Alfredo Jaar’s A Logo for America Shown in Times Square this August
This August, stop by Times Square to see a reenactment of A Logo for America, Alfredo Jaar’s iconic 1987 intervention. Presented by the Times Square Advertising Coalition (TSAC) and Times Square Arts, in collaboration with the Guggenheim Museum, A Logo for America appears on more than five blocks of signs in Times Square as part of the Midnight Moment program. It will premiere Friday, August 1, and play every night throughout the month from 11:57 pm to midnight. Follow along and share your own photos of the work with #MidnightMoment.
A Logo for America features the words “This is not America” emblazoned across the flag and outline of the United States; Jaar thereby denounces the erroneous application of the name America to just one part of the American continent. Originally displayed in Times Square in 1987, the 2014 iteration underscores that, almost thirty years later, the representation of an entire continent is still monopolized by the same, single country.
“Language is not innocent and reflects a geopolitical reality,” says Jaar. “The use of the word America in the U.S.A., erroneously referring only to the U.S.A. and not to the entire continent is a clear manifestation of the political, financial, and cultural domination of the U.S.A. of the rest of the continent.”
Documentation of the 1987 iteration of A Logo for America can be seen in Under the Same Sun: Art from Latin America Today, the second exhibition of the Guggenheim UBS MAP Global Art Initiative, on view at the Guggenheim Museum through October 1, 2014.