The Power of Typography: Activism Meets Design at MODA

The Museum of Design Atlanta (MODA), the only design-focused museum in the Southeastern United States, currently hosts Characters: Type in Action. The exhibition features the work of Tre Seals, one of the world’s few Black typographers. Seals took an unsung everyday necessity—typography, the style and appearance of printed matter—and tied it to pivotal historical moments. 

Seals’ typefaces are deeply rooted in history, drawing inspiration from movements like the Underground Railroad, the Civil Rights Movement, and the Women’s Suffrage Movement. This exhibit includes creations like the “Harriet” typeface, named after legendary Black freedom fighter Harriet Tubman. This font incorporates quilt patterns believed to have guided enslaved individuals who were not literate to safety traveling along the Underground Railroad, transforming these historical symbols into digital characters. Susan Sanders, MODA’s Development Director, remarks, “In the 1850s, enslaved individuals couldn’t read but could recognize patterns. These quilts were an early form of typography—a visual language for survival.” The exhibit’s displayed typefaces are not merely decorative elements but carriers of activism with a deep history

Laura Flusche, MODA’s Executive Director, explains, “Design is one of the most powerful tools we have for taking on the challenges of the 21st century.” She emphasizes that design’s potential extends beyond its aesthetic qualities, serving as a means to address pressing societal issues. Seals’ work goes beyond aesthetics, recontextualizing historical fonts to honor the legacy of civil rights leaders and movements. For example, his “VTC Martin” typeface pays homage to Martin Luther King Jr. by recreating the lettering used in the iconic “I Am A Man” placards from the 1968 Memphis sanitation workers’ strike. This font gained national prominence, appearing in Black Lives Matter murals and public campaigns, symbolizing contemporary activism.

Other notable typefaces include “VTC Dubois,” inspired by W.E.B. Du Bois’ infographics presented at the 1901 Paris Exposition, and “VTC Ruby,” named after Ruby Bridges. “Ruby” reimagines fonts historically tied to the Jim Crow era, reassigning new meanings to these typefaces to challenge their fraught histories and reclaim them as empowerment tools. 

The exhibit also highlights the contemporary applications of Seals’ fonts, demonstrating their relevance in today’s social and political landscapes. From political campaigns to public art, organizations consciously choose Seals’ typefaces to align their messaging with social justice and activism themes. Notably, Stacey Abrams utilized Seals’ designs in her political materials, further cementing their significance in modern movements.

Flusche notes, “Everything in the world is designed, from the clothes we wear to the toothbrushes we use. Typography is an everyday part of our lives, yet we rarely consider its impact.” The Characters: Type in Action exhibit seeks to change this perception, urging visitors to recognize typefaces as powerful tools for storytelling and advocacy. By showcasing how typography intersects with history and activism, MODA encourages its audience to rethink the role of design in shaping society.

Engagement with the exhibit doesn’t stop at observation—MODA ensures that attendees can become creators themselves. Visitors will find printouts of Seals’ fonts. Armed with glue sticks, scissors, and Sharpies, they are invited to design posters inspired by the exhibit’s themes. This hands-on activity fosters a sense of connection and creativity as guests use design to express their messages. 

Characters: Type in Action is on display until January 20, 2025.

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