B r a n d N e w M e
5 years of blood letting
20 pints of the artist’s blood
Brand New Me, 2011 – 2016
Dimensions: 330cm x 200cm
Materials: 20 pints of the artist’s blood on canvas
Over 5 years Maxwell collected 20 pints of his blood (twice volume of blood in the average human body) to paint a single logo.
Maxwell explores the phycology that marketing has on man by painting 20 pints of his own blood into a giant logo. The work is a blood-sacrifice paid by the artist in an act of worship to the celestial realm of the ‘brand’. This attempt to transcend himself into a brand is a reflection of how advertising leads us to not only want to possess an item, but causes us to strive to embody the lifestyle of its’ brand.
“From milk to manhood advertising continuously filters into our lives, we can end up convinced that products are religious totems, and people are gods. I wanted to see how far I could take this relationship by becoming a piece of advertising myself.”
The logo itself originates from a set of four lines that Maxwell repeated throughout his drawings as a child and into his adulthood. By mutating those lines into a logo for himself he commercialises one of his very first expressions. Taking this step he reaches into the processed world of branding whilst removing himself from the world of authenticity.