ABOUT
Punjabi culture dates back to several decades and encompasses spoken languages, art, literature and architecture. However, Punjabi and Urdu manuscripts are largely based on similar writing styles and fonts. Existing Urdu fonts are rudimentary and are thus inadequate to meet commercial market standards. This thesis aims to introduce a standardized process for Urdu advertising font development to serve commercial purposes. A unique Urdu font is developed that celebrates Urdu typography and has a contemporary feel to help bring functionality to Urdu font in advertising industry.
ADAPTATION
Language plays a major role in marketing since selling corresponds to persuading a costumer regarding the value of a product. In Arab countries such as Saudi Arabia, Dubai, and Qatar English is spoken as a second language. Hence, transliteration of brands names is inevitable. However, while brands names are being transliterated, it is crucial to maintain the brand identity and characteristic style. Moreover, localizing the brand names induces the consumer to embrace the brand. It also means that the brand understands your culture and needs very closely. Therefore, the brands that symbolize the local Pakistani culture would require Urdu fonts to be more trustworthy. Some of the adaptations of the developed font are shown in this section.
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