HALT AND CATCH FIRE

 

A logo is retired as an autonomous work after its first use and replaced by a new generic logo produced by an online logo generator. By immediately discontinuing and rebooting something that might look like a brand, it actively pushes towards it's own bankruptcy and collapse. It's not the 'no logo' as a logo, but the irrational, unwarranted shift to yet another new image, refusing confirmation and consolidation that should be the driving force behind it. What's left might well be all possible logos simultaneously. thestockexchange / Antwerp / 2017.     

In collaboration with Peter Lemmens.

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