Designing with symbols for an international market. Examine the cultural meaning of symbols in more than forty countries throughout the world

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GAMBAR COVER BUKU/
GAMBAR PENDUKUNG LAIN
lia s. Associates
BOOKCLUB
GLOBAL GRAPHICS
SYMBOLS
Chapter 1-3

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HOW TO USE THIS BOOK
Designers are visual ambassadors, creating vehicles of
communication intended to carry messages within or across cultural
barriers.
Communication is by nature a subjective: an individual’s
perceptions are influenced by the segment of the world one is
exposed, this in turn color the individual’s communication.
In every culture, mass communication depends to a great extend on
signs and symbols. Unlike signs, symbols have deeper meaning.

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HOW TO USE THIS BOOK
GLOBAL GRAPHICS SYMBOLS is intended to help you
understand what traditional symbols mean in various part of the
world, so designers can intentionally apply or avoid them in their own
design solutions.

4. NORTH
AMERICA
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NORTH AMERICA
The North American continent is a cultural and symbolic hybrid,
occupied by young nations whose inhabitants have imported their
traditions and taboos from the world over.
One thing they have in common is that North American love and
respect nature and the wilderness.

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NORTH AMERICA - UNITED STATES
A myriad of cultures and subcultures, each with its own symbols and
shared imagery, make a rich history if emblems and icons.
The thirteen red and white stripes in
the U.S. flag symbolize the original
colonies, while the fifty stars depict
the states admitted into the union.
Bald eagle
Donkey
Elephant
Bear
Corn
Wheat
Uncle Sam
G.I. Joe
Monroe
Mickey
Light Bulb Thumb Up
Gestures

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UNITED STATES - MOUNTAINS SYMBOLS
In United States, mountains symbolize the strength, grandeur and
beauty of American wilderness. The ambition of scaling the
highest peak of success.
Used alone or in combination with stars, sun, moon or others, it can
communicate success to a broad international audience.

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UNITED STATES - THE EAGLE
United States’ national bird - the bald eagle - represents intellect
and power. Portrayed in combat with a snake, the eagle was the
symbol of Aztec capital Tenochtitlan (Mexico City).
This is the national seal of Mexico, also represents the eternal
contest between the sun and the cloud for rulership of the skies.

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UNITED STATES - THE MOTORCYCLE
Since the end of World War II, the motorcycle has become a
universal symbol of rebellion. Its status as a “freedom machine”
didn’t really take hold until it was embraced by young, disgruntled
veterans returning from gruesome war.
The Hells’s Angels bike gangs reinforced that motorcycle was not
meant for folk with straight, normal lives.

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NORTH AMERICA - CANADA
Symbols of this young nation reflect diverse cultural influences and
wilderness traditions. It’s frequently draw upon its hinterlands -
mointies, trappers, winter landscapes, to the maple leaf and its
associated products.
An emblem of two Canada’s major
exports - maple sugar and maple
wood - the red sugar maple leaf has
been used as a symbol of Canada
since the early 1900s.
Beaver
Polar bear
Maple leaf RCMP
Lumberjack
fleur de lis

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CANADA - THE WOLF
The wolf was considered to be an evil predator in the United States
and Canada until recently. As the wolf’s true nature becomes more
broadly understood, the wolf is fast transforming into a symbol of
the wild and of survival.
Portraying a wolf staring head-on
can symbolize calm strength and
primitive power.
In this logo, designer Don Willer
depicted howling wolf, which is a
symbol of the wilderness and
celebration.

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NORTH AMERICA - MEXICO
The Mexican spirit reflects Aztec traditions mixed with rich Spanish
Catholic iconography. Historic figures, plant & animals, relics of
the native play a key role in visual representation.
The eagle battling with a snake is the
emblem of ancient Aztec capitol of
Tenochtitian. This metaphor for the
war between the sun and the rain.
Chihuahua
Burro
Coyote
Iguana
Desert
plants
Maize
Banana
Montezuma I
Hernando
Cortes
Pyramid

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MISCOMMUNICATIONS - THE CHEVY NOVA
The Chevrolet corporation’s marketing department discovered it had
made a fatal error of judgement in failing to rename a popular
American car model before shipping it to dealers in Spanish
speaking nations.
The Chevy Nova had all the characteristic of a success full car.
However, its name meant literally “doesn’t go” in Spanish.

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NORTH AMERICA - THE CARRIBEAN
Palm trees, parrots, indigo and mystical imagery symbolize a
colorful cultural history.
The flag of Jamaica and Bermuda both incorporate symbols of UK.
Puerto rico also portrays its heritage in this adaptation of US flag.
Parrots
Dolphins
Palm trees Pirates
Blackbeard
Sailboats
Hammock
Mambo
Limbo
Calypso
Reggae

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THE CARRIBEAN - THE SKULL & CROSSBONES
The skull and crossbones (Jolly Rogers) has been a symbol of
nihilistic radicals from 18th century pirates to 20th century bikers,
punks & gothics.
During 18th century, symbolizing
mortality, skull & crossbones
become common sculptural
elements in tombstones or
memorial.
But the Jolly Roger eventually
became synonymous with
buccaneers and pirates.

16. SOUTH
AMERICA
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SOUTH AMERICA
Ancient symbols and indigenous influences augmented by modern
Roman Catholic & Hispanic motifs.
South America is a culturally and visually diverse land mass. From
the dense rainforest of Brazil and the deserts of Chile to the thick
pampas of Argentina and the snowcapped mountains of Patagonia,
it is difficult to identify a single terrain that symbolizes the entire
continent.

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SOUTH AMERICA - ARGENTINA
Much of Argentina’s visual identity reflects Christian iconography
and its own European roots. The Argentine people descended
primarily from Portuguese, Italian, German, Spanish and Irish settlers.
The stylize sun in the center of
Argentina’s flag represents the sun
that shone on May 25, 1810, the day
when Argentine independence
demonstrations began.
Andean condor The Gauchos
Tango dancers
Eva Peron

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ARGENTINA - THE MOON & THE STAR
The Moon is symbolically juxtaposed with the aggressive, powerful,
masculine Sun in the most world’s cultures.
In the Near East and North Africa, the Moon has also been
a symbol of wisdom for centuries. But modern western cultures
symbolize the Moon as the nocturnal world, afterlife and fertility.
The Stars regarded as a symbol of supremacy in modern western
culture. In Judaic tradition, its represents heavenly occurrences.

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SOUTH AMERICA - BRAZIL
From the lush rainforest to the colorful Carnivale, beauty is a key
element to the Brazilian visual tradition.
The center of Brazil’s flag represents a
stylized version of the southern sky
that embraces this huge nation.
The 23 stars depict its states, which
are united by the words “ordem e
progresso”, order and progress.
Anaconda
Exotic bird
& wildlife
Flora of
rainforest
Samba
dancer
Shape of
Sugarloaf
Mountain

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MISCOMMUNICATIONS - PARKER PEN, QUINK
To promote the use of their fountain pen ink, called Quink, the
Parker Pen company employed the slogan: Avoid embarrassment -
Use Quink. It was a hit in the US and Canada.
But when the marketing department prepared it presentation to a
Spanish-speaking audience, it was translated as: Evite embarazos -
use Quink. Unfortunately, this confounded potension consumers
because the slogan said: Avoid pregnancy. Use Quink.

22. EUROPE
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EUROPE
The cultures of Europe have spread their influence across the entire
globe. Each European nation has its own unique iconography,
expressing centuries-old myths and superstitions.

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EUROPE - ENGLAND
The regal lion and other British icons reflect a reputation of civility
and social propriety. It was during the Victorian era, England gained
its reputation as a place where daily routines such as high tea and
dressing for dinner were mandatory,

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EUROPE - IRELAND
Ireland is internationally known for its tall tales and devotion mixed with
volatility. A polar opposite of the passionless British, the Irish are
known for fist-fighting, rowdiness and rough-housing.

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EUROPE - SCOTLAND
Combining the cools British persona with icy Scandinavian passion,
the kilt wearing Scots symbolize austerity, thrift and frugality
throughout the world. It is not uncommon to see tartan plaid used as
a visual element when a bargain or special deal is being portrayed.

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EUROPE - ENGLAND, IRELAND, SCOTLAND
The lion is the national symbols of United Kingdom.
Best paired with symbol of purity,the unicorn.
Several types of dogs have become international emblems
of the Scottish Highlands.
The Beefeater is a personification of rigid adherence to
tradition and stiff-upper-lipped stance toward life.
Sherlock Holmes and James Bond continue to personify
the ultimate British male throughout the world.
Redheaded are also typical Irish and symbols.
A hardy race of fishermen and sheep herders, the Scots
symbolize stringent economy born from a life in an
unyielding environment.

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EUROPE - ENGLAND, IRELAND, SCOTLAND
In British, white roses are emblems of the house of York
and red roses are the emblems of the house of Lancaster.
Shamrock is the national symbol of Ireland.
The thistle, Scotland’s national emblem symbolized the
reversal evil omens in ancient European cultures.
The round-bowled ceramic teapot is a familiar symbol of
British tradition, as is the wood -handled black umbrella.
Symbolizes the national obsession with ritual and daily
routine.

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ENGLAND, IRELAND, SCOTLAND - THE HORSE
A symbol of power and vitality, the horse was a primary subject of
the paleolithic cave paintings in France and Spain.
Modern day psychologists have paired the horse with nobility and
the intellect.
As a symbol of nobility, the
horse’s head that appears in
this George Killian logo implies
its high standing in the brewing
community.

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EUROPE - FRANCE
Fashion, style, art, poetry and romance - the imagery of france, c’est
magnifique! The French people associated with young love and cool-
headed sexuality.
The white panel in the tricolor French
flag represent the House of Bourbon,
hereditary ruler of that nation.
The red and blue panels are symbolic
color of Paris. Together it is said the
colors represent liberty, equality and
fraternity,
le coq de
France
fleur de lis
Lily
Champagne
Eiffel tower

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EUROPE - GERMANY
German robustness is often symbolized by images of alpine skiers and
climbers. Germany is associated with hard work and the rewards of
health and affluence.
According to some accounts, the tri-
colored German flag had its origins in
the colors of the Holy Roman Empire’s
coat-of-arms.
The Pig
The Boar
Oktoberfest

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EUROPE - SCANDINAVIA
Scandinavian symbols, like the Viking, celebrate the hearty, healthy
outdoor life.
The cross represent each
Scandinavian nation’s
conversion ro Evangelical
Lutheranism.
Reindeers
Trolls
Blondes Snowflakes
Skis & skiing
The hawk

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EUROPE - NETHERLANDS
Tulips, windmills and wooden shoes are national symbols of the
Netherlands culture. The are also known for its neutrality.
The red, white and blue flag predates
the French tricolor flag. The orange band
represents loyalty to WIlliam of Orange.
Tulips Van Gogh
Rembrandt
Mondriaan
Windmills
Wooden
shoes

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EUROPE - SPAIN & PORTUGAL
Spain & Portugal possess a dual symbolic nature - that of Christian
devotion versus raw devotion.
Spain’s flag, as well as
Portugal’s, prominently
feature heraldic coats-of-
arms at their centers.
The Bull The matador
The flamenco dancer

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EUROPE - ITALY
Italian symbolism reflects its abundance of fine food and wine, art and
deep emotion. Italian life is also synonymous with hospitality and good
will. Intense passion and unrestrained expression of emotions are also
concepts typified by the Italian People.
The tri-colored national banner had
represented the united princely states of
Italy since 1946
Grape Roman horsemen
Knights
The cornucopia
Roman columns

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EUROPE - RUSSIA
Russian symbols of prosperity through comunal spirit become a
modern utopian deal. Russian stand as a symbol of east meeting
west.
Brown bear The Cossack
horsemen
Workers & farmers
Domes Narrowing eyes
Showing soles
Russia’s flag proudly bears the
traditional colors of the pre-Soviet
Romanov empire, replacing the USSR
hammer and sickle which represented
more than 20 nations.

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EUROPE - BALKANS & SLAVIC STATES
This region shares its symbolism with Russia as well as much of
Europe and the Near East. A myriad of small countries.
Vampire
Chopin
The polka
dance
Red dominates the flags in this part of the world.

38. THANK YOU
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