Rather than aim to try and create a campaign for New Zealanders and the Maori's together, the campaign should rather be about the Maori's themselves. Having the campaign be solely about the Maori people can also highlight a larger, more important message of increasing the appreciation for indigenous people as a whole. It can help spark the conversation between cultures which D&AD wants the typographic campaign will achieve.
FutureBrand's rebrand for Peru is an effective example of representing the country's culture and people. Peru's new logo symbolises the country's many diverse cultures whilst evoking its long heritage and creativity, in a combination of word mark and symbol. As a way to understand what Peru culture is, FutureBrand made efforts to visit several towns and cities, archaeological sites, artisanal districts, museums and other institutions in different areas of the country. This highlights the areas the brief may need to research in order to find the common traits in Maori culture. However, the design was centred around the word itself and is meant to disassociate itself from any specific culture in Peru. The logo's aim is to represent the country and not the cultures. Having no tagline with the mark allows for more flexibility as the reader can then imply their own messages, images, concepts, landscapes and cultures.
The spiral form that is the focal point of the logotype is a simple yet effective mark that has links to various aspects of Peruvian culture and history. The spiral form is present in all cultures in Peru, it resembles a fingerprint to make the logo feel its for the people and the famous desert markings. A small but important design element is the addition of the accent on the 'u'. The accent makes the logo sound like its coming from the locals mouth rather than a anglicised version of it to align with international audiences. Having the type be hand drawn also emphasises the point of creating a logo that represented the people.
The typeface that accompanied the logo shared similar design cues. As mentioned earlier, less is more for typography and by having only some letterforms have a spiralled descender, legibility can still be retained when forming words. It makes the spirals more unique as it stands out from the traditional letterforms.
Overall FutureBrand's solution for Peru is a simple yet effective mark that manages to link itself to various aspects of Peruvian culture, history, traditions and most importantly the people.
Using this a guideline, these are the areas to research for the Maori rebrand
- Language
- Art
- Traditions
- Maori architecture and sculpture
- Ancient Maori stories
- Maori tattoo design
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