ACCORDING TO HINDUISM, IT IS BELIEVED THAT THE REALITY IN WHICH WE LIVE IS AN ILLUSION CALLED 'MAYA' - NOT BECAUSE THE WORLD DOESN'T EXIST, BUT BECAUSE NOTHING IS AS IT APPEARS TO BE. THIS IS THE CONCEPT BEHIND THIS ALL UPPERCASE TYPEFACE. MAYA WAS CREATED BY PHOTOGRAPHING HELVETICA THROUGH FACETS OF A CRYSTAL. THE IMAGES WERE FURTHER DISTORTED AND EDITED DIGITALLY.