Today, I want to talk about how different representations can change what we see and how we interpret it.
Why do I want to talk about this? Well, as part of my work, I have been looking a lot at offerings in and around the California Institute of the Arts, an art school in southern California. Poking around their web site, I saw iterations of their logo that I’d never seen before, and they seem worthy of comment.
California Institute of the Arts is often referred to as CalArts. It was started as a kind of “Caltech of the arts” by, among other people, Walt Disney. Therefore, it makes sense to think of the logo as the equivalent of that, CalArts, running together the abbreviation for the state and the abbreviation of its main offerings, just as California Institute of Technology does in its shortened name, Caltech.
This logo is so different than the one above. It doesn’t seem to be making the case that it’s abbreviating California Institute of the Arts. It seems to be, um, saying Ca, La and then a bunch of letters. It seems to be emphasizing the primacy of Los Angeles (assuming that’s the la) in California, and the mutually reinforcing nature of the two. (CalArts is about 30 miles outside of Los Angeles proper. Interestingly, though, one of the foundational schools that eventually became CalArts was the Chouinard Art Institute, which taught the early animators of Walt Disney studios. CalArts was in part started so that animators, and the rest of the industry, would have a state-of-the-art art school on the West Coast.)
So, since it is well known that the Disney animators like to make visual puns in the Disney films, I couldn’t help but wonder if this were one. If we read the ca and la as mutually referential and reinforcing, the rest of it is “rts”—which could be pronounced “arts.” At a minimum, it seems to be making the point that CalArts is in L.A., not San Francisco (the other California center for the arts) or New York. Is it a response to the fact that Disney was dissed in New York, and his films not considered real art? (This according to the recent PBS documentary on Disney, which is fascinating.) Or, is it just making sure that LARTS is the most dominant part of the logo, with “ca” the smaller brother? Is “ca” a smaller reference to Chouinard Art, even?
I think this is an intriguing example of how letters and their arrangement can work as art. In the Caltech logo, the “ca” is not set off as much—it reads as Caltech, just the way it is said. And, in other representations of CalArts, as in the orange logo above, it looks that way too. But in the black and white CalArts logo above (or should we call it calarts), the “ca” seems to inhabit a different universe from the rest of the letters.
I think this is some artist, somewhere, making the point that representation, not the letters, the building blocks of words only, matters.
I’d love to know the history of the logo, so if anyone knows, please contact me!