…design ethos straddled the visual heritage and textual sources in an accessible format, showcasing unexplored content and the possibilities for an illustrated history on the Sikhs for a mainstream audience…
Professor Eleanor Nesbitt from the University of Warwick described the book '... deeply informed text with an abundance of superbly reproduced images'.
… the late eminent Indian author Khushwant Singh, describing the book as: 'A beautiful production... a precious collector's item which I will treasure'.
Background
In 2002 the authors switched careers to bring attention to visual heritage, primary textual sources and oral accounts of the early history of the Sikhs. Collecting first-hand information from their trips to India during 1999-2007, they had compiled the book to be launched at the tricentenary of the 'Guru Gaddi' at Nanded, India in October 2008. To coincide with the anticipated large number of non-resident Indians in attendance during this celebration.
Juga’s design ethos straddled the visual heritage and textual sources in an accessible format, showcasing unexplored content and the possibilities for an illustrated history on the Sikhs for a mainstream audience. Additionally provided comprehensive services for the marketing of the debut book for both UK and India markets which included the design of: 34 page sample brochure; pack shots of the book; promotional posters, postcards, greeting card, pop up displays, student wall-planner; and bag design faced with book motif & publisher logo.
Outcome
The book and marketing materials arrived on schedule for the tercentenary celebrations in India; with a final page count of 352 and an image count of 160. The launch in the UK (2009) at the House of Commons, Susan Stronge, Senior Curator of the Asian Department at the V&A, delivered a favourable introduction to the book, authors and publisher.
The released title established Nirdar Singh Nihang as a published writer; the design of the book secured future collaboration between Juga, the publisher and a private collection. Approximately half of the illustrations [69/159] contained in the book were from Juga’s digital asset archive generated to contextualise the private collection.
Professor Eleanor Nesbitt from the University of Warwick described the book '... deeply informed text with an abundance of superbly reproduced images'. The author and journalist Christy Campbell described it as: 'A fabulous achievement… world class scholarship and research', and the late eminent Indian author Khushwant Singh, describing the book as: 'A beautiful production... a precious collector's item which I will treasure'.
The authors wrote: 'The contribution of our designer, Juga Singh is difficult to quantify. His admirable and tireless efforts in the pursuit of design perfection have resulted in a work of art that we are confident will be enjoyed by readers for generations to come.' (p. 330)
