Univocally, 2012

The first out of seven...

http://gerb95.ru/

Dichtbij.nl

Taken from a billboard in Russia, where neither word nor letter looked familiar, this striking but unidentifiable logo of a company seems to bear a universal language. The action portrayed by the stylized hands seems as though its promoting a symbolic but ambiguous gesture from a maker to a receiver. The receiver present in the logo seems to gladly acknowledge the wholehearted gesture. The viewer on the other hand, invited to witness this transaction, remains uncertain of its significance. I liberated this image from it's original context and delivered it to the dutch website www.dichtbij.nl [English: 'nearby'] a website directing its visitors to local news and advertisements by use of their given postal codes. The website agreed to place this logo for a short amount of time on every page regardless of the visitors present location. Exploring the notion of empathy between a sender vs. receiver and a local vs. universal context.