Fluxus

The process of creating their branding involves a mix of studying the movement and deliberately setting aside the skills gained during the Branding course. It requires abandoning traditional branding methodologies and approaching it as if you had no prior knowledge. Fluxus asserts that no special skills are needed to be an artist beyond what you already possess. As a result, this branding reflects something anyone could achieve. You only need to understand what a brand’s Vision, Mission, and Core Values are. Additionally, creating the identity of a movement that rejects institutionalization might seem paradoxical. For this project, the goal is to provide a Vision and Mission, as with any organization, but with an ironic approach that critiques institutions following standard branding processes. The branding statements highlight their anti-institutional positioning, emphasizing the concept of interdisciplinary art and the idea that anyone can create art using everyday objects, without requiring specific skills.