dots as ‘anti-brand’
‘Brands’ are powerful. Corporations invest billions in creating and propagating an ocean of brands to assail our senses, overwhelm our imaginations and impose their values.
Our task is to subvert the power of branding and bend it to democratic ends.
As the most basic shape, void of any explicit content, the chalk dot is an ideal ‘anti-brand’.
It’s sheer simplicity provides a stark contrast to the artifice, investment and cynical manipulation typical of the advertising industry.
Through use, we can individually and collectively imbue dots with our own meanings. DOTS can come to symbolically represent the ‘shared consensus’ which unites everyone who strives for a world defined by justice, compassion, equality and care.