TheNgôn Dạng campaignisHùng Đỗ Mạnh’s Bachelor thesis inVan Lang University’s Graphic Design Honors Program. Ngôn Dạngis an educational communication campaign that helps Gen Z understand their natural communication strengths and develop a personal style that feels authentic and confident. While Gen Z is often seen as outspoken, many young people struggle with self-doubt and social conformity, which gradually limits genuine self-expression. The campaign combines awareness posters, an interactive communication style test, and an educational seminar with talk shows and workshops to encourage self-reflection and practical learning. Through these experiences, participants gain tools to communicate clearly, confidently, and be true to who they are.The campaign concept, “Reflect to ReShape”, draws inspiration from the phenomenon of light bouncing back from a surface. “Reflect”, in this context, is more than a physical process; it represents an inward journey to understand how we communicate with others, whether through habits, preferences, and challenges in communication, and thus, to “ReShape” how we express ourselves.Ngôn Dạng Monois developed based on a 12×12 grid system derived from the wordmark. The custom typeface includes full diacritic support for Vietnamese, ensuring suitability for Vietnamese audiences. At the same time, inspired by Dr. Dellinger’sPsycho-Geometrics, it is designed based on basic geometric shapes, creating tension between straight and curvy lines. In addition, it is combined withFlorian Karsten’sSpace Groteskwithin the same word, creating a visual interest while subtly symbolizing the exchange of information and dialogue inherent in human communication. The complimentary sans isMaison NeuebyTimo Gaessner. A full list of credits can be found on theBehance page.
The typography communicates a thoughtful, intellectual energy that bridges academic rigor with contemporary digital fluency. The custom Ngôn Dạng Mono, built on geometric principles yet supporting Vietnamese diacritics, creates a distinctive voice that feels both systematic and culturally grounded. The interplay between monospaced custom letterforms and sans-serif companions generates a dynamic that mirrors the campaign's core message about authentic self-expression through structured reflection.
The 12×12 grid-based custom typeface demonstrates sophisticated systematic thinking appropriate for an academic thesis project while serving the practical need for Vietnamese language support. The geometric foundation inspired by Psycho-Geometrics creates visual tension between straight and curved elements that metaphorically represents the complexity of human communication. The monospaced structure provides the methodical, analytical feel needed for an educational campaign while the diacritic integration ensures cultural authenticity for the target Vietnamese Gen Z audience.
The strategic mixing of custom Ngôn Dạng Mono with Space Grotesk within individual words creates compelling visual dialogue that literally embodies the campaign's communication theme. This unconventional approach of alternating typefaces within single words generates the kind of deliberate tension that makes viewers pause and engage, perfectly suited for an awareness campaign. Maison Neue as the supporting sans provides necessary breathing room and hierarchy while maintaining the overall contemporary academic tone.