“Karmir” (Eng. mean. “Red”) - a typeface created at the crossroads of Armenianness, art, Parajanov and endless wars. "Karmir" was created when when Armenia was at war again, and thousands of human lives were again at risk. “Karmir” came to say that the wars are not only on the battlefield, and in addition to physical Armenia, Spiritual Armenia must be saved as well.

Spiritual Armenia, that is, Armenian art, is a mix of boiling, bright and juicy colors, because Armenian is warm. And if hot, then red, and if Armenian, then “Vordan Karmir”. All that remains is to add a little modernism and conceptualism to this "Martios Saryan" palette and we will get the art of Sergey Parajanov. It was he who became the source of inspiration and iconic image of "Red", because the Armenian national culture became a style thanks to him.

Sergey Parajanov was the first Armenian artist who found the nuances of Armenian culture and was able to combine them with modern art, be it fashion, collage or film.