Authenticating typography in cultural festival brand marks

Meyrick, T. and Taffe, S. 2019, Authenticating typography in cultural festival brand marks, in ICTVC 2019: 7th International Conference on Typography & Visual Communication, University of Nicosia, Cyprus, Greece.

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Title Authenticating typography in cultural festival brand marks
Author(s) Meyrick, T.ORCID iD for Meyrick, T. orcid.org/0000-0002-8765-073X
Taffe, S.
Conference name International Conference on Typography & Visual Communication (7th: 2019 : Patras, Greece)
Conference location Patras, Greece
Conference dates 2019/06/19 - 2019/06/21
Title of proceedings ICTVC 2019: 7th International Conference on Typography & Visual Communication
Publication date 2019
Publisher University of Nicosia
Place of publication Cyprus, Greece
Keyword(s) typography
design research
cultural festivals
branding
Summary According to the World Tourism Organization, tourism is one of the fastest growing economic sectors in the world. In the 1950s there were 25 million international tourists. This is expected to grow to 1.4 billion tourists in 2030 with 7.8 trillion (US) dollars spent internationally on tourism related industries and infrastructure each year. Cultural festivals are considered destination brands that have the potential to attract significant tourist numbers. With substantial capital spent on the brand communication of cultural festivals, there is a surprising lack of research addressing the pivotal role that typography performs in cultural festivals brand marks. Due to this, industry practices exponentially outweigh scholarly research with no controlled studies attempting to investigate this area.Systematically challenging this oversight, this paper argues that typography is an essential, vibrant and nuanced element of cultural festival brand marks. Giving an account of the manifest properties of typography in conjunction with the social and culturally constructed characteristics embedded in its performance and use, I draw on a 3-year latitudinal study of cultural festival brand marks a decade and a half into the 21st century. The influence on consumer perceptions of typography in this context are formed via the consistent use of a specific font in a particular situation; direct interactions with the perpetual qualities of the type and abstract connotations (Childers & Jass, 2002). The authenticity of these properties culminate in either effective or ineffectual brand communication for the cultural festival brand mark. Framed by non-traditional methods of investigating typography within communication design research, a mixed methodology involving content analysis, social research and expert analysis is engaged to identify the pivotal role of typography in the brand marks of cultural festivals contributing to a promising understanding of the area.
Language eng
Indigenous content off
Field of Research 120301 Design History and Theory
Socio Economic Objective 950201 Communication Across Languages and Culture
HERDC Research category E1 Full written paper - refereed
Persistent URL http://hdl.handle.net/10536/DRO/DU:30130820

Document type: Conference Paper
Collections: Faculty of Arts and Education
School of Communication and Creative Arts
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