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Thesis (PhD)-Open University. BLDSC no.DX186512.

Visual identity can be understood as the result of the application of graphic design methods aimed at inter-brand differentiation, which paradoxically is leading to “homogenizing identities” (Bell, 2004). The globalization of visual identity is a phenomenon that can be observed not only among global brands competing with each other, but also in locally specific heritage brands that relinquish distinctive elements of their identity to resemble the global. In many cases, their specificities end up being distorted, blurred, or lost, and the richness of what is historically and culturally unique about them is often misinterpreted, neglected, or even discarded. By showing what can be lost with regards to historical and cultural memory within a brand’s imagery, this thesis questions the significance of archives to locally specific brands claiming symbolic and cultural relevance. It shows how can graphic designers can contribute to the preservation of cultural diversity through visual identity. To address the loss of cultural memory as well as the globalization of visual identity, this study draws on visual design heritage to achieve an understanding of the past as a source and a means to feed future cultural development. By adapting visual methodologies and case-study methods to assess brand identity, the study presents a methodological approach for the rescuing, interpretative analysis, and exploration of historical memory in brand imagery. It applies ethnographic research methods for data collection and graphic design methods for recovering visual materials, combined with timelines and grids for contextual and visual analysis. A main case-study is presented to demonstrate how the methods originated, how they enable the observation of identity transformations over time, and of how visual identity dissolves with global influence. This case addresses the historical context and today’s cultural relevance of an archive of the Portuguese iconic Sanjo sports shoes brand, which emerged with the rise of the ‘Estado Novo’ authoritarian regime in Portugal (1933–1974). Through the interpretation of how brand designs evolved in relation to contextual history it is possible to see the various social, cultural, political and economical transformations that occurred in their life spans. The thesis presents parallel examples of brands that were heavily influenced or even controlled by government in the past and now operate independently. As with the case of Sanjo, the comparative study investigates, and further draws attention to the relationship between the loss of historical memory and the globalization of visual identity. By examining the relevance of archives for addressing identity issues, the thesis shows that current graphic design practices can avoid failing to address historical contextualisation and cultural relevance if, firstly, a great deal of historical and cultural memory is retrieved, secondly, if there is substantial visual and contextual analysis, and thirdly, if the visual elements and histories uncovered are put together in the right context. By considering the possibilities that brand archives present for exploring the symbolic values of objects and generating meaning, this study fills a gap between archival practices and the way many designers and companies are dealing with locally specific brands. It argues that brand archives are key instruments for designers to derive meaning and convey cultural memory into the future, and that visual identity is a channel through which these can be acknowledged, displayed and experienced. The study concludes by suggesting possible approaches graphic designers might pursue to address the issues identified, and it broadens the scope of the directions in which brand archives can be explored through the re-contextualisation of cultural objects.

“A creative city requires creative solutions” was one of the many insights we got when conduction our examination project together with a Minor Field Study, in Cape Town/South Africa. This report is a window into our South African design adventure and explores the question; how can we create an expressive and dynamic campaign that will succeed in a vibrant city like Cape Town? Under the wing of our assigners at The Frank Joubert Art Centre we created an edgy and interactive campaign for The Expressive Generation Exhibition, that plays with both its environment and its viewer. Our extensive research gave birth to a new design concept; Educational Guerrilla Marketing, with the context of involving the young artists and designers in their own exhibition advertisement. So, how did we manage to combine a design examination project with a social-focused SIDA-report and at the same time get a life changing experience? The following pages will paint you the picture.

This research proposes that traditional typographic knowledge does not sufficiently address the design aspects specific to screen typography such as 3D space, motion, time, sound and interactivity, and that traditional design principles require adaptation and expansion for screen. This practice-­led study presents a broad critical review of the emergent field of screen typography spanning screen media technologies, traditional typographic knowledge and contemporary practice. Its findings contribute a definition of the field of practice including an overview of the history, origins and properties of screen typography, a classification of practice areas, and key practical principles used in related screen-­native disciplines such as film-­making, animation and human computer interaction design. Due to the rapidly changing technological environment of the screen, obsolescence is a key concern for this research and highlights the need for sustainable typographic design methodologies not aligned to specific technology. In this context, and following a literature review of traditional design principles, the work of Emil Ruder (1914-­‐1970), a Swiss modernist typographer was identified as distinguishable in the field and particularly relevant to screen typography because of his holistic design approach underpinned by conceptual principles and systematic practical methods. This thesis provides a detailed analysis of Ruder’s methods set out in his book Typographie: a manual for design (1967) and uses the findings to develop an experimental practice methodology for screen typography. The developed methodology sets out a matrix of the constituent parts of typographic design practice that include: typographic elements, typographic properties, and design principles, which can be combined to create practical exercises in screen typography. The practice matrix was evaluated through peer review, then tested and applied in practice to the design of a series of experimental practical samples and online repository type4screen, and to an iPad app of T.S. Eliot’s 1922 poem, The Waste Land.

This research analyses the dissemination of political and ideological content through the music graphics of selected bands associated with punk and post-punk. It concentrates on the anarcho-punk movement and the neo-fascist scene in the United Kingdom between 1978 and 2008. The aim is to show how music graphics were integral to the philosophy of politically engaged bands, and acted as systems of propaganda. The research further deconstructs these systems and reveals underlying narratives, intentions, tropes and visual codes. The research presents three main novel contributions to scholarship and knowledge. The first is the creation and cataloguing of the most extensive archive to date of the material under analysis providing an instrumental resource for further research on the subject. The second is the development of a methodology for analysing the dissemination of ideological and political content through graphic design objects in a subcultural context. This methodology allows for an exploration of the heretofore neglected area of the inter-relationship between dissemination of the message and specific graphic systems. The analysis is conducted through the use of multiple research methods, drawing upon qualitative research methodologies and the development of complementary methodologies devised for the field of graphic design. The focus is on the analysis of political camps and comparisons between them, noting points of commonality and divergence between dialogues of opposition within the common subcultural context. The third contribution is the identification, analysis and interpretation of ‘extreme’ political music graphics produced by artists from the United Kingdom from 1978 to 2008. Covering an under-researched field and time span of subcultural movements that were critical for the punk subculture and the corresponding political groups, the analysis of the music graphics presents an insight into their political theory and strategies. This comparative work involved methodologies drawn from cultural studies, subcultural studies and historical studies, and can therefore be seen as a contribution to these fields as well as to that of graphic design studies.

This research comprises interrelated elements of video works and a thesis. The philosophy and aesthetics of nature are explored through light and motion in the time- based image. Framed within selected aspects of G.W.F. Hegel’s philosophy, I explore digital aesthetics, nature and dialectics, bringing new perspectives to the poetics of the image and a different understanding of the formative influences of nineteenth century aesthetics and twentieth century modernism on contemporary film and video. I approach these questions from the position of practice, of which the project has two components. Firstly, the representation of natural phenomena is discussed in a number of experimental films and videos, examining selected works in Europe and North America across the last century. The practices focused upon are those where techniques and processes of moving image technologies are brought into critical reflection in the representation of nature (and interests in motion and form). This includes the ways in which photosensitive silver halide crystals on film, electronic signals or pixels are engaged in the material process of the work’s making. Secondly, the works that I have made focus on the constituent technologies of the videographic image; the progressive scan, pixel, properties of digital colour, compression and display technologies. The technologically mediated image of nature is foregrounded with recordings of the sky, sea and terrain explored through system-based processes. The outcomes reflect a dialectical theory of knowledge in the experience of landscape and the human relation to nature. The video works have made present, in sensuous form, the transient ideas accorded to nature in the theories and concepts defined. The relations of practice (video works) and theory (the thesis) are dialectical, where both components interrelate, reflect and determine one another.

Personal exposure to, and in-depth investigations of cultural artifacts can be used to inform visual explorations that represent the universal experience of existing in a world where cultural boundaries are blurred and constantly evolving. Cross-cultural understanding and visual language are expanded throughout the research and making processes, resulting in work that has increased resonance with diverse audiences. Artifacts are not only expressions of a specific group of people, but also reflections of societal influences on one’s thinking, creating, and experiencing the world. In an increasingly global society, there is more interaction between cultures, resulting in a greater exchange of beliefs and perspectives. Through this exchange, certain aspects of a culture are retained, while new approaches to form and material are also intro-duced. When culturally-specific methodologies and aesthetics are visually or conceptually layered, work is produced that communicates relevant, meaningful narratives about the intersection of cultures.

Designers are often concerned with communication through the visual; we focus on the printed object, images on screens, furniture, spaces, and other visual experiences. We should also be cognizant of audio and its communicative properties, especially when contextualized with visual content. Pairing visuals and audio can make a greater impact upon a viewer/listener than each media might make alone. My research focuses on a practice of working within strict sets of rules and boundaries to create visual-audio work. This visual-audio work not only communicates a concept or idea, but also lives as a research artifact of my design processes.