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Ned Ludd was the symbolic leader of the Luddites, an early 19th century social group that protested against technology and the Industrial Revolution. The name signifies our attempt to navigate the current technological maze that seems to overshadow typographic design and the design process. The Ludd type family expresses our concern for design, craft and typographic expression.
Ludd’s name might give an impression of a destructive tirade or a romantic pining. In truth, it reflects a simple attempt to balance the tension we feel between digital technology and our own design process. Our process is grounded in a return to the fundamentals of design and aesthetics that help us to connect with our creative community and beyond. We’d like to think that this tension that pulls against the weight of technology, back towards humanity, is representative of a sentiment in our zeitgeist. A tug of war, perhaps, repeated in every historical era growing into its new technology.