The search for a contemporary national identity is an unavoidable must for those who contribute to the construction of culture through communication. Building culture means, for us, a committed and progressive attitude with the current time and place in which we decide to live and develop. We are communicators of a liquid time, with no certainties, in which identity tends to vanish. Our ambition is to be the communicators of a national identity, which we hope to have transformed in an abstract universe of beauty and synthesis, that improves the perception of our history and our imaginary in the generation of today’s little children. This is the cultural and ethic frame in which we develop today, which underlies in our work.
In this frame, and in the case of the brand design for the Argentinian Bicentennial (project with which we won the public contest called by the Presidency of the Nation for the symbolization of the celebration), we looked to achieve a graphic expression to foment the sense of community and belonging in all the Argentinians. We were aware that there is no tribe without a ritual, as there is no nation as such without a symbol to define it. We found in the Escarapela Argentina, white and light blue insignia that had historically identified our patriots, a proper symbol which also condensed a school ritual: placing it close to the heart, repeating a collective bicentennial rite started by the heroes of Independence.
The brand, after the contest and the making of a user’s manual, was released freely available to the public. Virtually, and in few weeks, its presence became omnipresent in all the massive communication media, at every official event, at most private acts organized by Non-Governmental Organizations, institutions, universities, primary and secondary schools, in the decoration and urban furniture. Argentinian cities, routes and villages were dressed with it. Thousands of posters, pins, stamps, stickers, notebooks, flags, headbands and trumpets, designed and distributed by merchants and street vendors, filled the streets of our cities and the hands of adults and children.
Perhaps this data about the repetition, the alteration, the popular contamination is what interests us the most about this project. Design came out from the laboratory to reality. That is enough for this to be a great celebration of culture.