South Africa has many different subcultures
across all nationalities that live in the country. A subculture is defined as a
group within a larger culture which differentiates itself by status, ethnic
background, religion, or any other factors that unify a group which acts in a
certain manner collectively. Subcultures also act as a way in which to brand people
and classify them. By monitoring a person’s behaviour you are able to get an
idea of their interests and disinterests leading you to classify them with
people who act in the same distinctive manner.
I had a brief at school where I had to pick
a South African subculture and represent it with a font extended into a booklet
in celebration of Heritage day which takes place annually on the 24th
of September. After much deliberation the subculture I chose to represent was
Black Diamonds, one which is unique to South Africa. The term Black Diamonds
was originally coined by the TNS Research Survey (Pty) Ltd and the UCT Unilever
Institute to refer to a fast-growing, affluent and influential black community.
This growth was accelerated by Affirmative Action, act which was introduced in
South Africa in 1998. Many black people who benefited from the act got involved
in South Africa’s lucrative gold and diamond mining industries, this
involvement is what contributed to the term Black Diamonds being coined.
What started out as a term meant celebrate
the arrival of a people soon turned into one defining a black elite middle
class plagued with a love for material possessions, power, status and money. My
16 page booklet chronicles the evolution of the Black Diamond from what it was
to what it is now. The font is inspired by diamonds and the clasps which hold the diamond in place on a ring. Feel free to leave a comment or any suggestions you might
have on how I can make the booklet better.
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