Typographic Street Identity: A Study on Local Café Signage in Kuala Lumpur

Abstract

Typography functions as both a visual communication system and a cultural expression that shapes how identities are perceived within urban environments. In Kuala Lumpur’s café culture, particularly within the Golden Triangle, a dense urban district shaped by tourism, commerce, and cultural convergence where signage contributes to atmosphere and place identity. Yet, limited research has examined how typographic choices construct these associations. This study investigates 82 local cafés and 111 typefaces to identify typographic trends and interpret their cultural significance. Using qualitative visual observation and systematic typographic classification, five type categories were analysed: serif, sans serif, monospaced, script, and display. To further understand how viewers perceive signage, the analysis applies six Gestalt principles which include Figure Ground, Similarity, Proximity, Continuation, Closure, and Symmetry examining how contrast, stroke consistency, spacing, visual flow, implied form, and structural balance contribute to legibility and recognition. The findings reveal a strong preference for sans serif typefaces associated with clarity, neutrality, and global minimalist aesthetics. In contrast, serif and script typefaces are employed selectively to evoke heritage, intimacy, and handcrafted identity, particularly in historically layered areas such as Chinatown. These patterns indicate that café signage visually negotiates between modernity and cultural continuity, reflecting broader urban tensions between global branding influences and local identity expression. Overall, typography operates not only as stylistic decoration, but as a medium shaping visual branding, emotional atmosphere, and streetscape identity within Kuala Lumpur’s evolving city culture.

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