Brands need Artists
The modern commerce landscape has seen brands recently embark on integrating human values into their DNA. Shifting beyond mere consumerism & pushing product, big brands are embracing ideals such as inclusion, equality and sustainability as part of their ethos.
When it comes to ideals however, Art is the pinnacle of our collective aspirations, fears & desires. A true reflection of life. Personally, I admire how German painter Gerhard Richter describes Art simply as "The highest form of hope". A fine & eloquent statement that's rooted firmly in the power of human optimism to overcome all obstacles.
But as someone who has managed & designed brands across his career, Brand identities & their DNA by default are always limited by design to control the brand narrative. Now, I'm definitely pro Brand consistency & maintaining quality control. But, I'm here to advocate brands & those who work on them, to build room for Art & Artists into Brand DNA from the get go.
We don't have to look far to find examples of Artists that absolutely love to create Brand-Centric-Art. Check out Brazilian Graphic Designer Vinicius Araújo's super fun digitally inflated logo series. Or take a look at Italian Artist Gianluca Gimini's delicious reinterpretations of vintage Italian brands as cool sneakers.
Then there's Gyu Han Lee's up-cycled McDonald's Paper Bag Lamps,"Tokyo Edition". Sourced from the McDonald's at Narita airport during his recent Tokyo Trip. Utilizing traditional Hanji style craft he transformed disposable fast food packaging into striking works of art. He's also the talent behind the bespoke furniture made from Nike boxes under an exhibition "The Pattern is the Pattern".
Another Brand that's an Artist favourite is the LEGO Group. Melbourne based architect Jan Van Schaik created 89 works of Deteriorating Architectural Sculptures with LEGO in his series @lost_tablets. Named after ghost ships, these works are created with an imbued sense of mystery about their origins.
Smart brands embrace & seek out Artists. Take Starbucks infamous #WhiteCupContest Challenge that was inspired by observing customers doodles on the cups that were flooding social media. A competition that led to fan art becoming the official Starbucks cup a year later. To the recent Yayoi Kusama X Louis Vuitton Harajuku pop-up with both the brand & the artist breathing new life into eachother. A truly marvellous mutually beneficial collaboration.
You see, the unmatched value that Art & Artists offer is Authenticity. No matter how tight brand identities are designed, or how effective & creative their communication is, it's still one directional.
Brands are more genuine when lofty Jargons full of "Purpose" & hot air are tossed away and Art & Artists are embraced as a means to exhibit true brand confidence & a desire to genuinely empower those who love them, giving both a new life. A life that is full of passion & enthusiasm.