Amateur Dot Rocks' identity for Studio Lore is based around a phonetic alphabet-inspired typeface — The Brand Identity – Home of the Greatest in Graphic & Brand Design

Amsterdam-based Amateur Dot Rocks designed the identity for Studio Lore, a creative studio of artists and writers from both traditional and alternative backgrounds.

Lore, meaning the passing of knowledge by word of mouth on a particular subject, serves as the main inspiration for the identity. Building on this reference by studying the sound of spoken word, Amateur Dot Rocks created a custom typeface in collaboration with New York-based foundry Sharp Type using the International Phonetic Alphabet (IPA). The dynamic typographic approach mixes regular characters with 53 unique phonetic characters.

Typeface Sharp Type and Amateur Dot Rocks