Asst. Prof. Permsak Suwannatat, Ph.D.
Abstract :
ImaginAsia 2024 was an international creative arts and design event sponsored by the Princess Sirivannavari Cultivated Arts Foundation and the Doctor and Master of Fine and Applied Arts Programs in Creative Arts, Faculty of Fine and Applied Arts, Chulalongkorn University. The event also received support from its academic partners: the Communication Design Program, Mahidol University International College; The College of Design, Rangsit University; The School of Digital Media and Cinematic Arts, Bangkok University; and the Faculty of Decorative Arts, Silpakorn University. It took place at Faculty of Fine and Applied Arts, Chulalongkorn university and Museum Siam from October 22 to 25, 2024. ImaginAsia featured a seminar and workshop designed for international lecturers and students across Asia, specifically those from Japan, Taiwan, Singapore, Vietnam, and Thailand. Cross-cultural design was the primary method used to develop the visual identity for the ImaginAsia 2024 event. To generate the design brief, qualitative research techniques, including literature reviews, responsive visual journaling, in-depth interviews and prototyping, were utilized.
The study found that:
The key considerations in cross-cultural design informed the concept and visual identity design. The study generated a design concept “Colorful of local Thai wisdom” that strengthens creative collaboration, inspired by the key visual of Thai rice harvesting traditions (ลงแขกเกี่ยวข้าว). The logo, color scheme, typography, and imagery of the visual identity design reflect this concept. The key visual identity components were synthesized and applied throughout the design process.
The visual identity for ImaginAsia 2024 was evaluated under the online in-depth interviewed by three graphic design experts and the event committees, all holding doctoral degrees and possessing more than 20 years of professional experience. Their evaluation confirmed the satisfaction of work’s quality and suitability for use in the event.
Objectives :
The objective of the design project is to create the visual identity design to promote the ImaginAsia event. The study and design were divided into three parts:
First, research was conducted to develop a creative brief and a design brief for use as a design assignment.
Second, prototypes were developed using Cross-Cultural Design theory. The prototypes were evaluated by a group of experts, and the only one prototype with a suitable design concept was selected to create the final design.
Third, a visual identity for the “ImaginAsia 2024” event was developed and created. All three parts were integrated into a design process that emphasized Cross-Cultural Design theory.
Conceptual Framework :
To create the visual identity design, the designer gathered information by studying two main topics: Visual Identity Design and the ImaginAsia Event. Integrating the findings from these two main topics, the designer determined that further study of cross-cultural design theory was necessary. This comprehensive approach resulted in a design that was appropriate for the project context and successfully differentiated it from the existing visual identities of other events.
In the visual identity design study, the designer examined best practices collected from 32 internationally awarded visual identity designs dating from 2019 to 2023. This analysis and synthesis provided a comprehensive understanding of the core principles, components, and methodologies required for successful visual identity design.
Next, the designer conducted a historical review of the ImaginAsia project, specifically management and activities spanning the five-year period from 2019 to 2023. Moreover, the information of the ImaginAsia 2024 event and project operations was examined. This comprehensive review aimed to understand the fundamentals and origins of the event.
Furthermore, a study of cross-cultural design principles was initiated. Consequently, the design work was required to effectively represent the Thai identity, project a positive image, and clearly articulate the event’s core characteristics to its international audience.
Finally, at various stages of the design process, the designers presented the design brief, sketches, and final design concepts to the event committees and Graphic design experts. The design was then examined and reviewed for accuracy and contextual appropriateness before receiving final approval for public relations.
Process / Methodology :
Techniques and Materials :
The project focuses on graphic design using Adobe Illustrator software.
Result / Conclusion :
The study concluded that the visual identity is categorized into four distinct components: logo, color, typography, and imagery. All symbols and images are appropriately selected, taking into account both direct and connotative meanings to convey positive connotations that do not offend diverse cultures. The language used is English, utilizing simple and straightforward vocabulary and sentences to avoid any confusion in communication. Finally, all visual identity elements reflect the concept “Colorful of local Thais wisdom” through the idea of Thai rice harvesting traditions, which convey collaboration and creativity. Each component is detailed as follows:
Logo: The logo design features graphic elements inspired by the Local Thai farmer’s hat, along with lettering for the event name, which combines Thai and English alphabets. The six hats symbolize the six key partner institutions that supported the event. All elements are combined into a combination mark.
Color: The key color scheme reflects the visual atmosphere of rice harvesting: yellow representing the golden rice fields, blue representing the clear sky, and brown representing the soil.
Typography: The Chulabhorn Likit font was selected for display typography, as its curved and smooth English alphabets convey a warm and welcoming feeling. The Chulalongkorn Regular font was chosen for text typography due to its simple, clear letters and its association with Chulalongkorn University, where the event was held.
Imagery: Imagery is divided into two parts: photographs and other visual assets, which are graphic patterns. The photographs used in the media are vibrant, illustrating the ambiance of Thai art and culture, encompassing architecture, art objects, and lifestyle. The graphic patterns are created by combining and repeating the marks to emphasize the event’s visual identity.
References :
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