Examining the various signs on the streets of India's prime metropolis, tanyatypes expounds the importance of regional scripts in the typographical landscape of a diverse city like Mumbai. design cityscapes newissue
Boards outside the Godavara Gamadia Agiary in Fort
More places, where you tend to see signs in languages other than English or Marathi, are restaurants that serve regional or international cuisines. In most cases, the signs are transliterations: the same words written in different scripts.
Multilingual signage has the added advantage of helping one pronounce foreign or unfamiliar words more easily, and this can be useful when you have international brands stepping into India. Especially so for people who are not fluent in English as well as those who may have never heard these of these names — like the hard-to-master ‘Hermes’ or ‘Christian Louboutin’ for instance.You may have noticed that the texts across different scripts don’t visually ‘match’ or ‘fit’.
So, the next time you are on the streets of Mumbai, look up, look around, and think about which signs make you feel more welcome and why. Ponder what their letters are saying both implicitly and explicitly. And that is the power of a sign — to make a space, any space, feel accessible for the audience they cater to.
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