Sudarshan Dheer
Series on design masters in India:
Sudarshan Dheer is the grand master of Corporate Communication in India having contributed to ths discipline for over 50 years. Many of the very well establised corporates have their identity designed by him.
Biography Interview Works 1 Works 2 Contact details Links to Graphic Design in India:
Biography:
1937 Born in Punjab
. Govt. Diploma — Fine Arts-Painting
. Govt. Diploma — Graphic Design
. Worked with various Advertising Agencies in Bombay.
1974: Established: Graphic Communication Concepts design studio
. Clientele: International & National
. Industries / Financial Institutions and Service Organizations
Specializing in Corporate Communication projects:
. Corporate Identity Programmes
. Corporate Literature
. Corporate Packaging
. Signage System
Awards:
GOLD MEDAL:
. The Sixth International Contest of
. Trade Marks & Logotype
. TAMGA, Russia 2006
BRONZE MEDAL:
. Bienalle of International Graphic Design
. Brno, Czech Republic 1982
FIRST PRIZE:
. One Dollar Design" at ICSID '89 Nagoya Japan
GOLD MEDAL:
. Art Director of Year,'CAG' Communication Arts Guild
TWELVE AWARDS:
. 'CAG' Communication Arts Guild
SIX AWARDS:
. 'ABCI Association of Business Communicators of India
FOUR AWARDS:
. Advertising Club of Bombay
FOURTEEN AWARDS:
. National Awards of Design
HALL OF FAME:
. 'CAG' Communication Arts Guild
GRAND MASTER:
. 1st India Icogada Design week IDC, IIT Bombay
Publications:
First of it's kind in India, Edited & Published Two books:
The World of Symbols/Logos & Trademarks-India- Vol. 1
. Designers from all over the country participated in this publication of 208 pages hard-bound book.
The World of Symbols/Logos & Trademarks-India- Vol. 2
. 200 pages hard-bound book in full colour, representing Corporate Identities from all over India
International Seminars:
1985 International Conference On Symbology. IDC, Bombay, India
1986 X1 Biennale of International Graphic Design. BRNO , Czechoslovakia
1989 World Design Congress, ICSID '89. NAGOYA, Japan.
1994 1st International Logo Conference. OSTEND, Belgium.
1998 XVIII Biennale Of International Graphic Design. BRNO, Czechoslovakia.
International Exhibitions:
1978 International Graphic Design Exhibition. Chelsea School of Arts, LONDON,UK.
1978 V111 Biennale of International Graphic Design. BRNO, Czechoslovakia.
1979 First Asian Graphic Design Biennale. Tehran, Iran.
1982 X Biennale of International Graphic Design. BRNO, Czechoslovakia
1984 International Triennale Exhibition on Graphic Design 'ZGRAF/4. ZAGREB, Yugoslavia.
1986 X11 Biennale of International Graphic Design. BRNO, Czechoslovakia.
1987 International Triennale Exhibition on Graphic Design 'ZGRAF'/5. ZAGREB, Yugoslavia.
1989 World Design Congress, ICSID '89. NAGOYA, Japan.
1998 XVIII Biennale Of International Graphic Design. BRNO, Czechoslovakia.
1990 XIV Biennale of International Graphic Design. BRNO, Czechoslovakia.
Clients - International
Corporate Identity
Hide Craft, New York.
Indogem. Inc., Belgium.
Jewellex, New York.
RosyBlue, Belgium.
Stone Lion Veterinary Centre, London.
Ugma Engineering Corporation Ltd., Uganda.
Uni Design, New York.
Corporate Identity & Literature/Magazine/Advertising
Ashivin Gatha, Switzerland.
Centre for Executive Renewal, Switzerland.
Communicaid, Cairo.
Impex Diamond Corporation, Japan & New York.
India Mag. N.Y., New York.
Style Asia Ltd,. Hong Kong.
Annual Reports
Equatorial Bank Plc., London.
Clients - National
Corporate Identity
Aakar Art Gallery, Bombay.
ACG Group, Bombay.
All India Animal Welfare Association, Bombay.
Ankur Art Gallery, Bombay.
Associated Capsules Ltd., Bombay.
AuroVision Pvt. Ltd., Bombay.
BILT-Ballapur Industries Ltd., Delhi.
Biosense Corp Protection India Ltd., Bombay.
Bombay Market, Surat.
BeyondLife, Bombay.
Cement Corporation of Gujarat Ltd., Bombay.
Cick for Cotton .Com, Bombay.
Datamatics Finance Ltd., Bombay.
Deepchand & Sons, Bombay.
Dimexon, Bombay.
Dinodia Photo Library, Bombay.
E mart, Bombay.
Emgeen Holdings Pvt. Ltd., Bombay.
Essar Group, Bombay.
Express Signs, Bombay.
First Stonex Ltd,. Delhi.
Foodland, Bombay.
Good Value Marketing Col. Ltd., Bombay.
Hilton Department Store, Bombay.
Hindustan Aeronautics Ltd., Nashik.
Hindustan Petroleum Corpn. Ltd., Bombay.
ICICI Bank, Bombay.
ICICI Ivesters' Services, Bombay.
IDBI Bank, Bombay.
IDBI Intech Limited, Bombay.
India OA System, Bombay.
Investrade, Bombay.
ITW Signode India Ltd., Hyderabad.
Jasra Digitals, Bombay.
Jasra Graphics, Bombay.
K.Raheja Corp, Bombay.
Kalyani Brakes Ltd., Pune.
Kirtilal Kalidas & Co., Bombay.
Mahalaxmi Jewellers, Gulbarga
Mahavir General Hospital, Bombay.
Mahavir Refrectories Pvt. Ltd., Bombay.
Mahendra Brothers, Bombay.
MarwahSphere, Bombay.
Melstar Information Technology, Bombay.
MKJ Enterprises Ltd., Calcutta.
Moo Moo Milk Products (I) Ltd., Bombay.
Mukand Limited, Bombay.
OTC Exchange of India, Bombay.
P.D. Kothari & Co., Bombay.
Public Sector Bank,s Bombay.
Roopan Films, Bombay.
Saheli, Surat.
Sarex Overseas Literature, Bombay.
Shrenuj & Co., Bombay.
Stock Holding Corpn. of India Ltd., Bombay.
Strand Book Stall, Bombay.
Sujata Motor Co. Pvt. Ltd., Bombay.
Su-raj Jewellery, Bangalore.
Teja Industries, Bombay.
Titan Industries Ltd,. Bangalore.
Tribhuvandas Bhimji Zaveri, Bombay.
United Communications Ltd., Delhi.
United Telecoms Pvt. Ltd., Bangalore.
Vatsalya, Bombay.
White Digital, Bombay.
World Trade Centre, Bombay.
Xylon ElectroTechnic Pvt. ltd., Bombay.
Corporate Brochure
Asian Paints India Ltd., Bombay
Chiripal Group, Ahmedabad
Colourtex, Bombay
Gamon India Ltd., Bombay
Industrial Development Bank of India, Bombay
Jayashree Insulators, Bombay
P.D. Kothari & Co., Bombay
Pampasar Distilleries Ltd., Bombay
Shapoorji Pallonji and Co. Ltd., Bombay
Shrenuj & Co., Bombay
Spectrum & Tricolour Lab., Bombay
State Bank of India, Bombay
Texchem, Bombay
Textperts Machinery Pvt. Ltd., Ahmedabad
The Associated Cement Corpn., Bombay
TIME Magazine, Bangalore
Zenith Tin Works Pvt. Ltd., Bombay
Annual Reports
Bank of Baroda, Bombay.
Bank of India, Bombay.
Ciba Speciality Chemicals, Bombay.
Export-Import Bank of India, Bombay.
Finolex Cables Ltd., Pune.
Industrial Development Bank of India, Bombay.
ICICI, Bombay.
Oil and Natural Gas Commission, Bombay.
Rashtriya Chemicals & Fertilizers, Bombay.
SBI Capital Markets Ltd., Bombay.
SIDBI, Bombay.
State Bank of India, Bombay.
Unit Trust of India, Bombay.
Corporate Literature
Batliboi Ltd, Bombay.
Jindal, Bombay.
Welspun, Bombay.
Signage System
DHL, Bombay.
EsselWorld Amusement Park, Bombay.
Mukand Limited, Bombay.
Vashi Railway Station, New Bombay.
World Trade Centre, Bombay.
Corporate Packaging
Kissan Products Ltd., Bangalore.
Interview:Question: Is there something in your childhood that influenced you to be a Designer?
Sudarshan Dheer: “It was right from my school days, say about seventh standard, that I was fascinated by painting. I used to go to a painter who came from Lahore. I used to just sit and admire his paintings. Not only that, I used to also stare at cinema posters and banners for hours and wonder in awe. Meanwhile as I was in Kanpur, would go to this painter after my school and learn drawing. My father was a jeweler, so I used to also see how they would draw the designs of their jewellery, and I think it was like this that an instinctive element about the arts creeped in. At the painters shop that I visited I watched signboards and portraits being painted for several years. Then when I was in 9th standard, I started taking orders for cinema banners used mainly to decorate cinema halls. And at that time, I still remember, it paid me just about 12 and a half annas per square foot. After that, as I completed matriculation, I had put together some specimens of my work. I took those and on some pretext came to Mumbai. Here, I went to Sir J.J. School of Art, showed them what I had been doing for the past few years. They admitted me straight away to second year. That is where I saved a year. And so it all began.”
Sudarshan Dheer: “It was right from my school days, say about seventh standard, that I was fascinated by painting. I used to go to a painter who came from Lahore. I used to just sit and admire his paintings. Not only that, I used to also stare at cinema posters and banners for hours and wonder in awe. Meanwhile as I was in Kanpur, would go to this painter after my school and learn drawing. My father was a jeweler, so I used to also see how they would draw the designs of their jewellery, and I think it was like this that an instinctive element about the arts creeped in. At the painters shop that I visited I watched signboards and portraits being painted for several years. Then when I was in 9th standard, I started taking orders for cinema banners used mainly to decorate cinema halls. And at that time, I still remember, it paid me just about 12 and a half annas per square foot. After that, as I completed matriculation, I had put together some specimens of my work. I took those and on some pretext came to Mumbai. Here, I went to Sir J.J. School of Art, showed them what I had been doing for the past few years. They admitted me straight away to second year. That is where I saved a year. And so it all began.”
“During the day I used to work, and in the mornings still continued to study at the J.J. School of Art”
Question: How would you describe your journey into the profession?
Sudarshan Dheer: “Another thing was that due to shortage of funds, I could not afford to stay anywhere in Mumbai apart from the students’ hostel at J.J. So, in a way I had joined J.J. School to actually stay in the hostel. I used to attend morning classes from 8-10 a.m. and from 10 a.m. in the morning, and after that I used to work all day at Brilliant studio in Dadar. I made show cards and movie art there. In those days there was no color, only black and white. We used to hand colour things and make cards by hand, by cut paste techniques etc. But I got fed up of that. Somehow, one day, by a stroke of luck after seeing this advertisement, I met this gentleman by the name of Abbas Reshamwala in Bora bazaar. He used to paint and draw very well and would get orders from Lintas, to make food drawings for packagings. So, I joined him and painted advertising campaigns for Sathe biscuits etc. He paid me well and I got to learn a lot. In those times, there was no photography in the business so I used to draw everything with hand. One of my friends had some contacts in an advertising agency and with the help of that, I went ahead and joined the National advertising agency. My salary hike was phenomenal, from 60 rupees at the painters’ shop to about 150 rupees at the agency. Thereafter, I changed a few jobs and ultimately landed as an art director in Mass Communications and Marketing (MCM). During the day I used to work, and in the mornings still continued to study at the J.J. School of Art. After finishing my graduate studies in painting, I joined the course in commercial arts for another 5 years, primarily to keep my accommodation at the students’ hostel in Bandra. So for 9 years I went on studying and working simultaneously.”
Sudarshan Dheer: “Another thing was that due to shortage of funds, I could not afford to stay anywhere in Mumbai apart from the students’ hostel at J.J. So, in a way I had joined J.J. School to actually stay in the hostel. I used to attend morning classes from 8-10 a.m. and from 10 a.m. in the morning, and after that I used to work all day at Brilliant studio in Dadar. I made show cards and movie art there. In those days there was no color, only black and white. We used to hand colour things and make cards by hand, by cut paste techniques etc. But I got fed up of that. Somehow, one day, by a stroke of luck after seeing this advertisement, I met this gentleman by the name of Abbas Reshamwala in Bora bazaar. He used to paint and draw very well and would get orders from Lintas, to make food drawings for packagings. So, I joined him and painted advertising campaigns for Sathe biscuits etc. He paid me well and I got to learn a lot. In those times, there was no photography in the business so I used to draw everything with hand. One of my friends had some contacts in an advertising agency and with the help of that, I went ahead and joined the National advertising agency. My salary hike was phenomenal, from 60 rupees at the painters’ shop to about 150 rupees at the agency. Thereafter, I changed a few jobs and ultimately landed as an art director in Mass Communications and Marketing (MCM). During the day I used to work, and in the mornings still continued to study at the J.J. School of Art. After finishing my graduate studies in painting, I joined the course in commercial arts for another 5 years, primarily to keep my accommodation at the students’ hostel in Bandra. So for 9 years I went on studying and working simultaneously.”
"The kind of terminology and concepts that were emerging during the 1950's are now a reality and still hold good. They still inspire me."
Question: How and when did you establish your own set up?
Sudarshan Dheer: “While I was in the advt. agencies, my evenings or my Saturdays, used to be spent in readings. I was interested mainly in the design magazine from New York called the Print Magazine. This was around late 1950s, when a burst of graphic design came up. Big designers such as Paul Rand influenced me. New identities like IBM, CBS, 3M shaped up worldwide. I used to admire all these works. I started subscribing to the magazine, I still have copies of it, bound and kept fondly. The kind of terminology and concepts that were emerging during those days are now reality and still hold good. They still inspire me. If one looks at it, most of these trends that took birth in America, flourished in other parts of the world, say for instance in Japan. Specially, the expo 70 was an explosion in graphic design and many new designers came up. I happened to visit Japan in 1973, where I met quite a few graphic designers. I got the opportunity to show my works to designers such as Katzumi Masaru and Ikko Tanaka, who were revolutionary designers in Japan at the time. Mr. Masaru also published some of my works in the design magazine- Graphic Design Japan. So that was like an international beginning for me and the people back home began to recognize me. Even while I was at the advertising agency, I would do a bit of corporate identity work with clients. But I realized that doing this kind of work, in an advertising agency where work was primarily carried out by meeting deadlines, was unprofitable. I figured that if I take six months for a corporate identity project, it is not at all profitable to the agency, as there are ten other departments dependant on the art department. The agency cannot really afford such time for each project. Time and speed were of utmost importance to the agency, from their economic structure point of view. Hence I decided to start off on my own and decided to take up corporate identity jobs. I started up my own setup in 1974.“
Sudarshan Dheer: “While I was in the advt. agencies, my evenings or my Saturdays, used to be spent in readings. I was interested mainly in the design magazine from New York called the Print Magazine. This was around late 1950s, when a burst of graphic design came up. Big designers such as Paul Rand influenced me. New identities like IBM, CBS, 3M shaped up worldwide. I used to admire all these works. I started subscribing to the magazine, I still have copies of it, bound and kept fondly. The kind of terminology and concepts that were emerging during those days are now reality and still hold good. They still inspire me. If one looks at it, most of these trends that took birth in America, flourished in other parts of the world, say for instance in Japan. Specially, the expo 70 was an explosion in graphic design and many new designers came up. I happened to visit Japan in 1973, where I met quite a few graphic designers. I got the opportunity to show my works to designers such as Katzumi Masaru and Ikko Tanaka, who were revolutionary designers in Japan at the time. Mr. Masaru also published some of my works in the design magazine- Graphic Design Japan. So that was like an international beginning for me and the people back home began to recognize me. Even while I was at the advertising agency, I would do a bit of corporate identity work with clients. But I realized that doing this kind of work, in an advertising agency where work was primarily carried out by meeting deadlines, was unprofitable. I figured that if I take six months for a corporate identity project, it is not at all profitable to the agency, as there are ten other departments dependant on the art department. The agency cannot really afford such time for each project. Time and speed were of utmost importance to the agency, from their economic structure point of view. Hence I decided to start off on my own and decided to take up corporate identity jobs. I started up my own setup in 1974.“
Question: What would you describe as your first most successful project?
Sudarshan Dheer: “The HP project competition was my first huge break. It was one of the first projects that came up during the time, when I was starting off on my own. There was an All India competition, which included big names such as Hindustan Thompson Associates, Lintas and the National Institute of Design etc. It was the time when oil was first discovered in Bombay high and the company, Hindustan Petroleum, was looking for a new identity after it became an indigenous company. I had hired a table and a telephone connection opposite handloom house and with the help of a few J.J. School pass outs, who had a small studio near my ‘table’ where I sat, I worked towards the competition. We worked for about 2-3 weeks. At the competition, the PowerPoint slideshow presentation was a rage during that time and all agencies participating presented their work like that. But I clearly stated, I had a primitive style of presentation! I told the jury to excuse my English too and said I shall answer any queries they had about my concept. I was literally a one-man army. I tried my best to hence convert all my negatives into positives. I presented 50 hand drawn boards of my concepts, and after having struck a comfort level with the competition jury panelists, it was a smooth ride. I did not even have a studio that time. After I won the competition, I got exposure, and people came to know me. Gradually I started getting more clients, mostly on the basis of word of mouth publicity. Most of my clients after that were architects.”
Sudarshan Dheer: “The HP project competition was my first huge break. It was one of the first projects that came up during the time, when I was starting off on my own. There was an All India competition, which included big names such as Hindustan Thompson Associates, Lintas and the National Institute of Design etc. It was the time when oil was first discovered in Bombay high and the company, Hindustan Petroleum, was looking for a new identity after it became an indigenous company. I had hired a table and a telephone connection opposite handloom house and with the help of a few J.J. School pass outs, who had a small studio near my ‘table’ where I sat, I worked towards the competition. We worked for about 2-3 weeks. At the competition, the PowerPoint slideshow presentation was a rage during that time and all agencies participating presented their work like that. But I clearly stated, I had a primitive style of presentation! I told the jury to excuse my English too and said I shall answer any queries they had about my concept. I was literally a one-man army. I tried my best to hence convert all my negatives into positives. I presented 50 hand drawn boards of my concepts, and after having struck a comfort level with the competition jury panelists, it was a smooth ride. I did not even have a studio that time. After I won the competition, I got exposure, and people came to know me. Gradually I started getting more clients, mostly on the basis of word of mouth publicity. Most of my clients after that were architects.”
“Every project for me has been a new learning”
Sudarshan Dheer: Every project for me has been a new learning. Even today it happens. And I have always tried not to work on the same path. Most of the learning I got was from interacting with the client. Whenever I interact with the client, the questions they ask me become a learning experience for me, learning about how to go about the project. Learning how to be convinced about what I am doing. I have always tried to have that conviction for the design from within. It should not be that the designer is offering a justification for whatever the design is for the heck of it. Everywhere in life there is a duality. Within us there is a duality. But ultimately it is important to make that decision. One might make 50 concepts, but invariably one will reach a stage where you have to make a decision between a couple of them. In life, in relationships, in design everywhere. What will make a design tick? There is no answer to that question. Very often it has happened, that I have made certain recommendations to the client and the client likes some other concept. Then I work around the pros and cons of the concepts. I believe graphic design is no rocket science or fluke, its pure simple logic, but the voice of the logic needs to come from within. ‘If it has to work it’ll work, if it doesn’t it doesn’t”. Especially for a designer, the duality becomes very important. A point comes where you have to listen to your intuition. And the sooner it comes the better. One has to discover the oneness that binds everything together. Its more important in design as it helps one to get into the design, the process.
“I have always wanted to show what has been happening in India on the design front”
Question: Some other moments you would like to share with us, some other endeavours towards design?
Sudarshan Dheer: I got the opportunity from time to time, to travel around the world and attend conferences. I have always wanted to show what has been happening in India on the design front. One of the design magazines in Korea had published some of my. They proposed to me, if I collect works of some 30-40 designers in India, then they would devote an entire issue to Indian design. This was about in late 1980s. thought it would be a great way to showcase design in India to people outside, so I started working towards it. It took me about 6-8 months to collect work from various designers in India. I took a gamut of people, those advertising, print media, typographers, artists, graphic designers, architects and product designers. I sent the woks across to Korea and a publication was carried out featuring famous names from the Indian design scene. So this was a sort of beginning after which I started compiling all my works together and later on came up with my book - Symbols, Logos and Trademarks.
Interviewed by Shruti Agarwal, Chetan Shastri. M Des students of IDC, IIT Bombay at his office, Graphic Communication Concepts, Colaba, Mumbai, October 1st, 2007
Sudarshan Dheer: I got the opportunity from time to time, to travel around the world and attend conferences. I have always wanted to show what has been happening in India on the design front. One of the design magazines in Korea had published some of my. They proposed to me, if I collect works of some 30-40 designers in India, then they would devote an entire issue to Indian design. This was about in late 1980s. thought it would be a great way to showcase design in India to people outside, so I started working towards it. It took me about 6-8 months to collect work from various designers in India. I took a gamut of people, those advertising, print media, typographers, artists, graphic designers, architects and product designers. I sent the woks across to Korea and a publication was carried out featuring famous names from the Indian design scene. So this was a sort of beginning after which I started compiling all my works together and later on came up with my book - Symbols, Logos and Trademarks.
Interviewed by Shruti Agarwal, Chetan Shastri. M Des students of IDC, IIT Bombay at his office, Graphic Communication Concepts, Colaba, Mumbai, October 1st, 2007
Print:
Logos:
Yoga Thirtha Academy
* Images in this section courtesy Sudarshan Dheer
| Contact details: | |
| Phone: | 091-22-2284 0206 |
| Email: | dheergrd[at]vsnl.com |
| Address: | Sudarshan Dheer, 10 Sind Chambers, S Bhagat Singh Road, Colaba, Mumbai 400 005, India |