This document addresses the social issue oflanguage attrition within New Zealand’s Asian community. Language attrition isthe increasing loss of the ability to speak ones mother tongue.
The main concept encompasses the idea of the ‘heirloom’– a treasured family object passed down from one generation to the next.Language is integral to cultural identity, which makes it something to betreasured. The sacredness of this knowledge is conveyed through the structuralaspect of the design, which is influenced by the traditional Asian scroll. Thisis also informed by the black print on off-white textured stock, which isreminiscent of the black ink used in traditional scriptures.
The circle is used as a repetitive graphicelement because it is a common motif used in the visual aesthetic of most Asiancultures (mandala, bindi, yin and yang). The organic layout of the circles isindicative of the ‘flow of conversation’, which relates to speech and dialogue.
The beauty of Asian script informed the designdecision to use written characters as image, representing the beauty oflanguage. The diversity of Asian languages is shown through the medley ofChinese, Sanskrit, Korean and Japanese scripts used. The largest Asiancommunities of New Zealand are represented through the predominant use of Chineseand Indian scripts. The mother and child icon that appears throughout thedocument is a mini-narrative that demonstrates the desired response. The aim ofthis document is to highlight the social issue of the declining languageretention among Asian communities in New Zealand. It is the prelude to a designsolution that will facilitate language retention in order to maintain thelinguistic and cultural diversity of New Zealand.
A reverse brief comprising of clients, targetaudiences, a message, client and audience motivation and desired response. Thetechnical constraints of the brief limit the use of colour to black and white, andthe document size to A3 format.