July 2010: Floating Logos

Floating Logos grew out of a larger body of work called The Untitled Project, which takes aim at the nature of visual communication in public space. While my attention was directed toward public signage, I became acutely aware of these very tall signs that manage to blend into the flat landscape of the American Midwest.

Although inspired by the region I live in, these images are not meant to be site-specific. They were made in different areas of the United States and Europe.

The idea to remove the supports in Photoshop did not come to me right away. I made a few photo­graphs first and then scanned them in to mull them over. I felt that the ‘straight’ photographs weren’t enough to get people to pay attention to such a common and mundane subject matter. ‘Floating’ the signs is, in part, a way to make people notice them in a way they can’t when encountering them in real space.

Beyond the visual attention grabber, the floating effect serves as an apt metaphor for the corporate entities that put these signs in place. They are disconnected from reality in a way that seems supernatural, magical or beyond possibility. They dazzle because they are outside of our control, much like the faceless companies that use them to lure and attract us.

Analogies could also be drawn to religion and brand worship, or to futuristic science fiction films like Blade Runner.

Ideally, viewers see this work as both tongue-in-cheek humour and a pointed critique of this aspect of consumer culture.

Matt Siber


Matt Siber (born 1972) lives and works in Chicago. He has a Masters of Fine Arts degree from Columbia College Chicago and is represented by galleries in Madrid, Barcelona and Munich.


More from CR

Illustrated observations of Amsterdam life

When New Zealander Toby Morris relocated to Amsterdam a couple of years ago to work at ad agency Wieden + Kennedy as a studio artist, he decided to document Amsterdam’s peculiarities each day in an illustrated journal…

Best In Book

The Best in Book selection from our Illustration Annual contains work from James Joyce, ilovedust, Sophia Augusta and more

The London Fields’ collaborative album

The design, packaging and promotion for This is Yours, the debut album by The London Fields, was achieved through the industrious efforts of family and friends who all donated materials to be recycled for the project

Graphic Designer

Fushi Wellbeing

Creative Designer

Monddi Design Agency