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BRAND ARCHIVES:
A GRAPHIC DESIGN RESPONSE TO THE GLOBALIZATION OF VISUAL IDENTITY


 

Brand Archives is part of a journey into a practice-related doctoral research project on graphic design and brand identity.

By addressing the relevance of brand archives to companies, designers and the broader culture, it represents a critique as to how the cultural inheritance of locally specific heritage brands is often overlooked and tends to dissolve amongst global influence.

What this thesis aims to show is the sort of historical memory relating to brands that can be lost. Through a ‘designerly’ way of exploring brand identity it presents a response for the rescuing, recovery and analysis of historical memory. 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 cultural memory can be acknowledged, displayed and experienced.

Whether for companies, cultural institutions, designers or design historians dealing with locally specific identities and visual culture, the body of work presented here makes a contribution to broadening the scope of brands as a theme under-considered with respect to and preservation of cultural difference.

  • 4.0 PARALLEL EXAMPLES: A COMPARATIVE STUDY

        By placing the case of Sanjo within a broader perspective, the study includes the observation of parallel examples, including brands that were...

  • 5.0 ON BRAND ARCHIVES: FROM DUST TO BLOOMING

        By examining the relevance of archives for addressing visual identity issues, the thesis shows that current graphic design practices can avoid failing...

  • 6.0 CONCLUSIONS

        Although centered in brand identity, this research makes a contribution to methods and cultural diversity. It shows that the methods developed can...