Landscapes of Global Capital
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Sunset over the pyramids
The road to Cairo
Cocacolonization
Are you ready?
The pharaoh's garage
Traffic jam in the desert
Invest in a camel
Solar powered camel
Bad metaphor
Don't buy this car
The Bedouin of GE
Hewlitt-Packard05-00

Sign Formulas & Branding

Signifying Clusters

Structural Frames

The camel shadows silhouetted across Hewlett-Packard's touring garage situated in the desert in front of a pyramid associates architectural forms and space to signify creativity, inventiveness, global reach, size, and permanence. The garage symbolically represents HP's anti-bureaucratic, pro-innovation stance, while the camel in the desert and the pyramid stands for the global reach of HP's influence. This playful mixing of spaces reminds us that photographic images are just constructions negating the relationship of image to place.

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© Copyright 1998-2003
Robert Goldman, Stephen Papson, Noah Kersey