South Asian Avant-Garde (SAAG)’s Post

SAAG is now multilingual. With eleven new logotypes, we're ready to publish works in a whole set of languages representing the many peoples of South Asia and its diasporas. This is a starting point and is not meant to be completist. We want to expand our logotypes, and work with more languages & typographers. When our design team first began experimenting with various typographic forms, they began with a question: Is there a coherent historical progression across different scripts in early-20th century hand-painted type in contemporary graffiti and protest signage? Our archival research unearthed a trend towards block-like, monolinear typography—a sort of confrontational, no-frills approach in contrast to to calligraphic, traditional forms of writing. The no-frills approach is perhaps most obvious in protest signage but it is also potentially decorative in non-calligraphic ways, as with graffiti, storefronts and other street lettering (see Saad Halim. A clean and orderly style with more verticality to upright letterforms (see Nimish Sawant), sharper curvature and often juxtaposed with sharp, hand-painted sans serif Latin type, is often seen in vintage movie posters. A notable exception is the slanted Dhivehi, where verticality and sharp edges are seen in new digital fonts. The tradition of hand-painted type has been researched Chandrika AcharyaHanif Kureshi, Pooja Saxena. In some but not all scripts (departures from the calligraphic Urdu Nastaliq letterforms are recent), it is both interesting to see similar type in contemporary protest signs and some surprising evocations of Soviet aesthetics. Over a year of R&D later: the 11 new logotypes. Systematization by Divya Nayar. Design by: Divya Nayar (Latin, Devanagari, Malayalam, Telugu, Kannada, Bengali) Kamil Ahsan (Urdu, Dhivehi, Meitei, Bengali, Sinhala) Mira Khandpur (Latin, Devanagari) Shreyas R Krishnan (Tamil, Telugu, Kannada) Kruttika S. (Telugu, Kannada) Video + animation by Mukul Chakravarthi. Feedback and refinement across languages by Prithi KhaliqueMushfiq MohamedNur Ibrahim, Mehr Un Nisa, Abeer Hoque, Sabika AbbasZoya RehmanPriyanka KumarRita BanerjeeTehani A., Ting Thouno + more More to come. Stay tuned.

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