Itu Chaudhuri completed his bachelor’s degree in architecture from SPA, Delhi, but left that profession to pursue his interest in Graphic Design. He started his Graphic design practice in the mid-80s, before the advent of computer desktop publishing. He is the founder and principal designer of ICD - one of the best design studios in India. He runs the studio along with his partner Lisa Rath. Since its inception, the studio has created a huge body of work, across many design disciplines that go beyond the purview of graphic design. On this episode, Itu talks to us about his journey as a designer. He talks about the transition he made, from being an Architect to a Graphic design professional and he talks about starting his own studio. He also talks about the importance of writing down our thoughts and about conscious explicit thinking. Itu shares with us the stories behind some notable client projects the studio has produced.RELEVANT LINKSItu Chaudhuri Design - http://www.icdindia.comIn Which Annie Gives It Those Ones - https://en.wikipedia.org/wiki/In_Which_Annie_Gives_It_Those_OnesArundhati Roy - https://en.wikipedia.org/wiki/Arundhati_RoyPradip Krishen - https://en.wikipedia.org/wiki/Pradip_KrishenSchool of Planning and Architecture - http://spa.ac.in/Home.aspx?ReturnUrl=%2fSankho Chaudhuri (Itu’s father) - https://en.wikipedia.org/wiki/Sankho_ChaudhuriIra Chaudhuri (Itu’s mother)- http://irachaudhuri.comParsis - https://en.wikipedia.org/wiki/ParsisR K Joshi - https://en.wikipedia.org/wiki/R_K_JoshiX'Lents - https://www.discogs.com/artist/2061459-XLentsUsha (Iyer) Uthup - https://en.wikipedia.org/wiki/Usha_UthupDarkroom - https://en.wikipedia.org/wiki/DarkroomTypesetting machine - https://www.britannica.com/technology/typesetting-machineDOS - https://en.wikipedia.org/wiki/DOSWindows runtime - https://en.wikipedia.org/wiki/Windows_RuntimeAdobe Pagemarker - https://en.wikipedia.org/wiki/Adobe_PageMakerCommunication theory - https://en.wikipedia.org/wiki/Communication_theoryAurobind Patel - https://www.designindaba.com/profiles/aurobind-patelItalic script - https://en.wikipedia.org/wiki/Italic_scriptTypography Day 2015 keynote by Itu - https://www.youtube.com/watch?v=xoXq3oJqmTsNID - http://www.nid.eduNDTV - https://www.ndtv.comUX design - https://en.wikipedia.org/wiki/User_experience_designIIM Ahmedabad - https://iima.ac.inHaldiram’s - http://icdindia.com/result/Haldirams/Bhujia - https://en.wikipedia.org/wiki/Bikaneri_bhujiaEconomic Times work by ICD - http://www.icdindia.com/project/newspaper-redesign/the-economic-times/136/Business Standard - https://www.business-standard.comTimes of India - https://timesofindia.indiatimes.comNimrod by Monotype - http://catalog.monotype.com/family/monotype/nimrodMike Monteiro - https://medium.com/@monteiroItu’s Blog - http://icdindia.com/blog/Specialists vs Generalists - http://icdindia.com/blog/specialists-vs-generalists/Satyajit Ray - https://en.wikipedia.org/wiki/Satyajit_RayLisa Rath - http://icdindia.com/about-us/Vernacular Etymology - https://www.etymonline.com/word/vernacularA Class Apart - http://icdindia.com/blog/class-apart/Truck art in South Asia - https://en.wikipedia.org/wiki/Truck_art_in_South_AsiaAuto rickshaw - https://en.wikipedia.org/wiki/Auto_rickshawGurgaon - https://en.wikipedia.org/wiki/GurgaonDevi - https://en.wikipedia.org/wiki/DeviMohenjo-daro - https://en.wikipedia.org/wiki/Mohenjo-daroHarappa - https://en.wikipedia.org/wiki/HarappaDutch Design - https://en.wikipedia.org/wiki/Dutch_DesignRembrandt - https://en.wikipedia.org/wiki/RembrandtFab India - https://www.fabindia.comModernism - https://en.wikipedia.org/wiki/ModernismMotorsport / Motoracing - https://en.wikipedia.org/wiki/MotorsportMotocross - https://en.wikipedia.org/wiki/MotocrossKancha(hindi) - Marbles - https://en.wikipedia.org/wiki/Marble_(toy)Design thinking - https://en.wikipedia.org/wiki/Design_thinking