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Bruno Maag

Bruno Maag

  • United Kingdom
  • Member since 2010

I began my career with an apprenticeship as a typesetter at Tages-Anzeiger, Switzerland's largest daily newspaper in Zurich, Switzerland. After some time working in the printing industry I decided to first study Typographic Design followed by Visual Communications at Basel School of Design. I had the great fortune to count Wolfgang Weingart and Andre Gürtler as my tutors, amongst many other talented designers and educators.

After graduating I arrived in the UK to work for Monotype learning the craft of type design in their then drawing office under the guidance of David and Patricia Saunders, and Ron Carpenter. After my initial training I was given the task to start and build a Custom Font Department working exclusively with the new technologies available on the early generations of the Apple Mac, in 1989. Eventually, I was given the opportunity to work for Monotype in Chicago where I recut all the fonts for The New Yorker Magazine as they transitioned from traditional to in-house Mac typesetting.

In 1991 I returned to the UK and founded Dalton Maag, focussing exclusively on type design and custom font creation. I worked on projects with Shelley Winter, and with David Quay and Freda Sack I designed and produced one of the first UK brand fonts for NatWest. As Dalton Maag grew I created fonts for BMW, MINI, BT and other custom fonts, many that are still in use today. Recent highlights of my work, together with my team at Dalton Maag, are Rio2016, Nokia Pure, HP Simplified, Intel Clear. I was closely involved in the design and production of Bookerly and Amazon Ember, the new reader and UI fonts for Amazon and Kindle.

I am currently investigating Type and Emotion from a scientific perspective and with a particular interest in the physiological aspects. During the last two years' of research and investigation I have become knowledgeable how reading in the brain is processed, and how good design practice can assist with accessibility challenges. It is my ambition to soon document and publish my findings and conclusions.

D&AD Board of Trustees Elections 2016
I have decided to stand for the 2016 Board of Trustees Elections in the Creative Practitioners in Craft category. I believe that this is the position I could contribute most.

The D&AD is internationally recognised to promote good design and practice, witnessed every year in the D&AD awards, Young Blood and various educational programmes. With my election I hope to contribute with a particular focus on craft as I truly believe that an idea can only be excellent when it is executed superbly. My colleagues at Dalton Maag and I have developed training programmes for our recruits and interns and I would like to share our experience to see how we can bring this approach to craft to a wider audience. I have lived and practiced through the growth of digital design, starting with the Apple MacPlus and today looking into VR, AR and other realities including that of the brain. Being on the board allows me to actively bring all this experience to the wider design community through the D&AD.

I have over 30 years of experience as a practitioner in typography and type design, and in this time built a business today employing about 45 people. During this time I have taken part in every aspect of design and business, and am well placed to ensure that the D&AD stays rooted in the realities of daily practice. A vote for me to the board will ensure that craft skills remain an integral part of design education and practice.

Contact Bruno.

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