Go-Logo, automatic logos outsourcing contrariwise


The outsourcing project, presented by the software artist Leonardo Solaas during the latest ‘ReadMe 100, Temporary Art Factory‘, has its founding principle in a specific socio-economical consideration: there’s a substantial gapbetween the most developed country’s stipends and the emergent countries’ ones. This gap makes the outsourcing process (or the services’ commission to external businesses) attractive for both the involved subjects. On one side the employer (belonging to the rich minority) can save on production costs, on the other side the employed (a talented person from a third world country) earns more money. But this apparent fair trade is clearly an exploit, where the employer is avidly cashing a high percentage of revenues, and the employed have to face competition and so he’s forced to lower prices in order to get work commissions and use his know how for others. The Argentine’s Solaas idea wants to subvert this unfair exchange through the stipulation of a special contract where the artist (the ‘Contractor’) place his knowledge at the employer’s disposal to develop the project of one of the employers’ ideas. This idea is picked up by the artist, but the employer is the copyright owner as he did it himself. In this case, there was also a meta-employer, the Readme 100 Temporary Software Art Factory, in charge of the payment. The employer has considered the artist’s background, competence and interests. The artist, on the other hand, has picked up the most stimulating and feasible idea. So ‘Go-Logo’ by Eric Londaits has been picked up. The author thinks that the only possibility to be heard in the future will be to have ‘a flashy logo and a catchy tune’. So Go-Logo’ is a survival kit, able to realize a unique and attractive logo in real time. Solaas has developed a flash application that randomly generates logos consequently to what the user type in the text field. But if the concept of ‘software art’ is a work in progress, then we can embody the Florian Cramer’s definition (“it’s a form of art whose topic is the algorithm and the end goal is the creative concept for an application”) and so state that the Solaas’ work is a good example of artistic code.

Valentina Culatti