(Pics) Sign, Sign, Where's The Signifier?
Joe Schulz anonymizes the iconic Highway sign in a critique of visual saturation.
We have all been schooled in the art of meanings and images. It is how branding stakes its claim of effectively reaching consumers. Joe Schulz's “Sign Out” photograph series anonymize the branded highway signs in a play that may speculate about our saturation with branding in visual culture. For we are used to the sign having a meaning, but take its specific-brand association away and then you are able to see a larger critique on culture.
Joe Schulz's photographs are on view at Galerie Heinz-Martin Weigand through March.