17_Kafeini_Presentation

A Redgrass Project Kafeini - Visual Indentity Design Concepts A, B & C V.1

In the background, all pleasure of the spirit; there lies that inexhaustible source, flowing in the form of desire that no satisfaction would know how to satisfy.

E. Jünger, Approaches

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The Store Καφεΐνη is a coffee shop specialized in express coffee with dedication a priori to offer the best coffee, the best consumption experience (anti-dogmatic), at the best price. The store is located at χαριλάου τρικούπη street, 110; in the center of Athens. It borders the area of Exarcheia, a neighborhood famous for the resistance and activism of numerous Greek anarchists, socialists and anti-fascists in the 80s. The main characteristic of the store is the alternative in which it provides an experience in the consumption of coffee acclimatized by the diffusion of counter-cultural thought.

The objectives of the store are to approach the public in a fraternal way, always spreading the thought against the dogmas imposed in the society and giving the best coffee for the awakening of the current situation.

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The Store

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ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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A ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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History does not belong to the winners

ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

STAGE A

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History does not belong to the winners

1.Stories

2.Redemption

3.Separate union

Subway current of encounter materialism

Building the future is a return to the past

Union of egoists

Althusser (1918 - 1990)

Benjamin (1892 - 1940)

Stirner (1806 - 1856)

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History does not belong to the winners

1.Stories

Subway current of encounter materialism Althusser (1918 - 1990)

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In 1987 Althusser published "Marx in his limits", which together with the books that from 1994 began to be published as unpublished (texts that go from before 87 and later) reaffirms the thesis on which finally the crisis of Marx has taken place. Althusser cannot continue to defend Marx. A. puts forward the idea that we are no longer Marxists, and if we are, it is to the extent that Marx is materialist and that he is making interventions like A. In the face of the harsh crisis that dialectical materialism is a contradiction and that empiricist materialism is a simplification, A. sets out to answer what materialism is: "Materialism is not storytelling. A. calls this new conception of materialism the "subway current of encounter materialism". And this means that materialism can be found in many authors in the history of philosophy who are part of a hidden, subway tradition. Democritus, Epicurus, Machiavelli, Lucretius, Kant, Espinoza... Etc. And that also the materialism is found in idealistic authors. By ceasing to be biased by these thoughts (stories) we can begin to think that our subjectivity is constructed as an obedient subjectivity in struggle and that in the measure that we maintain a break with this subjectivity that keeps us subject (to be subject -person- is to be subject -bound-) we will be able to break the limits of capitalist production. If not for the economic struggle perhaps for other places. For all this there is a profound need to return to that subway current of lost thought that will help us to free ourselves.

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History does not belong to the winners

2.Redemption

Building the future is a return to the past Benjamin (1892 - 1940)

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In "Theses on the Philosophy of History". Benjamin writes possibly one of the most famous phrases by which he will be remembered even without attributing his name: History is written by the winners. This idea makes us reflect on the other history that exists, that of the losers.

That censored history, which today appears subterranean as Marx interpreted it. One of the main characteristics of Benjamin is his interpretation of dialectical materialism as Jewish messianism. He argues that the best option for anarchism and Marxism is religion. He puts forward these two ideas about returning to the past to build the future which, based on Althusser's earlier influence, will be a powerful element in representing and making a powerful and righteous identification system. The fact of influencing the redemption that Benjamin speaks would serve to defend the voices that generally win in the progress of the current system: that of idiotizing the people. That phrase of Benjamin about history written by the winners makes us admit that there is also one written by the losers, which is there, and it only needs the will to understand. Kafeini bets on that alternative history in a manipulated society where voices continue to be censored by facilism, immediatism, fragmentarism and superficialism.

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History does not belong to the winners In "The Ego and Its Own" Stirner expounds the idea of a non-systematic association which is determined by the "Union of Egoists". The Union is understood as a relationship between selfish persons that is continuously renewed by the support of all parties through an act of will. S. makes this statement because it deepens the problem of the State and how it influences the realization of the individual.

"A State exists independently of my activity; I am born into it, I grow up in it, I have duties towards it and I owe it faith and homage. It takes me under its wing and I live by its grace. Thus, the existence independent of the State is the foundation of my dependence; its life as an organism demands that I lack freedom and, according to its nature, it applies to me the scissors of civilization. He gives me an education and instruction suitable to Him and not to Me, and teaches me, for example, to respect laws, to be careful of infringing upon State property (that is, private property), to venerate a divine or earthly Highness, etc.; in a word, he teaches me to be irreproachable, sacrificing my individuality on the altar of sanctity (holy or sacred in everything one can imagine: property, life of others, etc.). Such is the kind of culture that the State is capable of giving me: it trains me to be a good instrument, a useful member of the Society". For our design we will use this image that S. gives us about the union of egoists.

ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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3.Separate union

Union of egoists

Stirner (1806 - 1856)

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3.Separate union

Union of egoists

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2.Redemption

Building the future is a return to the past ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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History does not belong to the winners

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Font: At y p i c a l

ABCDEFGHI JKLMNOPQ RSTUVWXYZ

Α Β Γδ ε ζ η θ ι κλμνξοπρ στυφχψω

Sporting Grotesque

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CONCEPT 1

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Pantone Red 032 C

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Π A.1 A.2 Description Logotipo

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1.Stories

CUENTOS Ιστορίες STORIES Ι σ τ ο ρ ί ε Σ Subway current of encounter materialism ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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Π A.4 Posters

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Π A.6 Cups

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B ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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Necessary Awakening

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Necessary Awakening

1.Ideology

2.Reunion

3.Creation

indispensable in every society for man to be made

the past held as lightning

i am the creative nothing

Althusser (1918 - 1990)

Benjamin (1892 - 1940)

Stirner (1806 - 1856)

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Necessary Awakening

1.Ideology indispensable in every society for man to be made

Althusser (1918 - 1990)

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For this proposal we think that the most im-portant thing of the coffee shop is the alterna-tive to provide users with different thoughts of alternative philosophers. Although Althusser expresses that ideology is indispensable in every society for man to be made, the inten-tion of this grafic proposal is to help represent different idiologies of different philosophical thoughts.

It seeks to do so spontaneously, in a disorderly manner and superimposed precisely by Al-thusser's statement that ideology does not have linearity.

By having a great variety of ideological ele-ments, it is better to create a system that func-tions as a platform for these different voices. The symbolism of awakening, the open eye. It suits us for the realization of the visual image. It is a powerful symbol about what is seen and criticized, the action of drinking coffee not only to wake up but to see what happens in reality, to understand the different philosoph-ical thoughts and consequently the different ideologies that Kafeini offers.

"Ideology has no history, which does not mean at all that it has no history (on the con-trary, since it is nothing more than the pale re-flect, empty and inverted, of the real history), but it has no own history".

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Necessary Awakening

2.Reunion the past held as lightning

Benjamin (1892 - 1940)

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Benjamin constantly spoke about the continuous return to the past to retain in our minds those things that we continually forget. The intention here to take the image of reunion is for a spatial association that we give to the store. A space where alternative thought is collected with the daily excuse of consuming that substance that serves us daily to wake up.

"The prehistoric moment of the past - as a consequence and conditioning of the technique - is no longer covered by the tradition of the church and the family. The old shudder of the prehistoric is infiltrated into the environment of our parents, since we are no longer bound to it by tradition. That which are the perceptive worlds is decomposing more and more quickly, and so what is mythical in them is showing itself more and more quickly and more brutally; and so also more quickly it becomes entirely necessary to erect a perceptive world that is completely different, that counteracts the preceding one. This is undoubtedly how, from the point of view of current prehistory, the accelerated time of technique appears".

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Necessary Awakening The representation of blank figures, like blank paper, is an element that we like as a metaphor for that moment when we begin to do something, and in our case, to think.

For Stirner who mentions that we, the egoists, are the ones who create from nothing, since man has been discovered. This symbol of the blank paper is nice to support a system that works as a whole to express the needs of expression, especially of alternative thinking.

"Life would be nothing more than the conquest of life, one would live only to make live in itself the essence of Man and for the love of that essence. One would only have one's life to create a "true life" purified of all selfishness. And that is why one hesitates to use it to the extent of one's desires: it already has its object, and cannot be diverted from it."

3.Creation i am the creative nothing

Stirner (1806 - 1856)

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3.Creation

i am the creative nothing ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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2.Reunion

the past held as lightning ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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A

1.Ideology

indispensable in every society for man to be made ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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Font:

A k t i v G ro t e s k ABCDEFGHI JKLMNOPQ RSTUV WXYZ a b c d e fg h i j k l mnopqrstuv wxyz ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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Α Β ΓΔ Ε Ζ Η Θ Ι Κ ΛΜΝΞΟΠΡΣΤ ΥΦΧ Ψ Ω αβγδεζηθικ λ μ ν ξο π ρ σ τ υ φ χψω Π B.2 Logotipo

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Κ ΑΦ Ε ΪΝ Η

Καφεΐνη Wake-Up Place ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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Pantone 1787 CP

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Ideology is a “representation” of the imaginary relationship of individuals with their real conditions of existence. ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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C ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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Alternative Experience

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Alternative Experience

1.Intervention

2.Reinterpretation

3.Liberation

Philosophy = Class struggle in theory

Materialistic messianism

Man has just been discovered

Althusser (1918 - 1990)

Benjamin (1892 - 1940)

Stirner (1806 - 1856)

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Alternative Experience

1.Intervention

Philosophy = Class struggle in theory Althusser (1918 - 1990)

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In the magazine 34 - 35: "Leer a Althusser", Juan Pedro García del Campo traces a profile of Althusser as an interventionist philosopher.

García del Campo, a scholar of Spinoza and director of the above-mentioned journal from 1986 to 2005, presents us with a synthesis of A.'s interventionist militancy towards philosophy.

A.. uses philosophy as an intervention in t theoretical field marked by political decisions, which in 1966 will become a formula such as the fact that philosophy is equivalent to a class struggle in theory. Why is it concluded that A. is an interventionist philosopher? Del Campo explain that A. is a philosopher who works without wanting to be one. Willing to intervene in his context, let us remember that A. was a member of the French Communist Party in the middle of the 1950s, in 1953 Stalin died and the European Communist Parties began to reinterpret Marxism, taking it to the humanist tendencies. Althusser intervenes in this interpretation of Marxism (Stalin) and together a group of scholars in 65 publish "Pour Marx", follows To Read the Capital. And from the year 70 onwards he began to make interventions in his own work. In 78 he published " Marx in his limits " where finally announces that it is not possible to continue defending Marxism. And later, with his unpublished works, he speaks about the " Undercurrent of Encounter Materialism ". Althusser is this profile: an interventionist of philosophy.

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2.Reinterpretation

Materialistic messianism

In the reflections he writes in a fascist context: "Theses on the Philosophy of History". The persecuted Walter Benjamin exposes the concept of messianism, very fashionable in these times of discussion of alternative philosophy (Latin American philosophy).

In the third book of "Filosofia de la Liberación"

by Enrique Dussel, dedicated to explaining Benjamin's Marxist intuitions, he exposes a definition of materialistic messianism: Messianism = Interpreting history from redemption "The messiahs are those who rebuild history and save God" Ester Coben "The human being redeems history by his action" Molina The time of now is the time of rupture. We live in the time of danger, we live in the time of revolution. As a conclusion, we seek that return to the past in order to build the future, we seek that messianic reinterpretation of which Benjamin speaks as an important element under which we form design guidelines and align a proposal based on reinterpretation.

Benjamin (1892 - 1940)

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Alternative Experience "The man has just been discovered," says Bruno Bauer.

Taken from the introductory note of the first part: The Man; from "The Ego and Its Own" by Stirner.

"Man is still present in the individual, and, like everything that is spooky and divine, has his existence in him. Hence, political liberalism grants to the individual all that belongs to him as "man of birth", as a born man, among which are freedom of conscience, possession of goods, and so on. - In short, the "rights of man"; socialism grants the individual what belongs to him as an active man, as a "working" man; finally. Human liberalism grants the individual what he has as a "man," that is, everything that belongs to him as humanity.

Consequently, the only ["Einzige"] has nothing at all, all humanity; and the need for the "regeneration" preached in Christianity is demanded unambiguously and to the fullest extent. Become a new creature, become "man".

3.Liberation

Man has just been discovered

Stirner (1806 - 1856)

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3.Liberation

Man has just been discovered ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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2.Reinterpretation

R E I N T E R P R E T A T I O N N O I T A T E R P R E T N I E R

Materialistic messianism ΚAFEINH ΧΕΙΡΟΠΟΙΗΤΟΣ ΕΣΠΡΕΣΟ Visual Identity Design

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1.Intervention

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Epicurus (341–270 BC)

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Spinoza (1632–1677)

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P a b l o d e Ta r s o ( 5 - 6 7 )

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