Garth Walker - ijusi – Design based in African Experience

Globalization VERSUS a cultural identity

 Look at these three photos of supermarket interiors. One is in Belgium, one in Canada, and another in South Africa. Can you tell the difference?

REFERENCE

When you travel around the world, you often can't tell where you are when you are indoors - everything looks similar. We belong to a global design village.

The Levin Institute (The State University of New York), points out that "although there is no consensus on the consequences of globalization on national cultures, many people believe that a people’s exposure to foreign culture can undermine their own cultural identity." LINK

Garth Walker is a Graphic Designer with an interest in reinforcing a unique cultural identity that was already evident in our post-democratic environment. He was the founder of Orange Juice Designs (hence ijusi), and also of Mister Walker - another Design agency in Durban.

Read this interview (courtesy of 10and5.com - Jessica Hunkin), if you are interested in finding out more about what Walker.  LINK to interview

This Exhibition celebrates the ijusi magazine and showcases  Walker's idea of 'Design based in African Experience'.
Garth Walker's intention in creating the ijusi magazine was to encourage and promote a visual design language rooted in our own South African experience.This year (2014) marks 20 years of ijusi with 29 issues. A book - which is in progress - will be the 30th issue.

Issue 1: Afrocentric Design Adventure   LINK to issuu.com

Issue 1: Afrocentric Design Adventure   LINK to issuu.com

DETAIL

Walker's original intention ........

Walker's original intention ........

From the ijusi home page ... LINK ... read more magazines on this website

“ After Nelson Mandela’s release in 1990, there was a massive influx of people from rural communities into the city in search of work. As a means of survival, many rural migrants started out as informal street traders, selling anything from single cigarettes, to bananas, padlocks or traditional medicines. The resourcefulness of these traders became evident in their self-made signage, instinctively promoting their wares and services. The above image illustrates one such sign, stating “Shoe Repairs Here”. This sign was found on an abandoned shopping trolley in front of Durban’s train station. A truly remarkable piece of hand-lettering, this sign was the start of the ijusi vernacular, signifying a pivotal moment in Garth Walkers extensive South African Image Collection, now the largest extant anywhere in the world”

  

As is evident from this extract from the ijusi home page, Walker's method of design is to first personally observe the environment around him, and then to document photographically what he notices.

Walker says that - "(people out there) simply take what they want from the rest of the world, mix it into an African stew and serve up original and charming designs." Let's examine this idea of acculturation by looking at an example. (Issue 1: Afrocentric Design Adventure LINK to issuu.com)

ijusi-Magazine-Issue-3-Towards-a-New-Visual-Language-left

Research African pictographs, American World War 2 posters, Zulu earplugs, Zulu beadwork designs, to get an idea of the cultural mix.

   

The composition relies on bilateral symmetry around a central vertical and horizontal axis and strong vibrant colours - strategies of usage which are often found in African telegraph wire baskets, baskets and earplugs.  A more contemporary colour usage is found in the background combination of red, magenta and orange with lime green neon accents in some of the figures. Well defined geometrical shapes with strong tonal contrasts are also emphasized.

Symmetry of design

Try doing some of these classroom / studio challenges to develop an understanding of this issue as well as some practical skills. LINK TO ACTIVITIES

This post fits in with the new NSC CAPS theme 6 - Post-democratic Identity in South Africa (including issues of language, ethnicity, globalization, urbanization in the new South Africa)