Monday, March 15, 2010

Logo mojo

I have also had time (16 minutes, to be precise) to watch the Oscar-winning short film Logorama.

The film is a mish-mash of Hollywood disaster genre scripts, set in a Los Angeles (naturally) made up entirely of logos. Ronald McDonald robs a bank and takes hostages in a diner; Michelin men are the police. A waitress and kid flee the disaster zone but still can't escape Logo Land and the destruction it wreaks on LA.

It's hard not to draw a social commentary from the film, or be reminded of Naomi Klein's seminal book about logos and branding. Like the logos that make up a collective, trademarked Toontown, the viewer is visually barraged by the brands that make up our everyday lives. Is it art or infiltration? (Or both?) The film has three layers, in essence: the actual robbery-hostage-escape drama; the destruction, rebirth, and symbolism of the logos themselves and the logo world; and the silent commentary on the viewers' consumerism.

Take a bite out of the Apple apple, Eve?

No comments: