New candidates bring new iconography
This year’s campaign for a seat at the Legislative Assembly (AL) brought with it new lists and new iconography.
Notable newcomers include strong graphic representations, such as that of the list number 12 – “Poder dos Cidadãos” [Power of Citizens] headed by Sze Lee Ah. His campaign logo is a closed fist pointed at the observer. Sze portrays himself as a replica of the iconic image of Ernesto “Che” Guevara, the Argentine Marxist revolutionary and guerrilla leader.
Questioned on the use of such symbols, Sze said that he wants to be seen as the leader of the youth and new generation, a similarity he shares with “El Comandante” Che Guevara.
List number 22 – “Ajuda Mútua Grassroots” [Mutual Help Grassroots] – also boasts eye-catching imagery. Its leader Wong Wai Man shows himself dressed in a “Maoist style” military green uniform and carrying a messenger bag bearing the image of Mao Tse-tung.
It is also the only list that features a picture of several fishing nets hanging from a tree in a river or seaside area as the background for its logo. The list name is a hybrid of Portuguese and English languages.
Moving into brighter colors, list number 10 – “Poderes do Pensamento Político” [Powers of Political Thought] features rainbow-colored cubes, falling as in a Tetris game.
This list’s campaign posters include the first three candidates in athletic attire representing sports ranging from Basketball to Running.
Pink pops out from the image of list 11 – Aliança de Bom Lar (Alliance of Good Home), which is led by the Women’s General Association of Macau’s vice president Wong Kit Cheng.
In addition to the color pink and the female element being a clear message of the list, the logo suggests multiple interpretations. The pink logo is represented by several building silhouettes smiling which portrays the sense of a “happy home” and a “happy family,” which combined resemble a local landmark: the Ruins of Saint Paul’s.
Using symbols of democracy such as the “Liberty Torch”, list number 23 – “Início Democrática” (non-concordant Portuguese translation of Democratic Start) also presented candidates, both in their depictions in campaign material and public appearances, dressed in plain white.
Another newcomer is list number 24 – União dos Promitentes-Compradores do “Pearl Horizon” para Defesa dos Direitos (Union of “Pearl Horizon” Buyers for the Rights Protection).
The list aims to address the topic around the Pearl Horizon controversy. Its logo features a green mountain from which five grey bars protrude to represent the building towers.
In the campaign poster, the idea of “union” is also created by a photograph of members joining hands in the center, together with a collage of photographs of members in previous Pearl Horizon building demonstrations. All this is presented in dark tones and in monochrome as black is also the color of the members’ uniforms, contrasting with messages in vibrant red.
List number 25 – “Linha de Frente dos Trabalhadores de Casinos” (Casinos Workers’ Frontline) is led by Cloee Chao and the main logo is represented by a gaming chip in red and white colors.
Similar symbols follow in the campaign posters where Chao assumes a “croupier” pose to symbolize the connection with the gaming industry.
In order to learn more about the symbolism and the imagery of such creations, the Times spoke to Bibito Henrique Silva, creative director and experienced local graphic designer.
“Macau might be devoid of competence in multiple areas but one thing is true, graphic design is not one of them,” he said noting the number of talented people on the field and the many international awards some of them achieved.
Bibito noted that there is a “problem of demand,” claiming that “it’s difficult to find people with the knowledge, culture, and education (and sometimes courage) to accept creative, efficient and professional work.”
Entering a more detailed analysis of images used during the campaign, he cited the example of list number 12, whose logo appears to spell “POC” when it is fact “PDC”, and highlights the “funny fact” that it works almost as onomatopoeia.
“The PDC list assumes a radical attitude and the logo transmits that. A closed fist is a common political symbol and by itself [it] is a statement. Not that common is the ‘fist’ facing the public like saying, ‘Vote for me. I promise to punch your face… or someone’s face’… However, sometimes Macau needs someone to bang a fist on the table,” he said, noting that such a message might be effective for the people.
Bibito described list number 22’s logo as “difficult”, as nothing seems to make sense.
“What does a message of a photo of fishing nets hanging in a tree in a boardwalk by the sea convey?” To Bibito, it means pretty much nothing.
Regarding list number 25, he remarked that such a list is calling for the protection of casino workers. “A casino chip as a logo is obvious and there’s no room for misunderstandings […] as an advertising professional, I’m prohibited by the law to use any symbol or reference to casinos or gambling in my client’s campaigns… but it looks like Macau elections are governed by a different law.”
As for list 10’s colorful cubes, he said, “If the intention is to show that they will defend the interest of multiple segments of the society, the message is there, simple but clear. Not sure if [it is] deliberate, but even the colors of the rainbow are there.”
The designer noted that each campaign image seemed to have been crafted with a great deal of thought given to whether it could “appeal to the electorate”.
He thinks that graphic design, together with other communication and marketing tools, can play a role in the “whole campaign.”
Noting the importance of a logo as an identity, he said that “‘normal democracies’ invest enormous budgets in their political campaigns to inform the public about their projects and policies.” However, he questioned whether it was worth doing so in Macau. [More..]
