Emilio Chapela
Coca-Cola. From Logo Paintings.
2008
Acrylic on canvas on wood
100 x 100 cm
FEMSA Collection
The Logo Paintings series deconstructs brand logos central to consumer culture. To create these pieces, the artist took the colors characterizing these commercial entities and calculated the percentage of each before painting them as layers on the canvas. This piece references one of the most recognized soft drink brands in the world. Although the colors are representative, they also reveal the visual transformations and image modifications a product undergoes while inserting itself into consumers’ imaginations. The work shows Coca-Cola’s red, white, and black color scheme, even though the company occasionally forgoes black. Thus, the work also alludes to a specific moment in a brand’s history.
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