ITC Beorama

ITC Beorama was created by Serbian designer Slobodan Miladinov, who also designed ITC Coconino. The seeds of this font were a few colored icons done for a web issue of the cultural magazine Beorama. When Miladinov expanded this into a font, he saw that he would have to “keep the directness and simplicity of style, but make them much more associatively precise, to achieve easier recognition of signs.” To vary the rhythm, he combined square icon shapes with unframed illustrations. “During the work on ITC Beorama, ” he says, “I found out that for me, the signs I’ve done are pictures, thoughts and emotions that can be touched. The choice of themes was personal, in fact it was a spontaneous, almost unconscious process with minimal intellectual intention but with the idea that it has to work in commercial use.” Miladinov’s enigmatic, surreal , deceptively simple-looking drawings have inspired his friends who have seen them not only to pick their favorites but to create their own signs.