malvernmugadzikwa
Online Reporter
TAURAI Valerie Mtake, a Sweden-based brand and visual communicator typeface designer has made a great leap in her career after her lettering dubbed “Madimi One” was considered for Google Fonts.
Nigeria’s Chisaokwu Joboson whose “Ojuju” font has also been endorsed joined her for the milestone achievement.
Typeface involves the design of letters, numbers and other symbols, to be used in printing or for electronic display.
Below are excerpts of Mtake’s responses to questions by The Sunday Mail Society. Read on…
Q: Can you give us a brief background about yourself?
A: My name is Taurai Valerie Mtake aka TaVaTake from Harare, Zimbabwe but currently based in Stockholm, Sweden. I am an award-winning visual communicator, brand and type Designer. Since I was young, I have had a passion for art and design, which was encouraged and nurtured by my family. I pursued Art as a practical subject in high school, completed a two-year diploma at the Zimbabwe Institute of Digital Arts, earned an Honours degree from Greenside Design Centre and recently obtained a Masters in Visual Communication from Konstfack in Stockholm, Sweden.
Q: You can carry on.
A: My dedication to art and design has driven me to create projects that blend Afrikan visual culture with its authentic heritage, earning accolades along the way. I have worked with advertising agencies such as Shift Engage, as well as brands like CBZ Holdings, among others. Internationally, I have had the opportunity to work with IKEA, Gucci, Northvolt, ABSA, FNB Bank and Google.
Q: Tell us about Google Fonts.
A: Google Fonts is a library of free and open-source fonts that anyone can use for both personal and commercial projects. It offers a wide range of fonts in various styles from serif and sans-serif to display and handwriting fonts. I began working on this award-winning project back in 2016 for my Bachelor’s Honours degree thesis. I aimed to write my book using a font that resonated with my project. I initiated sketches for the font but could not finish digitising it on schedule. Consequently, I submitted my thesis using a font that seemed visually suitable at the time. In 2023, Google Fonts approached me and I had approximately three months to digitise the font again and make it available for Google Fonts. I embraced the opportunity wholeheartedly. “Madimi One” is a rounded san with a mixed geometric and organic design. The design covers all of Google Latin Core. Madimi takes inspiration from the gentle curved geometry of Nguni symbols. Circles are a main feature, the circle being a shape that represents the womb of a woman in KiNtu symbologies. The idea behind Madimi is to enact the subtle visual subtext of Afrikan visual traditions.
Q: How did your childhood influence your career path?
A: I frequently travelled, locally, with my family, pondering how people documented the wonders we encountered. I was particularly fascinated by the art at Great Zimbabwe, the madhoiri, cave paintings and the beauty of nature overall. I spent time drawing things I found interesting. As I matured, it became increasingly evident that my passion lies in storytelling through design. This is what has motivated me to become the designer I am today.
Q: Any credits for your international exposure?
A: Thanks to my friend Simon Charwey who got me involved in type design with Google Fonts. He suggested my name to Thomas Phinney and Dave Crossland, who were leading Google’s open-source font project. They warmly welcomed me and I jumped at the chance to learn more about type design and revived a project I had put aside for years. Their guidance has been invaluable, helping me develop my skills and reignite my passion for type design.
Q: What sort of challenges have you faced along the way?
A: To be honest, the list of challenges in my career seems endless. Initially, pursuing art brought doubts, as it is not always seen as a conventional career path. People often project their own fears onto you, expecting you to choose a more traditional route. In addition, being in a male-dominated field, I have sensed the need to exert more effort to ensure I reach my goals. At one point, I stopped trying to prove myself and focused on the work for my own fulfilment. I realised that I owe it to myself and if others appreciate it, then it is a bonus. One challenge I conquered was overcoming shyness and learning to ask for help when needed. I learnt to establish connections so that if I ever needed assistance, I had someone to turn to.
Q: Any words of encouragement?
A: My career in art and design has provided me a platform to showcase my talents, make meaningful contributions and continually grow both personally and professionally. As a girl child, I have experienced the rewards of shattering barriers and defying stereotypes. My accomplishments and mere presence inspire and motivate other girls aspiring to enter creative professions. I encourage them to have faith in their abilities, nurture their creativity and relentlessly pursue their passions. Refuse to be hindered by gender biases or societal pressures.
Online Reporter