Guild is an updated version of Permian typeface, designed by Ilya Ruderman for the city of Perm almost fifteen years ago — when the city got its own museum of contemporary art and its own design development centre. Ten years after the efforts on globally rebranding Perm stopped, it was decided to update Permian. It is one of the graduates of the Type and Typography course at the British Higher School of Art & Design, Tolya Doodko, whom CSTM Fonts foundry invited and put in charge of doing it. He designed text styles for the sans (Guild A) and serif (Guild B) faces. Later, Ilya Ruderman has introduced display sans and serif typefaces, adding so much contrast that in certain weights this sans face turns into a serif. The solution made the typeface more distinctive and time relevant, all while keeping it quite versatile and diverse enough to be able to solve the design tasks for an entire city (or an entire company) alone.