Services
- Brand Identity
- Custom Typeface
- Material Research
- Multilingual Type Design
- Print Production
- Digital
- Exhibition
- Motion
Client
Manchester Museum British Museum
Industry
Arts and Culture
Team
Sthuthi Ramesh Manijeh Verghese Studio C102 (3D) Mobile Architects (3D) Universal Thirst Sayeed Islam Sarah Schrauwen Cleber Campos
The South Asia Gallery, a British Museum partnership, presents a compelling, contemporary take on South Asian and British Asian culture. This multilingual gallery has been designed and built with the South Asia Gallery Collective.
For the SAG identity, the idea was to create a bespoke typeface that resonated with the diasporic journey from South Asia to Manchester, which could also adapt to multilingual characters.
Drawing inspiration from the Gujarati Type Foundry, a South Asian Type foundry from the 1930s. The type specimen found in their catalogue had a modular system worked well with the multilingual bespoke typeface. Dual coloured stencils was something that really resonated with the diasporic community which conveyed South Asia without falling back on stereotypes. This typeface called “SAG” was custom drawn by Universal Thirst.
The multilingual wordmark consisted of seven different scripts from seven different languages. Latin, Punjabi, Hindi, Bengali/Bangla, Urdu, Gujarati and Tamil.
