purpose:

You may ask, “Why? What’s the big deal with a font?”

Type is the overlooked foundation of communication. Until computers beam thoughts and information directly to our brains, we need type to communicate advanced ideas. A custom typeface reflects character, extends excitement, and becomes a rally point for suffering projects.

This opportunity to develop a city-wide typeface for beautiful Chattanooga, with its ingenuity and innovation, is as important as picking the colors in a flag.