Honolulu, HI
Originality is dead



Here in our fourth celebratory guest post, Brand and lettering designer Andrei Robu reveals his philosophy for high quality work.

I’ve realised I’ve been searching for a new place to call home.

I’ve just realised that we’ve been in and out of South East Asia for the past two years. Together with my girlfriend, we’ve spent three months in Indonesia, two in the Philippines, eight months in Bangkok. I’m writing this from Berlin and next week I’ll be in Vienna. All of this while freelancing, and all because we were searching for something.

It all started out as an excuse to relax. I needed some time off after getting out of a partnership in a design studio - managing people is damn exhausting. Time away made me realise how important the simple things are, having your coffee at your favourite coffee shop in the morning, enjoying the sun at lunch, meeting friends in the park in the afternoon, living in a big apartment in a nice and safe city… they are all priceless and wouldn’t be possible without my work. I get to draw for a living.

I stare at the strokes, move the beziers, redraw until it feels right, and I get at peace while doing it.

I drew letters all my life but while travelling I first discovered the pleasure of drawing a typeface. Type design for me is balance. I do it without pursuing perfection in any of its forms. I just do it because I love it. It’s a bit like meditation: I stare at the strokes, move the beziers, redraw until it feels right, and I get at peace while doing it. I know many like-minded people who love the sound of the pencil touching the paper; discovering a nice ligature by accident. It’s pure pleasure; it’s passion, and you feel there’s this certain elegance of the craft.

After working for so many years I’ve realised that I need plenty of time and space to be able to create the best work for my clients. Going to an office can be fun but not being able to choose the projects you take on is bad for you and your client.

My next step is to find the place where I get to choose my opportunities. I want to do the best work I can and I need balance in my life to do it. That means having time and freedom for thinking and perfecting my craft.

Alewa Nights.

Alewa Nights.


Playlist Display Poster by Geoff Courtman