A visual identity for Luther Blissett? Sounds not only like a impossible task, but also like a bad idea. Graphic identities by (corporate) culture are rigid visual representations, based on strict communication rules, which serve as a guideline for communication of a brand.
We don’t think that Luther Blissett needs a brand. The established practices of branding, which construct imposed identities, statistical targets, knee-jerk populations are light years away from open, non hierarchical, networked movements such as Luther Blisset.
Our ambition in this project is to research the theory and practice of visual communication and graphic design and to give to every Luther a visual tool, if he needs it. In the perspective of an independent network, such as Luther Blissett, how important is the process of "branding"? By that we mean the tactical communication of the organization's symbolic capital in a direction of self-deconstruction, and with that, the creation of the necessary critical distance of one's own audience towards one's own medium. All this with the purpose of stimulating the audience's critical perspective.
We wanted to create open visual platforms for visual representation of Luther Blissett. This however, we know, is the first step. In order to go beyond representation, this Logo proposals are here to be used, changed and reinvented for Luther Blissett communication interventions. It is mostly the process and the culture of response-ability that makes the visual identity open and alive as social movements are.
Luther Blissett, Ljubljana, November 2006.
You can find downlowdable files on the bottom of the next post.
