Cog brands Antony Gormley’s Trafalgar Square project

Cog Design has created the identity for artist Antony Gormley’s One & Other commission for the fourth plinth in London’s Trafalgar Square.

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 Official applications can be made from April.

Hide Comments (3)Show Comments (3)
  • greenroom November 30, -0001 at 12:00 am

    Hmmmm…. an uninspiring typeface on a silhouette of the plinth, a quick 5 minute search on shutterstock for a suite of people silhouettes and hey presto… brand identity, wonder how much they charged for that one. Still, I guess they blagged it to Mr Gorm as well as he blagged his pretentious idea to the powers that be in the first place…. gosh, what happens if there is a strong wind, will health and safety allow real people to stand up there for fear of multi million pound law-suits when someone gets blown off or breaks a finger nail on their ascent….?

  • James November 30, -0001 at 12:00 am

    Greenroom – you seem like fun; i’ll let you know if I have a party.

    Cog – lovely stuff. Love the simplicity of it – great idea, for a great artists. Nice.

  • kiwi November 30, -0001 at 12:00 am

    Still …atleast it isn’t a massively overgrown realististic model of a traditional Briitish white horse, costing £2million to create and being placed by the roadside to freak out commuter driviers! I’ve never seen anything so ugly or absurd! The Government could atleast throw their clearly abundant stashes of cash into a project that might encourage tourism, and therefore more money into the economy… perhaps the offer of having a nation watch you for an hour, for the chance to be made to feel a little special might tempt a few foreigners over, or atleast a visit to the big smoke from the bumkins out there.
    Though personally I couldn’t think of anything more gruelling than having a sea of expectant faces looking up at me, the haunting knowledge of having nothing to offer painfully apparent in my mind.

  • Post a comment

Latest articles