Type Cast: Geetika Alok

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Textual content by means of Tina Dastur

Geetika Alok

London-based dressmaker Geetika Alok’s first brush with typography got here when she used to be finding out for her grasp’s on the Royal School of Artwork, London. “I discovered typography to be a formidable medium that may convey a message alive and enlarge the speculation.,” says Alok. The 39-year-old enjoys operating together with her pencil, tracing sheets and pc and says that her number one pastime lies extra in modern moderately than conventional typography. “Kind units the persona of a emblem and now not simplest is helping a emblem to outline the nature of its id but in addition is helping outline the way it communicates with its shoppers,” says Alok. And this idea is relayed via? her paintings, in fact. A favorite collaboration occurs to had been with a restaurant in London’s Southbank Centre, the place she drew inspiration from Indian patterns. The result’s a hybrid geometric letterform that indicates the connection between India and the United Kingdom. Talking at the significance of typography, she asserts, “Typography is integral to design. Excellent sort makes that certain first impact even sooner than it’s learn. In lately’s extremely refined visual-driven global, well-executed typography let you pass that further mile.”

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