The Impact of Graphic Design and Local Language (Slang) in Strengthening Local Identity: A Case Study of the APOM Malaysia Brand
List of Authors
Neesa Ameera Mohamed Salim, Noor Sahirah Md Nayan, Nor Shazana Mohamad Shafiee1, Nurul Aisyah Kamrozzaman
Keyword
Graphic Design, Local Identity, Cultural Representation, Branding, Language
Abstract
Graphic design serves as a powerful tool in shaping cultural identity by integrating visual elements that reflect a community’s heritage and linguistic expressions. This study examines the role of design language in reinforcing local identity through the incorporation of Malaysian slang into graphic design, focusing on APOM Malaysia’s merchandise. Using qualitative research methods, including observational analysis and visual content evaluation, this study explores how typography, colour schemes, and layout principles contribute to national branding. The results show that the design of graphic tees using linguistic identity leads to increased brand appreciation and unity among Malaysians, showcasing their cultural identity. This study supports the idea of preserving culture through the work of graphic designers while also showing the impact of the creative economy on social integration, which will be useful for designers and marketers aiming to promote locality through visual materials.