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An INSIGHT on Designs Designers, and Design Industry

Presentation by Ravi Bhadauria @admecinstitute ADMEC Multimedia Institute |

An INSIGHT on Designs Designers, and Design Industry

A Workshop by Ravi Bhadauria at ADMEC Multimedia Institute

Few Words Dear Reader, ADMEC Multimedia Institute is a pioneer institute which provides job oriented training in design and art to the world at large. This presentation is one of the study materials of our workshops being conducted by one of our senior mentors on An Insight On Design and Design Industry. All the admecians and nonadmecians can access this presentation to improve their knowledge related to our design industry. We express thanks to many books and websites, specially Google for making it one of the best presentations of all time. Thanks Ravi Bhadauria, Instructor (Visual Design & Web Development) Director, ADMEC Multimedia Institute

Importance of the Topic It is very very important to know your industry before you get into it; so that you can be familar with various sides of it. In order to shed some light on what it means to be in the graphic design industry, we are going to take a look at:

What are you going to learn today? ●

Design Industry

Design Trends

Veteran Graphic Artists

Design Colleges in India and in World

Design Layout and Its Types

Various Art Forms


Part I

Industry of Design Indian corporate world and the ever-demanding Indian consumers have the undying hunger for well designed products and services. Thus making a tremendous scope of the Design Industry to thrive in the metro and small cities.

The Design Industry in India The commerce and Industry minister, Govt. of India has to be noted stating in a recently held CII function, the need to have almost 10,000 designers in India. The current number of design graduates in India is only around 1000. The statistics have shown that India has only 2 designers for every one million population, whilst Finland has 120 designers and Japan has 90 designers to the same ratio.

The Design Industry in India Cities like Ahmedabad and Pune have significantly made a mark in the Indian map as thriving ‘design centers’. Ahmedabad hosting the most enigmatic design institute in the country namely, the National Institute of Design (NID). NID is in the process of establishing four more centers in Assam, Haryana, Madhya Pradesh, and Andhra Pradesh. Being one of the foremost countries to have adopted a National Design Policy, the design industry in India is aiming at the skies.

The Design Industry in India The study and scope of design is spread across different domains like ●

Architectural Design

Automotive Design

Fashion Design

Industrial Design

Jewellery Design

Animation and New Media

Graphic Design

Landscape Design

Interior Design

Website Design

Furniture Design

Exhibition Design etc.

Architectural Design, 6% Interior Design + Landscape Architecture + Furniture Design, 13% Fashion + Textile + Jewellery + Letter Design, 9% Graphic Design, 20% Animation & New Media Design, 10% Industrial + Automotive + Retail Design, 25% Allied (Toy + Set & Exhibition + Design Research), 11% HCI, 6%

Part II

Design Trends “A general direction in which something is developing or changing.” Design trends are influenced by culture, media, past and present, technology, fashion, and other industries. They come and go, but it’s hard to say exactly when.

Graphic Design Trends 01. Modern Retro Style 02. Material Design 03. Bold Colors & Lively Typography 04. Geometric Shapes 05. Negative Space

06. Modular Layouts 07. Custom Illustrations 08. Minimalistic Style

01. Modern Retro Style

Whether it's is the world of fashion, colors or home decor, retro style is an eclectic mix of old styles and new forms, or new forms with old materials and finishes.

Modern Retro Style Example

Modern Retro Style Example

Ad design for a music store have a retro yet contemporary feel

Modern Retro Style Example

Some distinctly 80s style from stationery brand

Modern Retro Style Example

Modern Retro Style Example

Modern Retro Style Example

Modern Retro Style Example

02. Material Design

Google introduced its material design guidelines. This visual language is characterized by “deliberate color choices, edge-toedge imagery, large-scale typography, and intentional white space� for a bold, graphic look, according to Google.

Flat Design Example

Material Design Example s

Material Design Example

Integrated light and shadow effects for a sense of depth

Material Design Example

03. Bright and Bold Colors

Fitting in with both 80s/ 90s styles and material design, vibrant hues, bold colors

04. Geometric Shapes

Geometric shapes and patterns are a motif that aligns with some of the 80s-era trends. This one can be applied in all sorts of ways— as individual graphic elements, as backgrounds, as an illustrative technique.

Use of Geometric shapes in Business Cards

Radhuset Vingelen is using geometric shapes in their designs.

05. Negative Space

Negative and/or white space is an essential part of any good design. But used strategically, negative space can be a clever way to add deeper or double meaning to your designs, particularly for logo and branding projects.

The negative space in this logo by Sameer Ahmed lends movement and context to the word being spelled out.

In this design for a restaurant called “The Swan & Mallard,� John Randall has creatively managed to fit a swan, a mallard duck, and an ampersand all into one logo though the interaction of positive and negative space.

Look closely at the shapes and spaces created by the violin in Sam Hadley’s concert poster. They form a series of numbers—1, 2, and 3—which are part of the event name.

from left to right, a bird, cat, rabbit, gorilla, dog/wolf, and bear

a book cover design by Jason Booher, takes a concept from the title (immersion) and uses only curving lines and the negative space they create to suggest (in an abstract way) the image of a person immersed in water or some other substance.

06. Modular Layouts

Modular design is a technique where every single element is made using a block grid pattern. Each of the elements of the design fit into the modules in rectangular patterns. The modular grid is beneficial for projects where there is an plenty of content that might be unrelated on the face but appear in a design together (this is why the style was so popular for newspapers with so many unrelated parts on a large canvas).

Modular Layout


07. Dramatic Typography

08. Custom Illustrations

09. Minimalistic Style

This trend relies on minimalism and deconstructing or distorting recognizable forms.

Minimalistic Style Examples

Part III

Veteran Graphic Artists They've helped to shape the way we view graphic design today - here's what you need to know about the pioneers of modern design.

Indian Graphic Artists

Indian Graphic Artists 1) Satish Gujral 2) Binoy Sarkar 3) Dashrath Patel 4) Orijit Sen 5) RK Joshi 6) Sudarshan Dheer 7) Sujata Keshvan

8) Vikas Satwalekar 9) Yeshwant Chaudhry 10) Shekhar Gurera 11) Satyajit Ray 12) Udai Kumar

1. Satish Gujral Painter, Sculptor, Muralist, Architect & Writer Satish Gujral is described as a living legend; one of the few who have consistently dominated the art scene in India for entire post-independent era.

Achievements & Work: •

Belgium Embassy in New Delhi has been selected by the international Forum of architects as one of the one thousand best built in the 20th century in the world.

National Award, "Padma Vibhushan".

Four books of his work and an autobiography have been published.

His work reflects the spirit of traditional Indian Miniatures and Temple Sculptures.

2. Binoy Sarkar Binoy Kumar Sarkar (sometimes Binoy Kumar Sarkar) (1887–1949) was an Indian social scientist, professor, and nationalist. He founded several institutes in Calcutta, including: The Bengali Institute of Sociology, Bengali Asia Academy, Bengali Dante Society, and Bengali Institute of American Culture.

Achievements & Work : •

He designed many of the iconic logos of corporations that are an expression of simplicity with elegant representation of the meaning of the organization. Airport authority of India, Delhi transport corporation, Electronics corporation of India, Indian airlines etc.

3. Dashrath Patel Prof. Dashrath Patel (1927 – December 1, 2010). He was Indian designer, sculptor, who was the founder secretary of the National Institute of Design (NID), Ahmedabad, from 1961 to 1981. Achievements & Work : •

Awarded Padma Bhushan in 2011 and Padma Shri in 1980 by the Government of India for his contribution in design and design education. Honored with grandmaster Award during the Icograda Design Week in India at IIT Bombay during 2007. His work can be seen at Dashrath Patel Museum located in Alibagh, near Mumbai. He practiced in diverse art fields as a painter, ceramist, a graphic designer, industrial design and exhibition design.

4. Orijit Sen Orijit Sen (born 1963) is an Indian graphic artist and designer. His graphic novel River of Stories, published in 1994 by Kalpavriksh is considered as the first graphic novel of India. He co-founded People Tree in 1990 as a "collaborative studio and store for artists, designers, and craftspeople."

Achievements & Work : •

The Pao Collective - Sen is one of the five founders of The Pao Collective. Founded in 2009, the collective aims to "support comics as a medium and a culture in India. PAO: The Anthology Of Comics 1 by Penguin Books India won the 2nd Comic Con India Awards 2012 in the best graphic anthology category.



A Place In Punjab - 7 storey high "walk-through mural experience" that takes the visitor through sights and insights of Punjabi life at the Virasat-e-Khalsa in Anandpur Sahib, Punjab. The multimedia museum Virasat-e-Khalsa in which Sen's mural creation is located was designed by renowned Boston-based architect Moshe Safdie. Mapping Mapusa Market- As the Mario Miranda Chair visiting professor at Goa University, Sen initiated Mapping Mapusa Market. It brings as a whole all "artists, designers, writers, teachers, students and interested members of the public to explore and document the complex life of the Mapusa Market in Goa from a variety of perspectives- illustrations, photographs, videos and interviews. The project aim was to look at how a historical market evolved and how it is coping with the challenges of globalization, consumerism and supermarket and mall culture".

5. R K JOSHI Professor R K Joshi or Raghunath K Joshi (born 1936 in Kolhapur, Maharashtra, India. He was an academic type designer and calligrapher. He designed the core Indian fonts used in Microsoft Windows. He studied at the Sir J.J. Institute of Applied Art in Mumbai. Achievements & Work : • Art director at Ulka Advertising in Mumbai • Bukva-raz, an International Award for his ‘Raghu’ font • Professor of visual communications at the Industrial Design Center of IIT, Mumbai • Lifetime achievement award by Ad Club, 2004 • At Microsoft, he published these typefaces Mangal, Gautami, Raavi, Shruti, Tunga. Kartika, Vrinda (2004). In 2009, he developed Latha and Mangal • Logos created for Punjab National Bank, Welcome Group, Expo Marketing etc. • Typecaces: Vishakha (Devanagari), Vibhusha (Bengali), Vidhan (Oriya), and Viloma (Tamil)

6. Sudarshan Dheer Sudarshan Dheer is the grand master of Corporate Communication in India. Dheer has worked with ad agencies such as National Advertising and MCM for about two decades, quit advertising to start his own design studio, Graphic Communication Concepts in 1974.

Achievements & Work : • Hindustan Petroleum (HP), Titan, the Essar Group, Raheja Corp., Kissan, IDBI Bank and Centurion Bank • Featured in more than 50 international publications and won about 40 awards • Gold Medal in The Sixth International Contest of Trade Marks & Logotype • TAMGA, Russia 2006

BRONZE MEDAL: Bienalleb of International Graphic Design, Brno, Czech Republic 1982 GOLD MEDAL: Art Director of Year, 'CAG' Communication Arts Guild

SIX AWARDS: 'ABCI' Association of Business Communicators of India

FOUR AWARDS: Advertising Club of Bombay

GRAND MASTER: 1st India Icogada Design week IDC, IIT Bombay

He has designed logos for companies like HP , ICICI Bank, Titan Industries,

Kissan Products etc.

7. Sujata Keshvan Sujata Keshavan was born at 1961 is an Indian graphic designer and co-founder of Ray and Keshavan, India's leading brand design firm. Sujata graduated in 1984 from the National Institute of Design and in 1987 from the School of Art, Yale University, with a Master of Fine Arts in graphic design.

Achievements & Work : •

She is the only Indian graphic designer to be honored twice as the Graphic Designer of the Year at the annual Advertising and Marketing (A & M) awards. She won the Eastern Press Award and the Schickle–Collingwood Prize for her outstanding work.

Sujata was placed 18th on Fortune India's list of most powerful women in business She was named among one of India's 30 most powerful women by India Today, and was honored as The Outstanding Woman Professional of the Year, 2007, by the Federation of Indian Chambers of Commerce and Industry (FICCI) She has designed logo for Delhi International Airport, Bengaluru International Airport, Mumbai International Airport, Vistara, Nalanda University etc.

8. Vikas Satwalekar Prof. Vikas Satwalekar was a faculty and executive director at the National Institute of Design (NID), Ahmedabad. He has contributed significantly in the fields of Graphic Design, Publication Design, Exhibition Design, Identity Systems, etc. He now works as a design consultant and is based in Mumbai.

Achievements & Work : •


Grand-master Commendation on the occasion of the Icograda Design Week in India Conference, IIT Bombay Designed corporate identity programs for Mother Dairy, National Dairy Development Board, Channel Identity Graphics and Signature Films for Broadcast Worldwide Pvt Ltd, Doordarshan Channel Identities, DD news, Metro, National Sports, Prasar Bharati and others

9. Yeshwant Chaudhary Yeshwant Chaudhary graduated being first in the class from the Sir J J Institute of Applied Arts at Bombay. He did his post-graduate studies at the Central School of Art and Design, London. He established his own firm 'Communica Corporate Communications' with activities such as film-making, audio-visuals, design services and corporate identity programs. Achievements & Work : Designed logos for the companies like Amul milk product, Educational Conference depicting the third eye for IDC, Bombay, Housing Development Finance Corporation, IIT Guwahati, Central Bank of India.

9. Yeshwant Chaudhary

Yeshwant Chaudhary's Work

10. Shekhar Gurera Shekhar Gurera, or Chander Shekhar Gurera is a famous Indian editorial cartoonist, illustrator and graphic designer. He is known for his cartoons with comments about India's political and social trends. His cartoons appear in several English, Hindi, and regional language daily newspapers like Punjab Kesari, Nava Bharat, The Pioneer etc. He drew cartoons as a hobby, and started his cartoon career in 1984 as a freelancer.

Achievements & Work : ●

He secured four University Colors and Gold Medals in Cartooning and Sketching. He was honored by the Speaker of the Lok Sabha, Balram Jakhar when he was a student of 11th class. Honored by the PM, Rajiv Gandhi and by The President, Giani Zail Singh.

Got the Best Cartoonist Award by the PM P. V. Narasimha Rao during 1st Babu Jagjeevan Ram Memorial All India Art Exhibition. Awarded for the Excellence in Cartooning at 20th Matri Shree Media Awards, by the Delhi CM Sahib Singh Verma. He was awarded by The Saitama's Humor Photo Contest, Japan. Honored at Mahamana Madan Mohan Malaviya Memorial 7th Annual Award for Journalism (Cartoonist). The best way to check his work is to go through his website:

International Graphic Artists Alan Fletcher ● Chip Kidd ● David Carson ● Michael Bierut ● Milton Glaser ● Neville Brody ● Paul Rand ● Paula Scher ● Saul Bass ● Stefan Sagmeister ● Otl Aicher ● Armin Hofmann ● Herb Lubalin ●

1. Alan Fletcher Alan Gerard Fletcher was a British graphic designer. Alan Fletcher was a celebrated name during the twentieth century in the graphic designing field. He was highly regarded by his generation of graphic designers and the following ones, for his prolificacy and an astounding body of work. Alan Fletcher was the father figure of British graphic design.

He studied at the Hammersmith School of Art, then at the Central School of Art, where he studied under noted typographer Anthony Froshaug. After a year teaching English at Berlitz Language School in Barcelona, he returned to London to study at the Royal College of Art.

Achievements & Work : •

He won the 1993 Prince Philip Designers Prize given by the Design Council, was President of the D&AD (Designers and Art Directors Association). The December 2006 limited-edition cover of Wallpaper* magazine featured one of his last works omitting his calligraphic signature in the compliments slip accompanying his completed work for he was too frail by then. Companies like Reuters, Institute of Directors, Victoria and Albert Museum, Italian School of Architecture "Facolta di Architettura di Alghero", (University of Sassari) etc. are designed by Alan Fletcher.

2. Chip Kidd Charles or Chip Kidd born September 12, 1964 in Pennsylvania. He is an American graphic designer and best known for his creative book covers. Based in New York city, He has become the most famous book cover designers. Being a comic lover, he has not only written for DC Comics but has also designed their covers. Kidd graduated with a degree in graphic design from Pennsylvania State University.

Achievements & Work : ●

AIGA medal

National Design Award for Communication

International Center of Photography's Infinity Award for Design

3. David Carson David Carson is an American graphic designer, art director and surfer. He is best known for his new and inventive magazine design, and use of experimental typography. He graduated with a Bachelor of Arts degree from San Diego State University. He also attended the Oregon College of Commercial Art to study graphic designing and a three-week workshop in Switzerland as a part of his degree. The teacher who influenced him was Hans-Rudolf Lutz.

Achievements & Work : David Carson has won over 230 Awards for his work in graphic design, photography, advertising and branding. Some of these awards includes: •

Best Overall Design, Society of Publication Designers in New York.

Cover of the Year, Society of Publication Designers in New York.

Award of Best Use of Photography in Graphic Design, International Center of Photography

Designer of the Year (1998 and 1999), International Center of Photography

Master of Typography, Graphics magazine (NY)

The most famous graphic designer on the planet, April 2004 – London Creative Review magazine (London)

His best work can be seen for the the magazine “Ray Gun”, “The Black Swan Issue”, “Dave Night” etc. His major clients were Pepsi Cola, Ray Ban, Nike, Microsoft, Budweiser, Giorgio Armani, NBC, American Airlines and Levi Strauss Jeans, and later worked for a variety of clients like AT&T Corporation, British Airways, Kodak, Lycra, Packard Bell, Sony, Suzuki, Toyota, Warner Bros., CNN, Cuervo Gold, Johnson AIDS Foundation, MTV Global, Nissan, Intel, Mercedes-Benz, and Nine Inch Nails.

4. Michael Bierut Michael Bierut is a graphic designer, design critic and educator. Since 1990 he has been a partner in the New York office of Pentagram. According to his Pentagram online biography: Bierut "is responsible for leading a team of graphic designers who create identity design, environmental graphic design and editorial design solutions. He studied graphic design at the University of Cincinnati's College of Design, Architecture, Art and Planning. Before becoming partners with Pentagram in 1990 he worked ten years Vignelli Associates, as a vice president.

Achievements & Work : • He has won over a 100 awards and has been kept in various museums in New York, Washington D.C., Germany, and Montreal. • He has served as president emeritus of the New York Chapter of the American Institute of Graphic Arts (AIGA) and is president of AIGA national. • He received highest honor in the profession in 2006, the AIGA medal, which recognizes his illustrious achievements and contributions to the field. • In 2008 he received the Design Mind Award that was presented by the CooperHewitt, National Design Museum, Smithsonian Institution.

• His work includes Big Ben Logo, Mohawk Logo etc.

5. Milton Glaser Milton Glaser is a prominent twentieth century American graphic designer. His artworks had been kept at the prestigious the Georges Pompidou Center and Museum of Modern Art.

Achievements & Work: •

Glaser won a National Design Award Lifetime Achievement in 2004 from the Cooper-Hewitt National Design Museum for his long-term contributions to the contemporary practice of design



In 2009, he was awarded the National Medal of Arts by President Barack Obama and Mrs. Michelle Obama at the White House. His best work includes Logo of I heart New York, Brooklyn Brewery logo, DC Comics Logo, Seed Logo, Stony Brook University and many more.

6. Neville Brody Neville Brody is an English graphic designer, typographer and art director. Neville Brody is an alumnus of the London College of Communication and Hornsey College of Art. He is the new Head of the Communication Art & Design department at the Royal College of Art. He also attended a three-year B.A. course in graphics at the London College of Printing. Achievements & Work : • Design for Tribeca Issey Miyake in New York with Frank Gehry • He was a major contributor to FUSE, an influential publication on experimental typography • London's Victoria & Albert Museum hosted an exhibition of Brody's work • D & AD President's Award 2011 • He is known for his work on The Face magazine (1981–1986) and Arena magazine (1987–1990) which also includes David Beckham in the poster, as well.

7. Paul Rand Paul Rand was an American art director and graphic designer. He was one of the first American commercial artists to use the Swiss Style of graphic design. Rand was a professor emeritus of graphic design at Yale University in New Haven, Connecticut from 1956 to 1969, and from 1974 to 1985. He was inducted into the New York Art Directors Club Hall of Fame in 1972.

Paul attended Manhattan's Haaren High School while taking night classes at the Pratt Institute. Rand was largely "self-taught" as a designer. He also attended Parsons the New School for Design and the Art Students League of New York.

Achievements & Work : He got below awards for his exceptional work: • AIGA Gold Medal • New York Art Directors Club Hall of Fame • Royal Designer for Industry, Royal Society, London • Type Director’s Club Medal • Florence Prize for Visual Communication • Voted one of the Ten Best Art Directors by New York Art Directors Club His best work includes: • Creating Enron, NeXt, IBM, ABC, UPS logos.

8. Paul Scher Paula Scher is an American graphic designer, painter and art educator in design, and the first female principal at Pentagram, which she joined in 1991. Paula Scher studied at the Tyler School of Art, Elkins Park, Pennsylvania and earned a Bachelor of Fine Arts in 1970

Achievements & Work : Art Directors Club Hall of Fame 1998, Chrysler Award for Innovation in Design 2000, AIGA Medal 2001, National Design Award (Cooper Hewitt Smithsonian) 2013 Honorary Doctorates from Corcoran School of Art, Maryland Institute of Art and Moore college of Art. â—?

Awards for graphic design; American Book Award nominations for best book design, and for best compilation of written and graphic material, both 1981, both for The Honeymoon Book: A Tribute to the Last Ritual of Sexual Innocence. ●

The School of Visual Arts grants a Master Series Award, showcase of Make It Bigger ●

She designed logos for Windows 8 Branding, New York Philharmonic, The Metropolitan Opera, Citibank, The Public Theater etc. ●

9. Saul Bass Saul Bass was an American graphic designer and Academy Award winning filmmaker, best known for his design of motion picture title sequences, film posters, and corporate logos. He attended the James Monroe High School from where he done his graduation. In 1936, he received a fellowship to the Art Students League in Manhattan.

He then went on to study at Brooklyn College, attending night classes with a famous Hungarian-born designer, György Kepes. Achievements & Work: •

He designed logo for Bell Systems, AT&T, Continental Airlines, United Airlines

He worked with many top hollywood film directors and created posters of films

10. Stefan Sagmeister Stefan Sagmeister is a New York-based graphic designer and typographer. He cofounded a design firm called Sagmeister & Walsh Inc. with Jessica Walsh in New York City. Sagmeister studied graphic design at the University of Applied Arts Vienna. He later received a Fulbright scholarship to study at the Pratt Institute in New York.

Achievements & Work: •

He has worked for many famous companies like Kleenex, Girl Scouts, Continental Airlines, Anatomy of a Murder Title Sequence, Vertigo Posters etc.



Sagmeister received a Grammy Award in 2005 in the Best Boxed or Special Limited Edition Package category for art directing Once in a Lifetime box set by Talking Heads. He received a second Grammy Award for his design of the David Byrne and Brian Eno album Everything That Happens Will Happen Today in the Grammy Award for Best Recording Package category on January 31, 2010.

Some of his clients are; Aiga Detroit; Anni Kuan Design; Booth Clibborn Editions; Business Leaders for Sensible Priorities; Capitol Records; Chaumont; copy Magazine; Dai Nippon Printing Company; The Guggenheim Museum.

Part III

Veteran Artists A piece of art for someone who loves it; is a most fascinating piece of creativity. On the next slide I have chosen up some of the best artists of all time for you.

Indian Artists/Painters

Indian Artists/Painters Neeraj Goswami ● Suresh Choudhary ● Ajit Keshari Ray ● S H Raza ● Ram Kumar ● Badri Narayan ● Srihari Bholekar ● Amrita Sher Gil ● Tyeb Mehta ● Raja Ravi Verma ● Jamini Roy ● Satish Gujral ● M F Hussain ●

1. Neeraj Goswami Neeraj Goswami is an Indian Artist. He is a prominent, Indian, contemporary painter and sculptor. Neeraj has made the medium of oils his own achieving a brilliance and vibrancy that is outstanding. Using tones of Celadon Porcelain and Onyx Styrations, he gives his canvases gentle radiance. His paintings glow like precious stones with translucence rarely seen.

Achievements & Work :

His works feature in prominent collections, which includes:

• •

• • • • • •

Hero Honda Ranbaxy Group Max India Adidas Somdatt Group Reliance Group Mural for Shivaji Stadium station on Delhi Metro, Airport Express line

Painting Name: Beginning of a Dance

Painting Name: Emerging

Neeraj Goswami's Work

2. Suresh Choudhary Suresh Choudhary studied at the Fine Arts College in Indore and then received a degree from the Sir J.J. School of Arts, Mumbai. A prolific artist, Suresh has participated in numerous solo and group shows across the country including the: •

IV Bharat Bhawan Biennial of Contemporary Indian Art, Bhopal; 7th International Contemporary Art Exhibition, New Delhi; Combined camp of painters, sculptors, graphic artists and ceramic artists organized by Lalit Kala Academy, New Delhi; All India artist camp organized by MP Kala Parishad, MP; Gujarat Lalit Kala Acacdemy Group show of young painters etc.

Achievements & Work : •

He was the recipient of numerous awards and accolades including the Amrita Shergil Fellowship by the Government of Madhya Pradesh. The Fellowship in Creative painting by the Government of India. His works are found in many private collections in India and abroad (USA, France, Norway, Dubai, England,France, West Germany, USSR, Canada). Many corporate houses such as the Air India, Bharat Earth Movers, Cipla, Union Carbide, Indian Oil and HUDCO also use his works.

Suresh Choudhary's Work

3. Ajit Keshari Ray He went on to specialize in sculpting, wood engraving and graphic art at the Anglo-French Art Centre in London. He bagged the first Lalit Kala Akademi award for modern painting for his work, The Flight. Former president of Lalit Kala Academy, winner of Dharmapada award. As a scholar from Doon school and Shanti Niketan he was guided as the creator of modern art.

Ajit Keshari Ray's Work

4. Ram Kumar Ram Kumar was among India’s leading modernists. He studied Economics at St. Stephen’s College, New Delhi, Following this, he went to Paris to study painting under Andre Lhote and Fernard Leger. Achievements & Work: ●

John D. Rockefeller III Fellowship, New York

Padmashree, Government of India

Premchand Puraskar, Government of Uttar Pradesh

Kalidas Samman, Government of Madhya Pradesh

Officers Arts et Letters, Government of France

Padma Bhushan, Government of India

Fellowship of the Lalit Kala Akademi


Ram Kumar has participated in various exhibitions in and out of India, including the Venice Biennale and the Festival of India shows in the then USSR and Japan

Ram Kumar's Work

5. S H Raza He was an Indian painter who lived and worked in France since 1950, while maintaining strong ties with India. His works are mainly abstracts in oil or acrylic, with a very rich use of color, replete with icons from Indian cosmology as well as its philosophy. Achievements & Work: ●

Silver Medal and Gold Medal Bombay Art Society, Mumbai

Prix de la critique, Paris

Padma Shri, Padma Bhushan, Padma Vibhushan; the Government of India

Fellowship of the Lalit Kala Akademi, New Delhi

Kalidas Samman, Government of Madhya Pradesh

S H Raza's Work

6. Badri Narayan Badri Narayan was an artist, illustrator, Author and story-teller. Narayan began painting with no formal training, and his first public showing was in 1949, followed by a solo show in 1954. He had over 50 solo shows and his work is in several collections, including the National Gallery of Modern Art and the National Museum in New Delhi. Initially, he worked on tile and ceramic, and this informed some of his subsequent water-colors. His paintings are intimate and appealing, often with an element of fantasy, with simple outlines. He worked primarily in ink or pastel and water color.

Achievements & Work : ● Padma Shri in 1987 ● The Maharashtra Gourav Puruskar in 1990. His made Illustrations for ● The Mahabharata by Shanta Rameshwar Rao ●

The Ramayana by Laxmi Lal

Badri Narayan's Work

7. Srihari Bholekar Srihari Bholekar is an International painter, sculptor and print maker from Telangana State of India.

He graduated from Osmania University and obtained his diploma in Drawing and Painting from Sir J.J.School of Arts Bombay and specialized in Mural techniques at New Delhi. Achievements & Work: ●

National Academy Award Conferred by Lalit Kala Academi, New Delhi,

Gold Medal All India Exhibition Hyderabad Art Society,

Gold Medal All India Exhibition, Maha Koshal Kala Parishath, Raipur,

Senior Fellowship Visual Art Graphics, Government of India, Ministry of

Culture, New Delhi.

● ● ●

● ● ● ● ●

Contemporary Engraving Museum, Duro, Alijo, Portugal. Pantswowe State Museum of Modern Art Majadanesk Lublin, Poland. International Research Archives of Contemporary Miniature Prints, University of IOWA, USA. Salarjung Museum, Hyderabad, Telangana. WIPRO Technologies, Madhapur, Hyderabad. Krishna Oberoi, Banjara Hills, Hyderabad National Lalit Kala Academy, Rabindra Bhavan, New Delhi. ABN Contemporary Art Gallery, Santacruz, Mumbai

Srihari Bholekar's Work

8. M F Husain Maqbool Fida Husain, commonly known as MF Husain, was a modern Indian painter of international acclaim, and a founding member of The Progressive Artists Group of Bombay. Referred to as "Picasso of India", M.F. Husain is the most celebrated and internationally recognized Indian artist of the 20th century. Hussain is primarily known for his paintings, but is also known for his drawings and his work as a print maker, photographer, and filmmaker.

Achievements & Work: • National Academy Award Conferred by Lalit Kala Academi, New Delhi • Gold Medal All India Exhibition Hyderabad Art Society • Gold Medal All India Exhibition, Maha Koshal Kala Parishath, Raipur

● ● ● ● ● ●

Senior Fellowship Visual Art Graphics, Government of India, Ministry of Culture, New Delhi He received the National Film Award for Best Experimental Film for Through The Eyes of a Painter. He was also a winner of following awards: Padma Shri Padma Bhushan Padma Vibhushan

Painting Name: Mother Teresa

Painting Name: The Sixth Seal

M F Hussain's Work

9. Amrita Sher Gil Amrita Sher Gil was an eminent Indian painter, sometimes known as India's Frida Kahlo. She is today considered an important woman painter of 20th-century India, whose legacy stands on a par with that of the Masters of Bengal Renaissance. She is also the "most expensive" woman painter of India.

Achievements & Work : •

During the start of 1930s, while in Paris, Amrita Shergil painted more than 60 canvases. Majority of them were portraits and self-portraits. Some of them were also landscapes and still life. Some of the popular works during that period include “The Professional Model“, “Portrait of a Young Man“, “Marie Louise“, “Young Girls” etc. Some of her paintings of her can be seen at National Gallery of Modern Art, New Delhi.

Amrita Sher Gil's Work

10. Tyeb Mehta Tyeb Mehta was an Indian painter. He was part of the Bombay Progressive Artists' Group, which included F.N. Souza, S.H. Raza and M.F. Husain, and the first post-colonial generation of artists in India, like John Wilkins who also broke free from the nationalist Bengal school and embraced Modernism instead, with its Post-Impressionist colors, Cubist forms and brusque, Expressionistic styles.

Achievements & Work: •

Padma Bhushan

Kalidas Samman

Prix Nationale at the International Festival of Painting in Cagnes-sur-Mer,France

He got famous for his work Kali and Celebration.

Tyeb Mehta's Work

International Artists/Painters

International Painters/ Artists ●

Pablo Picasso

Leonardo Da Vinci

Henri Matisse


Frida Kahlo

Andy Warhol

Paul Gauguin

Claude Monet


Rembrandt Harmenszoon

Sandro Botticelli


Johannes Vermeer

1. Pablo Picasso Pablo Ruiz y Picasso, also known as Pablo Picasso was a Spanish painter, sculptor, print maker, ceramicist, stage Designer, poet and playwright who spent most of his life in France. He was considered as one of the greatest and most influential artists of the 20th century, he is known for cofounding the Cubist movement, the invention of constructed sculpture,the coinvention of collage, and for the wide variety of styles that he helped develop and explore.

Achievements & Work : • He received Stalin Peace Prize and and conferred twice for Lenin Peace Prize. •

In 1907, he along with his friend George Braque came up with a remarkable work that noone has made up ever. They included sharp geometric shapes, ‘Les Demoisellesd ’Avignon’,abstracted and distorted with glaring blotches of blues, greens and grays. The work became the precursor and inspiration of Cubism, an artistic style that the two invented. Some of his neoclassical works that depict his return to realism include ‘Three Women at the Spring’, ‘Two Women Running on the Beach/ The Race’ and ‘The Pipes of Pan’.

Painting Name: The Weeping Woman

Painting Name: The Old Guitarist

Pablo Picasso's Work

2. Leonardo Da Vinci Leonardo di ser Piero da Vinci was an Italian polymath whose areas of interest included invention, painting, sculpting, architecture,science,music,mathematics,engin eering,literature,anatomy,geology, astronomy, botany, writing, history, and cartography. He has been variously called the father of palaeontology, ichnology,and architecture, and is widely considered one of the greatest painters of all time.

Achievements & Work: ●

He got recognition for “Virgin of the Rocks”,”Vitruvian Man”, “The Last Supper”, “Mona Lisa” etc. The ‘Leonardo da Vinci Award’, was established in 1975 by the Rotary Club of Florence and is presented to young people involved in the study of arts, technology, literature and the sciences.

Painting Name: Monalisa

Painting Name: The Last Supper

Leonardo Da Vinci's Work

3. Michelangelo Michelangelo di Lodovico Buonarroti Simoni, popularly known as Michelangelo, was an Italian sculptor, painter, architect and poet. He is considered to be one of the greatest artists of the High Renaissance period. He enjoyed drawing and was later introduced to painter Domenico Ghirlandaio. At the age of 13, his father arranged for him to be apprenticed at Ghirlandaio’s workshop where he was exposed to the technique of fresco. Ghirlandaio recommended him to the palace of the Florentine ruler, Lorenzo the Magnificent, where he studied classical sculpture in the Medici gardens.

Achievements & Work: •

He got famous for his work ‘Pieta’, a sculpture in which Mary supports the dead Christ across her knees. It was created from a single piece of Carrara marble. Chapel’s ceiling which contains over 300 figures.

Painting Name: Sistine Chapel Cieling

Sculpture Name: Pieta

Michelangelo's Work

4. Andy Warhol Andy Warhol is a name that revolutionized art in the United States of America during the 20th century. While the world was already familiar with art forms such as painting, Andy introduced a new concept named ‘Pop Art’. His illustrations for various brands garnered a lot of appreciation from the public. However, he was also criticized by many for commercializing art. He did his bachelor’s degree in Fine Arts from ‘Carnegie Institute of Technology’ and specialized in Pictorial Design during this 4year course.

Achievements & Work : The U.S Postal Service issued an 18-inch stamp in 2002, as a tribute to Andy Warhol’s achievements. ●

A few years after his death, the ‘Andy Warhol Museum’ was opened in Pittsburgh, in honour of the artist. A whopping $12 million was spent to keep the artist’s works alive. ●

Though Andy worked on numerous print advertisements for various products, he is known for his films. His most noted celluloid work is the 1966 experimental film, ‘Chelsea Girls’. ●

Pop Art

Painting Name: Anyone for shoes

Andy Warhol's Work

Painting Name: Liz

5. Claude Monet Claude Monet was a renowned French painter who used to capture his daily life’s best moments on canvas. He is one of the most celebrated figures in the field of art, and an inspiration to many budding artists. Unlike many other contemporaries of his times, Claude observed his immediate environment, and painted it on canvas. His work is also known for the effective use of light. Monet pursued his education in arts from ‘Le Havre secondary school of the arts’. He was well-known for many such charcoal caricature works.

Achievements & Work: One of Claude’s works which has made him one of the legendary artists of all time is the ‘Impression, Sunrise’. This painting showed how ‘Havre’s Harbor’ looks during the morning fog. The work seemed like an incomplete sketch, compared to the other paintings of those days. This work of Monet’s, was considered unusual by many critics, who coined a new term for such kind of art, known as ‘Impressionism’.

Impressionism Art

Painting Name: Venice

Painting Name: The Path among the Irises

Claude Monet's Work

Impressionism Art

6. Rembrandt Harmenszoon Rembrandt was a Dutch painter counted amongst the greatest European painters of all time. He lived during the era of the Dutch Golden Age, a period in the 17th century in which Dutch trade, science, military, and art were among the most acclaimed in the world. Having worked during one of the most vibrant periods in Dutch history, Rembrandt rose to fame as a highly creative, sincere, and empathetic artist and is today revered as one of the greatest artists to have ever existed.

Achievements & Work : •

His painting ‘The Anatomy Lesson of Dr. Nicolaes Tulp’ (1632) is a muchdiscussed one among the medical fraternity. In the oil painting he depicted Dr. Nicolaes Tulp, a famous Dutch surgeon, explaining the musculature of the arm to medical professionals. His 1642 painting, ‘The Night Watch’ is one of his more ambitious works. Considered to be a world renowned example of Baroque art, the painting is famous for the effective use of light and shadow, and the perception of motion in what would have traditionally been a static military portrait.

Painting Name: The Anatomy Lesson of Dr. Nicolaes Tulp

Painting Name: The Night Watch

Rembrandt Harmenszoon's Work

7. Raphael Raphael was an Italian painter and architect. He was one of the major figures of the High Renaissance. A highly prolific artist who left behind an enormous collection of paintings at the time of his untimely death at the age of 37, he is best known for his paintings of Madonna and for his large figure compositions in the Palace of the Vatican in Rome.

Achievements & Work: The ‘Stanze di Raffaello’, in the Apostolic Palace in the Vatican, is considered to be his greatest masterpiece. A part of the work was to decorate the Pope’s private library, the paintings he made include ‘The School of Athens’, ‘The Parnassus’ and the ‘Disputa’ which reflect the themes of philosophy, theology, jurisprudence and poetic arts.

Raphel Rooms or Stanze di Raffaello

Painting Name: Lady with a Unicorn

Claude Monet's Work

8. Johannes Vermeer He made total 34 masterpieces in his career of less than 20 years, he is considered a legend in the history of art. He was only artist in the seventeenth century to have used the ultramarine shade procured from the costly lapis lazuli stone. He painted the style adopted by other 'Golden Age' artists, with portraits and everyday scenes. He also made allegorical paintings and landscapes, covering wide range of topics. Achievements & Work : One of the best works ever produced by this distinguished artist is considered to be his 'Girl with a Pearl Earring'. The oil painting on canvas was signed by the artist as 'IVMeer', and is presently housed in the 'Mauritshuis' museum in The Hague, Netherlands.

Painting Name: Girl with a Pearl Earring

Painting Name: The Little Street

Johannes Vermeer's Work

9. Henri Matisse Henri-Émile-Benoît Matisse was a French artist whose career spanned over six decades. He was influenced by Georges Seurat and Paul Signac, who painted in a “Pointillist” style with small dots of color rather than full brushstrokes. Matisse’s creativity came to the fore with sensational canvases such as, Luxe, calme et volupté, Open Window, and Woman with a Hat.

In 1891, he attended the Académie Julian in Paris and studied with the arch academician William-Adolphe Bouguereau and the Symbolist Gustave Moreaumasters. He also studied contemporary art, especially that of the impressionists.

Achievements & Work : •

In 1904, Matisse painted Luxe, Calme et Volupté in the neo-Impressionist style, using the Divisionist technique advocated by Impressionist painter, Paul Signac. The painting's title comes from the poem L'Invitation au voyage. He created one of his major works La Danse especially for the Russian art collector Sergei Shchukin between 1909 and 1910. Dance is commonly recognized as "a key point of (Matisse's) career.

Painting Name: Les toits de Collioure

Painting Name: Woman with a Hat

Henri Matisse's Work

10. Frida Kahlo Frida Kahlo was a great Mexican painter best known for her self-portraits. She combined traditional Mexican folk art with surrealism, making her paintings a symbolic form of self-expression. A selftaught artist, painting was not her first choice as a career, until a tragic incident changed her destiny and left her severely injured.

Achievements & Work : In 1946, she received the National Prize of Arts and Sciences, which was conferred upon her by the Ministry of Public Education. ●

Her self-portrait 'Self Portrait with Thorn Necklace and Hummingbird’ is one of her seminal works. In this painting she depicted herself as a victim, wearing a necklace of thorns. This has been showcased in over 25 museums in the United States and also in countries like Australia, Canada, France, and Spain. ●

Her painting, ‘The Broken Column’, painted right after she underwent spine surgery, is one of her most important works and was a metaphorical depiction of the suffering. This painting is symbolic of her physical and psychological struggles. ●

Painting Name: The two Fridas

Painting Name: Thinking about Death

Claude Monet's Work

Part IV

Design Education NID and IDC lead the list of the Top 10 Design Schools in India. Read on to find out which other design colleges made it to the list and where they stand.

Best Institutes/ Colleges of India • National Institute of Design (NID) Location: Bengaluru, Ahmedabad • Industrial Design Centre (IDC), IIT Bombay • Sir JJ School of Applied Arts Location: Mumbai, Maharashtra • Delhi College of Art – DCA Location: Delhi • Banaras Hindu University- BHU Location: Varanasi, UP • College of Fine Arts Location: Pune, Maharashtra

Few more... • NIFT, India • Arch Academy of Design Location: Jaipur • Pearl Academy, Location: Delhi, Mumbai • National Institute for Creative Communication Location: Bengaluru • School of Fashion Technology (SOFT) Location: Pune

Best Institutes/ Colleges of the World Discover the world’s top universities for art & design, with the QS World University Rankings, 2016. The rankings highlight the world’s top universities art & design subjects, based on academic reputation, employer reputation and research impact. Website:

8 9

Part V

Layout Types Page layout is the part of graphic design that deals in the arrangement of visual elements on a page. It generally involves organizational principles of composition to achieve specific communication objectives.

Types of Layouts 











COPY HEAVY LAYOUT es-of-layouts-by-admec-multimedia-institute

1. BIG TYPE LAYOUT Lee ad’s beauty and appeal are defined by its typeface and meaning. This layout is bold (perfect for catching attention) and covered by huge letters and words, which takes up to 80% of the ad.

2. ALPHABET-INSPIRED LAYOUT Fonts styles both capital and lowercase and other elements forming patterns and design. It emphasizes the arrangement of the elements that will give an impression of an image.

3. BIG-PICTURE LAYOUT As the name suggests, This layout shows a single, large illustration that dominates the space with minimal text and a logo or signature. A Poster like layout type that shows importance to the Main Visual.

4. MONDRIAN LAYOUT Mondrian layout, named after the Dutch painter Piet Mondrian. The use of primary colors; red, yellow and blue is a must. Horizontal and diagonal black bars that produces rectangular shapes are the characteristics of this layout format.

5. MULTI-PANEL LAYOUT Also known as “Comic–Strip Layout” and “Story Board Layout”. A Visual Oriented layout format that contains several panels in various shapes and sizes, each showing the different features, usage, applications of a Product or Services per panel that are associated with “ the visual contents. It uses several frames or panels or images to tell a narrative or compare.

6. FRAME LAYOUT It is used especially when the ad will appear on a crowded page. The frame separates the ad from the items surrounding it. The composition features a prominent element which partially or completely encircles the bulk of the ad, focusing attention on its center.

7. SILHOUETTE LAYOUT It deals with all design elements are clustered together to create a recognizable shape, and can be seen by one solid color. Emphasis shape of product or image that reflects product. This layout usually used to represent a very classy product.

8. CIRCUS OR MONTAGE LAYOUT Arranged in a nonformal motif giving a festive mood to readers.

9. REBUS LAYOUT The layout forming a story suing both text and image.

IBM Logo is the perfect example for Rebus Layout

10. COPY HEAVY LAYOUT A layout style used when the advertiser has a lot to say that can't be described by visuals. Normally, a large dominant headline will run above or below the copy or even be framed by it.

Part VI

Art Forms Art is a diverse range of human activities in creating visual, auditory or performing artworks, expressing the author's imaginative or technical skill, intended to be appreciated for their beauty or emotional power.

Types of Art Animation ● Architecture ● Assemblage ● Calligraphy ● Ceramics ● Computer ● Religious ● Conceptual ● Artistic Design ● Drawing ● Folk ● Graffiti ● Graphic ● Illuminated manuscript ●

Illustration ● Mosaic ● Painting ● Performance ● Photography ● Sculpture ● Stained Glass ● Tapestry and video ● Typography ●

Few other art specializations: ● Commercial Art ● Applied Art ● Fine Art ● Visual Art

Animation Animation is the visual art or process of creating a motion picture from a series of static drawings. Among the great twentieth century animators are J. Stuart Blackton, George McManus, Max Fleischer, and Walt Disney. Animation series like Tom & Jerry,Mickey Mouse are some of the examples.

Architecture Architectures can be defined as the applied art of building design. History has a significance influence on the development of fine art, through architectural styles like Gothic, Baroque and Neoclassical.

Sainte-Chapelle, France (Gothic Architecture)

La Madeleine, Paris (Neoclassical Architecture)

Belfast City Hall,Ireland (Baroque Architecture)

Assemblage A modern form of sculpture, comparable to collage, in which a 3D composition of art is built up or "gathered" from "found" objects or some people can consider it as useless material.

A beautiful assemblage art is created by Andy using layered wood, a piano foot pedal, vintage aluminum cans, beach chair parts, metal, a bed spring, various tools and hardware.

Calligraphy Calligraphy is a visual art related to handwriting. Broad tips instruments, brush etc. are used to write in a harmonious, expressive and decorative way. It is widely used in wedding cards,event invitations, hand-lettered logo design, religious art etc.

Ceramics Ceramics art is an art mainly made from materials like clay.It can be designed by one person or by a group of people to decorate the art ware in a ceramic factory.

Religious Religious or sacred art is artistic imagery using religious inspiration and is often intended to uplift the mind to the spirituality.

Conceptual A contemporary art form that gives priority to the concept or idea behind a work of art, instead to the work itself. For example: Conceptual artists include: Allan Kaprow, and Joseph Beuys the former Professor of Monumental Sculpture at the Dusseldorf Academy, whose dedication earned him a retrospective at the Samuel R Guggenheim Museum (New York).

Allen Kaprow Work

Artistic Design It refers to the planning involved in creating something according to a set of aesthetics. For example: artistic design movements include: Art Nouveau, Art Deco, De Stijl, Bauhaus, Ulm Design School and Postmodernism.

Drawing A drawing can be a complete work, or a kind of sketching for a painting or sculpture. The main issue in fine art is concerned with the importance of drawing (line) versus colour. Drawing can be done using pencil, pen, crayons etc.

Folk The art made by rural artists is termed as Folk art. It is created by individuals who have little or no academic artistic training.


Graffiti It is a contemporary form where street spray painting is used. It was emerged in East Coast American cities during the late 1960s/early 1970s. Famous graffiti artists include Jean-Michel Basquiat , Keith Haring and Banksy.

Graphic Graphics are visual images or designs. They can be made on any surface, such as a wall, canvas, screen, paper, or stone. Images that are generated by a computer are called computer graphics.

Simple computer Graphics is created using Adobe Illustrator Tool.

Illuminated Manuscript An illuminated manuscript is a manuscript in which the text is written additionally with decoration as initials, borders and miniature illustrations.

Illustration The action or way of representing something is Illustration. It can be a form of painting, drawing or other graphic art which explains any written text.

Mosaic A mosaic is a piece of art or image made from the combiantion of tiny pieces of stone, colored glass, or other materials. It is often used in decorative art or as interior decoration. Some floors and walls are made up of mosaic.

Painting The art or skill of using paint, either in a picture or as decoration. Famous painting schools include: Early/HighRenaissance, Mannerism, Baroque, Rococo, Neoclassical, Romanticism, Realism, Impressionism, Post Impressionism, Fauvism, Expressionism, Cubism, Surrealism, Abstract Expressionism, Op-Art, Pop Art, Minimalism, Photorealism, and others.

Performance A 20th century art form in which artists will perform live before an audience.

Photography It is an art of taking photographs of living and non living things. The process of capturing live moments through camera lens and making it into still images is photography.

Sculpture Sculpture is an art of making two-dimensional or three-dimensional work created either by (1) Carving - in stone, marble, wood, ivory, bone; (2) modelling - from wax or clay, after which it may be cast in bronze.

Stained Glass The term stained glass can refer to coloured glass as a material or to works created from it. It has been applied almost exclusively to the windows of churches, mosques and other significant buildings.

Tapestry and video Tapestry is a form of textile art, traditionally woven on a vertical loom. Most weavers use a natural warp thread, such as linen or cotton. Video art is an art form which relies on moving pictures in a visual and audio medium. It came came into existence during late 1960s and early 1970s because of new consumer video technology. It can be streamed online, distributed as video tapes, or DVDs; and performances which may incorporate one or more television sets, video monitors, and projections, displaying ‘live’ or recorded images and sounds.

Typography It is the art or process of arranging, styling the type or printed data and appearance of the matter. The arrangement of type involves selecting typefaces, line lengths, line-spacing, letter-spacing and adjusting the space between words to make it look more attractive for the audience.

Various other Arts Visual art: “Art forms that create works that are primarily visual in nature.”

The visual arts are art forms such as ceramics, drawing, painting, sculpture, printmaking, design, crafts, photography, video, film making, and architecture. Many artistic disciplines (performing arts, conceptual art, textile arts) involve aspects of the visual arts as well as arts of other types. Fine art: “Creative art, esp. visual art, whose products are to be appreciated primarily or solely for their imaginative, aesthetic, or intellectual content.”

Various other Arts Applied Art: The applied arts is the application of design and decoration to everyday objects to make them aesthetically pleasing. The term is applied in distinction to the fine arts which aims to produce objects which are beautiful and/or provide intellectual stimulation. In practice, the two often overlap. The fields of industrial design, graphic design, fashion design, interior design, and the decorative arts are considered applied arts. In a creative and/or abstract context, the fields of architecture and photography are also considered applied arts.

Difference between Commercial & Fine Art Commercial art’s purpose is to sell products, while fine art’s purpose is to be an aesthetic object to be appreciated for its fine and unique qualities. Commercial art includes advertising, graphic design, branding, logos, and book illustration, while fine art includes painting, sculpture, printmaking, photography, installation, multimedia, sound art, and performance.

Difference between Applied & Fine Art Applied arts refers to the application of design and aesthetics to objects of function and everyday use. Whereas fine arts serve as intellectual stimulation to the viewer or academic sensibilities, the applied arts incorporate design and creative ideals to objects of utility, such as a cup, magazine or decorative park bench. - IN SIMPLE WORDS Applied art is usually used in industry and for the business to show the art practically and fine art is the tender part of the art used to show the emotions and sometimes the part of life of any one. So one is practical concerned and one is concerned with emotions.

Part VII

Ad Agencies Read on to find out top 10 Indian Ad Agencies and International Ad Agencies. They are listed not on the basis of any ranking, but just to help you find an ad agency.

Indian Ad Agencies

Indian Ad Agencies •

Mudra Communications Ltd.

Pressman Advertising Ltd.

FCB-Ulka Advertising Ltd.

RK Swamy BBDO Advertising Ltd

Mullen Lowe Lintas Group

Rediffusion – Y&R

Seagull Advertising

JWT Mumbai

Grey India

Goldmine Advertising

1. Mudra Communications Ltd Corporate office – Ahmadabad, Gujarat Website – Mudra Communications Ltd. founded in 1980 a Omnicom/DDB Worldwide Group company and a leading advertising company in India. It has offices in fifteen cities in India. Its clients include HDFC , Akai, Future Group , Ashok Leyland, Asian Paints, Bata, Cipla, Aircel ,Reebok and many more.


Gelusil Ad

2. Pressman Advertising Ltd. Corporate office – Kolkata, West Bengal Website –

Pressman is a renowned name in the advertising industry in India, having presence in many cities includes Siliguri, Mumbai, Kolkata, Delhi, Chennai, Bhubaneswar, Hyderabad, Bangalore, Nagpur, Guwahati and Patna. Pressman is India’s ISO 9001:2008 certified agency.

D-Link, Corporate Advertising

Work done for Department of Tourism West Bengal

3. FCB-Ulka Advertising Ltd Corporate office – Mumbai, Maharashtra Website – FCB-Ulka was established in 1961 is consistently maintaining its position in the top 10 Advertising agencies in India since its inception. FCB-Ulka has its presence in 92 countries having 150 offices across the world.



4. RK Swamy BBDO Advertising Ltd Corporate office – Mumbai, Maharashtra Website – RK Swamy started the advertisement business in year 1973 and became leading brand since then. The company merged with BBDO and renamed it to RK Swamy BBDO advertising. It works for big MNC’s, national companies and corporates such as Air India, Mercedes-Benz, Piaggio, Asia motors, Volvoline cummins etc.



5. Mullen Lowe Lintas Group Corporate office –Mumbai Website – Mullen Lowe Lintas Group is one of India’s largest and most storied communication groups. Having started operations in India way back in 1939, Mullen Lowe Lintas Group is today, a star office of the Mullen Lowe Group, part of the Interpublic Group of Companies. The agency has a brilliant and creative pool of over 850 people across seven divisions and eight cities all over India to manage its 250+ clients. Over the years, Mullen Lowe Lintas Group through its services has helped build some of India’s largest and most successful brands like Flipkart, Blenders Pride, Tanishq, Vistara, Cleartrip, Google India, OLX and many more.

#FlyTheNewFeeling Vistara Ad

#BigBillionDays Flipkart Ad

6. Rediffusion – Y&R Corporate office – Mumbai Website –

One evening in 1973, three leading stalwarts of advertising came together to discuss the state of creativity in advertising. The three people, Diwan Arun Nanda, Ajit Balakrishnan and Mohammed Khan, came up with a game plan – to start their own advertising agency, Rediffusion. Some of the clients are TVS Tyres, Heinz, Complan, Tata Motors, Videocon etc.



7. Seagull Advertising Corporate office – Pune,Mumbai Website –

Seagull Advertising is a full-service, successful 19-year old advertising and brand consulting agency, specializing in branding for results. Their services covers a wide range of verticals such as FMCG, education, healthcare, financial services and real estate to name a few.

MANTRA Hoarding

ACROPOLIS for Web Promotion

8. JWT Mumbai Corporate office – Newyork Website – This is one of the oldest advertisement company in the world, JWT was founded in year 1864. The company has been operating in more than 90 countries worldwide and taken over by Hindustan Thompson in the year 2002. It is a one of the best advertisement company in India which has notable clients such as nestle, Unilever, DTC etc.



9. Grey India Corporate office – Mumbai Website – Grey is one of the ten largest advertising agencies in the world, with offices in over 83 countries. Grey Worldwide provides highly creative services like brand ideas, brand planning, creative development and production. Their agency widely spread over North America; Europe, Middle East & Africa (EMEA), AsiaPacific and Latin America.

TIC TAC Promo & Ad


10. Goldmine Advertising Corporate office – Mumbai Website – They are enriched with over two decades of experience. Matching their clients’ expectations with a thorough understanding of their brands. They have various branches various branches in New Delhi, Ahmedabad, Baroda, Pune, Jaipur, Meerut, Chandigarh, Nagpur, Goa, Lucknow and Bhopal. Their clientele includes Amul, Honda, Godrej, Nissan, MTNL, ONGC, Aadhar etc.


International Ad Agencies

International Ad Agencies ●

Ogilvy & Mather

DDB Worldwide

McCann Worldgroup



Publicis Worldwide



Havas Worldwide

Chiel Worldwide

1. Ogilvy & Mather Corporate office – Newyork, United States Website – Under CEO Miles Young, Ogilvy has achieved worldwide recognition in no time. This is an award-winning ad agency. It gathered the most awards in the two most prestigious award shows, the Effie’s and Cannes Lions. The agency was originally created in 1948 by British-born advertising legend David Ogilvy, virtually from scratch. They worked for some famous brands like Amazon, Coca cola, IBM Cloud, Perrier etc.

Incredible India Campaign

Bounce Back Kurl-on Campaign

2. DDB Worldwide Corporate office – Newyork, United States Website – DDB Worldwide is one of the three main advertising networks within the Omnicom marketing services group, and it maintains a close working relationship within the group with marketing services networks Rapp and Interbrand. They have worked for Volkswagen, McDonald's, Merck, Novartis, Unilever etc.

McDonald's Happy Googles' Ad

Snack Time: Animated Webseried by DDB

3. McCann Worldgroup Corporate office –United States of America Website – is a leading global marketing firm providing marketers with best-in-class strategic and creative services that meet their brand-building needs. Our company is widespread in more than 120 countries to integrate advertising, relationship management, promotion/event marketing, design, P.R., health communications, worldwide production, and all forms of digital marketing. Their clients are KFC, Staples, Dettol etc.


MASTERCARD Commercial,Brazil

4. Dentsu Corporate office – Minato, Tokyo, Japan Website – It is a Japanese international advertising and public relations company whose headquarters are located in the Dentsu Building in the Shiodome district of Minato, Tokyo. They manage the portfolio of more than 6000 clients worldwide.

“BIG” BURGER KING Campaign, Japan

Lok Sabha Election 2014 Campaign


5. FCB Corporate office – Chicago, Illinois, United States Website –

The FCB name was reintroduced in 2014 for the network previously known as Draftfcb. That business had been created in 2006 from the merger by Interpublic of two of its existing subsidiaries: direct marketing specialist Draft Worldwide and famed creative advertising network Foote Cone & Belding. Its clients include Oreo, KFC, US Postal Service ,Nivea and many more.

Nivea Doll AD Campaign

The Baby Stroller Test-Ride By CONTOURS AD Campaign

6. Publicis Worldwide Corporate office – Paris,France Website – Publicis Group is a French multinational advertising and public relations company, and is one of the largest marketing and communications company in the world, by revenue,headquartered in Paris. After 1945 the little-known Parisbased advertising agency grew rapidly, becoming the world's fourth-largest agency. It is now one of the "Big Four" agency companies, alongside WPP, Interpublic and Omnicom. Some of their clients are American Airlines, Bridgestone, Citi, Coca cola, Lancome, HP, Oral-B, Pfizer etc.

RENAULT- AD Campaign


7. WPP Corporate office – London,England Website : WPP plc, (Wire and Plastic Products) is a British multinational advertising and public relations company with its executive office in Dublin, Ireland. It is the world's largest advertising company by revenues, and employs around 190,000 people in 3,000 offices across 112 countries. Some of their esteemed customers are Dell, Samsung, Nestle, Bank of America, LG, Universal Music Group and many more.

“Every Bottle has a Story” The CocaCola Company Campaign, Brazil.

Microsoft-OneNote, The Collective Project Campaign, US

8. Interpublic Corporate office – Newyork,US Website –

The Interpublic Group of Companies, Inc. (IPG) is a publicly traded advertising company. The company consists of three major networks: McCann Worldgroup, Lowe and Partners, and FCB. Its media agencies are bundled under the IPG Media brands entity. It also owns a number of specialty agencies, including public relations, sports marketing, talent representation, and healthcare. It's clientele includes renowned firms like General Motors, Johnson & Johnson, L'Oreal Paris etc.

Lamprell Flash Presentation

NorthStar Aviation Branding

9. Havas Worldwide Corporate office – Newyork,US Website – Havas Worldwide, formerly known as Euro RSCG, is one of the largest integrated marketing communications agencies in the world, made up of 316 offices located in 75 countries throughout the world. The firm provides advertising, marketing services,and corporate communications to global, regional, and local clients. It is the fifth largest communications group in the world, behind Omnicom, WPP, Interpublic, and Publicis. List of clients include Dior, Carolina Herrera, Philips, Burger King, Calvin Klien etc.


LACOSTE Commercial

10. Chiel Worldwide Corporate office – Seoul, South Korea Website: Cheil Worldwide Inc. is a marketing company under the Samsung Group that offers advertising, public relations, shopper marketing, sports marketing, digital marketing, etc. It was established in 1973. It's clientele includes big brands like Samsung, Dettol, Halonix, Channv Foundation, Almond Board of California, Stabilo, Addidas and many more.

Samsung Curved TV Ad, Mexico

Human Rights Watch-End Child Labour, Canada


Design Profiles Responsibilities There are different types of designers in every field. Some of the common design related profiles and their responsibilities are shared in upcoming slides. It will give you an idea about their work.

Fashion Designer

They work on the design of clothing and keep an eye on latest trends. They basically focus in one area of design, such as sportswear, children's wear, footwear or accessories. .

Responsibilities : •

Creating an idea and making a design by hand or using computer-aided design (CAD) software. Keeping a check on latest trends in the market. Working with others in a team, like buyers to develop products to meet its specifications. Interacting closely with sales, buying and production teams on an ongoing basis to ensure the item suits the customer, market etc. Understanding design from a technical perspective, like producing patterns, technical specifications for designs Selection and buying fabrics, trims, embellishments etc. Developing a pattern that is cut and sewn into sample garments and supervising the process of creation. Negotiating with customers and suppliers

Graphic Designer

Graphic designers create visual concepts, using hand or computer software, to deliver ideas that inspire, inform,attract or captivate consumers. They develop the overall layout and design for advertisements, brochures, magazines, and corporate reports using various tools like Adobe Photoshop, Illustrator, InDesign,Flash and many more.

Responsibilities: •

Meet with clients to identify the scope of a project.

Advise clients on strategies to how to target a particular audience.

Convey the right message the design should portray.

Develop graphics or audio images for product illustrations, logos, and websites. Select the right combination of colors, images, text style, and layout for the design.

Know how to present the design to clients.

Incorporate changes recommended by the clients into the final design.

Review designs for errors before printing or publishing them.

Craft or Fine Artist

Craft and fine artists use a wide range of materials and techniques to create art. Craft artists create handmade objects, such as pottery, glassware, textiles or other objects. Fine artists, including painters, sculptors, and illustrators, create original works of art for their aesthetic value, rather than for a functional one.

Responsibilities: •

They use techniques, such as knitting, weaving, glass blowing, painting, drawing, or sculpting.

Develop creative methods for making art.

Create sketches, models to guide their work.

Select which materials to use on the basis of color, texture, strength, and other qualities. Use visual elements, such as composition, color, space, and perspective, to produce desired artistic effects. Develop portfolios highlighting their artistic styles and abilities to show to gallery owners and others who are interested in their work. Display their work at auctions, galleries, museums and online marketplaces.

Art Director

They are responsible for the visual style and images in magazines, newspapers, product packaging, and movie and television productions. They create the overall design and direct others who develop artwork or layouts.

Responsibilities: •

Review and approve designs, artwork, photography, and graphics developed by other team members. Talk to clients to get an idea about their requirements and develop an artistic approach and style.

Coordinate with other creative departments.

Develop detailed budgets and timeline.

Present designs to clients for approval.

Multimedia Designer or Animator

They create animation and visual effects for television, movies, video games, and other forms of media. They create 2D and 3D models and animation.

Responsibilities: •

Research on upcoming projects to help create realistic designs or animations.

Create storyboards that map out key scenes in animations.

Create graphics and animation using computer programs and illustrations.

Work in a team of animators and artists to create a movie, game, or visual effect.

Determine how to represent a concept visually in a best way.

Determine what elements like photographs, art, or other design to use.

Develop the overall design of a publication, or an advertising campaign.

Supervise design team. Edit animations and effects on the basis of feedback from directors, other animators, game designers, or clients. Meet with clients and other designers to review deadlines and development timeline

After going through the presentation, try to answer questions for the following questions: •

Describe the Graphic Design Process. List down some of the achievements of Graphic Designers around the world. Name few famous Graphic Design Agencies around the world?

List down some famous Graphic Design Institutes.

What are different types of art forms?

Describe some of the achievements of International and Indian Graphic Designers. What are latest trends in Graphic Design Industry. Write down about 5 most popular Graphic design artists in India and Internationally.

Project on "Designs, Designers, and Design Industry"

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