A Discussion on National Design Identity by Amir Amin

 

A Discussion on National Design Identity

Have you ever wondered why seeing your national flag raised high sparks a surge of pride, or why a familiar melody from your homeland evokes nostalgia? These powerful emotions are tied to the concept of national identity. It’s like a giant puzzle made up of pieces like shared history, language, traditions, and all sorts of cultural stuff. These pieces fit together to create a feeling of belonging to a bigger group – a nation.

National identity, however, goes beyond just emotions and shared experiences; it manifests itself in tangible ways, shaping how a nation presents itself to the world. Take design, for example. Italian design is synonymous with sophistication, craftsmanship, and a touch of theatricality. This is clear in many of their iconic brands, from furniture (B&B Italia, Cassina, Poliform) to fashion (Bottega Veneta, Loro Piana) to automobiles (Ferrari, Alfa Romeo). Each of these brands embodies the Italian design identity in their creations, making them instantly recognizable as Italian.

This phenomenon isn’t unique to Italy. Countries worldwide use design to express their national identity. For example, Scandinavia boasts its distinct design character. Swedish brands like Ikea and Volvo embody the simplicity and functionality philosophy. While Danish brands like PP Mobler, Carl Hansen & Son, and Artek, put forth the idea of human-centred design and the concept of hygge.

National identity has continued to be shaped by political behaviour, economic, social, legal frameworks, environmental, and technological advancement. But let first clarify what is a national identity. According to Tri Windari (2021), there is no clear definition of what a national identity is. However, without a clear definition, national identity still substantially impacts human lives and nations throughout history.

When comparing Malaysia to other countries, pinpointing a singular national identity proves difficult due to its multi-ethnic makeup (Mun, Fern, & Chin, 2015). This has proven to be a daunting task for many Malaysians seeking to define a unique “Malaysia-look” based solely on national identity characteristics.

Governmental Policies in National Design Identity

Recognizing Malaysia's multi-ethnic makeup, the government implemented the Malaysian National Culture Policy in 1971(Ibrahim et al., 2017). This policy aimed to foster unity within the nation’s diverse communities by promoting a shared appreciation for Malaysia’s artistic and cultural heritage. Beyond policies, the government also uses design as a tool for nation-building. National symbols, colours, and slogans are incorporated into design projects that promote national unity and a sense of shared identity.

This is evident in initiatives like Rukun Negara, Bahasa Melayu as the national language, Wawasan 2020, 1Malaysia, Keluarga Malaysia, and the recent Malaysia Madani, all of which contribute to shaping a strong national identity.

A prime example of this is the 1Malaysia concept, which emphasizes unity and shared values among the country’s diverse ethnicities. The design of the 1Malaysia logo itself embodies this concept. It prominently features the Jalur Gemilang, the Malaysian national flag, an iconic symbol that plays a crucial role in national design identity. The bold stripes and crescent moon on the flag are instantly recognizable, evoking a sense of national pride. Design initiatives associated with 1Malaysia extend this concept by incorporating the flag’s colours – red, blue, yellow, and white.

Economic Considerations.

Economic factors also play a crucial role in shaping design preferences and national identity. Malaysia offers a prime example, of a growing economy. Malaysia is known for its abundance of natural resources, such as rubber, bamboo, and timber. Because of this abundance of natural resources, Malaysia’s design choices were heavily influenced by this in terms of architecture and furniture making. The architecture back then was constructed primarily from local sources (CIDB Gov, 2023).  During the early formation years, Malaysia's economy centered around tin mining and rubber plantation (Mun, 2007) but soon in 1970, a new national policy, New Economic Policy was introduced. NEP sought to reduce poverty and inter-ethnic disparity between two main group ethnicities; Malay Bumiputras and the Chinese (Cho et al., 2005). When Tun Mahathir Mohamad held the country, the economic policy of Malaysia changed to an industrial-focused economy. The level of industrial development in Malaysia grows exponentially, so thus the design complexity. Ministry of International Trade and Industry (MITI) has put forth and implemented policies that would ensure the rapid economic growth and development towards achieving the Vision 2020 (Shum & Yap, 2007). Consumer income levels in Malaysia are also on the rise, shaping design preferences towards a wider range of products. This has led to a design scene that caters to both affordability and luxury, depending on the target market. Additionally, with a growing focus on global exports, Malaysian design is increasingly incorporating international appeal in terms of functionality and aesthetics. However, this doesn’t erase the influence of its rich cultural heritage. Many Malaysian designers are successfully blending traditional motifs that resonate both domestically and internationally. Royal Selangor is one of such product designs. Royal Selangor introduced intricate traditional Malay carving motifs to the world. Proton brings forth the element of batik and Malay traditional carving motifs in its grille insert design called the infinite weave (Lee, 2018). 

Social Impacts in Shaping National Design Identity.

Social factors play a crucial role in shaping a nation’s design identity. A country’s cultural heritage and social norms heavily influence design preferences. Traditional motifs, colours, and patterns are often incorporated into the design to reflect the cultural identity and connect with the masses. Although the colourful imagery of cultural arts/crafts such as batik, wayang kulit and other cultural symbols is usually associated with the national design identity, it is not always the case. It is important to note that these traditional symbols are not the definition of respective ethnic group as again, Malaysia is a multi-ethnic country. But these symbols serve as cultural markers or identifiers in nation-building and promoting tourism (Chia, 2018).

Does social hierarchy and class play a vital role in shaping the design identity? This tiered system that ranks individuals within a society can influence design through various avenues. The upper class, with their access to resources and power, often dictate trends and preferences. Their tastes in designs and architectures can become synonymous with national style. This disconnects between elite taste and the masses affects the national design identity. Studies like Puri et al. (2004) in India demonstrate how deeply ingrained hierarchies can make bottom-up design approaches difficult. This has proven to be a difficult task to overcome in shaping the national design identity for all.

The Role of Legal Frameworks

Legal frameworks play a significant role in shaping design practices within a nation. Copyright and intellectual property laws are crucial for fostering innovation and encouraging investment in design development (Nordin & Abu Bakar, 2012). These laws protect original designs and creations, ensuring designers are rewarded for their work and incentivizing the creation of new and innovative designs. Safety regulations are another essential aspect of a legal framework. Design must comply with safety standards to ensure products are fit for use and protect consumers from harm. Accessibility standards are becoming increasingly important within legal frameworks. This can be seen in the implementation of the Persons with Disabilities Act 2008 which these regulations mandate designs that cater to individuals with disabilities, promoting inclusivity and accessibility. This ensures that everyone can interact with and benefit from design, regardless of their physical abilities.

Environmental Concerns and Sustainable Practices

Environmental factors can significantly influence design choices. A nation's climate and geography can play a major role. Hot climates might favour breathable fabrics and ventilation in architecture, while cold climates might necessitate designs that prioritize insulation and warmth. For instance, research by Zarandi (2009) analyzes the Iranian wind catcher and its effect on natural ventilation. Growing environmental awareness encourages eco-friendly design practices like using recycled materials or incorporating energy efficiency into product design. Sustainable design not only benefits the environment but can also enhance a nation's image as a responsible and forward-thinking society. Resource availability, like economic factors, can shape design choices. Designs might prioritize resource conservation or utilize locally sourced materials to minimize environmental impact. A study by Connellya and Mutiara (2023) explores how furniture designers are increasingly turning to recycled materials to promote sustainability and environmental responsibility.

Technological Advancements

Technological advancements continuously reshape the tools and materials available to designers, architects, and everyday people. According to Razali and Hands (2017), with the advancement of technology, the application of Malaysian identity in product design gained a lot of advantages. One of the most obvious ways technology influences designs is by enabling new forms and functionalities. Technology's impact extends beyond just enabling new forms. It also influences the materials used in design. Sustainable materials like bamboo or recycled plastics might become prominent in a nation focused on environmental consciousness. Conversely, the widespread availability of cheap, mass-produced goods can lead to a homogenization of design across different countries, potentially undermining the unique design identity of a nation. The increasing integration of technology into everyday life influences design choices. Designs might prioritize seamless user interfaces, connectivity, and functionality in a technologically advanced world. For example, the rise of smartphones has led to a surge in app design and user interface (UI) development, focusing on intuitive navigation and user experience.

Conclusion

Malaysia’s design identity is a fascinating work in progress, shaped by a complex interplay of governmental policies, economics, social impacts, legal frameworks, environmental, and technological factors. As Ahmad (nd) suggests, there is a need to have a unifying symbol that could be claimed and identified by all and that is why it is crucial to have a national design identity.

Nevertheless, there are promising signs. Initiatives done by the government foster collaboration and awareness. Furthermore, Malaysian designers are successfully integrating traditional motifs into contemporary designs, creating a bridge between heritage and progress.

The future of Malaysia’s design identity hinges on embracing its diversity, fostering design literacy, and harnessing the power of technology. By drawing inspiration from its rich cultural heritage and using advancements in design practices, Malaysia can create a unique and representative national design identity – that resonates with all Malaysian and captures the essence of Malaysia.

References

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