In the beginning we were focused on one major task - #soSofia needed a distinctive visual language.
We looked at what surrounded us and the answer was more than obvious. The traces of the numerous lives that Sofia lived created unique charisma — a typographical paradise and hell at the same time.
Much of the outdoor advertising signs were born in the early 1960s when, besides fulfilling their primary function, they gave life and dynamics to the urban environment. Today they are a detail of the cultural layout of the city, which brings its uniqueness. Hand-crafted with original Bulgarian fonts made for specific advertisements, these signs fasten the eyes of both Sofia residents and the guests of the city. Despite many initiatives for and against their removal from the facades of buildings, we decided to capture those who have resisted the tests of time. Many of them are still in their places, lost their function, but not their charm, which contributes to the contrasting image of the city.
Through their digitisation, we created a typographical identity inspired by the work of famous artists and architects who built these first examples of Bulgarian advertising design. We shot them and turned them into a language that is one of the symbols of our city.
Some of the letters in the signs we shot are created for the intended purposes such as advertising or propaganda. Still, we aimed at showcasing the full picture, we even appreciated the unsuspecting street artists from the "Do not Park!" And "Garage" streams.
soSofia typeface is a nevereding process, you can also join by using #soSofia in social media.