By showing what can be lost with regards to historical and cultural memory in a brand’s imagery, this thesis questions the significance of archives to locally specific brands claiming authenticity. It also questions how graphic designers can respond to cultural diversity through visual identity. To answer these questions, the 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 or a system 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.