Vietnam Museum of Ethnology – Premaster Project

Year: 2022‒2023
Sint Lucas Antwerpen
Karel de Grote Hogeschool
Coaches: Herygers Reg, Jan Baert, Hugo Puttaert, Sam Vanbelle, Sander Van De Vijver, Anne Kurri
Typeface: Literata

In the luggage that I brought along from Vietnam, there was some hand-woven brocade bags. While rearranging them, I saw how colorful and detailed of the patterns and was thingking about the connection of the Vietnam traditional art and contemporary graphic design. As a country of 54 different ethnic groups, Vietnam has a huge treasure of brocade. Each ethnic group, each region has its own unique characteristics motifs that contributes to the visual culture of Vietnam. And I believe, learning about them will play a meaningful role in my development as a visual graphic designer.
I perceived our responsibility is not only making a good design but also must undertaking the country traditional culture heritage and preserve it in.
In this premaster year, I want to make something that relates to my root – Vietnam and combine with my skills in the area that I have been working – visual identity. That why I want to design a new visual identity for the Vietnam Museum of Ethnology (VME)
Traditional patterns can be a powerful tool in designing visual identity. They add a sense of history, heritage, and craftsmanship, and they can help establish a brand’s credibility and authenticity. Traditional patterns can also help differentiate a brand from its competitors and can be versatile in various contexts.

Thổ Cẩm is a beautiful brocade fabric (Cẩm) of local ethnic minorities (Thổ). Thổ Cẩm is therefore considered a symbol representing the cultural and spiritual life of ethnic minorities. Each type of Thổ Cẩm has its own culture, associated with the fine customs and traditions of the place where it is produced.

Each ethnic group has their own unique brocade pattern. Vietnam’s brocade is woven with techniques such as loom weaving, embroidery, spinning, dyeing, etc. Brocade materials in Vietnam are diverse in materials such as Cotton, Silk, …. The motifs show people’s view of the natural world, humanity, community, … The images are divided into genomic shapes, combining textures, symmetrical layouts, interweaving, … Vietnam’s brocade has a long history of development and continues to be preserved and developed until today.