2024

This is a project about desire for affiliation and identity. It uses football scarves, which recently pushed their way into pop culture as a trend item. Football teams use visual identity that comes from heraldry (the system by which coats of arms and other armorial bearings are devised). People can wear the team logo as armor, becoming a part of something. The problem comes, though, when you don’t have anything to affiliate with. I asked AI to generate a logo of a non-existing football club in a way that explores all existing team logos and takes the most used symbols, shapes, and colors to make the average from that. These logos are then used on the scarves. The outcome is a fictional merch, which, at the end, creates a faux community by people wearing it.

Following the Coat of Harmless project is a four print edition which works with national identity represented by a common and familiar object of coat of arms that is mandatory to be presented in classrooms in Slovakia.

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