Abstract
The world of visual meaning has no boundaries; it transcends and influences at every conscious and unconscious level. As observers of this ever-present vanguard, we can be forgiven if impact is lost through familiarity. Modern-day brands exist in a multimodal world catering to a shifting audience’s demands. However, this study embarks on a unique journey, exploring a new design aesthetic that challenges to resonate on a different level. This research and the broader visual analysis delve into the intricate world of the visual brands from Mexican drug cartels, specifically, the word-marks and emblems used to identify which specific cartel ‘family’ is associated with the contraband. Drug cartels employ specific formal structures not unlike conventional organisations and will have more than one identity that often flexes in response to political and popular cultural shifts. The cartel identities are added to the packages using hand-drawn marks, stickers, printed wrapping, and the physical embossing of the merchandise. In these rarely seen ‘ownership’ motifs, they establish their authority whilst giving a historical ‘seal of approval of the product—a statement of quality assurance. The research deconstructs the identities and explores factors such as its ‘sense of place’, metaphors, and semiotics, presenting how critically relevant these are. Parallels are drawn between the practice of the cartel identities and that of modern-day commercial brands. The signification and semiotics employed in the individual cartel designs are an untold story, unique in storytelling and rich in narrative, especially from the point of view of visual culture.
Details
Presentation Type
Paper Presentation in a Themed Session
Theme
KEYWORDS
VISUAL IDENTITY, DRUG CARTELS, GRAPHIC DESIGN, SEMIOTICS, VISUAL LANGUAGE
