Commodification is an original lettering project awaiting trademark registration in Europe, the US, and many Asian countries. Works of art are normally protected under copyright law. In this case, trademark registration adds a layer of legal protection to the work’s contents.
In 12 months, once all jurisdictions have registered the trademark, the work will be screen printed on biaxially oriented polypropylene, a durable polymer substrate capable of withstanding disintegration exponentially better and for longer than natural fibers (paper) — effectively lowering the work’s storage costs and increasing its potential as a transferable store of value. The screen print will also employ optical security inks to protect the work’s rarity from counterfeit.
I will use a unique pseudonym to author the work making it the first and only work signed under the name. The work will be accompanied by a license agreement (in addition to a certificate of authenticity) transferring the sole use to the brand — with the caveat that the brand is not to be used in any other medium. This work, this trophy, should a collector see it as such, attempts to maximize its own store of value against fraud, nature, and its author’s unpredictable future output.
The dimensions of the work will be determined by a market analysis optimizing average sale prices over production costs.
"Ceci est une marque." translates to "This is a brand." a reference to Magritte's "Trahison de l'image.” However instead of confusingly negating the presence of a referenced object as a representation, as Magritte does with the sentence “Ceci n’est pas une pipe.”, here the viewer is unchallenged by the affirmative and unambiguous statement. The text is the trademark. The absence of negation underlines the work’s facile content. The work’s meaning will be entirely derived from the price someone is willing to pay for it.