to an engineering blueprint, the inspiration for this project comes from a vintage constellation chart and is based on the idea of “reaching for the stars” and consiquntly accomplishing one’s goals. The design idea, much like the GoldieBox product, motivates girls to “reach for the stars” and hopes to teach girls that anything is possible; that they can do or be whatever or whoever they want. The design inspiration for this project will help GoldieBlox’s new efforts to influence and motive female engineers of the future.

2.2 Typeface Name

Admirable The girls who buy GoldieBlox are admirable. Whereas traditional “girly” toys are not considered admirable by many, and often frowned upon, this toy fosters knowledge, confidence, creativity, imagination, and individuality which are all admirable qualities in a female of today’s society. The name of this typeface suggests that this product will encourage and create admirable traits in those little girls who purchase and play with GoldieBlox toys.

3. Design Direction Inspired by “reaching for the stars�, the font will be based on a vintage constellation chart. The shapes of parts of the chart will be extracted as modules and combined to make the typeface.

The shapes that most resemble an engineering blueprint such as the measurement lines and grid itself will be the focus of the typeface while the variety of stars will be extracted as the dingbats.

The proportions from the grid of the star map will also be used to define the grid of each letter.

Thank You!