ThE idEA ThAT LANGUAGE iS MORE ThAN JUST A WAY TO COMMUNiCATE ANd ThAT WORdS CAN dELiVER LifE ANd dEATh iS NOT NEW. iN 1997/98, WhiLE STUdYiNG fOR MY MASTERS AT SAiNT MARTiNS (LONdON), I WORkEd ON A bRiEf ThAT ChALLENGEd WORk ENViRONMENTS ANd hUMAN bEhAViOR. I hAd ThiS idEA ThAT hUMAN fEATURES SUCh AS COMPASSiON, EGOTiSM, ANd ARROGANCE CAN bE ViEWEd ANd EXPERiENCEd AS LOGOS — SiMiLARLY TO bRANdS. A GOOd LOGO ShOWS YOU WhAT ThE bRANd iT REPRESENTS iS, WhAT iT dOES, ANd, if SUCCESSfUL, iTS CORE idENTiTY, OR WhAT I CALL iTS 'SPiRiT'. i ENdEd UP WiTh 10 SUCh 'SPiRiTS' — 'EGOTiST', 'hUMbLE', 'ARROGANT', LOYAL', 'fAiRNESS', AMONG OThERS — PRiNTEd ON bLUE bUTTON-dOWN ShiRTS.

“iN ThE bEGiNNiNG GOd CREATEd hEAVEN ANd EARTh” ARTiCULATES A dRAMATiC EXPERiENCE iN OUR MiNd. ThE WORd “iN” bY iTSELf CONJURES ThE Void WhiCh WE ARE SUCkEd iNTO. WhAT dOES iT LOOk LikE? 
 

ThE ViSUAL LANGUAGE Of GOd (GENESiS 1) — WiTh A PROLOGUE bY MiChAEL ESkiN — iS ALL AbOUT ThAT: 22 iNTERCONNECTEd, YET diSCREET, ViSUAL WORkS, ShOWiNG ThE STORY Of ThE bEGiNNiNG.