Thursday, 26 February 2026 (1pm GMT / 2pm CET)
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We all know typography is essential in visual communication. But what makes successful typographic design go further than just relay a message, and ground the content in a voice, plant its feet in a specific place?
City identities are too often outward-facing only, meaning they are not always designed to be embraced by their own residents. How can we design a typographic identity that projects terroir visually, but do it in a way that doesn’t alienate the people who will interact with it most of all? The answer, unsurprisingly, is in a considered, trend-agnostic approach: a process that begins with historical research, continues with an in-depth analysis of the city’s visual zeitgeist, and leverages both to innovate for the city’s future.
When it comes to regions beyond the Anglosphere, stakes are even higher for typographic decisions. Designing for other languages, other writing systems, requires even more restraint in our visual instincts; when we make superficial decisions, it’s the longevity and the regional veracity of the identity that suffer. The better approach, once again, is a balance between innovation and sound research, as well as a deference to the function and history of a language.
Dalton Maag is a typeface design studio whose 30+ year history has exemplified a thoughtful approach to type design that caters to its audience. In this seminar, Zeynep Akay Creative Director, delved into just this approach, highlighting key projects, and providing guidance on how to best optimise type in any environmental design.
About the speaker
Zeynep Akay is a type designer, creative director, and in her spare time, avid cookbook reader. She worked in editorial and branding design as a graphic designer, before studying type design at University of Reading. She joined Dalton Maag in 2016; since then she has led in type design collaborations with Meta, Airbnb, Korean Air, DHL, among others.