Uploaded byKeith Tam
Bilingual typography: Hong Kong case studies
The document discusses bilingual typography in Hong Kong, exploring the visual harmony between Chinese and English languages through various case studies, signage, and typography principles. It analyzes different forms of bilingualism in typography, emphasizing the interaction and design challenges presented by linguistic differences. The text also proposes an analytical model for bilingual typography, examining global and local visual hierarchies and attributes within a multilingual context.
Bilingual typography: Hong Kong case studies
- 1. Bilingual typography: HongKong case studies Keith Tam Information Design Lab School of Design · Hong Kong Polytechnic University Same/difference: Multilingual Typography Symposium 2011 Hong Kong Polytechnic University 18 August 2011 © Information Design Lab, Hong Kong Polytechnic University 2011
- 3. Bilingual typography isall about visual harmony?
- 4. Sheung Wan, HongKong 2008
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- 7. Truck graphics, HongKong 2008
- 8. Peng Chau, HongKong 2005
- 9. 字 Ａ
- 10. 字 ａ
- 11. 字 a
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- 15. Chinese and Englishare linguistically and anatomically very different 字 Aahxg
- 16. Former Tai PoMarket railway station architectural lettering c1913 (now Hong Kong Railway Museum)
- 17. Former Tai PoMarket railway station signage c1913 (now Hong Kong Railway Museum)
- 18. War memorial archat the Zoological and Botanical Gardens 1928
- 19. Central Government Officeslettering c1957
- 20. So Uk Estatearchitectural lettering c1960
- 21. Victoria Park Schoolof the deaf entrance sign c1960
- 22. Riots in HongKong 1967 http://djyimg.com/i5/403112643869.jpg
- 23. Pages from theLaws of Hong Kong, Official Languages Ordinance, passed in 1974
- 24. Kowloon Tsai Parkoriginal lettering c1964
- 25. Kowloon Tsai Parkswimming pool sign c1964 (?)
- 26. Kowloon Tsai Parksign post-1997
- 27. Kowloon Tsai Parksign, possibly post-2000
- 28. Exit sign, MassTransit Railway, Hong Kong
- 29. Bilingual typography isall about visual harmony about how various constituent parts of each language interact with each other under many different contexts for many different purposes
- 30. Insert in mysecondary school report booklet c1984 (?)
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- 32. Secondary school testimonial1992 English only
- 33. Secondary school testimonial1992 Chinese only
- 34. Secondary school testimonial1992 Inserted dynamic information only
- 35. A model forinvestigating typography Culture 文化 Language Typography Technology 語言 文字信息設計 科技 Aesthetics 美學 Keith Tam 2010
- 36. Pragmatics, syntactics semantics work in tandem to communicate effectively visual elements and principles, rules of visual Syntactics perception how it is understood, how meaning is created (verbal graphic language) Semantics Pragmatics how it works for the user, in terms of searching and accessing information in a given context
- 37. Typography is averbal–graphic hybrid language Visual Verbal Keith Tam 2011
- 38. Typography is averbal–graphic hybrid language Multilingual typography becomes a meta language Language 1 Language 2 Visual Visual Language 3 Verbal Verbal Keith Tam 2011
- 39. Types of bilingualism/ bilingual typography Two languages presented as Parallel 雙語並行 equivalence of each other One language is embedded into Code-mixing 語碼混合 another below the clause level (words and short phrases) One language is interweaved into Code-switching 語碼轉換 another at clause level or above
- 40. Types of bilingualism/ bilingual typography Two languages presented as Parallel 雙語並行 equivalence of each other One language is embedded into Code-mixing 語碼混合 another below the clause level (words and short phrases) One language is interweaved into Code-switching 語碼轉換 another at clause level or above
- 41. An analytical modelfor bilingual typography Verbal language (content) Status relationship Semantic structure Global visual hierarchy Local visual hierarchy Verbal–graphic language (form) Keith Tam 2011
- 42. An analytical modelfor bilingual typography global Status Sequence Categorization Grouping properties 地位 排序 類別 群組 local Hierarchy Sequence Categorization Grouping properties 層級 排序 類別 群組 Graphical spatial attributes Keith Tam 2011
- 43. Is the (swiss)grid the ultimate solution? Typographie by Emil Ruder c1967
- 44. Is the (swiss)grid the ultimate solution? Typographie by Emil Ruder c1967
- 45. Is the (swiss)grid the ultimate solution? Typographie by Emil Ruder c1967
- 46. Is the (swiss)grid the ultimate solution? Typographie by Emil Ruder c1967
- 47. Analyzing a sampleof bilingual typography Hong Kong Independent Film Festivl programme guide 2011
- 48. Le French May programmeguide 2011
- 49. Are two ormore elements the same or different in terms of . . . Status? Category? Grouping? Semantic Language? Sequence? level? by looking at and comparing graphical spatial attributes Keith Tam 2011
- 50. Using cityscapes asan analogy . . . Hierarchical element – it’s more important than everything else Distinguishing element – it’s different from everything else
- 51. Using cityscapes asan analogy . . . a landmark such as a large cathedral is both a hierarchical and distinguishing element and it becomes a focal point of a city
- 52. Using cityscapes asan analogy . . . an eceletic cityscape – everything is different from everything else! Lacks focus and does not facilitating searching or grouping
- 53. Our eyes neverstay still – they keep looking for patterns and organization Fixations = 2/10 to 8/10 seconds Movements between fixations = 1/100 to 8/100 seconds Patterson 2002 p.213
- 54. Difference in runlength Language 1 Language 2 Because of the nature of the language, a large gap is created
- 55. Different sequential order Language 1 prioritized by order in sequence Searching for the starting point of language 2 becomes more difficult
- 56. Same run length,different column width Language 1 almost becomes a Being more than three times the column sidebar or margin notes rather width of language 1, the visual precence than the main text of language becomes greater, hence more emphasised
- 57. Parallel setting inlist and matrix configurations
- 58. Parallel setting inlist and matrix configurations
- 59. Parallel setting inlist and matrix configurations
- 60. Customary reading directions SheungWan, Hong Kong 2008
- 61. Customary reading directions SheungWan, Hong Kong 2007
- 62. Truck graphics, HongKong 2010
- 63. A comparative descriptiveframework (graphical spatial attributes) Chinese 中文 English 英文 Chinese 中文 English 英文 A Type style 01 Songti or Mingti 宋體或明體 seriffed 襯線體 A Spatial sequence 01 order in vertical sequence 縱向排序 order in vertical sequence 縱向排序 字體風格 02 Heiti 黑體 sanserif 無襯線體或等線體 空間排序 02 order in horizontal sequence 橫向排序 order in horizontal sequence 橫向排序 03 Kaiti 楷體 — 03 sequence assumed via position sequence assumed via position 04 Fang Song 仿宋體 — 位置引申的次序 位置引申的次序 05 cursive 草寫體 cursive 草寫體 04 sequence assumed via graphical attributes sequence assumed via graphical attributes 視覺屬性引申的次序 視覺屬性引申的次序 06 display 標題字 display 標題字 05 order of appearance in linear sequence order of appearance in linear sequence 07 calligraphy 書法 calligraphy 書法 線性流向的出場次序 線性流向的出場次序 08 handlettering 手繪字 handlettering 手繪字 06 reveal or hide after interaction reveal or hide after interaction 09 writing tool ﹠ material 書寫工具及物料 互動後揭示或隱藏 互動後揭示或隱藏 10 typesetting and production method 排字及製作方法 07 transform after interaction transform after interaction 互動後轉化 互動後轉化 B Scale measure 01 actual point size 實際點數 大小及量度 02 appearing size 視覺大小 appearing size 視覺大小 B Configuration 01 linear stream 純線性流動 03 character height 字元高度 cap height 大寫字母高度 配置方法 02 prose (linear interrupted) 段落（線性中斷） 04 — x-height X高度 03 verse (lines broken for sense) 詩句（根據字義換行） 05 — ascender length 上椽長度 04 branching (tree) 分支（樹形結構） 06 — descender length 下椽長度 05 list 列表 07 — baseline 基線 06 matrix 表格 08 Ideographic Character Face (ICF) size — 表意字面（內框）大小 C Reading direction 01 left to right 從左至右 閱讀方向 02 top to bottom, right to left (vertical) — C Weight density 01 actual stroke width 實際筆畫粗細 從上而下，從右至左（縱向） 粗細及密度 02 weight 重量（粗細） weight 重量（粗細） 03 right to left (horizontal) 從右至左（橫向） — 03 overall density 整體密度 overall density 整體密度 04 — stacked letters, top to bottom 縱向叠起字母，從上而下 D Typographic variants 01 — upper- and lowercase 大小楷 05 sideways, top to bottom 轉側，從上而下 字元變換 02 — all-capitals 全大楷 06 sideways, bottom to top 轉側，從下而上 03 — small-capitals 小型大楷 04 — italic or oblique 草寫斜體或傾斜體 D Alignment 01 justified 左右齊行 05 — swashed characters 花體字 靠齊方法 02 flush left, ragged right 齊左散右 flush left, ragged right 齊左散右 06 — superscript 上標 03 flush top, ragged bottom 齊上散下 — 07 — subscript 下標 04 flush right, ragged left 齊右散左 flush right, ragged left 齊右散左 08 circled framed characters 圓及方框字元 — 05 centered 分中 centered 分中 09 jiazhu (split-column notes) 夾注 — E Spacing 01 column width 欄寬 10 oblique effect 傾斜 oblique effect 傾斜 空間處理 02 line spacing 行間間距 E Typographic adornments 01 underlining 底線 03 paragraph spacing 段間間距 字元裝配 02 strikethrough 刪除線 04 first line indent 首行縮進 03 paragraph rules 段落嵌線 05 indent 縮進 04 emphasis marks 著重號 — 06 outdent 突出 05 zhuyin (phonetic glosses) 注音 — 07 character spacing 字元間距 — 06 other graphical effects applied to the text 其它字元效果 08 — letterspacing 字母間距 09 — word spacing 字間間距 F Graphical devices 01 text colour 字元顏色 視覺元素 02 background colour 背景顏色 03 border width 線框粗細 04 border style 線框風格 05 border colour 線框顏色 06 other graphical devices 其它標識 Keith Tam 2007–2011
- 64. Silkroad inflight magazine,August 2009
- 65. Silkroad inflight magazine,August 2009
- 66. Silkroad inflight magazine,August 2009
- 67. Silkroad inflight magazine,August 2009
- 68. Silkroad inflight magazine,August 2009
- 69. Silkroad inflight magazine,August 2009
- 70. Xpress The HongKong Designers Association journal 2007
- 71. multiscript ≠ multilingual
- 72. Multiscript ≠ multilingual The sign reads ‘Convention Exhibition Centre metro station’ Source: Yahoo news Hong Kong
- 73. Truck lettering, HongKong, 2011
- 74. Grouping – name Grouping – type of business Syllable-by-syllable transliteration Translation Longer English word spans across Chinese compound word Restaurant sign, Central, Hong Kong 2007
- 75. Milk magazine, June2011 Table of contents
- 76. Milk magazine, June2011 Front of book section
- 77. Advertisment in Milkmagazine, July 2007
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- 86. Superlife Express November2009 Supermarket newsletter
- 87. Superlife Express November2009 Supermarket newsletter (close-up)