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At MacPaw, we believe that technology makes our lives easier and more fun. We care about people and think that humans and technology are at their best together. We designed two internal typefaces to highlight this duality: the grotesque Fixel and the accentuated Hoover. The names of the types were not an accident.
Fixel and Hoover are the names of two cats who have lived with MacPaw for over ten years and have become an integral part of our family. Their distinct personalities provided the foundation for the new fonts’ unique identities. Fixel is the most universal and technological of the two.
We were fortunate to work on this project with outstanding designers from AlphaBravo, a Ukrainian font studio, and its leader and founder, Kyrylo Tkachev. Marcela Mozhina and Serhiy Makarenko primarily worked on Fixel. Maria Weinstein and Zakhar Kryvoshyya designed Hoover. AlphaBravo uses typefaces to produce and provide a distinct Ukrainian voice.
Fixel is a typeface in 2 styles—Text and Display—and 9 weight options—from Thin to Black. A distinguishing feature of the type is that it combines elements of geometric and humanist grotesques: open letter forms, crisp, wide-width, and low contrast. The personality of the headset combines clarity, restraint, and functionality, but also friendliness, dynamism, and playfulness.
We designed the typeface specifically not to be overly expressive for work with large volumes of text. However, some symbols have characteristic features that allow Fixel to stand out. These are letters like -a- or -g-.In addition to the usual set of letterforms, the typeface also includes alternative symbols.
Yes, decent Cyrillic with a Ukrainian layout. One of the distinctive features of the Fixel type is alternative symbols. They have more personality than the main characters: more flexible, increased dynamics and asymmetry. The characters resemble direct italics, but since these letters differ in form from the forms familiar to the viewer, we intended them for small volumes of text.
We hope that with the help of Fixel, you will develop the visual environment, help strengthen meaningful communication with a unique visual form, and create new creative forms in the Ukrainian space.
Find more examples of works featuring Fixel by following #macpaw_fixel
