Letter design and multilingual branding

What is the difference between lettering and calligraphy? If there is any? For a layman, I believe a lettering artist is generally referred to as who does typesetting for signages.
Your work focuses on Multilingual brand design. How has lettering helped you in improving that skill?
What is the most challenging part of multilingual branding – is it the client’s education or availability of well designed regional fonts or lack of awareness in designers?
What impact (conscious or subconscious) does a well designed English brand in Marathi or Hindi create on laypeople? How do you measure that impact? For eg: What changed tangibly when you did redesign Paradise Biryani Logo?
What do you mean when you say, brands must adapt to a multilingual approach?

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