Wednesday, October 14, 2009

Revised thesis statement + concept

Thesis

Question:

Hindi + English = Hinglish

If Hinglish can be spoken and written the question my thesis raises is -
How can a font express the notion of being Hinglish?

Concept:

To design two distinct display typefaces, those reflect upon the intermingling of two prominent world cultures in today’s era of globalization. A Latin font influenced by Indian culture; and a Devnaagri font, conversely influenced by Western Culture. By designing two different fonts I hope to address two the ends of the spectrum of the notion of being Hinglish.

Current Condition:

1) There are several Latin Display fonts available in the market that are developed from influences from other world cultures such as Arabic and Asian. However even though the Indian culture has strong recognition in the world it has had minimal influence on Latin type design.

2) Display Fonts in the Devnaagri script are few and far between and this has limited their use in graphic design in India.

Proposed solution:

Cross cultural fonts that support the notion of Hinglish and fill in a gap in the available display fonts-

- Being Display fonts they will only have uppercase letters and are meant for headings, and display lettering not for body copy.

- Display fonts can also take the liberty of being expressive and elaborate stressing more on the aesthetic appeal and feeling evoked and less on their legibility.

Users:

These fonts can be used by Design houses in India and the West (Europe and UK) -

1) Indian Designers that need to design in Hindi, and provide a client with a cross cultural, international mood, can use the typeface in such a way that it can be read by the local audience but also evokes a western / foreign look and feel.

2) Or Indian Designers that design in English but are trying to create an Indian look and feel via typography.

3) Western Designers that design in English but want their piece to have an Indian aesthetic via typography.

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