Australia doing business with China


Australia doing business with China – how does quanxi impact the value chain?

Sample Solution

elements that we all share or can understand with our individual associations.


fig.13 1964 Japan Olympic Games pictograms (Katsumi.M, 1964)



Otl Aicher designed the identity for the 1972 Munich Olympics with a developed approach to using pictograms and ideograms to communicate efficiently and effectively to the world (fig.14). Aicher’s pictograms were isometric and minimalistic, stripping away the things that make us different. They focus not only on representation, but are open to the readers identity and associations. Could there be a commonality between all humans and the way we see? Could this be used to design a pictorial language that would be correctly interpretative to all people?


fig.14 1972 Munich Olympic Games pictograms (Aicher.O, 1972)



In 1980, both Japan and the Soviet Union proposed a fire exit sign to ISO (the International Organisation for Standardisation). The signs were close to the same design (fig.15), and were developed with limited communication between the designers of each respective nation (Turner.J, 2010). In 1985 the Japanese sign was chosen for international use. This phenomenon suggests that a symbol that represents an escape route for us could be what everyone best associates with and possibly a universal understanding. […] ‘a fundamentally human exit sign, one that speaks to some primal cognitive notion of escape.’ (Yukio.O). Yukio suggests that perhaps there are visual triggers ingrained in us from thousands of years ago that have made humans share a common way of visualising something. However, how far does this go in relation to an entire language? Do we share a common way of seeing and reading, with similar ideas of representation?





fig.15 Soviet and Japanese Exit Sign Comparison (1980)



Tristan Gooley – reading tracks and signs in nature



Italian Archaeologist Emmanuel Anati theorised that we learned to read before we co