JONAHCOLOMA


Cultural Dualities


Experimental Typography
Installation (Rendition)Case Study
2017

Introduction

"Cultural Dualities" is a typographical experiment that explores the instability of migrant identity. This project delves into the dual nature of being both an emigrant and an immigrant, highlighting how these identities do not become muddled but rather fragmented.

Objective

Migrant identities often face the challenge of integrating elements from both their old and new homes. This fragmentation can lead to a complex and multifaceted sense of self, which this experiment aims to visually represent.

Proposed Strategy

  • Visual Representation: To create a typographical representation of the fragmented migrant identity.
  • Cultural Integration: To illustrate the process of piecing together cultural elements from both the old and new homes.
  • Identity Exploration: To offer insights into the instability and complexity of migrant identities.



Commercial zone La Croix-Blanche in Sainte-Geneviève-des-Bois, France. Lionel Allorge, CC BY-SA 3.0, via Wikimedia Commons
Bjork, Earth Intruders Cover Art. Bjork, CC BY-SA 3.0, via Bjork Wiki

A trivision billboard is an excellent choice for delivering multiple messages, as it changes depending on the viewer’s angle. This feature allows the campaign to offer different impressions to different audiences, creating a dynamic and engaging experience. Drawing inspiration from the album art of Earth Intruders, with its organic, fragmented, and unconventional typography, the campaign can adopt a similar design approach. The fragmented nature of the artwork lends itself to presenting a cohesive message that feels layered and evolving. The combination of the trivision billboard’s shifting angles and the bold, idiosyncratic typographies seen in Earth Intruders would create a visually striking and conceptually rich campaign, offering a fresh and multifaceted experience to the viewer from every perspective.

Colors & Typography

 The typeface Figgy/Gelato was chosen for its distinctive rounded and curvy terminal strokes, which give the design a unique and fluid character. The color palette features bold contrasts of red, yellow, and black, selected to create a strong visual impact. The stark contrast between these colors not only grabs attention but also adds a sense of visual tension, highlighting the fragmented and dynamic nature of the design. This high-contrast approach enhances the overall energy of the piece, making it feel more intense and alive, while emphasizing the campaign’s bold and evolving message.

Font type Figgy/Gelato


HEX: fff200
RGB: 255, 242, 0
CMYK: 4, 0, 93, 0

Black

White

2D Draft


Three words are fragmented and transformed into a single abstract form on the flat two-dimensional plane, creating a sense of disintegration and movement. The undulating red lines against the yellow background amplify this fragmented effect, adding a dynamic and energetic visual element. This interplay between the fragmented text and the flowing lines contributes to a sense of motion and disruption, reinforcing the campaign’s dynamic and ever-changing nature.

3D Rendition

The undulating background inspired the three-dimensional form to mimic the effect of a trivision, where the fragmented words reveal themselves through shifting perspectives. As viewers move around the installation, the undulating background and three-dimensional structure create varying visual angles. This dynamic interaction causes the words to appear or disappear depending on the viewer's position, transforming the experience into something more engaging and immersive. The changing visibility of the words encourages movement and exploration, making the installation feel alive and responsive to the audience.



Some works were designed as either studies or used in academic/noncommercial settings. Credit to the rightful owner. No copyright infringement intended.