ZIGGY: Can I say something? I think the logo gives us a dark future vision of graphic design. I mean a corporation like OCP doesn’t really need a well-designed CI since they are the only player in the market anyway. The logo doesn’t have to appeal to the customer. I also believe OCP have an in-house cyborg taking care of all their CI and advertising. He’s fast and cheap. He doesn’t ask questions because he’s just following his prime directives.
EGON: That’s the future. We’re all going to melt into our Macs. We’ll look like Björk in that video where she was making love to her double. We’ll be shiny white design zombies producing crude logos for one and the same company.
It’s a measure of capitalism’s continued success and expansion that more and more people feel confident in describing themselves as creative, as artists. The neoliberalist turn hinges precisely on this, that more and more people can imagine themselves artists — in part because ordinary consumption has become a mode of personal expression, in part because capital has placed various forms of audience-building media at nearly every nonimpoverished individual’s disposal, in part because every scrap of one’s life gets turned to account as reputation, as human capital. We get an audience for our creative autonomy in action, a scenario which depends on (is subsumed by) the apparatus of communicative capitalism. If we are being “creative” without an audience, it no longer registers as an expression of autonomy; social media has crowded out the space in which an individual could be content to create without spectators. Now that is simply a failure of nerve, not independence — it’s too easy to circulate one’s gestures of creativity to rest easy in obscurity.