As designers, we occupy a unique place in the world—a position where we are both outsiders and storytellers. While we can never fully know the individual struggles, lived experiences, or truths of others, we are here to lend our voices and craft to stories that have yet to be told. In every project, our goal is to honor the nuances of these stories while acknowledging our own perspective is limited and evolving.
When approached to design a font family for Kamala Harris’s 2024 campaign, we were inspired by the idea of supporting a narrative from a new vantage point. We are aware that not every belief, policy, or action aligns with our own views, and we recognize that our role here is not as advocates of any single vision, but as stewards of a shared moment in time—a moment that invites us to reflect on diverse ideas and perspectives.
In acknowledging the ongoing struggles around the world, including in Palestine, we see our work as a reminder of the complexities and contradictions that shape every nation’s story. Like all of our past releases, our hope is that this font family encourages dialogue and empathy, bridging the spaces where our understanding may fall short. This font family is not just for a campaign, but for a broader vision: one that holds space for the voices and experiences we may not yet fully comprehend.
Alamy Stock Photo
VTC Lotus is an evolution of the previously released font family, VTC Tatsuro, which draws inspiration from a significant historical event—the day after the attack on Pearl Harbor, December 8th, 1941. On this day, a large sign reading "I AM AN AMERICAN" was displayed at the Wanto Co grocery store in Oakland, California, symbolizing resilience and unity in a time of uncertainty. VTC Tatsuro pays homage to the typography of this iconic sign, capturing its powerful declaration of identity.
VTC Lotus is not only inspired by this pivotal moment in history but also seeks to elevate the voices of marginalized communities in this new iteration. If you’re interested in learning more, the full story behind VTC Tatsuro and the opportunity to purchase the font family is available here.
Dorthea Lang / Library of Congress
VTC Tatsuro serves as the foundation for VTC Lotus, connecting historical resilience with the journey of Vice President Kamala Harris, who was born just two miles from where the "I AM AN AMERICAN" sign once stood in Oakland, California. This proximity to the iconic sign’s location adds a layer of personal significance to the typeface, as it bridges a historical moment of unity and resistance with Harris’s own path, embodying her dedication to equality and representation.
The choice of this typeface draws from Japanese-American history, particularly the lotus flower, or "hasu," which symbolizes enlightenment, resilience, and purity. This powerful symbol grows through murky water, emerging to float gracefully on the surface. Often found in ponds near temples and shrines in Japan during the summer, the lotus serves as a testament to its cultural significance and the values it represents.
Alamy Stock Photo
The name Kamala also means lotus in Sanskrit and is predominantly used by Hindu families, as it is one of the names of the goddess Lakshmi, who is often depicted as a lotus. As the first female vice president, the highest-ranking female official in U.S. history, and the first African American and Asian American vice president, Kamala Harris’s identity is reflected in VTC Lotus, embodying her journey and heritage. To honor this connection, we’ve designed a lotus mark embedded within the font family, reinforcing the symbolism of resilience and transformation.
Within VTC Tatsuro, the round characters, such as ‘C’ and ‘S,’ originally featured hook-like terminals, which contributed to a playful aesthetic that did not align with the overall vision for the typeface. To create a more balanced and sophisticated look, we removed these hook-like terminals and replaced them with vertical terminals. This adjustment not only enhanced the openness of the round characters but also necessitated redesigning various features across the other characters to ensure cohesion within the font family. The result is a more unified design that maintains a contemporary feel while improving readability, making VTC Lotus suitable for a wider range of applications.
