Cog Design has created the identity for artist Antony Gormley’s One & Other commission for the fourth plinth in London’s Trafalgar Square.
The work, which will run from 6 July to 14 October, will see 2400 people standing on the fourth plinth for an hour each, 24 hours a day for 100 days.
Gormley officially launched the project today, by inviting people aged 16 and over from across the UK to take part.
Gormley says, ‘It’s a very exciting, extraordinary project – it’s a sculpture made in time. It’s an experiment about what happens when you put real life in the idealised place of art.’
Cog Design’s identity will be central to the search for One & Other participants and will be used in posters, an advertising campaign and on a website, created by Headshift.
Michael Smith, director of Cog Design, says the consultancy was commissioned by art production company Artichoke, which it had previously worked with on projects such as the Sultan’s Elephant in London and the La Princesse spider in Liverpool.
Smith says, ‘We had to capture the fact that the work is about one person at a time, and reflect Gormley’s intention that the work be about contemplation, not performance.
‘We also had to create an identity that is an icon and can be used in a number of ways on posters, websites and in other media.’
Anyone interested in taking part in Gormley’s project should visit www.oneandother.co.uk. Official applications can be made from April.