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

Meyrick, Tonya 2016, Typography and the branding of culture: a systemic functional analysis of typography’s performance in branding cultural festivals in Australia, Fusion, no. 10, pp. 249-266.

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Title Typography and the branding of culture: a systemic functional analysis of typography’s performance in branding cultural festivals in Australia
Author(s) Meyrick, TonyaORCID iD for Meyrick, Tonya orcid.org/0000-0002-8765-073X
Journal name Fusion
Issue number 10
Start page 249
End page 266
Total pages 18
Publisher Charles Sturt University
Place of publication Sydney, N.S.W.
Publication date 2016-12-19
ISSN 2201-7208
Keyword(s) Typography
Branding
Culture
Design Research
Method
Place Branding
Summary 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
Language eng
Field of Research 120301 Design History and Theory
Socio Economic Objective 950205 Visual Communication
HERDC Research category C1 Refereed article in a scholarly journal
ERA Research output type C Journal article
Copyright notice ©2016, Tonya Meyrick
Free to Read? Yes
Use Rights Creative Commons Attribution Non-Commercial No-Derivatives licence
Persistent URL http://hdl.handle.net/10536/DRO/DU:30090467

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Every reasonable effort has been made to ensure that permission has been obtained for items included in DRO. If you believe that your rights have been infringed by this repository, please contact drosupport@deakin.edu.au.