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In this episode of Creative Heads Bruno Maag, chairman of Dalton Maag, explains what he is passionate about in type design. Maag co-founded and now chairs Dalton Maag, an independent type design studio with a team of over 40 type designers, font developers, creative directors, software engineers and support staff, spanning 20 nationalities and speaking 12 languages.
Maag started his career with anapprenticeship as a typesetter for the Tages-Anzeiger, one of Switzerland’s largest newspapers, which ignited his passion for typography. He later worked for type design company Monotype in the UK and USA, designing fonts for the NewYorker amongst others, before co-founding Dalton Maag in London in 1991. Ever since its foundation Dalton Maag has made a name for itself in the type design industry, developing type design for clients from a variety of business sectors such as Burberry, Oxfam, Nokia, BMW, Tesco and many others. The company not only designs typeface in the Latin script but is one of the few type design companies which offer multilingual typeface design.
“Typography conveys a message by means of the written word. A good typeface to me is a typeface that's fit for purpose. When you read a book, a good typeface is the typeface that you never even recognize. You don't even see it, you just read it. If you are doing an advertisement, you want a typeface that is to be seen because it's not to be read, it's just to be seen. You want to attract the attention.”
