Abstract
This study seeks to define a research method in graphic design that would result in a new graphic design with an African, identity, (particularly an Ivorian idendity). In this study we used a descriptive research method with the purpose of demonstrating how to create a graphic design that reflects the national spirit and identity. This paper first analyzes the concepts of culture and cultural identity as a basis for creating this African identity in modern graphic design, then explores the African visual language as a means to enrich this new African graphic design, and finally analyzes the application of traditional graphic symbols and cultural concepts in graphic design based on a comprehensive understanding of these traditional elements important in development of an African design style (the case of Ivory Coast). Based on data collected, this research concluded that in modern graphic design, the use of elements from the culture of a country, such as cultural concepts, graphic symbols, traditional colors, and other traditional art components is an excellent way to create new features. It allows to bring out the national identity in our work through development of creativity that relies precisely on the elements of this culture. This practice is common today. Concisely it contributes to enrich and developing modern graphic design.
Highlights
This paper first analyzes the concepts of culture and cultural identity as a basis for creating this African identity in modern graphic design, explores the African visual language as a means to enrich this new African graphic design, and analyzes the application of traditional graphic symbols and cultural concepts in graphic design based on a comprehensive understanding of these traditional elements important in development of an African design style
The importance of encouraging and protecting all innovative practices based on a people’s culture cannot be overemphasized, as these practices are integral to maintaining the cultural identity of the people
The innovation of a graphic design based in Africa and Ivory Coast must be treated with importance, because graphic design as an effective communication tool has power to preserve, reflect, promote and publicize our culture
Summary
(Wieder and Pratt,1990), cited by Tetteh (2013), point out that cultural identities are perceptible in everyday life; members of a culturally identified group employ skills, art forms, symbols, and speak the same or similar languages and understand the same views, ideas, and interpretations—elements from which they can be recognized as being from the same culture. Taylor agrees this point of view when he argues that identification is the result of the abilities acquired by man as a member of his society. “Culture is the source of our progress and creativity, it must be nurtured carefully so that it grows and develops” The World Commission for Culture and Development
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