Literature review
The University of Edinburgh, Brand Essentials Volumen 3. Ed.ac.uk. (2019). [online] Available at: https://www.ed.ac.uk/files/atoms/files/chapter_one_-_logo_guide.pdf [Accessed 12 Jun. 2019].
In this article, the importance of a logo for an institution is more than a brand as mention in page number five in the first paragraph "It is important that the University of Edinburgh the logo is presented in a strong and consistent the manner in order to achieve maximum impact. Through consistent use, our values, research, students and staff will all be represented to a global audience that will allow us to continue influencing the world.". I personally take this quotation as a good reason for creating a Logo, it is not about the fact of identifying an institution, it is about obtaining the recognition and influence in the people that have been part of this place that has given them an education and formation to be who they want to be. They will carry this identity wherever they go for having been students from this institute, which will make that this institute reaches the edges of wherever their student develop their knowledge obtained there.
I also want to reference this quotation, "“I guess we all like to be recognised not for one piece of fireworks, but for the ledger of our daily work.”, to my project because of the words of Neil Armstrong Astronaut and University of Edinburgh honorary graduate have something which is really true, we do not want to be recognised by our good/bad looking or by our identity. It is more about to be recognised and known for our hard work and efficiency. it is like this phrase that says " they know us by the content and not by the cover of the book", which clearly is the main focus for creating a brand of a company, institute or any other kind of business that needs an identity. But mainly to have the unique essence that makes a brand the only one in some many that exist.
"También lo era moderar los
alegados excesos del baile que suele acompañarlo, conocido como perreo que se caracteriza por la sensual manera en que los participantes se
estriegan unos contra otros al son del ritmo de origen jamaiquino llamado
dembow, que ha sido la espina dorsal del género1
. Blandiendo su reputación
de defensora de los derechos femeninos, González criticaba el reggaetón
por explotar «sexualmente a la mujer a través de frases soeces y vídeos de
movimientos eróticos en los que las chicas bailan casi desnudas» el
reggaetón es un sancocho de rap en español y reggae en español, que llegó
a su punto en los barrios y caseríos de Puerto Rico5
. Desde el comienzo,
fue producido por y para la juventud urbana de las clases más pobres. Pero
ya para mediados de la década del 90 las letras sexualmente explícitas del
reggaetón y sus crónicas de la violencia cotidiana llegaron a oídos de una
malhumorada clase media, que respondió al nuevo género musical con su
propio estilo de hostilidad. «Muchos trataron de detenernos», recuerda en
una entrevista Daddy Yankee, la estrella máxima del reggaetón. «Como
pionero que soy, creo que puedo hablar sobre eso, sobre cómo el gobierno
trató de pararnos, sobre cómo personas de otros estratos sociales (…)
miraban por encima del hombro a los jóvenes de los barrios, subestimándonos
y viéndonos como marginados.»6
TRANSLATED TO ENGLISH:
""It was also moderate the alleged excesses of the dance that usually accompanies him, known as perreo that is characterized by the sensual way in which participants strive against each other to the rhythm of Jamaican origin called dembow, which has been the backbone of the género1: Brandishing her reputation as a defender of women's rights, González criticized reggaetón for exploiting "sexually women through vulgar phrases and videos of erotic movements in which girls dance almost naked" reggaeton is a stew of rap in Spanish and reggae in Spanish, which reached its point in the neighborhoods and hamlets of Puerto Rico.5 From the beginning, it was produced by and for the urban youth of the poorer classes, but by the mid-90s the lyrics were sexually Explicit reggaeton and its chronicles of everyday violence came to the ears of a bad-tempered middle class, which responded to the new musical genre with its own style of hostility. "Many tried to stop us," recalls Daddy Yankee, the top star of reggaeton, in an interview. "As a pioneer that I am, I think I can talk about that, about how the government tried to stop us, about how people from other social strata (...) looked over their shoulders at young people in the neighbourhoods, underestimating us and seeing us as marginalized." 6
The extract from this article is very important because it highlights the sight of people against the content of reggaeton and describes the cultural rejection. However, today the reggeaton is the main source of the Latin music industry, even if the moderation of the language has been managed, the sexuality and sensuality evoked through this music and its indirect language were given to the context of most of parties and fun.
Since its beginning this genre was very aggressive in terms of being without neatness and let's make it possible, this was the reason of why this genre became very controversial to be accepted, but it is funny to see how today it is the best influence in the Latin music. I refer this information because I am making this type of music avoiding the sexual content and using moderated language that makes more interesting my lyrics, to talk about real content (life, friends, fun, dreams, feelings) in a rhythmical genre that is completely the opposite of neatness. It is interesting for me and unique as a point to star with a challenge and mental influence for the people who are listening to my music and accept the other way of listening to a decent and educated reggaeton.
In this article, the importance of a logo for an institution is more than a brand as mention in page number five in the first paragraph "It is important that the University of Edinburgh the logo is presented in a strong and consistent the manner in order to achieve maximum impact. Through consistent use, our values, research, students and staff will all be represented to a global audience that will allow us to continue influencing the world.". I personally take this quotation as a good reason for creating a Logo, it is not about the fact of identifying an institution, it is about obtaining the recognition and influence in the people that have been part of this place that has given them an education and formation to be who they want to be. They will carry this identity wherever they go for having been students from this institute, which will make that this institute reaches the edges of wherever their student develop their knowledge obtained there.
I also want to reference this quotation, "“I guess we all like to be recognised not for one piece of fireworks, but for the ledger of our daily work.”, to my project because of the words of Neil Armstrong Astronaut and University of Edinburgh honorary graduate have something which is really true, we do not want to be recognised by our good/bad looking or by our identity. It is more about to be recognised and known for our hard work and efficiency. it is like this phrase that says " they know us by the content and not by the cover of the book", which clearly is the main focus for creating a brand of a company, institute or any other kind of business that needs an identity. But mainly to have the unique essence that makes a brand the only one in some many that exist.
Negrón-Muntaner, F. and Z. Rivera, /. (2019). [online] Available at: https://nuso.org/media/articles/downloads/3630_1.pdf [Accessed 25 Jun. 2019].
TRANSLATED TO ENGLISH:
""It was also moderate the alleged excesses of the dance that usually accompanies him, known as perreo that is characterized by the sensual way in which participants strive against each other to the rhythm of Jamaican origin called dembow, which has been the backbone of the género1: Brandishing her reputation as a defender of women's rights, González criticized reggaetón for exploiting "sexually women through vulgar phrases and videos of erotic movements in which girls dance almost naked" reggaeton is a stew of rap in Spanish and reggae in Spanish, which reached its point in the neighborhoods and hamlets of Puerto Rico.5 From the beginning, it was produced by and for the urban youth of the poorer classes, but by the mid-90s the lyrics were sexually Explicit reggaeton and its chronicles of everyday violence came to the ears of a bad-tempered middle class, which responded to the new musical genre with its own style of hostility. "Many tried to stop us," recalls Daddy Yankee, the top star of reggaeton, in an interview. "As a pioneer that I am, I think I can talk about that, about how the government tried to stop us, about how people from other social strata (...) looked over their shoulders at young people in the neighbourhoods, underestimating us and seeing us as marginalized." 6
The extract from this article is very important because it highlights the sight of people against the content of reggaeton and describes the cultural rejection. However, today the reggeaton is the main source of the Latin music industry, even if the moderation of the language has been managed, the sexuality and sensuality evoked through this music and its indirect language were given to the context of most of parties and fun.
Since its beginning this genre was very aggressive in terms of being without neatness and let's make it possible, this was the reason of why this genre became very controversial to be accepted, but it is funny to see how today it is the best influence in the Latin music. I refer this information because I am making this type of music avoiding the sexual content and using moderated language that makes more interesting my lyrics, to talk about real content (life, friends, fun, dreams, feelings) in a rhythmical genre that is completely the opposite of neatness. It is interesting for me and unique as a point to star with a challenge and mental influence for the people who are listening to my music and accept the other way of listening to a decent and educated reggaeton.
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