Never in a 100 years: a journey in search of a new visual identity
Inspired by the assertion of Singapore’s founding leader, MM Lee Kuan Yew that “never in a 100 years to evolve a Singaporean culture,” this paper embarks on a experimental journey using the Visual Identity Discovery Approach (VIDA) to unveil a fresh visual culture and identity for Singapore. The...
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| Other Authors: | |
| Format: | Conference or Workshop Item |
| Language: | English |
| Published: |
2024
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| Subjects: | |
| Online Access: | https://hdl.handle.net/10356/174351 https://www.designedasia.com/past-forums.html |
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| Institution: | Nanyang Technological University |
| Language: | English |
| Summary: | Inspired by the assertion of Singapore’s founding leader, MM
Lee Kuan Yew that “never in a 100 years to evolve a
Singaporean culture,” this paper embarks on a experimental
journey using the Visual Identity Discovery Approach (VIDA) to
unveil a fresh visual culture and identity for Singapore. The experimental approach was applied to 33 graphic design
projects, and through the development and implementation of VIDA, this paper documents the process of deconstructing
existing images of Singapore to identify keywords. These
keywords serve as the foundation for reconstructing a novel
visual culture and identity. The ultimate goal is to establish a
clear visual direction for future graphic designers, fostering the
development of a unique Singaporean style across all graphic design outcomes.
By intertwining theory with practical application, the research contributes to the ongoing dialogue about Singapore’s evolving cultural identity and the role graphic design plays in shaping and expressing it. |
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