Stereotypes are a universal phenomenon; the labelling of individuals, groups and communities based on long-held but false beliefs.

The challenge was to combat some of these and also create awareness about the perils of stereotyping. But more importantly, to empower and engage with the ones suffering from being stereotyped.

With an objective to clear the misconceptions and show the negative impacts of this pseudoscience, we wanted to include as many stereotypes possible and change the mindset about them.

Stereotypes are a universal occurrence. They cut across race, age, gender, occupation, religion and any other social markers. And they have been formed over generations of false beliefs being passed down over time. This makes them an almost unconscious phenomenon.

Our idea was to go back to basics with the A-Z. But this time, to consciously unlearn what is unconsciously learnt.

Our approach to this was to create a typeface that looks at 26 stereotypes, using the alphabet as our guard rails. Each brings a stereotype to life visually, explaining it and examining the impact of it. Along with this, research was conducted to find the truth behind the stereotype and how there is always more to the story.

First, a list of stereotypes was selected after careful research on their relevance.

After this, additional research was undertaken to construct an argument against each stereotype.

All of this information informed the illustration of each alphabet.

The target audience is all of humanity, as stereotypes are a pervasive problem that affect individuals across multiple communities. It targets any thinking individual that may have knowingly/unknowingly bought into stereotypes or who have been the victim of them. As well as organisations that believe in inclusivity, have or intend to have a zero discrimination policy and would support such an initiative.

The pen may have been mightier than the sword, but even a letter can be used to make a statement.

The Stereotypeface was released as a free typeface on a dedicated website where audiences could download the typeface.

While the call for action saw a flurry of tweets and Instagram posts with people speaking against stereotypes using the letters as a starting point or even making their own renditions of the letters.

The campaign started on 15 March 2019 and is still ongoing.

The Stereotypeface is available as a free download on a dedicated website. It also took shape through social media as well as posters to bolster this on-ground.

In terms of scale and volume, this project is global in outlook as stereotypes affect people all over the world. With this in mind, a typeface that we developed and made available on the website became the voice of the people who wanted to stand against discrimination.

The Stereotypeface project aims to add value to the brand in terms of changing beliefs and is therefore reiterating the brand's philosophy of bringing positive change.

Also as a society, this is the need of the hour. People today are more xenophobic than ever. We intend for this typeface to be of immense value not just to netizens but to the world.

Stereotypes are formed and have been passed over from generations, fortunately times are changing and the world is becoming more sensitive. From the recent #metoo movement to various companies promoting an inclusive environment; this conversation is the need of the hour, globally.

Public appreciation and participation on open social platforms in huge numbers was the biggest success; organisations and NLP practitioners used the typeface and case to fight their bit against the stereotypes prevalent. It is growing day by day.