Monotype - Potential ideas

Monotype's challenge of creating a typography led campaign for a culture, community or country that is misunderstood, misrepresented or underrepresented is the most aligned to my interests in Graphic design. It provides a good opportunity to build on my portfolio of work as well as push myself in terms of understanding typography. 

These are the potential ideas formed:

New Zealand and the Maori

This was inspired by my trip to New Zealand over the summer. The sheer beauty of the nature in New Zealand alone is worth making a typographic campaign for. It is a paramount priority for the government to protect their wildlife and environment as most of of it is responsible for their tourist industry. For example they protect their best asset through protective restrictions of what you can bring into the country and constant efforts to preserve the flora and fauna through educating the public on environmental preservation. 

The main problem of New Zealand that has caused them to become underrepresented is its location. They are situated in the far ends of the Earth and also in the 'shadow' of Australia who get much more international presence. As a result, New Zealand rarely gets mentioned on mainstream media. Their location creates a sense of isolation and a disconnect with the world which has impacted their society. Walking around cities like Auckland and Wellington, international brands and companies don't have much presence.

Despite being so close to Australia however there are clear cultural differences between the two. Maori culture is far more prominent in New Zealand society than Aboriginal cultures are in Australian society. For example, Maori is an official language of New Zealand. It is taught in schools, used in government departments and broadcast on television. New Zealand also has a Maori monarch and a Maori war dance is performed before rugby games. 

The Romani people

Gypsies are one of if not the most misunderstood and misrepresented communities in history. What their preferred term is the Roma or Romani people. Originating from Hindi people from Northern India, most Romani travelled to Europe. After arriving, most Romani were enslaved which continued until the 19th century. In England, Switzerland and Denmark, the Romani were put to death throughout the medieval era. Many countries, such as Germany, Italy and Portugal, ordered the expulsion of all Romani.
Even today, after centuries of persecution, the Romani are still being discriminated against because society have a preconceived negative view on their people. They are continually made to become an isolated community. This isolation causes Romani children to not attend school, lack access to stable jobs, affordable housing, health care and other social services. As a result, poverty, disease, substance abuse and crime are a norm in many Roma communities. The Romani people's best export is of their music most notably Spanish flamenco which has roots in to the Romani people. 

Rallysport

Rallying is underrepresented as a motorsport that does not generate the same exposure nor receive the same coverage as for example Formula One. The unpopularity of the sport can be factored into its unglamorous atmosphere, hard to reach tracks, being a predominantly male orientated sport and the sport itself. Although superficial glamour does have a role in attracting viewers to a sport. Formula One drivers are paid huge amounts, racing cars that look futuristic through purpose built tracks or the city streets. Big name brands are seen sponsoring the event, spectators have access to more creature comforts whilst at the race, the races are located in capital cities which is beneficial for those who follow the calendar attending the races and there are events that happen before and after the race itself. The glamorous nature of Formula One is largely dependant on the amount of funding it receives. Furthermore because these factors, Formula One is viewed as a more accessible motorsport compared to rallying. 

But there should be more appreciation for rallying. The sport requires great skill to be able to manoeuvre through tight and twisty corners on loose surfaces. Not only that but that they go through these corners at unbelievable speeds that often question when their next crash will be. Everything counts on one lap, so drivers can't afford mistakes. Spectators risk their lives to view the cars coming head on and stand almost touching them as they drive past. One recognisable trait of the spectators is that they always help the drivers get the car back on track if ever it steers off. It is wild and crazy sport that has a definite following which has seen controversy, most notably with the abandonment of Group B where cars became too fast and dangerous for the drivers and spectators.

The remote locations of the tracks shouldn't be seen as an disadvantage. They are wide and varied from the snow and ice tracks of Scandinavia, the glamour of Monte Carlo, the heat of Kenya and the high altitudes of the Argentinian mountain sides. These all could be used to create a more attractive advertising campaign to draw viewers to the sport. The liveries of the rally cars are also a selling point. Cars of the 70s, 80, and 90s had such graphic liveries that it almost became art. 

Cars today unfortunately don't share the same graphic style as their predecessors. But there are still examples of liveries that do make rally an exciting sport to watch.