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Multiplicity&Visual Identities
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Colloquium 6
Multiplicity&Visual Identities
Evert Ypma, Felix Janssens, 10-6-2008

The Multiplicity & Visual Identies program researches the multicultural context of visual identity and contemporary and future corporate design practice. It will focus on phenomenon of the hybrid society which force new demands and challenges upon citizens, users and consumers as well as designers, communication experts and commissioners of visual identity developments.
Multiplicity is part of Design2Context, institute for Design Research of the Zurich University of the Arts.
Organized in collaboration with Premsela, Dutch Platform for Design and Fashion.
Program directed by Felix Janssens en Evert Ypma.

Design and the multicultural hybrid society
Despite the fact that the design discipline has embraced new media and internet technolo-gies, it is noticeable that until now European designers have rarely responded with the necessary questions and suitable answers to the new conditions created by multicultural societies.

The multicultural phenomenon manifests itself wherever people start to leave their own environment and travel to other areas which expose them to new and unknown encounters. Over time, numerous different world orders have caused civilizations to rise and fall. The relatively recent colonial heritage and later, during the seventies, the employment of foreign labour, lead to our present notions of multicultural debate. This has resulted in what was meant to be the merely temporary residence of immigrant workers. These foreign workers’ stay in their host countries soon became permanent. Due to the initially temporary character of migration, however, the integration and naturalisation of these foreigners had not been considered necessary. Quite often foreigners continued their original lifestyles – often in isolation from their host culture where linguistic and social barriers hindered communication and social bonds with it. Since the nineties, however, the integration of foreigners into European societies has become a central issue on the political agenda.

In parallel to this, the increase in global information and mobility has begun to affect the very foundations of society: collective memory and the bedrock of shared morality and language have gradually changed, and people have started to notice these changes. One significant factor of multicultural society is that the traditional common references of meaning and understanding are no longer shared. Given that traditionally, Western societies are predominantly based on Christian values, the big discussion in the next decades is likely to revolve around the question of how tolerant societies can or have to be towards cultures with other moral convictions. Besides, societies will need to investigate what they can learn from other cultures. In this process of exploration and negotiation, language and personal and communal expression play a crucial role in bridging cultures. The articulation of meaning and values is vital in order to arrive at a shared definition of civilization.

What is more, the cultural patchwork comprises much more than culturally or nationally derived differentiations and ethnic heterogeneity. Society’s hybrid structures (or de-structures) need to be considered in addition to the variety of lived lifestyles, the consumer behaviour patterns that are advertised and the numerous promoted life perceptions, political attitudes, professional and non-professional activities and powerful economic forces. Hybridization points to a transgression of territorial boundaries which used to be (and still are) considered a prerequisite for any distinctive culture capable of establishing and reproducing a coherent and saturated identity different to others. The frameworks enabling us to make sense of ourselves, the world and our place in it, and which inform the processes of identity-building have changed profoundly.

see for more information on:
http://multiplicity.zhdk.ch/

WHAT WE DO

Since 2000 TEAM TCHM developed an hybrid practice in design, writing and research.
Out of an interest for communities, communication and the public domain TEAM TCHM develops strategies, designs information and organizes communication.