The power of observation and the beauty of typography come together in an intriguing project called Type Around Town. This initiative, led by Kwazi Design, invites us to explore the often-overlooked world of letterforms and their impact on our urban landscapes.
The Typographic Lens of Kolkata
Arshdeep Singh, founder and creative director of Kwazi Design, shares his fascination with the cultural influences that shape Kolkata, his hometown. During the pandemic, Arshdeep's walks through the city revealed a hidden treasure trove of typography, from marble plaques to hand-painted boards. This discovery led to a deeper appreciation for the role of typography in shaping Kolkata's visual identity.
Preserving the Past, Celebrating the Present
What makes Type Around Town particularly fascinating is its focus on preservation and storytelling. Arshdeep and his team began documenting Kolkata's visual landscape, uncovering stories of craftsmanship, context, and the passage of time. This process not only reframed the city's aesthetic for the team but also highlighted the relevance of these forms in the present day. It's a beautiful reminder that our past is not just a relic but a living, breathing part of our present.
The Power of Observation in Design
Kwazi Design's approach to design is rooted in observation. They encourage us to pay attention to the quieter details, the narratives woven into street signs. This mindset, honed through their branding and visual design work, is evident in Type Around Town. By understanding the hyper-local and cultural context behind these letterforms, Kwazi Design invites us to see our surroundings with fresh eyes.
Making Typography Accessible
One of the most intriguing aspects of this project is its accessibility. Arshdeep notes that while visual research projects exist in universities, there's a lack of accessible design outcomes for enthusiasts. Kwazi Design aims to bridge this gap by creating merchandise alongside the book. This initiative encourages people to appreciate the little details that often go unnoticed, fostering a deeper connection with their surroundings.
A Personal Homage to Kolkata
For Arshdeep, Type Around Town is a personal tribute to Kolkata. It's a way of giving back to the city that shaped his childhood and inspired his love for typography. This project showcases the power of design to preserve heritage, tell stories, and create a deeper connection with our environment. It's a reminder that sometimes the most fascinating details are the ones we walk past every day.
