Daniel Pflumm
Daniel Pflumm, 1998

Berlin-based artist Daniel Pflumm appropriates the signs and symbols of multinational corporations and transforms them into seductive objects that subvert the authority and omnipotence of corporate identity. This work, which was originally located outside the gallery as a minimalist intervention into the urban environment, is one of a number of light boxes produced in the late 1990s and defined by the artist as “censored logos”. He has recreated the logo of a well known brand, complete with brightly coloured glossy surface, while editing out the lettering. Pflumm has robbed the original sign of its context and meaning, and offered back to the world an empty signifier of corporate spectacle.