In Thailand, the work of Cadson Demak touches the lives of people across the social spectrum. The company’s typefaces regularly appear on utility bills, in glossy magazines, on popular websites, and on store signs, food packaging and restaurant menus; plus on a whole range of mobile devices.
Cadson Demak was established at a time when good communication design was just beginning to be recognized and sought after in Thailand’s industrial and commercial circles. Prior to this period, design know-how was limited to scattered groups of local practitioners, due to the scarcity of knowledge sharing within the country’s design industry. Many typefaces — despite their appealing constructions — suffered from having poor technical attributes as a result of designers’ lack of familiarity with computerized font making.
It was a desire to help bridge the gap between domestic raw talent and international technical capability that led Pongthorn Hiranpruek, Burin Hemthat and Anuthin Wongsunkakon to establish the firm in 2002. The team, who share a love of typography and graphic design, envisioned the role of the company as a promoter of good type design, both in terms of aesthetic appeal and strict adherence to proper digital standards.
Although European-sounding, the name Cadson Demak is actually a transcription of Thai words which mean “very well selected.” They summarize the company’s operating philosophy: to select the best possible solution to meet a client’s needs.
