Place branding and cross-cultural visual communication : how do the theories and practices of place branding inform our understanding of cross-cultural visual communication design?

In a globalised environment, visual communication designers are now required to understand their audience’s needs, values and unique methods of communication, creating a new focus on the recipient. In a cross-cultural design context, the visual communication also needs to appeal to a broad range of stakeholders and multiple recipients who hold a strong emotional investment in the message being sent. Our understanding of the complexities of designing in this environment can be informed by recent developments in the research of place branding where the focus is on the increased possibility for failure, the strong potential for criticism and the issues associated with a broad range of stakeholders.

The outcomes of this connection are explored further in a case study involving eight countries as diverse as Australia, Brazil, Mexico, South Africa, Turkey, Qatar, United States of America and Zimbabwe. More than 140 student and lecturer participants reviewed a student driven cross-cultural visual communication project that produced over 560 designs. The increased potential for failure and strong, emotional criticism raised questions about the role of images and symbols in cross-cultural visual communication. The impact these have on the reception of the design, challenge our views on the use of stereotypical imagery. This paper will discuss the movement towards designing visual images that are generic and lacking in cultural representation presenting the view that stereotypical imagery is important to the recipient who relies on these cultural references to effectively read the message.

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.

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

A systematic scoping investigation of cross-cultural visual communication design

This research project provides a systematic and strcutured investigation into the issues associated with the emergent field of cross-cultural visual communication design. The results of the scoping research and the international cross-cultural design project offer clear guidance for designers through all stages of the communication process. 

The zombies of sleepy hollow: reimagining Geelong

Place branding is traditionally concerned with drawing on the positive and unique elements of a community to generate investment and build community pride. In 2014 a promotional video was released portraying Geelong as a zombie town, with flamboyant Mayor Darryn Lyons riding in on horseback to save the city and its people. The imagery was more at home in cult zombie cinema than a tourism promotion. Critics berated the video as an ill-conceived stunt that carried a message derisive to the local community. Supporters focused on the bold, creative nature of the endeavour, claiming its potential to ‘go viral’ would enhance Geelong’s media presence, improve the city’s perception and draw visitors to the area. Geelong was first badged ‘Sleepy Hollow’ in the 1860s when the new gold towns of Ballarat and Bendigo boomed, challenging its supremacy as a commercial centre. Geelong prospered in the 1920s through industrialisation, but the moniker has remained. Today, Geelong faces a period of economic uncertainty and transition as it adjusts to major job losses in manufacturing. While this presents significant challenges, it also creates opportunities for the city to re-imagine itself by capitalising on the physical and cultural assets that set Geelong apart. While the zombie video has sparked debate, its success in influencing views of the city is constrained by its references to past stigma and its imposition of a new sense of dystopia in the present. This paper explores the Sleepy Hollow predicament and considers how the branding of Geelong might move beyond parody to better reflect its position as Victoria’s largest regional centre through an approach based on imageability, narrative, assets and investment.

Analysing the complex relationship between logo and brand

Logos are identified as a useful tool within the complex strategy of brand communication. However, the focus on logos has concerned some researchers who attest that a logo is only a minor consideration in place branding where a policy-based approach is required. This paper will argue that logos are critical in place branding in so much as they serve as a tool to help form the foundation of the visual strategy for a place branding campaign. The power of the visual cannot be underestimated and maximising the capacity of a logo through a flexible identity creates a visual repertoire to unite communication strategies and enhance branding. This paper highlights the need to move away from the discussion of the single logo entity and instead focus debate on the integration of the entire suite of visual structures used to create meaning.

Country brand and stakeholder engagement: Case study of Australia unlimited

The thesis presents a comprehensive conceptual framework of stakeholder brand engagement with a place brand identity. The framework comprises of typology of stakeholder brand engagement in place branding context as well as drivers, inhibitors, manifestations and outcomes of such engagement.

Finding a place for health in the schooling process: A challenge for education

It is common in schools for health and education goals to be seen as agendas that are in competition. However schools do attempt to find time in crowded curriculums to cover health issues as part of their responsibility towards advancing the health of their students. A qualitative approach was used in this study to explore perceived outcomes of a Health Promoting School intervention project. The project schools targeted for in-depth study were purposefully sampled to include diversity based on location, level, system and specific health activities. The results showed that the schools involved were moving beyond oppositional constructions of health and education towards approaching health as an element of effective schooling. It is concluded that in any effective health promotion activity in schools, the agenda needs to be driven primarily by an education sector that has demonstrated it can embrace holistic approaches to health, with the health sector acting as partner and facilitator.

Blairgowrie: the meaning of place

Defining the meaning of a specific place is difficult. Blairgowrie is a peaceful and naturally protected beach haven on the Nepean Peninsula on the tip of the Mornington Peninsula, in Victoria, Australia. When a major development is perceived as threatening the quality of place, it is perhaps already too late to begin to name its characteristics or particular attributes. The evocative and poetic qualities of Blairgowrie do not reveal themselves immediately. Only over a period of time, and by visiting at various times of the day in all seasons, can one begin to fathom its moods, its soul, its many colours; and to touch its memories. Here sea and sky can meet, or divide, totally unobstructed, depending on climatic conditions, seasonal weather patterns and diurnal changes. It is still possible to get a sense of scale and wide-angle limitless vision. When a Safe Boat Harbour was proposed for Blairgowrie, residents came out in force to voice their objections or their support. A tribunal hearing was put in place. In light of the dismissal of qualitative data, of reflective experiential material, of community opinion, of values of the 'other' in planning tribunal hearings, this paper attempts to build a case for putting into words 'the meaning of place'. The Safe Boat Harbour proposal was the catalyst for this exploration of 'meaning of place', and is not itself primarily the subject of this paper. This very personal paper begins to examine the meaning of this place. Through images, perceptions, and representations; through time; history, topography; flora and fauna: it attempts to find a way of coming to terms with this extraordinary land/seascape. In the long term this project aims to produce relevant, authoritative, and defensible research that provides the context and rationale for the selection and assessment of places of outstanding heritage significance. Further, it will provide a case study in support of new planning regulations for 'place' zones (Mant, 2001) rather than the generic land use zones, which are current in Victoria.

A new voice in a new place: musical encounters with a difference

Australian education providers at the university level are being challenged to be more inclusive of cultural diversity and associated knowledge systems in their curricula. This article reports on some findings of a research study that aimed to evaluate the introduction of African music to primary teacher education students and to provide them with a context for assimilating African music into their own teaching practice. This paper reports on my work as a music educator in sharing my different worlds of experience ‘with one voice’ in order to expand students’ local knowledge base. It also discusses the nature and applications of African music and demonstrates some aspects that correlate with Western music. Through a study of both Western and African pedagogies and repertoire, students were able to gain a more holistic perspective of the role of music in society and were able to contextualize and transfer epistemological and pedagogical insights from one society to another.

Browsing the modern kitchen - a feast of gender, place and culture (part 1)

Assembling 10 essays from around the globe which engage variously with the space in which food preparation occurs—the kitchen—revealed stunning diversity but also commonalities. In this first of two sets of theme papers on this vital but often unexamined domestic space, the discourse of modernity unites the look and use of twentieth-century kitchens in Australia, Britain and Finland. Imbued with notions of scientific management, the modern kitchen had some common designs which prescribed women's place within it—first as the main occupant and then as the family overseer. The construction of this semi-private space also involved particular domestic technologies which, as the new century dawns, now literally connect the kitchen to the world beyond via the internet fridge. This Introduction begins the two-part feast of gender, place and culture—with an overview of Australia and sketch of subsequent essays—Supski on mid-century migrant Australia, Saarikangas on Finland, Bennett on rural Britain and Watkins on the fridge.