ABSTRACT
This chapter presents the case study of Matt Siber. Siber, artist and Assistant Adjunct Professor of photography at The School of the Art Institute of Chicago, Chicago, Illinois, invokes an awareness of power and control executed among people by advertising, corporate branding, and government propaganda through the omnipresent signage in public spaces. Siber explains the purpose and production of the two projects. In Floating Logos, Siber humorously exaggerates the nature of signage by exalting it to a godly state. For The Untitled Project, Siber first photographs signage located in city street scenes. He then digitally removes all of the text appearing on the signage in these photographs, and reintroduces them, in exact size, style, orientation, and position, on an adjacent white paper that is the same size as the photograph. In Siber’s view, artists do not prescribe meanings to their work, but await viewers’ individual interpretation.
