LOGOS (Germany, 1995-2006)
Frank Breuer has noted that consumers increasingly identify with products. They identify their ideals, aims in life and wishes with brands, the logos for which are prominently present all around us. Like modern icons they decorate our façades, bags, clothing and billboards – everywhere, in all dimensions, because a logo has no predetermined size. That is a parallel with photography, where images can also be enlarged and reduced as one wishes. Here Frank Breuer reduces monumental commercial logos to the familiar dimensions of a newspaper advert. Moreover, by isolating the logos he reveals how alien they are to the natural environment.
