The company’s founder, Svet, started to lean towards type design while working as a graphic designer. The young, self-taught designer’s first typefaces were based in simple, geometric forms – mainly straight lines and circles. “The letterforms that I like and that inspire me most are those found in types like DIN, Futura and Avant Garde — typefaces with a strong foundation in geometry,” he said in his Creative Characters interview. “Even back in high school, geometry and drawing were my most prominent skills. This later influenced my work as a typographer.” These principles have resulted in a collection of typefaces that demonstrate that the basics of geometric construction can result in a wide variety of forms.
“I think that the core of our success is in the way we develop and execute our projects,” Svet said. “Before we became a full time type designers we had plenty of experience as graphic designers, which now are our clients. That’s the reason why we know what they expect from a font for their own projects. That’s the best way we can meet all their needs.”