TYPOGRAPHY DAY 2013

Behold! The Vanishing Lettering

Designs

Author:

APOORVA LALL

AMITY SCHOOL OF FINE ARTS,

AMITY UNIVERSITY, NOIDA.

(Afliated by NAC - A Grade)

ap_arts16@hotmail.com

ABSTRACT

With the advancement of science and technology a new culture, lifestyle has emerged.

With new trends, new software's are being formed but nobody feels concerned for the

vanishing calligraphy and typographic designs. Graphic designer Molly Woodward

worked with the help of the New York Foundation Art Spire, on the project Vernacular

Typography. The work is a collection of the diminishing letters in 10 countries, such as

Argentina, Chile, Cuba, England, Japan, Spain and mostly the united states and especially

New York. The images are in the form of fonts graffiti, neon signs, stamps, watches or

traffic lights. Molly feels that the distinctive traces that were shaped with early typography

have died. The neon signs, the florescent bill boards and lights reflect the new corporate

culture. The ancient local culture is vanishing.Purpose of this Topic with the changing times shows the effect of changing typography.

OBJECTIVE:

1. To make people aware of the Vanishing designs in Typography.2. To highlight ancient pictorial designs and typography.

METHODOLOGY:

Viewing the Historical background of the political scene, local culture and traditions, of

the country, its effect on the Typography has been analysed in the form of diminishing fonts

on the old currency, coins, stamps and the post cards along with a few signs. The rare

collection in the form of images had been photographed from different people at Jalandhar

City (Punjab). The designs, the shapes and the material used there is not very much in

vogue these days. This vernacular typography is very distinctive. The older models have to

be preserved and this needs sustained efforts by all the people engaged in designs and

graphics.1. Earlier engraved cemented sign boards were popular on buildings as a part of

architecture. Examples like: DEI, TEJ PUNJ, LEATHER GOODS. ( DAYAL BAGH AGRA CANTT.)

2. COINS: Nanak Shahi Coins Pictorial designs showing Guru Nanak Dev. Ji and

his deciple Mardana ji under a tree was issued by maharaja Ranjit Singh.

3. Half Rupee coin 50 new paisa, old- 32 paisa, shows symbol of the crown along

with floral designs- wt.6 gm. , dated 1910.

4. One Rupee coin showing Queen Victoria issued by east India Company in 1840

is also a rare coin.

5. Post Card shows the stamps with date and time of delivery.

6. First Day Cover of the Children's Day is a rare collection of the typography of

1966.

This work has no limits. It is a continuous process which will get enriched by time.

Surveys with patience will make the project interesting and make the people aware of the

diminished and out of fashion fonts..

Keywords: Regional Identity, Cultural Heritage, Corporate advertising, Vanishing

Lettering.

Full Report:Introduction:

With the advent of Science and technology, a new culture, life style has emerged along

with new trends , new software are being formed but nobody feels concerned for the

vanishing calligraphy, typography, typeface or typographic designs. The Art of writing

that depicted nature, oral, pictorial and even human gures on signboards, interiors ,

pages of books, epitaphs, wall hangings, stamps, coins, and even current has given way to

a wide and colorful range of sources. The modern display typography is not concise to

legibility and page economy any more. A number of digital typefaces have come up. They

have a quality to design distorted or blurred distressed nishes. Today display typography

is of bolder type having a wide range of tone, color, variation of scale and weight.The ancient local culture is vanishing. Earlier typographers, designers or calligraphers

worked hard to bring local culture to their works to create beauty; they created written

words to adorn the different vernacular displays. Such work is not seen in this internet age

as the change is the law of nature.Graphic designer Molly Wood word, worked with the help of the New York Foundation

Art Spire on the Project “Vernacular Typography.” The work is a collection of the

diminishing letters in 10 countries such as Argentina Chile, Cuba, England, Japan , Spain

and mostly the United States and especially New York. The images are in the form of fonts,

grafti, neon signs, stamps, watches or trafc lights. Molly feels that the distinctive traces

that were shaped with early typography have died. The neon signs, the orescent

billboards and lights reect the new corporate culture. Human mind always aspires for new and latest. Human mindset changes according to the

needs and time. But we must not forget the glorious heritage in the form of designs in

typography and calligraphy of the yester years.

Title Justication of Title: This report exhibits the extinct work of typography in the changing face of the Indian

currency, stamps, signboards, book jackets etc. The purpose of this project… “Behold! the

Vanishing Lettering Designs” is to promote the cause to preserve the glorious historic

designs in lettering.

MethodologyThe corporate identity, book jackets, packaging, motion graphics are in vogue now a days.

Display here involves the interpretive, decorative or illustrative use of letter forms. The

letters are explored and exploited to deliberate effect. The paper does not deal with

history of printing and writing rather it is based on the political, social, cultural and

traditional aspects of Indian society and its impact on design from time to time. The

effect of this historical background has been captured in the form of images in the camera.

The change in design in lettering of the coins, stamps and billboards have been

collected. Discussion with different people that is my friends, my teachers and local

people including recent designers in the form of interview has been gathered. Thus by

analyzing the views of different categories, the effect on typography has been collected.

Samples of signboards, coins, stamps, postcards were collected from Dayalbagh Agra,

Jalandhar.

Research DesignThe project is in the form of collection and exhibition of some rare typography which is

not exhibited these days on electronic signs, plaques, illuminated signs, banners or other

displays. The project was divided into different categories:

Research Design

ObjectivesVernacular typography reects a distinct range of vernacular sources such as sign

writings, raised letters, engraved letters, wood letter type script and calligraphy in

display. The main aim and objectives of the project to suggest to preserve the

vanishing designs as a sustained work are:

1. To make people aware of the vanishing lettering designs in typography.2. To highlight ancient pictorial designs and typography.

CASE STUDY I

1. Signage: Some signs which have been collected here are:-

Radhasoami Educational Institute has been very artistically displayed. It is

engraved and bedecked by oral boarders in the cement. The clock has the roman

numerical and oral platform. The logo is also seen. This all is hand written and reect

the architectural design that prevailed in the year 1917.

The signboard of the automobile workshop shows the decorative fonts used on the

wallboard. It is also engraved and see the 3D effect it gives. Here no borders are seen.

The beauty lies in the exploitation of the lettering.

Ė �� �

DEI WOMEN'S POLYTECHNIC metallic was founded in 1927 and we could see the

cut letters to form the signboard of the college. It all belongs to the artistic hand skill of

their designers.

Tej Punj is a sacred place of Dayalbagh Agra. The local languages have also been used

here on the stone plaque. The leaves and the beautiful oral designs in the form of

borders and platform are the best of that time.

Yatri Niwas/ leather goods factory 1941 and RS are in raised letters, engraving, carving,

and inscription and in raised surface.

CASE STUDY II

1. Coins: It would be injustice not to say something about the typography on the

currency.

At the time of Akbar, the great Mughal

king the coins bore Bismillah in the

Persian language.

We can see the reection of Hindu temples,

spirituality and religion on the coin bearing the

picture of Darbar of Shri Ram Chandra Ji.

Maharaja Ranjit Singh in 1801 AD issued coins under the guarantee of Shah Nanak and

victory of Guru Gobind Singh Ji.

The Nanak Shahi coin of 1804, bears pictures of Guru Nanak, Bhai Bala and Mardana.

The coins issued by East India Company while it reined

India bore the political reections in the form of

Authority of Queen Victoria. As the history unfolds the

passage, the political environment changed.

Half rupee of 1946

shows tiger and

Urdu language.

Coins on special

o c c a s i o n s l i k e

INTERNATION

A L Y E A R O F

FAMILY bears

d e s i g n s a s

inscr ip t ion and

local languages.

S a v e f o r

d e v e l o p m e n t

world of work

1 9 1 9 - 1 9 9 4

shows ILO and

leaves.

G r o w m o r e

food. 1973 has

the wheat streaks

which are very

attractive.

and Fisheries 1983 are self explanatory.

The Jantar Mantra of 1982 10p coins shows Asian games and also half rupee coins.

World food day 1992 shows balanced diet.

CASE STUDY III

Stamps: If we see the stamps, the typography depicts how it reached different stages of

evolution of the day.

Stamps on different professions: � � � On social awareness:

Plucking Tea Breast Feeding

On ne Arts:� � � � � Medieval Sculpture

Radha of Kishangarh

On Indian Women Personalities:

Special occasions:

Children's Day and Indian Posts and Telegraphs

Thus all the examples are beautiful, beautifully designed.

How beautifully the artists have used the personalities, occasions, events on stamps to display typography.

Indira Gandhi � Mother Teresa Subhadra Kumari � Kamala Nehru

DISCUSSION

A discussion was held for and against vernacular typography. What important is to

have a discussion on, 'Should we stick on to the out dated old or should we vote for the

latest?'The discussion was based on comparison of sizes, colors, and the aspect of fonts used.

The points of discussion were based on Sizes, color, style, lettering, Exhibits, nature,

readability, creativity and beauty of the lettering, as shown in Table 1:

Table 1: A comparison - Features of Typography.

S.No.� � � Old� � � � � New/ Latest

1� Sizes� � Specic � � Available in all sizes.2� Color� � Black and white � � multi- Colored.3� Style � Crafty/ bold � Commanding.4� Lettering � Handwritten � � Digital fonts/prints.5� Creativity Normal with textured background gives fresh looks.6� Exhibits � Dullness and atness Contrast and brightness is seen.7� Nature � Flowers, climbers and leaves along with boarders all effects natural background.8� Readability Easy to read � � symbolic /use of slangs .

9� Beauty � Artistic and beautiful � effective and beautiful.

Sizes

Craftmanship

Readability

Beauty

Table 2: Handwritten vs Digital typography.

1. Local Market ( Prefer both handwritten and digital signs.)2. Corporate ( prefer digital only)3. Local Big Showrooms ( prefer both )

Analysis / Interpretation of data:

Analysis from Table 2:Chart 1

Chart 3

Chart 2

Local Market

Handwritten

Digital

50%

50%

Corporate

Digital

Handwritten

8%

92%

72%

28%

Local Big Showrooms

Digital

Handwritten

From the above discussion it has been observed that there used to be sign writing earlier also and signs are manufactured now days also. Handwritten is there but shows clearly the impact of digital art. Hence digital has an edge over the Vernacular Typography. Vinyl lettering and shapes stick-on are also used but

The creative skill of the artist has been sacriced in the interest of modernization.

Digital printing at the expense of long-lasting signs is on vogue.

Banners and kiosk though have short lifespan are also ex banners with digital printing.

There are internal lit, external lit and edge lit signs of malls, hospitals, big stores. The

hand engraved wooden or metallic signs are nowhere to be seen, nor are brass or

aluminum letters, today the rubber based lettering or lettering through laser on glass is

in fashion.

With the changing time Symbols were also used in coins these days.

FindingsWe are living in internet age that is very fast. We have no restriction of color, design or

space as our machine is doing all the effects we need in no time. But we are certainly

ignoring the real art of the artist of the yester years.

LimitationsThe man has become a machine himself. He has no time to wait and watch. Don't want to

lag behind in this world of competition.

ConclusionYes, we have to compete our competitors in advertising. So, we have to march ahead of

them with all the possible ways of new technology and displays. But the art…The

vernacular lettering designs of the gone by days should also be preserved and maintained. A sustained project should be adopted by the lovers of designs. This way we could save the

vanishing lettering designs. Also, while we are marching ahead by exploring new

innovations in the platform of typography of corporate and internet age we must not ignore

the local traditions and art. Rare pieces of art should be preserved. They should not let

ignored at the cost of the latest digital art.

ACKNOWLEDGMENTS

My Sincere thanks to Mr. Surinder Mohan (lecturer) G.G.S.S.S. Nehru Garden, Jalandhar,

for providing collection of coins, Stamps.

My Sincere thanks to My Parents for their moral support. and my Sincere thanks to Ms. Preeti Yadav (HOD, ASFA ), Mr. Krishan Ahuja (Asst.

Professor) and Mr. Gautam Dutta (Asst. Professor), ASFA, Amity University, Noida for

guiding me and helping me in making my project.

I express my sincere thanks to the Mr. Pradeep Joshi (Director), ASFA in Noida, for their

support and I also appreciate the people at Amity University, for their help and support.

Suggestions:

The objective of the paper is to make people aware of the vanishing designs in typography

has been fullled by exposing the lovers of design to so many images. The pictorial designs

of the yeastier years have taken the place of symbolic concept of more modern motives and

logos. They are more attractive with the help of different software these days. But the art of

yester years should not be left ignored. We should preserve it in the forms of exhibitions

and fairs. They are our heritage.

1. We should encourage designers of this eld to keep in touch with the old traditions.

2. Some incentives should be awarded for this cause by the government and cultural

centers. The same way as Archeological Survey of India has launched a display of

artistic calligraphy at Srinagar, Lucknow, Bhopal, and Hyderabad

3. Some Seminars, Workshops and Some Conferences should be attended to sensitize

Public towards the Vanishing Typographical Designs.

Reference:

Newspaper: th

Tribune 28 November, 2012

Websites: http://achyutpalav.com www.pastyle.org · ecoastalworld.com/wp-content/uploads/2012/01/airindia_...

Reference:

Newspaper: th

Tribune 28 November, 2012

Websites: http://achyutpalav.com www.pastyle.org · ecoastalworld.com/wp-content/uploads/2012/01/airindia_...