In 2010 we received a somewhat strange request from the Swiss design magazine Id-Pure to provide a contribution for their special edition ‘This is not Id-Pure’. In this issue the question ‘what do individual offices not understand as Design’ should be investigated. We were therefore being asked to deliver something that we thought of as ‘stupid’. We still find that the question goes very much in the direction of a ‘contradiction in terms’ and that this issue is perhaps not their strongest publication. We are not even sure if the issue was ever actually printed, but there is at least a digital version on the website of Id-Pure.

We did not however reject their request because shortly prior to this, Id-Pure had published a 12 page article about our studio and we wanted to thank them for it. This resulted in a series of 4 posters containing gobbledygook. We even built in spelling errors. Despite that, we were thrilled with the careless smeary typography, and out of this we developed the font ZTF-Idiot. Years later we actually used these designs for a series of colour cards for the paint producer Akzo Nobel.