El mestizaje cultural e identidad visual en el diseño gráfico colombiano El mestizaje cultural e identidad visual en el diseño gráfico colombiano

Abstract

This article explains the lack of knowledge of visual identity in Colombian graphic design, caused largely by the country’s wide cultural diversity. The intention is to recognize this identity in order to root out the sense of belonging of the designers with their homeland and recover the symbolic and indigenous elements in their works. A través de una investigación cualitativa se analizaron las opiniones de algunos profesionales de este ámbito creativo para identificar los que serían los referentes representativos del diseño gráfico en Colombia. Furthermore, a review of the most emblematic works and the characterization of elements of visual identity in the national territory was also made. In relation to the above, the indigenism, the cultural environment and the tonal range are highlighted, factors that vary in each region and invite to reflect on the development of proposals that postulate the mestizaje as a possibility of innovation in design.