Speculative Graphic Design: Visual Identity Branding as a Catalyst for Change

Margaret Rynning


This paper explores the powerful combination of graphic design and visual identity branding together with speculative design. Via discussion of three student projects the paper demonstrates how this combination can be used to comment on problems and current practices in western world societies. I argue that speculative scenarios often are influenced by the time and the society in which they are created. The student projects in this paper recognize the first-world issues of self-absorbency. Credibility of the speculative scenarios crafted through design is an important aspect, but without presenting the scenario as being the real thing. However, interesting execution of the graphic design branding may create liking and make the speculative scenario shared through social media and thus have an impact on society.

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