EP 156 . 01 Jan 20

Letter design and multilingual branding

With Sulekha Rajkumar

In the episode

  • What is the difference between lettering and calligraphy? If there is any? For a layman, I believe a lettering artist is generally referred to as who does typesetting for signages.
  • Your work focuses on Multilingual brand design. How has lettering helped you in improving that skill?
  • What is the most challenging part of multilingual branding – is it the client’s education or availability of well designed regional fonts or lack of awareness in designers?
  • What impact (conscious or subconscious) does a well designed English brand in Marathi or Hindi create on laypeople? How do you measure that impact? For eg: What changed tangibly when you did redesign Paradise Biryani Logo?
  • What do you mean when you say, brands must adapt to a multilingual approach?

About Sulekha Rajkumar

Sulekha is an independent graphic designer, type designer, and lettering artist. She has over 10-12 years of experience in designing for brands from Aviation, Personal Care, F&B, Healthcare, Banking & Financial Services to the Hospitality industry. She has a very insightful and worth listening talk recorded in 2015 at Typographyday on youtube.