One of the influences for this project was Metro Letters: A Typeface for the Twin Cities initiative by the University of Minnesota Design Institute, an experiment to understand the relationship between typography and urban identity. Inspired by this well-publicized 2003 project, Dooley, who started up his office in Chattanooga in 2007, sought out de Villiers, who had moved into town around the same time, as collaborators: “Being new to the area, we didn't know what we could or couldn't do, so we took a shot at this new font concept.”

In the process of developing the typeface on their own, Dooley and company held a public forum that was well-attended by local designers. Chatype was intended as display type and initially was stylized stencil but in the process of the forum they received feedback that legibility was challenging. “Robbie still prefers the stencil,” Dooley says, “but the community had spoken, and the stencil variant was relegated to an alternate form contained within the font which allows graphic designers the option to use the stencil form when they see fit.”

Eventually, the typeface will be used throughout the city government, including on letterhead and internal signage: “We recognize that Chatype is not ideal for all applications, though. As the saying goes, ‘the better part of valor is discretion,’ so while Chatype is the new, official font of Chattanooga, we’re relying on graphic designers around Chattanooga to put careful thought into the best way to use it in their work.”

At the moment the tangible results are difficult to measure, but the folks behind the font hope it’ll lead to profits for local businesses, PR buzz in creative and tech communities, increased tourism, and talent relocating to Chattanooga. Dooley also hopes that Chatype will raise Chattanooga’s profile, making it a more visible center of innovation and design, which opens new markets and attracts the creative talent. “City pride and exemplary civic design are some of the intangibles,” he says, “but [they're] still potent results that help drive some of the tangibles in the end.”

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