Typography and the branding of culture: a methodological investigation into the way typography is used to brand cultural festivals in Australia

The observance of and participation in festivals and celebratory events is an increasingly significant aspect of the contemporary experience (Picard & Robinson, 2006). With the prestige that comes from holding culturally relevant and socially acceptable festivals that serve the discourses of “city branding” and the “creative industries” in a competitive global context; significant government, community and private funding is allocated to such events. Festivals have become a central figure of not only the political economy of tourism but also of urban regeneration and cultural tourism. Cultural festivals possess the hallmarks of destination branding or place branding and inadvertently share some of the attributes that influence visitors’ decisions to visit such destinations (Blain, Levy, & Ritchie, 2005; Cooper, 2005; Esu & Arrey, 2009; Jayswal, 2008). Branding is a vital part of this festival space and relies on typography to establish the symbolic values and representations of urban freedoms; rich histories, cultured places, playfulness and stimulation that seek to subvert our daily existence while performing the task of engaging local, national, and international visitors and participants. However, professional practices demonstrated in the design, media and arts industries have far outpaced the extent to which this phenomenon has been written about in the academic or public realm. What this paper intends is to interrogate appropriate semiotic approaches in an effort to analysing the discursive practices of typography as it performs in service to branding cultural festivals in Australia. The intention is to establish a methodology suited to the significant role typography performs within this context and to offer a contribution to design research that not only engages with the artefacts of design but with the conceptualization of designed meaning in 21st century visual culture.

Religion in the early Nazi milieu: towards a greater understanding of ‘racist culture’

In recent years there has been a renaissance of studies into the diverse relationships between National Socialism and esoteric or occult religious trends, which appears to form a remarkable return to the work of George L Mosse. Yet within these debates there has been surprisingly little space devoted to the question of what specifically ‘counted’ as religion in the early Nazi milieu. This article seeks to address this problem through a detailed study of the views on religion in one of the major antisemitic groups in the 1920s, the German Socialist Party, which had a number of significant connections to the NSDAP. The German Socialist debates on religion have remained largely unexamined, and this article analyses the group’s response to the Nazis’ 25 Point Programme, the German Socialists’ own debates about religion, and their views on the most important völkisch authors who were seeking a ‘religious revival’. It demonstrates that views on religion in the early Nazi milieu were extremely diverse, but commonly adhered to notions of race and a racial spirituality that amounted to a kind of ‘ethnotheism’. It argues that concepts of religion in völkisch groups at the time, including the NSDAP, have to be principally understood as part of a particular and extreme ‘racist culture’.

Typography and the branding of culture: a systemic functional analysis of typography’s performance in branding cultural festivals in Australia

This paper offers a social semiotic analysis of logotypes used to brand cultural festivals in 21st century Australia. A contemporary method is explored that suits the significant role typography performs within this context and offers a contribution to design research and the festival scape that not only engages with the artefacts of design but with the conceptualization of designed meaning in visual culture. Branding is a vital part of the festival space and relies on typography to establish the symbolic values and representations of urban freedoms; rich histories, cultured places, playfulness and stimulation that seek to subvert our daily existence while performing the task of engaging local, national, and international visitors and participants. However, professional practices demonstrated in the design, media and arts industries have far outpaced the extent to which this phenomenon has been written about in the academic or public realm. This paper addresses this shortfall and offers the foundation for a systemic functional method in the decoding of typography in visual culture