Cultural Design: African Graphic Design In Branding
Featured Image: Freepik/
Africa has always been a land of rich heritage and vibrant culture. Home to 54 countries, it’s a land of more than 1.2 billion people and a diaspora of 200 million that’s spread across the world. However, for centuries, it has told but a single story of stereotypical designs and traditional visual representations.
Earthy designs, forest textures, and ethnic prints have dominated the African design storytelling for far too long. The colonial-era brought with it limited interpretations of the diversity of African art and the subsequent years saw designers from within and outside Africa trying to fit their art within those narrow interpretations.
The recent several years have seen an intentional and decisive shift from this restricted storytelling. African designers and those who want to create African representations in their work have been going back to the source. Remaining true to their past in authentic ways, they are drawing upon recent advancements, global influences, and taking advantage of modern techniques. The resultant work has been a cacophony of rich craftsmanship, contemporary African visual representations, and multifaceted storytelling.
Here we share with you some of these designs, from website design to logo design, and from product design to print design. Explore their vibrancy and become inspired by the vivacity of Africa.
UX/UI Design
The UX/UI design landscape in Africa is vibrant and rapidly evolving. You will see here a grand mix of traditional designs, global technologies, and cultural storytelling. The UX/UI designers are creating products and services that cater to the environment their modern consumer lives in, but the inspiration is very much rooted in the local culture and experiences.
And there is an intention behind it. Africa is not a sole country – it is a land that consists of several sovereign nations, each with its own environment, ground realities, consumer expectations, and unique needs. For a UX/UI company to be successful across Africa, understanding these unique differences is a must.
The African UX/UI design is vastly different from that of the Western world’s. People in major parts of Africa are still new to technology, so you will see a lot of simplified website and app design coming from Africa. Local icons, real people images, and larger fonts are preferred. People are also conscious of how innovation might impact their larger ecosystem, so make sure you are coming from a place of knowledge when suggesting changes or implementing decisions.
Some great examples of African UX/UI design:
Orange, Senegal – Designed by YUX
Image Source: Orange
Your African Safari
Image Source: YourAfricanSafari
African Beauty
Image Source: Dribbble
East African Bakery
Image Source: East African Bakery
NDI
Image Source: Nairobi Design Institute
Product/Packaging Design
Product package designing is an important area of graphic design. While product design combines user needs and expectations with practical and sustainable solutions, package designing is more promotional in nature.
Both these designing areas draw heavily from contemporary African designs. You will see African prints, colors, and forms presented in modern layouts. In addition to the usual earthy and ethnic colors, you may also see pastels, neutrals, and beiges.
The use of these colors is strikingly enhanced by utilizing African shapes and forms. Think of African masks, forest patterns, and tribal prints. Custom lettering as well as sans serif fonts are preferred.
Image Source: Dribbble
Image Source: Dribbble
Image Source: Behance
Image Source: Behance
Image Source: Behance
Logo Design
Logo design is probably the most common and popular example of a graphic design medium. With the help of logo designs, public understanding, and recognition of a brand or a business is aided and promoted.
Since professional logo design needs to be a streamlined presentation of the brand, it doesn’t have a lot of room for details except the most vital ones. Therefore, the African visuals in logo designs are kept to a minimum. Sometimes, it is achieved through ethnic colors that are rich in their shades and combinations. Other times, certain shapes and forms are relied upon to convey to the audience the connection with the African continent. For brands that want something more prominent and obvious, illustrations of traditional African patterns, prints, and textures are used to convey the message.
Image Source: Behance
Image Source: Dribbble
Image Source: Behance
Image Source: Behance
Image Source: Behance
Flyer/Poster Design
In addition to corporate purposes, a lot of African poster design work is conducted for social and cultural development. We see the best examples of African poster design scene during Black History Month, in social movements, and during protests and rallies.
However, let’s not limit the range of African poster design ideas to social development movements alone. We do see a respectable number of African designers creating amazing print design work for posters, flyers, brochures, and even for book covers and such.
This is perhaps the avenue where we see the most creativity and vibrancy of African graphic design. Unencumbered, mostly, by business requirements, the designers let their creativity loose and allow us to view the budding life of this amazing continent in all its vibrant, emotional glory.
Image Source: Behance
Image Source: Dribbble
Image Source: Dribbble
Image Source: Dribbble
Image Source: Behance
Business Card Design
Business cards fall under the category of corporate branding assets. Much like logo designs, a business card is there for the sole purpose of aiding the promotion of the brand. While logo design usually is a simpler affair, the available design surface for professional business cards is ample to introduce some creativity.
African designers are using this space to experiment with colors and typefaces. We see a lot of primary colors mixed with other bold shades to create striking mixes. Add to it custom African typefaces and you’ve got yourself a business card design that’s a work of art.
One area where we think this avenue can be explored even more is the icons and imagery. We still see a lot of forestry patterns and think there’s a lot of room for improvement there. As you continue your journey of learning African design more, walk out of the safari and think of urban Africa. Modern consumers and global influences can help expand your game.
Image Source: Dribbble
Image Source: Behance
Image Source: Behance
Image Source: Behance
Image Source: Behance
Summing Up
African graphic design is a thriving and budding bonanza of contemporary Africa rooted in rich traditions. This unique blend of old and new is turning many heads as young and exciting African designers continue to explore their origins and history. A multifaceted culture is at the center of this thrilling adventure.
We hope this inspiring collection of African graphic design has given you a glimpse of how much these vibrant designs can influence your journey. Sound off in the comments below what you think.
