Why takete & maluma? These are fictional names from an experiment by design psychologist Wolfgang Köhler. In 1929 he wanted to prove there is an intuitive and emotional connection between visual representation and linguistic expression. In 90% of cases, angular forms were takete, round forms were maluma, proving there is indeed an intuitive, emotional connection between language and visual representation, and design is not limited to taste.

For us, it means we see takete & maluma, not just as inspiring pseudonyms, but as a means of combining information and expression in such a way that it is always and universally understood.