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May 16, 2007By: Michael Marucci -
Matt Siber has created an interesting display of famous logos - they're all floating! Siber Art describes, "Inspired by the proliferation of very tall signs in the American Mid-West, Floating Logos seeks to draw attention to this often overlooked form of advertising. Perched atop very tall poles or stanchions, these corporate beacons emit their message by looming over us in their glowing, plastic perfection. Elimination of the support structure in the photographs allows the signs to literally float above the earth. In some cases the ground is purposefully left out of the image to further emphasize the disconnect between the corporate symbols and terra firma. Making the signs appear to float not only draws attention to this type of signage but also gives them, and the companies that put them there, an otherworldly quality. References can be drawn to religious iconography, the supernatural, popular notions of extraterrestrials, or science fiction films such as Blade Runner. Each of these references refers to something that can profoundly affect our lives yet is just beyond our control and comprehension."