TITLE:
A Creative Research Process for a Modern African Graphic Design Identity; The Case of Ivory Coast
AUTHORS:
Adam Yeo, Fang Cao
KEYWORDS:
African Graphic Design, Identity, Cultural, Creativity, Graphic Symbols
JOURNAL NAME:
Art and Design Review,
Vol.9 No.2,
May
26,
2021
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.