# Memory-Focused Typography La Petite Mort's Morphing Typeface Deteriorates Over Time Like Memories By Malika Renee Butss | Published 2016-02-03 | Marketing Source: Trend Hunter, https://www.trendhunter.com/trends/la-petite-mort References: [fastcodesign](http://www.fastcodesign.com/3056105/this-morphing-typeface-deteriorates-over-time-just-like-memories) & [wearesubrosa](http://www.wearesubrosa.com/la-petite-mort/) Sub Rosa's La Petite Mort magazine is celebrating the idea of memory with a transforming typeface. Centered around a theme called 'Memoire,' this entire issue was created with morphing typography. Though memory is perceived to be an exact recollection of a moment or experience, science has reported that memory is more akin to dramatic reenactment than a faithful documentary. Due to this discovery, New York-based design studio Sub Rosa has given its [in-house publication](https://www.trendhunter.com/trends/twentynine-zine) a typeface makeover. This issue of La Petite Mort features 16 shifts in how typeface appears, though these mutations are designed to be as subtle as the way our actual memories change. The typeface is virtually imperceptible with each change, but the curves on each letter become more pronounced from beginning to end. In the end, this [morphing typeface](https://www.trendhunter.com/trends/font-moodify) creates a lasting, positive impact within the hearts and minds of consumers. ## Trend Insights (Trend Hunter) - Score: 4.7/10 - Popularity: 66% | Activity: 68% | Freshness: 8% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: North America ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Marketing](https://www.trendhunter.com/marketing) > [Print](https://www.trendhunter.com/print) ## Key Themes ### What's Driving This Trend - **Memory-focused Typography:** Opportunity for innovative font design that visually represents the changing nature of memory. - **Morphing Typography:** Potential for using dynamic fonts that change over time to captivate and engage viewers. - **Subtle Mutations in Typeface:** Opportunity for creating typography that subtly evolves and reflects the imperfect nature of memories. ### Who This Affects Most - **Graphic Design:** Graphic designers can explore the development of morphing fonts to enhance visual storytelling. - **Publishing:** Publishers can implement morphing typefaces to create unique and dynamic reading experiences. - **Advertising and Marketing:** Marketers can utilize subtle mutations in typography to evoke emotions and create memorable campaigns. ## Related on Trend Hunter - [Typography-Inspired Lifestyle Collections](https://www.trendhunter.com/trends/house-industries.md) - [Dynamic Typeface-Like Chairs](https://www.trendhunter.com/trends/orma-chair.md) - [Transformative Furniture Forms](https://www.trendhunter.com/trends/metamorphosis-collection-2.md) - [Toddler-Focused Typography Books](https://www.trendhunter.com/trends/my-first-book-of-fancy-letters.md) - [Typographic-Inspired Intricate Textiles](https://www.trendhunter.com/trends/glyph-collection.md) - [Water-Activated Book Designs](https://www.trendhunter.com/trends/dehydrating-book.md) - [Playful Font-Associated Personalities](https://www.trendhunter.com/trends/adobe-acrobat.md) - [Typography Food Campaigns](https://www.trendhunter.com/trends/pumpui.md) - [Music Streaming Typeface Updates](https://www.trendhunter.com/trends/spotify-mix.md)