Abnormal Notions of Signage Book
by Kasper Pyndt
Abnormal notions of signage
Book (A5, 40 Pages), 2013
“Since the 1980’s technological advancements has meant cheaper, quicker and therefore often worse solutions in signage. I did a photographic documentation of storefronts in the Copenhagen suburbs. This research showed that many use the same visual rhetorics in an attempt to “shout the loudest”: Vivid colors and large amounts of text – often set in capitals. This creates a visual cacophony that not only removes focus from the city’s architecture, but also makes it so that most stores do not really stand out. A sign loses its purpose an as identity carrier when i becomes part of a norm-based aesthetic.
I chose to remove all written elements from these signs to leave only the background colors and images. This could be seen as a research into the effects of minimalism, but also as a sort of protest and a way to question what sort of formal qualities that define a sign.”