In the brief for this project all the students got an old obsolete Icelandic word that none of us understood. I got the word köguður and from that I was supposed to imagine what the word meant or try to interprete it.

That led me to the elephant man and the elephantiasis disease. I created the typeface around the disease and the idea of the elephant man or Joseph Merrick which was his real name.

I looked at alot of pictures of him and in all of them he always tried to dress nice and look normal but failed terribly. So I wanted my typeface to be a crooked serif trying to look good. Joseph Merrick died when attempting to sleep horizontally, in other words trying to imitate normal behaviour.