Gloria Steinem is a feminist icon and leader of social change. She needed a modern responsive website that represented her as a person and a platform to share her message with the digital world.
Campfire & Co. first designed Gloria a style guide aimed to help her more consistently communicate her ideas by using a considered graphic language. Then we reestablished her online presence just in time for the release of her latest book, My Life On The Road. I was responsible for designing the user experience and visual design for her new website and assisted with the art direction.
gloriasteinem.com | Created at Campfire & Co.
During my time at Campfire & Co. I’ve helped create dozens of brand identities, but this time it was different. It wasn’t important for Gloria to be identified by a logo. She needed something much more personal; more human. Campfire designed a simple variation of Gloria’s signature that combines her handwritten first name with an elegant—yet strong—typeface for her last name.
When helping choose the typography for Gloria Steinem, it was especially important to me that each typeface matched both her message and aesthetic.
Playfair Display is a transitional typeface influenced from the time of enlightenment: a European intellectual movement of the late 17th and 18th centuries emphasizing reason and individualism rather than tradition. It’s high contrast stroke weights, delicate hairlines, and timeless serifs work together to create a tasteful and dignified feeling. Making Steinem uppercase in her signature mark adds authority and balances her natural handwriting.
Why Google Fonts? With hundreds of thousands of daily visitors, licensed typography would be very expensive and frivolous spending doesn’t help Gloria’s mission.