How lettering became gendered and why it is wrong

Is your new font accidentally sexist? Kris Sowersby, founder of revered type foundry Klim, examines the arbitrary gender signifiers assigned by 1940s American retailers and how it’s permeated design thinking and conversation. In this comprehensive survey of gendered type design to date, Kris explores why describing lettering as “masculine” or “feminine” is historically and culturally loaded, and how lettering can avoid these tropes.