Great design as activism: Real talk from "Not afraid to say the F-word: Feminism" sticker designer Amelia Greenhall

The evolution of the f-word sticker design

The evolution of the f-word sticker design (get yours here)

Once you see it, you won’t forget it: the dynamic and attention-getting Not afraid to say the F-word: FEMINISM sticker by Amelia Greenhall. This sticker is the Ada Initiative’s thank-you gift for its 2014 fundraising drive (only available till October 8, 2014, so donate now!).

Smiling woman

Amelia Greenhall

Amelia works at the intersection of design, user experience, and data visualization. She’s the Executive Director and co-founder of Double Union, a non-profit feminist community workshop, and co-founded the publication Model View Culture. She spends her time reading, writing, biking, climbing, and working on interesting things. We asked Amelia to tell us more about her amazing sticker design.

How did you come up with the idea for the sticker?

Feminism as a “dirty word” is a concept that’s funny because it strikes at the truth of the matter: a lot of people and organizations ARE afraid to say it. The Ada Initiative was one of the first woman-focused tech organizations to actually say the word “feminism.” Their work has profoundly changed tech culture, and part of it comes from opening up the ability to identify publicly as a feminist in tech. They’ve brought many of us who aren’t afraid to say “the F-word” together – and given us a way to do something about the problem, by funding the Ada Initiative’s work.

The sticker sure is eye-catching! It feels like it has many levels to it, despite being all black and white. How did you achieve that?

From the beginning, I knew I would work with hand lettering for this design because I wanted to create an organic form that stands out against the mass of vectorized, illustrator’d shapes on a laptop. I wanted the fundraiser sticker to be a refreshing visual break from tech culture’s dominant (current) forms, to echo how TAI represents changing tech culture to me.

Ink bottles and brushes

Amelia’s workspace, with ink and brush

I started by drawing potential layouts in my sketchbook until I found a rough shape that took advantage of the die cut. Then I used brushes and india ink to letter the phrases “Not afraid to” “F-word” in many different ways, and scanned those in at a super high DPI to capture all the little details in the brushstrokes.

Many different handwritten versions of the words "F-word: Feminism" and similar words

Intermediate sketches of the f-word sticker design

Using Photoshop and my Wacom tablet, I moved parts of the scans around until I found a combination of lettering that was playful and eye catching, and easy to read at the size I wanted to print the sticker.

Photoshop screenshot showing level adjustment

The sticker does have many levels! Working from scans of hand lettering let me use Photoshop tools like “Invert” and “Levels” to bring out the natural variations in the ink painted on paper. I wanted to hit a charcoal tint in the background and bring out the rich variations of ink in the letters.

How important are design and memorable images to feminist activism?

So incredibly crucial! One of the things we’re doing with our feminist activism is building our own community and design and memorable images are a huge part in building a movement. We need a visual language to talk about it with, to identify with and gather round. Imagery of high heels and business suits alone won’t cut it. To represent all of us working to improve tech culture – we need things that speak our own language, have tech snark, incorporate our memes. We need propaganda! Especially physical objects like stickers, buttons, totes, and posters – to act as signposts. Things that say “this is us, this is what we stand for!”

Will you be putting this sticker on something you own?

Yes! I’m primarily a printmaker, which means I design so many things that get printed in multiples that I couldn’t possibly keep everything around or my apartment would fill up! But this is a sticker that easily makes the cut.

Here’s how it looks on my laptop!

Silver laptop with f-word sticker on it

What I appreciate about stickers like this one is that they’re so great for signaling affinity. I know that if I see another “F-word” sticker across the room at a coffeeshop or conference, that person is someone who’s also trying to make tech better – someone I may want to go talk to! I also like that this sticker starts conversations – it’s definitely something that catches the eye.

I am a huge fan of the Ada Initiative’s work changing tech culture, so I love when people ask about the sticker – I get a chance to introduce someone to conference anti-harassment policies or ally skills workshops!

Do you say the f-word? F-F-FEMINISM! Donate $128 or more (or $10 a month) to the Ada Initiative before October 8 and receive the F-word sticker as a thank you gift for supporting our work for women in open technology and culture!

Donate now