TOWARDS A COMMON DESIGN LANGUAGE & UNDERSTANDING BETWEEN CULTURES
Design Across Cultures (DXC) is MediaLABAmsterdam’s global initiative for collaboration between cities and multidisciplinary multicultural design teams. The teams tackle similar local challenges all over the world, using the undeniable force of cultural differences and similarities as a design strategy.
There are three main points to the DXC program: Design, which colours and shapes the world, Across (X), which refers to connections made and Culture, which is a point of intersection.
Together, these three letters form a "tensegrity structure": a structure made up of a continuous tension between rods and wires. These elements maintain the integrity of a structure as a whole; they inspire stability even in the most unlikely of conditions, much like the DXC program.
COLOURS AND COUNTRIES
DXC includes communities in Amsterdam, The Netherlands, Bangalore, India and Fukuoka, Japan, among others. In order to represent this in the DXC brand, the various colours from the various countries are used. This avoids stereotypical imagery that is often used to represent places.
RESEARCH AND PROCESS
After understanding the overall goals of the DXC program, and gathering insights into other, similar brands, I sketched + conceptualized several different identities that would best reflect the core value of the program: making connections across cultures through the power of design.
Following an exploration of shapes, colours, and how the design would appear on a page, I recommended three final logos to the DXC team.
Ultimately, the third recommendation was selected, and was evolved into the current branding for Design Across Cultures.