Huong: Designing a Vietnamese Typeface which honours heritage and celebrates culture.

Abbey Luong; Marcos Mortensen Steagall

doi:10.24135/link-praxis.v2i1.34

Abbey Luong Auckland University of Technology https://orcid.org/0009-0005-3328-6724
Marcos Mortensen Steagall (Translator) AUT Auckland University of Technology https://orcid.org/0000-0003-2108-4445

DOI: https://doi.org/10.24135/link-praxis.v2i1.34

Keywords: Culture, Heritage, Typeface, Vernacular, Vietnam

Abstract

Through practice-led research, this project seeks to design a Vietnamese display typeface based on cultural identity and heritage. Huong is a typeface which synthesises cultural identity and traditions, showcased in the form of a printed type specimen and contextualised posters. Through understanding the significance of Vietnamese folk art and their orthography, the outcome was achieved through the process of field research, typeface building, prototyping and book binding. This project aims to celebrate the Vietnamese culture and honour my heritage as it tackles the question: How can I express my cultural identity through a Vietnamese display typeface? The Huong typeface extends an invitation to a wider audience to learn more about Vietnamese culture through the expression of typography.

Author Biographies

Abbey Luong, Auckland University of Technology

Abbey Luong is a New Zealand based creative. After graduating with a Bachelor of Design in Communication Design at AUT her capstone project went on to win a TDC Young Ones Award in 2024. With a passion for type and expressive design she is currently working at Studio Pask as a junior designer.

Marcos Mortensen Steagall, AUT Auckland University of Technology

Marcos Mortensen Steagall is an Associate Professor in the Department of Communication Design at Auckland University of Technology (AUT). In his research and professional pursuits, Dr. Mortensen Steagall explores the intersection of visual semiotics and practice-oriented methodologies in Art, Design, Communication, and Technology. His artistic practice, primarily centred on lens-based and digital image-making, serves as a method for knowledge production. Dr. Mortensen Steagall's work is characterised by an interdisciplinary approach that merges academic research with artistic practice, highlighting the significance of embracing diverse cultural narratives and knowledge systems in Design. Additionally, he is the editor of the academic journal LINK Praxis and chairs the LINK International Conference, focusing on Practice-led Research and the Global South.

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