owning a cliché
Dentsu Aegis Network wanted a name and an identity for their LGBT network. The design needed to be obvious, so the pride rainbow was the obvious visual candidate, but I wanted us to ‘own’ this cliché, bending it to our name…
I suggested ‘& Proud’ because it was a flexible name for a giant network of individuals, departments, companies and territories.
I asked Supermundane (who drew the logo) to design four slightly different tiles, each a variation on the centre of our ampersand. We made a set of prints of these tiles to be hung weather as individual artworks or in groups. The idea was that however they are arranged this will always form different patterns – reflecting both ‘the network’ and also ‘diversity’..
- Client: Dentsu Aegis Network
- Artist: Supermundane
- Concept naming and creative direction: Silas Amos