Never in a 100 years: a journey in search of a new visual identity

• Main Author: Yeo, Jesvin Puay-Hwa
• Other Authors: School of Art, Design and Media
• Format: Conference or Workshop Item
• Language: English
• Published: 2024
• Subjects: Arts and Humanities; Visual identity; Graphic design
• Online Access: https://hdl.handle.net/10356/174351; https://www.designedasia.com/past-forums.html
• Institution: Nanyang Technological University

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.