Culture in Design

Culture in Design

(talking stick article response)

http://www.indigodesignnetwork.org/?p=2716

Aboriginal Motifs

Functions and Philosophies

It is important to understand and reflect the diversity of Aboriginal culture and the perspective of this relationship in both a spiritual and geographical sense. This is strengthened by the role the design will play as material for an Aboriginal community-based footy team, and the association to allegiance, support, and belief.

The first and main principle relates to the connection of this culture and the outlook it holds toward ‘Country’.

“Country in Aboriginal English is not only a common noun but also a proper noun. People talk about country in the same way that they would talk about a person: they speak to country, sing to country, visit country, worry about country, feel sorry for country, and long for country. People say that country knows, hears, smells, takes notice, takes care, is sorry or happy. Country is not a generalised or undifferentiated type of place, such as one might indicate with terms like ‘spending a day in the country’ or ‘going up the country’. Rather, country is a living entity with a yesterday, today and tomorrow, with a consciousness, and a will toward life. Because of this richness, country is home, and peace; nourishment for body, mind, and spirit.”

This strong bond between individual and homeland must be acknowledged and respected when creating a visual identity for an indigenous team. In saying this it is also important to understand specific differences in tribal culture and the diversity of these backgrounds. These are principals that should be understood and reflected in the choice of medium and subject matter while still maintaining the integrity of the culture/community in a modern context.

As the aim of a ‘community-based’ footy team is to bring people together and reflect a common heritage, I would aim to represent this in the design of the logo, uniform, etc. To create a representation of the diversity within a common cultural group while still encompassing the ideals toward the whole spiritual and ancestral motifs of indigenous culture.

Moral rights and Issues

When referencing Aboriginal art and motifs there are moral issues and rights to be aware of to avoid offending those indigenous to the culture. The main concern is using the traditional knowledge or expression of culture in any other form.

This includes;

·      Any use of traditional cultural expression, which does not acknowledge in an appropriate way the community as the source

·        Any distortion, mutilation or other modification of or inappropriate action in relation to the traditional cultural expression

·       Reproduction or publication of the traditional knowledge or expressions of culture

·       Performance or display of the traditional knowledge or expressions of culture in public

·       Make available online or electronically transmit to the public (whether over a path or a combination of paths, or both) traditional knowledge or expression of culture

Any design or artwork referencing or using parts of Aboriginal Culture has an obligation to acknowledge the rights of the original artist and their community/culture. The appropriation and distribution of indigenous artwork should be carefully considered within the context of the design. The use of this artwork should also be relevant as to not offend anyone sensitive to the issue.

http://www.australiacouncil.gov.au/__data/assets/pdf_file/0004/32368/Visual_arts_protocol_guide.pdf

Native American Motifs

The logo for the Washington Redskins NFL team is a simple portrait view of a native American with feathers in his hair. This has evolved from the original logo -a rough, textured tonal version of the image contained in a white circle with yellow stroke- to the modern logo which is a strongly vector based depiction with bold shapes and strong black lines. The yellow stroke of the circle has also become thicker in the modern logo. The facial expression of the character has also become more solemn over time. The logo has had several variations including colour, background, and orientation changes. The concept was also revised on a couple of occasions to a single spear with a feather, and to a ‘R’ circle with feathers.

All logo’s use a variation of the team colours; yellow, red, white, and brown, whether it is shades of these colours or monochromatic.

The concept of the logo relates to tribal customs of Native American culture, and presumably references this in a historical context. The use of Native American motifs in Modern U.S.A –especially sports- culture can be related to general views of native tribes to be fierce warriors or enemies. The appropriation of these symbols to mascot/logo design in many circumstances and has been viewed as offensive and insulting to Native American culture due to the disregard of the symbolic meaning for the members of the society. This may be the reason it has changed to a spear and type-based design in the past, however the choice to change back may be due to tradition and the teams past reputation for racial sensitivity.

Overall the design is successful. It has grown into a strong visual piece over time, and is generally respectful of the culture it has chosen to idealise, especially compared to other, similar designs.

http://en.wikipedia.org/wiki/Washington_Redskins

http://www.dinesh.com/history_of_logos/nfl_logos/washington_redskins_logo_-_design_and_history.html

Trends

• Woodgrain and/or natural fibre (Texture/Material)
• Bright High contrast colours
• Simplicity