Why We Refuse to Use AI in Our Design and Production Processes

We don't use AI in any of our design or production processes

I believe our letters are a millennia-old baton passed through countless human hands, shaped by physical friction and cultural evolution. Generative AI tools like Midjourney and ChatGPT cannot replicate this because they lack the human experience of discomfort and invention. By relying on them, we risk vitrifying our visual culture into a static remix of past data, leaving many languages and traditions behind. That is why our foundry strictly avoids AI to ensure typography remains a living, human craft.

"AI might be a scenic path with no hills or hindrances, but it does not lead to the goal we're chasing. It leads to a fucking desert."