Experimental typography design based on the morphological analysis of the ceramic piece of the Feline Shaman from the Jama Coaque culture

Abstract

The richness of Ecuadorian material culture often goes unnoticed due to the limited value given to it by digital design and contemporary aesthetics. The dominant authority of other cultures and currents counteract the ancestral heritage that has contributed to the historical development of Ecuador. In this context, this research article will focus on the revaluation of the Jama Coaque culture and the analysis of the morphological elements of the anthropo-zoomorphic vessel of the Shaman made feline for the design of an experimental typography, from the graphic design approach. The choice of this piece is based on its aesthetic and symbolic characteristics, which express wisdom and divinity, as well as beliefs and practices related to the cultivation of the land. The predominant design method is the design methodology proposed by Vilchis (1998), this approach allows combining other methods according to the project, which is why it is complemented by Sondenguer (2003) and other authors of morphological analysis and creation techniques typographic. This typographic design starts from the bibliographic documentation of historical and aesthetic elements of the Jama Coaque culture, to photographic documentation, extraction of morphoproportionality and morphological analysis, The main result of this study is experimental typography based on the creation of combinable modules that is presented as a practical solution to generate visual resources that strengthen local identity and transmit a language that reflects the iconographic richness of the culture.

KEYWORDS: Feline Shaman, Design, morphology, anthropo-zoomorphic vessel, typography.