'Mataró Chauffeur Service' – graphic identity of the project
Mon, May 3 2010
Latitudes is soon participating in the London edition of 'No Soul for Sale – A Festival of Independents' which will take place in the Turbine Hall in Tate Modern, from 14–16 May, coinciding with the museum's 10th Anniversary celebrations.In response to the need to travel to London, Mataró-based artist Martí Anson (1967) has proposed to set up the company “Mataró Chauffeur Service”, and drive Latitudes from Barcelona [41º 23’N, 2º 11’E] to London [51°30′N 0°7′W] and back. Legally registering his employment as a driver, designing the livery of the single vehicle fleet and his uniform, and the journey to Tate Modern and back (including the ferry journey Santander–Portsmouth) all form a part of the project.
Here we present the graphic identity of Anson's chauffeur service, designed by the artist in collaboration with Barcelona-based graphic designer and publisher ferranElOtro.
We are very pleased to announce that the car has been kindly provided by BMW.And here is our chauffeur...
And last, but certainly not least, we would like to thank the generous support of the Institut Ramon Llull, the SEACEX (Sociedad Estatal para la Acción Cultural Exterior), the Institut Municipal d'Acció Cultural of the Ajuntament de Mataró, Galeria Toni Tàpies, Barcelona, as well as thanking the in-kind-sponsorship provided by Loreak Mendian. 