Chantelle Pulp and Monotype create a variable font logo that embodies brand identity through shape-shifting typography
By
Tom May
Baker's choice. Dense with flavour, light on filler.
Summary
Variable fonts have been used primarily for technical efficiency (responsive type, file size benefits), but Chantelle Pulp's collaboration with Monotype created a variable logotype that uses shape-shifting typography as a literal embodiment of brand values. This represents a conceptual shift from practical applications to type-as-metaphor, where the logo's fluid transformations directly express the lingerie brand's identity rather than serving purely functional purposes.
Key quotes
· 5 pulledVariable fonts have been technically possible for years.
Designers have marvelled at the control, the file size benefits, and the interpolation capabilities.
But most applications have been practical rather than conceptual: responsive type that adapts to screen sizes, efficient web fonts that serve multiple weights from one file.
Chantelle Pulp's collaboration with Monotype represents something different: a variable logotype created not for technical efficiency but as a literal embodiment of brand values.
It's type-as-metaphor made functional.
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