Shaivalini Kumar

Visual Communication Designer, Shaivalini Kumar primarily works with illustration and typography. Also a denizen of the digital realm, she thrives on being able to connect and communicate with people all across the world. Her works have featured in many renowned publications.


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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!

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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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Craft is something that designers are forgetting. Inspired by the look and feel of real shapes, creative designer and art director, Nico Castro from Spain, talks about his design process. Rendered with technology, he believes design can take on any form!

CG. Your designs pop out. Tell us what your design style is. What elements and factors do you incorporate to make your designs unique?

NC. I worked for many years in TV Branding, especially closely with 3D design and set design. To develop my work, I mostly use realistic textures as well as some handmade patterns to combine with 3D techniques.

CG. What are your inspirations? How easy or difficult is it to get clients and audience to understand your take on a design which appears to be very modern and contemporary?

NC. I see different things every day. I consider modern architecture and industrial design as a good reference to understand structure. I think contemporary art is very close to the new style. The clients of today are less literal and brands are exploring more abstract concepts.

CG. How does technology feature in your designs? How would you say globalisation has made it easy for you to reach out to the world from Spain?

NC. Some 3D Softwares are very useful and friendly to use. A lot of things are easier to create and experiment with. I think there is a very interesting wave of CGI artists and designers today. But I believe in the approach to combine these 3D techniques with the design.

CG. What Spanish flavours do you work within your designs? Your fascination with 3D, is that a coincidence or a signature?

NC. I think that I don’t have any Spanish or Argentinian flavour in relation to my job. I work for clients around the world trying to fulfil their expectations, working on CGI and 3D.

CG. What’s next for your illustrations and graphic design? Do you have another destination in mind?

NC. There are always new ideas in the mind and new challenges around. I’m never too sure of what the next step will be. I guess it’s more about the journey than the destination.

Spain Design
Massone. Design has no limits, justifies this design for the sets of famous Argentinian DJ, Gustavo Massone.

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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Nico Castro

Born in Beunos Aires but based in Spain, Nico Castro is a Creative Designer and Art Director. Honouring the colour, composition, and oddity, he has worked in TV Branding, high quality visuals and animation.


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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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The best thing about history is the way it carries on into the future and is always part of our present. For a country like India where culture and history define who and what we are, mythology is one aspect that presents designers with a hook. Story telling, science or self-exploration, mythology can be anything you want it to be, believes designer Pooja Bhapkar. More on her contemporary interpretation of the subject.

It’s all about drawing in line!

For many designers, certain elements work very well as they see beyond it, compared to the rest. For example, working with lines and using a strong sense of symbolism. Changing the texture of lines changes the meaning. Lines can be rhythmic, straight, diagonal, zig zags, swirls, rounded shapes, decorative forms and of course a bit of abstraction. An abundance of repetitive patterns create rhythm and adds drama to the overall artwork. It’s like a line puzzle where the audience submerges to follow the lines and read the overall picture. This gives the artwork a flowing energy.

Shravan Calligraphy. Inspired by nature and the aromas that dictate our mood, calligraphy dedicated to the fifth month of the Hindu calendar is depicted using fine lines.

Modernise the traditional.

India is laden with a rich cultural history and if young generations really try and understand the Hindu mythology, one can see how informative and scientific it all is. One does not have to be religious or too cultural to get inspired from such works. A way to look at mythology is to represent them as energies and interpret it in a manner that you understand. Then, it’s a matter of recreating that representation in a creative form, whether one creates Gods and Goddesses as superheroes or contemporary forms that become a story for everyone to understand. Discover the core and the rest will fall in place.

Solah Shringar. This beautiful design portrays Goddess Lakshmi In ‘Solah shringar’ or sixteen adornments of a Hindu bride on her wedding day.

Practice colour coded designs.

For those who use symbolism in their designs, colour is extremely important. And to help separate and space out intricate designs, colour helps to segregate portions, only enhancing the narrative of a design. They also aid in enhancing the rhythm and deciding the eye direction by making the focus more prominent.

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! Order your copy today!

 

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Pooja Bhapkar

An Illustrator & Graphic Designer Pooja Bhapkar, who has worked upon branding & packaging, through her 4 years in the arena. She currently works on finding motion graphics solution with a UK-based studio.


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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!
We all have favourite TV shows and we passionately discuss the stories and characters of it. But sometimes, we tend to ignore the channel and its branding. Now with many different channels to choose from, we are experiencing many new branding overhauls to grab the audience’s attention. In this issue, we focused on Motion Graphics design and people behind some awesome channel rebrandings. This issue features interviews with some of the well-known studios and teams of Motion Graphics from India and overseas, including FutureDeluxe Studio from London, Dynamite Design, Adaar and RocketScience Lab from India. It also includes digital artist, Renju MV, highlighting his exceptional control over the medium. If you are interested in moving design or animated content then this issue is a must-read for you!

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Caricature design is not always about distorting or making it funny, a little exaggeration with some fresh colours and bright lights can do the magic. In the caricature, without any brief, Mahboob Raja was clear on reflecting innocence and greatness of Gabriel Gracia Marquez ‘Gabo’. Here, he takes us through a behind the scene of this tribute to the legend.

exaggeration
exaggeration

Step 01

Started with A4 canvas which can be resized at finishing level. The software comes with some default brushes but you can also make your own set of brushes. Many custom made brushes can be downloaded from the internet. I mostly start my sketch with Pencil B.

Step 02

As per my observations, visualise the structure of the Gabo’s face with basic shapes. After the basic shapes starting with close set eyes loosely drew a wide square face, small mouth close to a narrow, spread out, down-turned nose and big square chin.

Step 03

Drew a large lantern shape jaw and lower shoulder to give the desired weight to his personality. This helped to create a larger than life look to portray Gabo’s greatness. Cleaned up the drawing on a new layer with dark bold lines.

Step 04

On a new layer, started creating some shadows with Marker brush to get the threedimensional feel before going on to the colouring process.

Step 05

For paint effects applied the these brush settings on each layer except the drawing layer and the layers with overlay mode. To paint the base, selected Pen tool with the settings shown in the image. While colouring intentionally left some parts unpainted to get the feel of splashes.

Step 06

Placed different colours together and used blend brush with very little changes in their basic settings to mix and smudge some of the colour edges.

Step 07

Now erased some paints to get the highlights and the feel of white paper. On a new layer, with a customised watercolour brush and same layer settings, started adding more details and finishing it by mixing with blend brush.

Step 08

While adding more details of Gabo’s features, started adding some colours on the new background layer with pen brush. Here too kept the same layer settings. Also erased some lines of initial drawing to blend the feature more smoothly.

Step 09

In this step, on a new layer again with same layer settings, started adding colour splatters on the face. With blend brush mixed the colours of coat and added little details on flowers too.

Step 10

While filling colours on the background also added more details on collars of the shirt, face and the rose. Kept preserve opacity option checked in layer settings and with an air brush painted over the touch-ups to get the more accurate colour of the shadow.

Step 11

Started finishing background with pen, watercolour and blend brushes. Created an illusion of some structure in the background.

Step 12

Put splatter all over and again checked on the box of Preserve opacity on layer settings and with an Airbrush painted over the splatters to get it correct colours.

exaggeration

Step 13

On a new layer with just overlay mode on and no other change i settings, with airbrush painted over some areas to get the depth of colours. Achieved the final artwork.

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 great 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. In brief, this issue is packed with branding and typography design experts who can help you solve the mystery of the brand creation! Order your copy here!

 

Order Your Copy!

Mahboob Raja

Mahboob Raja a self-taught caricaturist, illustrator art teacher who has been associated in making some of the popular Indian animated TV commercials. He also writes and makes films.


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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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When we talk about branding, a Greek term comes to mind. It is a sign, one is likely to find over many a doorway ‘Gnothi Seauton’ meaning ‘Know Thyself’. In simple terms, when we design a brand, we are going after this essence of ‘Who are you?’ and then ‘Who do you want to be?’ This in a sense is exactly every person’s story! We all are individuals in this world, thinking of ourselves in one way, projecting something a little different on the outside and maybe wanting to appear something else entirely.

Branding is about creating a distinctive identity for a product so that it is seen for the qualities it wants to project. When we see an object that is orange, it appears orange because it is the colour it reflects while all other colours are absorbed!

Just like when we hear Amitabh Bachchan saying that he is actually reserved or introvert, it does not fit the Bachchan we see on the screen or as a television host – he is projecting himself as a dynamic extrovert. Is he being truthful?

You may say no, but the answer is yes. He is holding back certain qualities within him and projecting only those he wants to be seen for. It is a conscious and deliberate choice to act in this manner and this image is what brings him success. A brand may require the organisation to be hard-working and persistent to appear as fun and innovative. All of these go into a program, which defines ‘brand behaviour’ within the organisation, for the audience and customers.

In design, we research the market and interview the target audience to see how a brand can fit and how best we can project it. If there are six similar entities in the market, we want ours to stand out in some way. Thus, branding is always about finding the right proposition and making the right choices to see how the product can find its place and most importantly, continue to grow and succeed. Summing up, the process involves finding:

• The Brand’s Essence

Brand Positioning and

Brand Attributes

A brand can only succeed if we are honest in finding what it is capable of doing. If we over-project an idea, that may fall short of the target audience’s expectation. Much of our work, therefore, organises itself around the brand behaviour.

How will the brand actually act in the real field? The ‘Tone of Voice’ helps with this and this is really all about setting the values and mannerisms. When we think of Scandinavian furniture we instantly recall clean, non-fussy, comfortable and functional images of products. Similarly, we can set out the way in which the brand must behave – for instance a cultural organisation that brings Japan and India closer may be warm, proactive, cross-cultural, simple and poetic.

Whatever the tone of voice is, in the realm of design, we are working primarily through the visual message. The ‘visual language’ paraphrases how we perceive the brand. It is in a way the dress code of the brand. A ‘farm-fresh’ ice cream can decide that it will use images of farm and natural landscapes to celebrate its flavour. This has to consistently happen many times over the years, so when we define the visual language it has to allow for enough explorations. The visual language also decides the colour palette for the brand.

 

Finally, there is the performance of the brand, which is the value it delivers. I like a certain ice-cream because it meets the expectations the packaging has set for me, with its fresh and fruity graphics and it’s promise of a ‘farm-fresh’ flavour and I am not disappointed when I find real fruits and a creamy taste when I take a bite. I go back and buy the same pack the next time. This is desirable. Our caution to people who design for brands is ideally captured in this quote from Kalila and Dimna (the Pancatantra retold by Ramsay Wood):

Never seek after anything, which may be unworthy of you or contrary to your nature. Like how the crow who attempted to learn to fly like a partridge, a way of flying impossible to him, forgot his own skill and crashed to the ground.

Branding for success is about discovering what the brand’s essence is and what it wants to be and knowing the difference between the dream and reality.

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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