TypoLA — Chang Gao — Visual Design

Typo LA

2020–2022
MFA ArtCenter College of Design
Instructor: Stephen Serrato, Tyler Paulson

TypoLA reimagines global typography through a dynamic identity system for an international design conference. At its core, the logo deconstructs the lowercase letters “l” and “a,” fusing their forms with shapes from diverse linguistic scripts—French, Hanzi, Greek, and more—to symbolize a unified yet multifaceted voice for contemporary typography.

This modular system adapts across digital platforms, environmental signage, merchandise, and motion graphics, reflecting the conference’s ethos of innovation and cultural exchange. By blending structural minimalism with fluid, cross-cultural motifs, the identity embodies a manifesto for a new era of inclusive, boundary-pushing design. Every touchpoint, from the website to spatial installations, becomes a canvas for celebrating typography’s evolving role in a connected world.

TypoLA celebrates the craft of letterforms, so I knew the brand itself had to speak through type. I developed a bold, modular system that could adapt to print and web, while telling a cohesive story about experimentation and tradition coming together.

In talking with fellow designers, I uncovered that their passion for attending design conferences wasn’t just about attending talks—it was to spark curiosity and conversation among a diverse community. That insight shaped my choice to keep the system playful and dynamic, letting typography itself become the voice of the brand.

Poster Series

Confere

Website

https://typola-website.webflow.io/

Even though this was a smaller website, I built a lightweight design system: reusable UI components like speaker profiles, schedule grids, and interactive hero banners. This approach gave organizers flexibility while maintaining a consistent experience.

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