CultureMarks: Brand Imagery as American Visual Language

  • CultureMarks
    Brand Imagery as an American Visual Language

    "While there has been a flurry of research surrounding the influence of consumerism and branding within American culture, surprisingly little attention has been paid to the role of the physical brandmark by the academic and design communities alike. This paper seeks to connect the modern logo historically and functionally to what we consider an indigenous art artifacts and, therefore, acknowledging the brandmark as an invaluable cultural form of communication and a uniquely American form of indigenous art."

    Unquestionably, Americans live in a branded world. Advertisement catchphrases and gestures have found their way into everyday conversation, dressingas brand mascots is not an uncommon practice, and commercial imagery continues to increasingly become apart of our environment. Institutions once thought impermeable to the advertisement agency, such as schools and churches, have baptized themselves in the waters of modern branding. We anoint our clothing, our transportation, our homes, and even our bodies in the imagery of consumerism: logos.
  • Plaque reads: 

    “The human body, consisting of about 100 trillion cells, carries about ten times as many microorganisms in the intestines. The metabolic activities performed by these bacteria resemble those of an organ, leading some to liken gut bacteria to a "forgotten" organ. 
    Research suggests that the relationshipbetween gut flora and humans is not merely commensal (a non-harmful coexistence), but rather a symbiotic relationship. Though people can survive without gut flora, the microorganisms perform a host of useful functions, such as carbohydrate fermentation and absorption, training the immune system, preventing growth of harmful bacteria, regulating the development of the gut, producing vitamins for the host (such as biotin and vitamin K), and producing hormones to direct the host to store fats. However, in certain conditions, some species are thought to be capable of causing disease by producing infection or increasing cancer risk for the host.
    The gastrointestonal tract of a normal fetus is sterile. During birth and rapidly thereafter, bacteria from the mother and the surrounding environment colonize the infant's gut. After birth, bacteria are readily transferred from the mother to the infant through suckling, kissing, and caressing. All infants are initially colonized by large numbers of E. coli and streptococci.”