The Significance of Non-Latin Typefaces
Business Questions for GRANSHAN 2013 – Part II
How significant is the perception of Non-Latin Typeface designers internationally? (In terms of their influence towards society, industry, economy and our humanity?)
It is very interesting to recognize that the topic of Non-Latin Typefaces more and more develops to the center of all international design-, typography- and typeface-design-conferences.The new possibilities of digital typeface design and OpenType together with the »Unicode System« enable a new accessibility that is more and more used by designers and enterprises.
Of course this is still an early point of development – the makers of GRANSHAN see themselves as a »stepping stone«.
What are driving forces behind the Non-Latin Typeface design industry? What are the important roles of typeface design industry in world economics?
Small type foundries, global corporations and leading universities have all uncovered a secret: promoting Non-Latin typefaces opens up both enormous economic potential and fantastic design opportunities.
Have a look at companies like Nokia or Bosch. On their way to globalization the perception of the brand as a factor of value plays a great role: They decided to have their brand name designed in local languages as well as their corporate font in all relevant written languages of this world.
International Communication doesn’t work without Non-Latin typefaces. The better you know this »game« the more success you’ll have.
Growth rate of the Non-Latin Typeface design industry from past to present and for the next 5 years.
There is no special Non-Latin Typeface Industry … there is an international industry for typeface design and distribution. Big players are e.g. Monotype/Linotype, MyFonts, Fontshop, Adobe and Google. And there is an uncountable but growing number of small type foundries like Type Together, Volcano Type and more.
Their work is the basis of every written communication, no matter in which language. Just imagine a world without type …
Why does GRANSHAN pay special attention to the Non-Latin Typeface industry?
Type has many different faces and speaks many languages. Writing expresses individuality. Reading opens up new worlds. Design today means switching between one’s native tongue and foreign languages. Latin scripts dominate as well as English has become dominant as the international language of choice. In turn, this element of globalization leads to a loss or generalization of local flavor. Keeping this and the importance of Non-Latin Typefaces in mind, it is high time to re-evaluate the concept of script as cultural repository. The future, however, lies in the variety of identities of local scripts.