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The Influence of Street Culture on Brand Identity in Graphic Design PDF
By:Holly Parshall
Published on 2008 by

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|This thesis explores the influence of street culture on brand identity in graphic design. Aspects of street culture include skateboarding, hip-hop, rap, punk, and street art. Street art is traditionally though of as illegal or rebellious mark-making of public property or property that does not belong to the person making marks on it. Street art can also be defined as a means of crafting personal expression through the enhancement or augmentation of a natural or man-made environment. [...] The premise of this investigation will be to examine how corporate identities have been influenced by street culture, more specifically street art, as part of the larger realm of pop culture that has originated from the New York City hip-hop scene in the late 1970s. Street art has relevant applications in the design of corporate branding, especially in the fashion and music industries since the solutions can be influenced from the ephemeral and vernacular everyday actions and objects that can be found in urban settings. This study specifically focuses on the styles, mediums, and processes that are local and specific to street art that have transitioned into more public, formalized, and mass-produced graphic design solutions for corporate identity and associated branding strategies. By comparing, contrasting, and studying how actual examples from street culture influence brand identities and strategies, it is hoped that new methods and processes will be discovered that could help graphic designers learn how to reappropriate street culture in terms of generating aesthetic solutions, conceptual directions, and voice or tone in brand solutions.|--Abstract.

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