The exchange of ideas as the raison d’etre of art is nothing new; nor is the apparent dissonance between art and commerce. Trading meaning acknowledges the communication of ideas through Gonkar Gyatso, Adam Bridgland and Tony Scott - three artists who employ forms generally associated with branding, marketing and commerce. Trading involves an exchange of product or service and has a direct bearing on culture, lifestyle and values. We can deny the impact of trade and commerce, we can overstate its impact, we can rail against the values associated with it, or we can whole-heartedly embrace it – but we cannot ignore the effect of the exchange of goods for benefit and/or profit.
Implicit in the practice of trading is a readily decipherable code which conveys the nature and purpose of the agency that provides the product or service. This needs to be accessible to potential clients, customers, consumers and collectors, through promotion and advertising. The key element in this transaction is the symbol of the agency as a logo and/or slogan – branding.