Lina Caicedo - Graphic Branding and Identity Art is a form of expression that has been used throughout history to communicate one's inner thoughts, ideas, and feelings. It provides a way to release emotions and can serve as a coping mechanism in most ocassions. For instance, a ballerina can use her body to interpret a musical piece and convey a story, while a designer employs visual elements to communicate a message. Both forms of art have the potential to connect with the audience and elicit emotions. However, it is up to us as viewers to decide how we want to interpret that story or message. Symbolism and how brands are influenced by social movements A symbol is described as a ‘visually perceptible figure with a particular meaning used to transmit information independently of language’. Although symbolism started around 30,000 years ago in the Palaeolithic ice age of Europe, it wasn’t until 1920 when the Viennese philosopher Otto Neurath created a picture language called International System Of Typographic Picture Education (Isotype) whose aim was to use graphic symbols to communicate to a wider audience. During my DPS experience, I have encountered situations where brands choose to incorporate more diverse and inclusive visuals and graphic elements in their branding. This approach makes a statement about their commitment to equality and inclusivity, fostering trust and loyalty among consumers. During my DPS experience, I have encountered situations where brands choose to incorporate more diverse and inclusive visuals and graphic elements in their branding. This approach makes a statement about their commitment to equality and inclusivity, fostering trust and loyalty among consumers. Rainbow symbol The rainbow symbol for instance, wasn’t always viewed as the pride symbol. It has adopted different meanings and concepts throughout time. In religion it was viewed as a promise of better times to come (Christianity), a symbol of divine patience (in Judaism) and it also forms part of one of the four elements (Islam). Today it is the most prominent symbol for Pride and equal rights advocacy for all people identifying as LGBTQ+. As a result of this social movement brands started to show support in different ways:
While many popular brands are making efforts to end discrimination and promote inclusivity towards the LGBTQ+ community, some argue that showing support requires more than just a social media post or limited edition products. According to Rich Ferraro, the chief communications officer at GLAAD, "If a brand doesn’t have a 365-day-a-year plan for LGBTQ inclusion, they really need to prioritise that over prioritising a one-off Pride campaign." Ferraro believes that brands should use their political influence to educate people about anti-LGBTQ legislation and promote pro-LGBTQ legislation to make a real change. Whether brands are being genuine or not about their initiatives to a more inclusive and open-minded world it is up to us, the consumers, to believe. During the COVID-19 pandemic, a rainbow symbol emerged as a sign of hope and solidarity for the UK's National Health Service (NHS). It served as a reminder of the resilience and strength of the human spirit and a great way to express gratitude and appreciation for all key workers at the forefront of the fight against COVID-19. In conclusion, the rainbow has become a significant symbol in religion, the LGBTQ+ community, and among key workers, particularly NHS workers during the COVID-19 pandemic. Adapting the meaning of symbols is our responsibility, and art and design are powerful tools for expressing ideas and thoughts. Whether the design outcome is seen as a political response or not is up to the audience to decide. Ultimately, art is a way of expressing oneself and generating change. Sources:
Book: The Politics of Design by Ruben Pater https://different-level.com/how-art-and-politics-influence-and-shape-each-other/ https://uxplanet.org/what-does-design-have-to-do-with-politics-52ffcb992f4e https://www.paulrand.design/writing/articles/1985-the-politics-of-design.html https://medium.com/graphic-language/expressive-ideas-530e507d5866 https://newsroom.kelloggcompany.com/2021-05-20-Kellogg-Companys-Latest-Collaboration-with-GLAAD-Unwraps-Why-Boxes-Are-for-Cereal,-Not-For-People https://www.cnbc.com/2021/06/20/the-right-way-for-brands-to-approach-pride-month-and-all-year-round.html https://www.vam.ac.uk/blog/projects/pandemic-objects-rainbows
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