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
Artist’s shocking act to turn himself into a logo by using 20 pints of his own blood over 5 years, twice volume of blood in the average human body. Since 2011, Rushton has been preparing a work entitled Brand New Me in which he will turn his body into a logo.
This is the artist’s most ambitious project to date. The canvas depicts a monumentally sized logo made entirely of the artist’s blood. Using blood for its connotations of worship, the work can be seen as a sacrifice of biological matter to transcend into the metaphysical helm of the ‘brand’.
L O G O
As a young boy, Maxwell would repeatedly draw a set of four vertical marks, a motif of mark making that would follow him into adulthood. These marks originate from the primal spontaneous expression of a child, an expression still devoid of any of the influences of adulthood which can not be attributed or interpreted by schooled thought. As Maxwell describes “I was making these lines instinctively, it’s reflexive, they always felt very natural to leave behind.” It was not until he fully matured as an artist that he enacted a metamorphosis of this motif into a logo of self-commodification. Through this transformation of an innate, authentic gesture into the insignia of his brand, he draws light upon the perversion of purity for profit, enacted by a society in the thrall of consumerism.