Abstract
This study explores the integration of traditional Urdu script with contemporary logo design principles to create a cross-cultural visual style that retains cultural authenticity while appealing to global audiences. Urdu script, known for its fluidity and unique ligature-based system, is prominent in South Asia, especially in Pakistan and India. Yet, much of the graphic design in these regions has been shaped by Western influences, limiting the development of Urdu-specific typography in modern branding. To address this gap, the study employed four distinct design approaches: (1) Non-Ligature Form: breaking down Urdu’s conventional ligatures to present letters in disconnected forms, allowing designers to experiment with shapes and new arrangements; (2) Geometric Shapes: using fundamental shapes like circles, squares, and rectangles as structural frames for Urdu characters, thus blending traditional typography with minimalist modern aesthetics; (3) Single-Letter Design: isolating individual Urdu letters as standalone design elements, showcasing their unique forms and enhancing their use as recognizable symbols; and (4) Conceptual Design: applying Gestalt principles to create symbolic and visually engaging logos, where Urdu characters take on conceptual shapes to convey brand meanings. Through these approaches, the study illustrates how Urdu script can be adapted to contemporary branding while preserving its cultural essence. The final case study on the Pakola brand, a popular Pakistani beverage, demonstrates how these design methods can generate logos that are both locally resonant and globally recognizable. This hybrid design style offers a foundation for future Urdu typography development, fostering innovative design that bridges cultural heritage with modern visual communication (Boutros, 2007; Shehab & Nawar, 2020).
Author Information
Anosh Gill, Florida A&M University, United States
Syeda Mehwish Zara Zaidi, SZABIST University Karachi, Pakistan
Jeffrey S. Wilkinson, Florida A&M University, United States
Anthony Rundles Jr., Florida State College at Jacksonville, United States
Paper Information
Conference: KAMC2024
Stream: Aesthetics and Design
This paper is part of the KAMC2024 Conference Proceedings (View)
Full Paper
View / Download the full paper in a new tab/window
To cite this article:
Gill A., Zaidi S., Wilkinson J., & Jr. A. (2024) An Exploratory Study to Reconcile Urdu Language and Contemporary Logo Design ISSN: 2436-0503 – The Kyoto Conference on Arts, Media & Culture 2024: Official Conference Proceedings (pp. 19-33) https://doi.org/10.22492/issn.2436-0503.2024.3
To link to this article: https://doi.org/10.22492/issn.2436-0503.2024.3
Comments
Powered by WP LinkPress