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Bilingual typography: Hong Kong 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
Bilingual typography: Hong Kong case studies
Bilingual typography is all about visual harmony?
Sheung Wan, Hong Kong 2008
Shatin, Hong Kong 2009
Central, Hong Kong 2007
Truck graphics, Hong Kong 2008
Peng Chau, Hong Kong 2005
字   A
字   a
字   a
字 word
字 Word
字 WORD
Chinese and English are linguistically and anatomically very different




        字 Aahxg
Former Tai Po Market railway station architectural lettering c1913 (now Hong Kong Railway Museum)
Former Tai Po Market railway station signage c1913 (now Hong Kong Railway Museum)
War memorial arch at the Zoological and Botanical Gardens 1928
Central Government Offices lettering c1957
So Uk Estate architectural lettering c1960
Victoria Park School of the deaf entrance sign c1960
Riots in Hong Kong 1967   http://djyimg.com/i5/403112643869.jpg
Pages from the Laws of Hong Kong, Official Languages Ordinance, passed in 1974
Kowloon Tsai Park original lettering c1964
Kowloon Tsai Park swimming pool sign c1964 (?)
Kowloon Tsai Park sign post-1997
Kowloon Tsai Park sign, possibly post-2000
Exit sign, Mass Transit Railway, Hong Kong
Bilingual typography is all about visual harmony

                       about how various constituent parts
                       of each language
                       interact with each other
                       under many different contexts
                       for many different purposes
Insert in my secondary school report booklet c1984 (?)
Secondary school testimonial 1992
Secondary school testimonial 1992  English only
Secondary school testimonial 1992  Chinese only
Secondary school testimonial 1992  Inserted dynamic information only
A model for investigating typography




                                       Culture
                                       文化




                     Language          Typography   Technology
                     語言                文字信息設計       科技




                                       Aesthetics
                                       美學




Keith Tam 2010
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
Typography is a verbal–graphic hybrid language




            Visual




            Verbal




Keith Tam 2011
Typography is a verbal–graphic hybrid language
Multilingual typography becomes a meta language




            Language 1                      Language 2




                                                         
            Visual                          Visual




                                                                     Language 3


            Verbal                          Verbal




Keith Tam 2011
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
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
An analytical model for bilingual typography




  Verbal language (content)

             Status relationship               Semantic structure




             Global visual hierarchy           Local visual hierarchy


  Verbal–graphic language (form)




Keith Tam 2011
An analytical model for 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
Is the (swiss) grid the ultimate solution?




Typographie by Emil Ruder c1967
Is the (swiss) grid the ultimate solution?




Typographie by Emil Ruder c1967
Is the (swiss) grid the ultimate solution?




Typographie by Emil Ruder c1967
Is the (swiss) grid the ultimate solution?




Typographie by Emil Ruder c1967
Analyzing a sample of bilingual typography




Hong Kong Independent Film Festivl programme guide 2011
Le French May
programme guide 2011
Are two or more 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
Using cityscapes as an analogy . . .




Hierarchical element – it’s more important than everything else




Distinguishing element – it’s different from everything else
Using cityscapes as an analogy . . .




a landmark such as a large cathedral is both a
hierarchical and distinguishing element and it becomes
a focal point of a city
Using cityscapes as an analogy . . .




an eceletic cityscape – everything is different from
everything else! Lacks focus and does not facilitating
searching or grouping
Our eyes never stay 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
Difference in run length

               Language 1                         Language 2




               Because of the nature of the
               language, a large gap is created
Different sequential order



          Language 1 prioritized
           by order in sequence




               Searching for the
                starting point of
            language 2 becomes
                   more difficult
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
Parallel setting in list and matrix configurations
Parallel setting in list and matrix configurations
Parallel setting in list and matrix configurations
Customary reading directions




Sheung Wan, Hong Kong 2008
Customary reading directions




Sheung Wan, Hong Kong 2007
Truck graphics, Hong Kong 2010
A comparative descriptive framework (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
Silkroad inflight magazine, August 2009
Silkroad inflight magazine, August 2009
Silkroad inflight magazine, August 2009
Silkroad inflight magazine, August 2009
Silkroad inflight magazine, August 2009
Silkroad inflight magazine, August 2009
Xpress The Hong Kong Designers Association journal 2007
multiscript ≠ 
             multilingual
Multiscript ≠ multilingual  The sign reads ‘Convention  Exhibition Centre metro station’




Source: Yahoo news Hong Kong
Truck lettering, Hong Kong, 2011
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
Milk magazine, June 2011  Table of contents
Milk magazine, June 2011  Front of book section
Advertisment in Milk magazine, July 2007
Muse magazine, September 2010
Code-switching




Muse magazine, September 2010
Code-switching




Muse magazine, September 2010
Code-switching




Tao magazine, August 2011
Tao magazine, August 2011
Tao magazine, August 2011
Tao magazine, August 2011
Tao magazine, August 2011
Superlife Express November 2009  Supermarket newsletter
Superlife Express November 2009  Supermarket newsletter (close-up)
Bilingual typography: Hong Kong case studies
Bilingual typography: Hong Kong case studies
Bilingual typography: Hong Kong case studies

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Bilingual typography: Hong Kong case studies

  • 1. Bilingual typography: Hong Kong 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 is all about visual harmony?
  • 4. Sheung Wan, Hong Kong 2008
  • 8. Peng Chau, Hong Kong 2005
  • 9.
  • 10.
  • 11. a
  • 15. Chinese and English are linguistically and anatomically very different 字 Aahxg
  • 16. Former Tai Po Market railway station architectural lettering c1913 (now Hong Kong Railway Museum)
  • 17. Former Tai Po Market railway station signage c1913 (now Hong Kong Railway Museum)
  • 18. War memorial arch at the Zoological and Botanical Gardens 1928
  • 19. Central Government Offices lettering c1957
  • 20. So Uk Estate architectural lettering c1960
  • 21. Victoria Park School of the deaf entrance sign c1960
  • 22. Riots in Hong Kong 1967 http://djyimg.com/i5/403112643869.jpg
  • 23. Pages from the Laws of Hong Kong, Official Languages Ordinance, passed in 1974
  • 24. Kowloon Tsai Park original lettering c1964
  • 25. Kowloon Tsai Park swimming pool sign c1964 (?)
  • 26. Kowloon Tsai Park sign post-1997
  • 27. Kowloon Tsai Park sign, possibly post-2000
  • 28. Exit sign, Mass Transit Railway, Hong Kong
  • 29. Bilingual typography is all 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 my secondary school report booklet c1984 (?)
  • 32. Secondary school testimonial 1992  English only
  • 33. Secondary school testimonial 1992  Chinese only
  • 34. Secondary school testimonial 1992  Inserted dynamic information only
  • 35. A model for investigating 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 a verbal–graphic hybrid language Visual Verbal Keith Tam 2011
  • 38. Typography is a verbal–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 model for 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 model for 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 sample of bilingual typography Hong Kong Independent Film Festivl programme guide 2011
  • 49. Are two or more 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 as an analogy . . . Hierarchical element – it’s more important than everything else Distinguishing element – it’s different from everything else
  • 51. Using cityscapes as an 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 as an analogy . . . an eceletic cityscape – everything is different from everything else! Lacks focus and does not facilitating searching or grouping
  • 53. Our eyes never stay 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 run length 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 in list and matrix configurations
  • 58. Parallel setting in list and matrix configurations
  • 59. Parallel setting in list and matrix configurations
  • 60. Customary reading directions Sheung Wan, Hong Kong 2008
  • 61. Customary reading directions Sheung Wan, Hong Kong 2007
  • 62. Truck graphics, Hong Kong 2010
  • 63. A comparative descriptive framework (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
  • 70. Xpress The Hong Kong 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, Hong Kong, 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, June 2011  Table of contents
  • 76. Milk magazine, June 2011  Front of book section
  • 77. Advertisment in Milk magazine, July 2007
  • 86. Superlife Express November 2009  Supermarket newsletter
  • 87. Superlife Express November 2009  Supermarket newsletter (close-up)