Chicha booklet

CHICHA

C U L T U R E

CONTENT

Inspiration and Research

04

Photos and Illustrations

08

Layout inspiration

12

Typography

16

20

Color Palette

04

INSPIRATION AND RESEARCH

Chicha culture is the collection of every single expression of the peruvian middle class, that has been always discriminated by the goverment and elite class of Peru.

My actual magazine would be inspirated in Chicha culture from Peru. This is a important part of the identity of this country because of its originality and because is the manifestation of a set of situations that corresponds to a society in transformation, from an aristocratic-creole society to a more democratic one, where all cultures cohabit, within a modern social context.

To create the layout of my magazine, I will focus on preserving essential characteristics of the chicha culture, such as: neon colors (magenta, cyan, yellow, green) and the typography used in screenprints.

However, the design should not be saturated by the contrast of colors since the type of publication is different from that of a poster. The design has to highlight the graphic elements in the best possible way.

05

“Cuando Chacalón canta, los cerros bajan” One of the most representative characters of the Chicha culture is Chacalón (popularly known as the Pharaoh of the cumbia), most of the migrant provincials who arrived in Lima were looking for a new life opportunity.

That is why Chacalón is portrayed multiple times on chicha posters, as a sign of admiration for a popular icon.

Lorenzo Palacios, better known as Chacalón, portrayed in some chicha cartoons.

06

Over time, this manifestation of chicha has been configured, in a kind of culture that has involved a series of aspects or dimensions. Hence, we can say that Chicha culture has the following dimensions: 1. the aesthetic-cultural: strident colors, combination of meals, mixture of traditions and cultures, etc., which more often than not has been associated with “bad taste� from different cultures.

2. the informal, the mix, pandemonium, etc.

3. The flexibility of norms and values: the unscrupulous, outside the norms, etc.

From these socially constructed dimensions, they extend into all dimensions of society: both social, political, economic and cultural. And, of course, as already noted, in certain contexts one of its aspects is relieved. In these last two years it is the political sphere that is on the national scene, this is where we have been able to account for some of the dimensions linked to its negative meaning.

Iconic murals painted by peruvian artists in streets of Lima

07

Mural by peruvian artist Elliot Tupacto celebrate the pursuit of dreams

We will say that, the chicha culture in Peru, in the absence of an appropriate name, is called the cultural syncretism of the last 50 years in the country.

It is a culture that has several dimensions, a weight that the most widespread is linked to the anomic, informal and unscrupulous; However, the other dimensions allude to a culture pattern different from the traditional aristocratic, expresses the mixture of all cultures.

In this way we experience it on a daily basis: the combination of meals, the diffusion of strong colors, the vitality of the different cultures nested in the capital, etc.

In addition to being an inclusive feature, that is, the significant presence of all cultures, without prejudice to any. Therefore, we will say that the chicha culture is the manifestation of cultural change that has undergone the country since the second half of the twentieth century in Peru, in Lima in particular, making the sea culture more democratic and popular.

08

PHOTOS

AND ILLUSTRATIONS

09

“The objetive of the images is get to know the multiply ways that artists use to express themselves and their culture”

“It is chicha because it tells us about a mixture of ingredients that, in this particular case, refers to the Peruvians of the coast, mountains and jungle who decided to leave their land to achieve the dream of development and a better life for their children”

10

Collection of posters made by the chicha group Sonido Chacadelico to invite people to parties with chicha themes

11

Collection of posters made by the chicha group Sonido Chacadelico to invite people to parties with chicha themes

12

LAYOUT

INSPIRATION

Maintain the neon colors of the chicha culture, using them to accentuate the visual communication of the magazine.

13

Combine black and white with neon colors to contrast the most important topics of the publication.

Take elements of minimalist layout and insert them into the context of a magazine that maintains the “chicha� essence of the mixture and color.

14

15

GRID

AND LAYOUT

To diagram the publication, the workspace was divided into a grid of 4 rows and 3 columns, with a separation of 0.25 inches between each.

In this way, texts, images and graphics will be placed in a preset order.

16

TYPOGRAPHY PRIMARY TYPEFACE

Franklin Gothic Demi

AaBbCc Franklin Gothic Demi Regular

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz Franklin Gothic Demi Italic

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz

17

I will use two typefaces for different situations (headliners and body text). The primary typeface is Franklin Gothic Demi. This typeface will be use only for headliners.

There are two weights of Franklin Gothic Demi. I will use these weights in the following way:

Franklin Gothic Demi Regular

Headliners Franklin Demi Italic

Quotes and subheadings

18

TYPOGRAPHY SECONDARY TYPEFACE

ITC Franklin Gothic Std

AaBbCc ITC Franklin Gothic Std Book

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz ITC Franklin Gothic Std Medium

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz ITC Franklin Gothic Std Heavy

AaBbCcDdEeFfGgHhIiJjKkLlMmNnOo PpQqRrSsTtUuVvWwXxYyZz

19

I will use two typefaces for different situations (headliners and body text). The secondary typeface is ITC Franklin Gothic Std. This typeface will be use for headliners and body text.

There are three weights of ITC Franklin Gothic Std. I will use these weights in the following way:

ITC Franklin Gothic Std Book

Headliner Body text

ITC Franklin Gothic Std Medium Body text ITC Franklin Gothic Std Heavy Body text

20

COLOR PALETTE AND SWATCHES

INSPIRATION AND REASONS TO CHOOSE THE COLOR PALETTE

The color palette of the publication will be inspired in the main colors of chicha posters (neon color as magenta, cyan, yellow and also orange and green).

To play with the color theme, the color gradient resource will be use between two and three colors.

Next, the selection of the colors to be used as well as the proposed gradient samples will be shown.

21

VIBRANT ORANGE

LEMON YELLOW

CHICHA GREEN

#e52b12

#e8c300

#00893b

R: 229 G: 43 B: 18

C: 0 M: 92 Y: 98 K: 0

R: 232 G: 196 B: 0

C: 12 M: 20 Y: 100 K: 0

R: 0 G: 137 B: 60

C: 92 M: 20 Y: 100 K: 0

SUPER PINK

ELECTRIC BLUE

NEON ORANGE

#ff4b74

#012a84

#ff4804

R: 255 G: 75 B: 116

C: 0 M: 81 Y: 31 K: 0

R: 1 G: 42 B: 132

C: 100 M: 88 Y: 24 K: 6

R: 255 G: 72 B: 4

C: 0 M: 81 Y: 93 K: 0

22

GRADIENT CATALOGUE AND SWATCHES

GRADIENT BETWEN TWO COLORS VIBRANT ORANGE - LEMON YELLOW

CHICHA GREEN - SUPER PINK

ELECTRIC BLUE - NEON ORANGE

SUPER PINK - ELECTRIC BLUE - NEON ORANGE

LEMON YELLOW - SUPER PINK ELECTRIC BLUE

GRADIENT BETWEN THREE COLORS

VIBRANT ORANGE - LEMON YELLOW CHICHA GREEN