MainBlogTypeType conquers the USA!

TypeType conquers the USA!

We don’t know what the modern American dream is. We are opening our first office in the USA because forty percent of sales and a large number of interesting projects come to TypeType from America. The first step towards customers is at the same time another point of growth for the font foundry.

Entering a new era, we would like to sum up the previous one. So many events came together in a single formula, and we want to share the brightest ones with you now.

The first font was developed and released back in 2014. An octagonal sans serif called TT Squares was created by the studio’s founder and designer Ivan Gladkikh. There were only a few apprentice freelancers collaborating on it, but the plans were to create the best projects in the world. By the way, this font has been completely redesigned and released in 2019 under the name TT Octosquares.

The first font TT Squares

The first office was opened in 2016. It was a tiny room with the first staff of four: two designers, a marketing specialist, and a financial specialist. In 2017, we have moved to a new office as a team of 8 people, by 2019 we were already about 10 people. Now there are over 30 employees, and that’s only counting those working full-time! Today we are preparing to move to a larger office, and our specialists form several full-scale departments in various directions, from creative to commercial.

We raised some of the specialists ourselves, or rather organized training courses. In addition to the educational mission, we also looked for designers to hire, taking those most interested in the font business. The first course began in 2016, and six months later, two designers joined the TypeType team. After the second course, launched in 2018, four more designers joined the staff, and our circle of acquaintances expanded significantly.

Font course

Not only the staff grew, but also the practical skills of the entire studio, a new system of work was formed and the quality of the product improved. In 2016, we completely reimagined our approach to font creation with the release of TT Lakes. In it and in subsequent projects, the font character composition, the number of styles, and features appeared. In 2017 already, we released the studio’s first bestseller—TT Norms®️, which, like a rock star in the world of typefaces, blew up the charts on marketplaces and became a MyFonts bestseller for the entire 2017. We repeated our success the following year with TT Commons, the studio’s second bestseller. These products are still the best-selling and most popular typefaces, so in 2021 we released new, completely redrawn versions of them—TT Norms®️ Pro and TT Commons Pro. In 2018, we took on the redevelopment of the first corporate typeface for a major brand. Later, this service would become usual for us.

We could not have achieved such results without constant reflection and improvement of internal processes. 2017 became a landmark year, because it was then that a programmer joined us and created all the functionality at our request: a validator that analyzes fonts, a language script, converters, and the rest of the software package. At the same time, we started to form the technical department, separating it from the creative one. A significant event for the latter was the appearance of the art director position filled by Yulia Gonina in 2019, after which the products improved significantly from a creative point of view, and the entire design team made progress in terms of font drawing.
The technical department was in no way inferior. In addition to growing consistency and developing our own approach to kerning and the construction of debugged work algorithms, we have developed our own hinting. By 2019, each cycle was perfected, and projects with mastering of third-party fonts began to appear in our portfolio.

TypeType logo hinting

In 2021, we began to go beyond the horizon of working exclusively on the product and started expanding the sales and marketing departments. More than 50 fonts, 800 typefaces have appeared in our portfolio, and our typefaces have been used by 35,000 different clients from 110 countries.

We now need to take one more step towards our clients, namely, to be in the same legal field with them. Opening an office in the United States, it will become easier for projects from America, Europe and other countries to interact with the TypeType studio. So far, this is a legal formality that has every chance of growing into a full-fledged office with new employees, coffee breaks, and negotiations. Stay tuned, because the most interesting is yet to come!

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Expansion of the TT Hoves Pro family

Expansion of the TT Hoves Pro family

TT Hoves is the youngest font in the collection of universal geometric sans serifs. It forms a functional trio with TT Norms® and TT Commons, yet has its own recognizable character.
The TT Hoves font has managed to win the sympathy of designers from all over the world. The font family has been among the studio’s bestsellers since its release on marketplaces, and yet it’s time to update the typeface!

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Creation of a modern serif TT Livret

Creation of a modern serif TT Livret

It sometimes happens that on paper, a new font seems to be a relatively simple and quick task, but as a result of the work, it turns into one of the largest projects of recent years. Today’s story is about just such a font.

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Creation of TT Commons: From the foundry’s corporate typeface to a bestseller

Creation of TT Commons: From the foundry’s corporate typeface to a bestseller

The TT Commons Pro font family needs no introduction as it has been TypeType’s best-seller for many years now. These are not just words — since 2018, the font family has been a bestseller for 93% of the time it has been on the sites.
TT Commons has a fascinating history, because it was created in 2016, and back then it was not supposed to be released as a commercial font at all.

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