Hybridentity is the identity of, or identification to a hybrid culture, which is symbolized in the collision and fusion of languages. By a series of signage of various materials as a vehicle, Hybridentity showcases the unexpected, whimsical and equivocal feeling brought by the hybrid of Chinese culture and American culture. It compels audiences to be curious about the relationship between these two cultures and meaning behind the signs.
Hybrididentity
Ning Chen
Muddled Hot Dog in Chinatown
Tattoo Milkshake & Sublime Fries in Chinatown
Harmony Cookie in Chinatown
The 40 seconds video animation vividly illustrates the visual design of the signs. The video includes the sound of Google translation–the food names in both Chinese and English. Furthermore, in order to set off the unexpected, whimsical and equivocal atmosphere, some effects are added to the video, which makes the video vibrate or distort.
I have displayed nine signages in the exhibition. My signs are made of different materials, such as light box, fabric, acrylic board, and paper. The variety of materials are just like the colorful scenes under the phenomenon of cultural hybrid between Chinese and American culture.
In addition to the signs, I also exhibited my signage generator, with which the audience can interact and experience the collision and fusion of two cultures.
Postcard
The postcard is printed in Risograph technique. There are seven illustrations on the front of the postcard as same as those on the signage. The designer’s name and project’s name–hybridentity–are printed on the back. There is another illustration on the back, which belongs to the seven illustrations on the front. This illustration works as an area where people can write notes on. The entire visual style of the postcard is the same as the design of signage.
Postcard
Thesis Book–Cover