The Art and Science of Branding Through Typography and Design!

I graduated from the MIT Institute of Design in 2017. After working at a number of advertising agencies, I started my Instagram page @manvstype and began posting my type design explorations. It soon evolved into a full-time pursuit.

Typography is crucial in branding and identity design. It adds flavor to a brand, setting the tone and mood. It's about understanding the problem a brand is trying to solve and how it resonates with its audience. The process remains consistent, whether it's a small or global brand.

The challenge lies in understanding the problem the brand is trying to solve in reaching its audience. The process of asking questions and solving these problems leads to compelling visual solutions. It's about understanding the core of the brand and translating it into visuals.

As humans, we are essentially the sum of our experiences – what we watch, where we come from, where we aspire to go, what we read, and our various interests. These factors, among others, play a pivotal role in shaping even the tiniest choices we make. For instance, my passion for history and my avid reading habits have had a profound influence on me. This led me to name my very first typeface, "ManVs Bombay," inspired by a unique historical period. To clarify, this wasn't an attempt to glorify colonial rule, but rather to celebrate the rich tapestry of cultures that intertwined during that era.

The most important part is flexibility. Flexibility letting serendipity happen and trusting your gut to go with those ideas and concepts that may not come from the process. A process guides us but shouldn't hinder intuitive ideas that could work better for the brand. The flexibility to embrace new ideas is what adds something unique to the work I do at ManVsType.

A recent project that stands out is the work I did for MyRealTrip, a Korean tech and travel company. They approached me with a specific request: to create a distinctive 'My' for their logo. The challenge extended to ensuring that the uniqueness of these initial two letters seamlessly translated across all their sub-brands, including MyPoints and MyHomestays. Designing those two letters while maintaining readability and visual appeal posed one of the most enjoyable and engaging challenges I've encountered. In fact, we explored nearly 30-40 variations of the 'My' alone, underscoring its critical role in the brand's identity.

I always wanted an independent practice, so it was a matter of when, not if. As I worked on more projects, I gained the confidence to take the leap and see what happens.

I always knew that a significant amount of time would be dedicated to administrative work, but I didn't realize the extent of it. If I were to break down an average day, it would appear as follows: 60% for creative work and 40% for administrative tasks like invoicing, handling taxes, managing emails, attending meetings, and so on. It's about acknowledging this reality instead of resisting it. Initially, there were days when administrative tasks consumed my time without leaving room for creative work, making me feel unproductive. However, I soon came to accept that administrative work is an integral part of the process. This realization has enabled me to better organize my days, focusing on creative work when I'm at my most productive and handling administrative tasks when I might be feeling a bit fatigued.

I'm aware that this is a common point of contention within the design community. There's often a perception that clients demand designs that might not align with our creative vision, and designers find themselves in a struggle to bridge this gap. However, I've found that client feedback, while sometimes challenging, has consistently elevated the quality of my work and driven it to greater heights. Clients often have an innate sense of what works, even if they can't always express it explicitly. As a designer, it's my role to engage in a thoughtful dialogue with clients, asking questions that encourage them to think deeply about their preferences and goals. This process not only helps them articulate their desires more clearly but also fosters a mutual understanding of why those preferences matter.

The primary goal of communication design is to capture the viewer's attention. If your design succeeds in making people take notice, it's effectively fulfilling its purpose. Consider, for instance, a scenario where your product will exist within a visually cluttered environment, such as in India. In such cases, opting for a strikingly simple design can be a strategic choice. Often, going against the grain of what your competitors are doing is a powerful method to distinguish yourself. Naturally, there's depth to this concept, but at its core, simplicity can be remarkably effective.

Setting boundaries is key, and I can't stress this enough. Work is undoubtedly important, but it shouldn't overpower your life and become your sole identity. I've seen many folks let their work define them, but I make a conscious effort not to fall into that trap. For instance, I've established a work schedule that ensures I'm productive without overextending myself. I aim for a maximum of 5 hours a day, 5 days a week. Also, I've designated specific days, Tuesdays and Thursdays, for client calls, allowing me uninterrupted focus on my tasks for the rest of the week.

I am currently engrossed in several identity design projects, and I am eager for people to witness them. Simultaneously, I am in the process of crafting three distinct typefaces. Among them, there is a sans-serif typeface that I'm aiming to introduce, tentatively by December this year.