The Visual Rhetorics of the Supreme Being

Max Bruinsma, in contrast to Rudi Laermans, has decided to emphasise aestheticism. The connotations of logos, especially those of large American multinationals, are for him the very raison d’être for the creation of his visual poetics, a poetry that finds a profound resonance in our western culture. The visual, typographical stature of logos such as those of IBM, LEGO, Google, et al., in its poetic connotation is liberated from the meanings of the word. When Bruinsma and the Strange Attractors replace IBM for the word GOD, set in the same typeface, Bruinsma believes the image suggests the phrase ‘The commander of life’.