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Viva design

Wednesday 29 Nov 2006

South America’s history and diverse culture gives the region a unique visual heritage. We investigate South American design culture, and its influence throughout the world.

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It’s easy for Europeans to file South America under the ‘Latin’ heading, but the dozen or so nations that make up the southern continent display a diverse collection of cultures. 
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It would take a book publishing deal and a lengthy jaunt through the region to sum up such diversity. Here, we’ll explore the design scenes in Brazil and Argentina to give you a taster. 
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It’s still a dizzying task. Many different scenes, styles, and forms exist, but the region is particularly well known for its iconography, street art, and typography. 
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“We do have a special identity in fonts and calligraphy design,” says Fernando Arendar, designer for Argentinian studio Hangar. “We export a lot of font families that are usually used in wine labels, food packaging, and magazines.” 
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However, Arendar points out that the first group to forge a graphic design discipline in Argentina were talented architects such as Gonzalez Ruiz, Ruben Fontana, and Ronald Shakespear. “They needed to find solutions to a lot of design problems confronting our society, for example urban signage,” he says. 
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“Some were also responsible for developing a graphic design degree programme.” Danish designer Morten Linblad is something of a fan of the region. He has collaborated with several Brazilian designers and is heavily influenced by the culture in his work. 
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Doma

Buenos Aires, Argentina
www.doma.tv
Doma is an Argentinian design collective that emerged from the Buenos Aires street-art scene in 1998. It comprises Julian Pablo Manzelli, Mariano Barbieri, Matias Vigliano, and Orilo Each member has a very different character to bring to the process, according to Manzelli.

“Each member brings in different influences and presents them to the others,” he says. “The combined mix results in the final Doma style. It’s really important to say that not all of our references come from the graphic design field. Instead they come from music, film, architecture, and fine art.”

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<b>The Roni Project </b><BR>
(right, below-left) The idea of Argentina as a third- world country has shaped Doma’s work. The Roni Project is one example. A spoof presidential campaign for a character based on Ronald McDonald, the project took in street art pieces, a Web site, and performances on the streets. “Roni represents the imperialism force in third world countries such as Argentina,” says Manzelli. 
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