"The Floating Logos project is inspired by signs perched high atop very tall poles so that they may be viewed from a long distance away. When standing next to these poles, the signs loom over us in such a way that we must crane our necks to see them. The elimination of the poles helps to accentuate the ominous feeling of being beneath these signs as well as serve to disconnect the signs from the ground and reality. The ground is purposefully left out of these images in order to emphasize the disconnect, but hints of terra firma are included in the forms of trees, wires, light poles, buildings and other land-based objects. The floating effect is intended to give the signs a supernatural quality that is meant to call attention to the hegemonic role consumerism and advertising play in our society.