The story of 29LT Zarid starts back in 2007 when the daily Dubai newspaper “Emirates Today” approached 29Letters to create and develop a new Arabic typeface for headlining and titling for their updated tabloid. The newspaper requested a modern and crisp font that would appeal to their newly targeted younger readers as well as to be agreeable to their existing readers who were used to Naskh Mastari traditional fonts. A black display font was created covering the Arabic language for the newspaper. The font created back then, named “Imarat Headlines,” was an Arabic display font exclusively used by the newspaper from 2007 to 2014 when it was replaced by another typeface. For more than seven years, “Imarat Headlines” gave a unique image to “Emirates Today” before competing newspapers started adopting the same look and feel by producing similar alternates of it.