By: Shantanu Suman

Date: Oct 28, 2022

Keyword(s): Academic

Location: India, Asia

Resource Type: Video / Film

According to the dictionary, the term vernacular means “a language or dialect native to a region or country rather than a literary, cultured, or foreign language.” The word “vernacular” itself is rooted in the Latin word Verna, meaning “slave born in the master’s house.” One of the effects of almost 200 years of colonialization in India was that any form of art or communication that was widely seen by people was termed as vernacular (kitsch or low art). This includes some of the popular forms including the calendar art, matchbox art, and truck art of India. Even though each of these art forms have a specific function, they have come to be known mostly for their treatment of visuals and typography. This talk will present Shantanu Suman’s research findings and show how he has used the Devanagari script to reframe Indian vernacular type design.