Lateral 90 is the typographic interpretation of lateral thinking—a term first coined by Edward de Bono in 1967. The abstract typeface adopts the elementary definition of lateral and uses lateral thinking to position typography from a new perspective. Lateral 90 is sideways typography. The typeface adopts a 3D wireframe structure to show the purity of sideways typography and creates the space where lateral thinking and typography meet.
Lateral 90 is a process of lateral thinking—not a product. Therefore the project embraces as many alternatives as possible and becomes a future means for exploration and experimentation. For example, the Lateral 90 A–Frame desk.