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As the digital world has made the world smaller, design has coalesced as well where different forms are uniting and new evolutions are seen. Illustration ‘Type’ is one such avenue of type design which can add more meaning to characters and words. Visual Communication Designer, Shaivalini Kumar throws some light on the key points to be kept in mind while venturing down this path.

Design is like a chemical reaction.

We’ve studied it in science how some reactions slowly yield products. That’s exactly how design works as well. It all starts with the hint of talent that predisposes one towards the creative side of the world, just like potential energy which when comes in contact with culture, people, books, dialect, surroundings and food explodes to yield a great product – a designer! Inspirations that cradle us from childhood combine and release themselves through creative energy which manifests in various forms. It’s all about finding magic in the mundane to create extraordinary designs.

cover
Design for Education.
Design for Education.
cover
Inner Spread
Inner Spread

It’s all about reading the letters!

Typography is a challenging area of design where one is limited with a form that is already defined; an ‘a’ has to look like an ‘a’ in order that people read it as ‘a’. This is where “illustrated type” has been a saviour for many designers who are inspired by the possibilities that typography has to offer. Combining illustration and graphic design, this mode of design allow designers to bridge their two areas of interest. In order to redefine a form that is already defined, it’s important to re-look at it often with a theme or a storytelling perspective. This is where a simplistic base structure is crafted and then modified by either constructing on top of them, modifying them, detailing them and giving them depth, all in a way so that each letter has its own story to tell.

Publication Design
Publication Design

It’s also a lot of hard work behind the scenes.

If you’re a digital artist, as most designers are in today’s world, it’s really important to be well informed with technological updates that can help enhance the design process. For those who are on the move a lot, working to make quick sketches using the Adobe Photoshop Sketch App on the iPad is a great way to utilise technology. One can then render the artwork on the laptop. Think of it as a scribble made digitally! While creating artwork, it’s also important to research extensively about the technicalities of design as well as what is trending. The last thing you want is to create something that could have turned out better. Read about artists as well, follow blogs, create a blog, share stories and most of all, collaborate and be an active member of a prolific design community in order to stay abreast with all the latest.

Illustrated type

Judge a book by its cover!

It’s popularly said that never judge a book by its cover. However, interesting illustrations and design is changing this belief. When a designer designs a book cover, their aim is to not only showcase the content of the book, but to also create a personality for the cover which is emotive and inviting. This vision enables the audience to engage with it on various levels. Think of it like packaging design and how critical that is for brands. In order to help make covers relevant and appealing, graphically illustrated typography and elements can be used that are designed to have a personality that suits the subject. In other words, make the matter the hero.

Hero Hoodies Identity Design
Hero Hoodies Identity Design

Published in Issue 30

Since stone age when individuals were identified with certain marks, branding has always been an integral part of our life. It has evolved so much that now every success can be connected to branding behind it, but still brand creation has always been a mystery. We interviewed the branding experts, who are behind some of the very successful brands. Lopez Design, have shared the story behind the recently developed branding of ‘Bihar Museum‘ and also shared the basics of brand creation in the ‘Gyaan’ section. Young visual communication designer like Shaivalini Kumar shared her love for the letter design while experienced graphic designer Anup Shah dwelled upon his passion for calligraphy. In brief, this issue is packed with branding and typography design experts who can help you solve the mystery of the brand creation! Hope you will enjoy the articles!

 

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Ashwini Deshpande
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A 1989 graduate of National Institute of Design, Ahmedabad, India, Ashwini Deshpande is the co-founder of Elephant, India’s largest independent integrated design consultancy with offices in India & Singapore. She is also an active founding member of the Association of Designers of India. She has done many award-winning works for global brands in automobile, engineering, FMCG, food service, healthcare & personal care segments.


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If you are a recent graduate or about to finish your college then this issue may have answers to many of your questions. Like, how to get the best placement or the internship? How to present best in front of the interviewer? Which studio or agency to choose to start your career? How to work in a team or choose to be a freelancer? This issue has advice from many experts such as Ashwini Deshpande and Gopika Chowfla who gave the secrets of choosing the right intern for their well-known design teams. And on another hand, Rajaram Rajendran and Ranganath Krishnamani advise young designer to gain multiple skills and be the best at them. Also, recent MIT Post Graduate Vinta Jakkal shares her secret with which she grabbed the great opportunity of joining the Elephant Design, Pune team to start her career.


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Ashwini Deshpande

After a diploma in Multimedia, Bachelor of IT and a diploma in special effects at MAYA, he has been using his knowledge to improve advertising in India. Working for brands like Kingfisher Beer, Royal Enfield, Peter England, CCD, East Bengal Football Club etc. have made him part designer and part artist, helping him at his current workplace namely furniture brand Urban Ladder.


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We all face it! But everyone has their own unique way to come out of it, in this issue we try to explore these different ideas of handling the ‘Creative Burnout’. The most common of all was travelling, through everyone do it in their own unique style. Like Luke Ritchie from South Africa finds the nature and mountains as the best source of inspiration while Sushant Ajnikar says riding his bike and meeting four-legged loyal friends, dogs, on the way is the best way to learn. This issue is bundled with inspirations and suggests you to travel a lot. So, pack your bags and don’t forget to subscribe your copy before you leave!


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Ashwini Deshpande
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Every design student or graduate dreams of interning with the best agencies or studios and Elephant Design tops the list. Ashwini Deshpande, the co-founder of Elephant Design shares their well thought strategy behind selecting and mentoring interns each year just like how an elephant will mentor their calf to be part of their family.

As a student of NID, I was an intern at Lintas & Module Studio in Mumbai around 1986-87. First one made me realise that I didn’t want to make a career in advertising and second one gave me the confidence to be an entrepreneur. I can say this with conviction that my learning was far wider than the specific projects or work done in those internship months. And I can never be grateful enough to those who mentored me then.

At Elephant, we have interns not only from design & management institutes in India, but also from Turkey, Singapore, France, The Netherlands, USA & Mexico. Idea behind accepting interns from diverse disciplines and cultures is to make Elephant culture richer & more inclusive.


We strongly believe that an intern needs to have a good mentor who is patient, has empathy & encourages experimentation. So we never invite more interns than we can mentor. Out of a hundred odd expressions of interest, we select about ten interns every summer. We do look at the portfolio, but more importantly, we look at the readiness to become part of a large team and learn from everything that goes around in a very busy design studio.


Design is not a solo game. Anyone who is too focused on his/ her project is not welcome, as they would not integrate with the spirit of teamwork at Elephant. What we promise is a role in the team and expects the intern to enjoy the ride.

 

We also hire fresh graduates from some of the design schools in India and from them we expect passion to experiment, enthusiasm towards teamwork and ability to articulate ideas through visual story-telling. We like people who are curious, positive and flexible

Published in Issue 32

If you are a recent graduate or about to finish your college then this issue may have answers to many of your questions. Like, how to get the best placement or the internship? How to present best in front of the interviewer? Which studio or agency to choose to start your career? How to work in a team or choose to be a freelancer? This issue has advice from many experts such as Ashwini Deshpande and Gopika Chowfla who gave the secrets of choosing the right intern for their well-known design teams. And on another hand, Rajaram Rajendran and Ranganath Krishnamani advise young designer to gain multiple skills and be the best at them. Also, recent MIT Post Graduate Vinta Jakkal shares her secret with which she grabbed the great opportunity of joining the Elephant Design, Pune team to start her career.

 


Order Your Copy!

CURRENT ISSUE