Playing a Graphical Game with Perception for Schendlingen School
Atelier Gassner – Visual Essays
The task is to create names and concepts for names, to call things by name, to give language to a thing or object and to find the most easily understandable/shortest term with the quality of a name. The goal is “Your search result (0 hits)” and free domains with the desired endings.
We derive information from our perception of the significance of things. In visual terms, we draw this from the visible, from the surfaces; surfaces in the widest sense of the term: elevations, perspectives, proportions, relationships, colours, focused, blurred … We cannot observe things without enquiring about the semantics, searching for them. This represents an important difference between our perception and artificial intelligence. Kant, for instance, said: We shape the world when we observe it. An abstract surface is, for example, the image of a business. Visually it is shaped by appearance, auditorily by verbal communication, above all by the name of the firm. Here the sound is just as associative as the “figure” of a word. In our work what interests us is the interplay between name and image. It has been shown that the most important criterion in choosing a name is the narrative quality, not the immediate statement but the background impacts or, to use a term from Elias Canetti, the “acoustic masks” of words.
One can hear and see words. In the case of a logotype it is impossible to separate connotation and visual association and in fact they mutually strengthen each other. Good solutions generally derive their effectiveness from a strong point with striking impulses of meaning. Often “important” things can speak more loudly to us through a degree of irritation. This happened when I read the name “Namlos”(nameless) on a completely normal place name sign. What is a normal place name sign? – The familiar sign with the typical blue edge and the name of the place. On the sign mentioned above I read a name that negates itself. How many signs of a similar kind have I passed without noticing them? – but I remember this one. This place exists. Namlos is in Tyrol at a height of 1200 metres above sea level and is inhabited by around 100 Namlose (nameless ones).