When commercialism overpowered the traditional authority of religion, politics and schools, brands invaded the human space. If you are Nobody, a no name, the logo is your name. It is the exact definition of an idol :
she lives in your place. In the Bible God is Achem. He is only « the name ». The tetragram YHWH is unpronounceable, his name can’t be said. G.od is out of sight. The invisible signification of existence. No Logo !
“What haunts me is not exactly the absence of literal space so much as a deep craving for metaphorical space: release, escape, some kind of open-ended freedom.”
― Naomi Klein, No Logo
In the idolatric system of objects, logo takes a great place. Luxury can be a mean for someone to take place in the objects system and renonce to his real vocation : Interiority and Spirtuality. But the real sign is a mazel tov a « good star », and a siman tov a « good sign that occure », invisible for people but visible for lovers.
Then they said, “Come, let us build ourselves a city and a tower with its top in the sky, and so make A NAME for ourselves; otherwise we shall be scattered all over the earth.”
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(Gn 11, 4)
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