In the beginning we were focused on one main task – #soSofia needed a distinctive visual language.

We looked at what surrounded us and the answer was more than obvious. The traces of Sofia’s many historical transformations created a unique charisma – a typographic paradise and hell at the same time.

Many of the outdoor signs were born in the early 1960s, when, in addition to fulfilling their basic function, they gave life and dynamism to the urban environment. Today, they are a detail of the city’s cultural layout that brings its uniqueness. Handmade with original Bulgarian fonts, made for specific advertisements, these signs catch the eyes of both the citizens of Sofia and the visitors of the city. Despite the many initiatives for and against their removal from the facades of buildings, we decided to capture those that have stood the test of time. Many of them are still in place, having lost their function but not their charm, which contributes to the contrasting image of the city.

By digitizing them, we have created a typographic identity inspired by the work of famous artists and architects who built these first examples of Bulgarian gdesign. We captured them and turned them into a language that is one of the symbols of our city.

Some of the letters from the signs we photographed were created for the purpose of advertising or propaganda. Still, we strive to show the full picture, even appreciating the unsuspecting street artists creating signs like, “Don’t Park!” and “Garage.”

The soSofia font is a work in progress, which you can join by using #soSofia on social media.


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