The letters of ‘Ali’ are created from vertical and horizontal rectangles modulated using soft angles. The block forms are laid out as if on a grid, recalling the schematization of text columns on a page. The idea behind those letters shapes originated from the project ‘Recto-Verso’, a book by the artist Ali Kazma with a text by Alberto Manguel on the history of books. For the cover, Apeloig imagined new letters, keeping in mind the form, weight and size of books and arranged as if in a game of origami. The typeface has been named after the artist’s name Ali Kazma.