Inspired by the proliferation of very tall signs in the American Mid-West, Floating Logos seeks to draw attention to this often overlooked form of advertising. Perched atop very tall poles or stanchions, these corporate beacons emit their message by looming over us in their glowing, plastic perfection. Elimination of the support structure in the photographs allows the signs to literally float above the earth. In some cases the ground is purposefully left out of the image to further emphasize a disconnection between the corporate symbols and terra firma.
Making the signs appear to float not only draws attention to this type of signage but also gives them, and the companies that put them there, an otherworldly quality. References can be drawn to religious iconography, the supernatural, popular notions of extraterrestrials, or science fiction films such as . Each of these references refers to something that can profoundly affect our lives yet is just beyond our control and comprehension.
Matt Siber (Chicago, IL) graduated from Columbia College Chicago with an MFA in Photography in 2003. His work is in the collections of The Art Institute of Chicago, IL; The Museum of Contemporary Photography, Chicago, IL; The Aaron Siskind Foundation Fellows Collection at Princeton University, NJ; among many others. He has exhibited work in both solo and group shows at numerous galleries including Bill Rubin Gallery, Berlin, Germany; La Fabrica Galeria, Madrid, Spain; Galerie f 5.6, Munich, Germany; Peter Miller Gallery, Chicago, IL; The Museum of Contemporary Photography, Chicago, IL, and SPIN Gallery, Toronto, Canada. Siber has been published in such periodicals as ArtForum and Aperture.