Simulacra is a personal project where I experimented with typography on an isometric grid.

I wanted to examine and play with conceptual typography. Simulacra is a word that means “likeness or semblance,” it’s a representation or imitation of a person or thing. It’s like Magritte’s pipe that’ not a pipe, it’s a painting. A new refrigerator made to look like it’s from the 1950s is another example.

The font, HWT Mardell, has a letter “C” that looks like Pac-man. It’s meta because the actual word “simulacra” represents the concept of simulacra. The letter “c” imitates the PAC-Man character. I wanted to evoke a sense of nostalgia while using a clean, modern design sensibility.

The text stands in for the tiny pellets Pac-Man eats. This project is a conceptual exploration and a process of manipulating text in Ai.