Alex Sheriff gave the CBC gem a '90s retro makeover — complete with a cosmic short film
How do you improve on a 'perfect banger of a logo'? Sheriff put his spin on it for our May design
Every month, we feature a new take on the CBC Arts logo created by a Canadian artist. Check out the previous designs.
Who is Alex Sheriff? If you're asking that question, you haven't seen this episode of CBC Arts's Opening Up. But since we're here, suffice to say he's a multidisciplinary artist. Originally from Ontario, and now based in Los Angeles, through painting or ceramics or digital confections (like this month's logo design), Sheriff's concerned with some capital-b Big questions — stuff like "life on Earth (and the Universe in general) and our place in it all."
Writes Sheriff: "If that sounds dry to you, don't worry, I think I make it mostly fun."
We'd have to agree with him, especially after reading his answers to this questionnaire — and watching the short film he made to accompany the logo design.
Let's talk about your design! What inspired the concept? (The colour scheme is giving me very strong '90s YTV vibes.)
I had outlined a few different concepts, and naturally, all of them tied in strongly to the general themes and ideas I work with.
It really is a 10-out-of-10 perfect banger of a logo; [it's] in my top five ever and it also has such high potential to be sampled, remixed and built upon. A map of islands is a frequent motif for me. The two images clicked together in my head.
For May, it had to be colourful. Conveniently, that's not much of a stretch for me either. I really love how you said it reminds you of the YTV aesthetic. That era of TV has definitely influenced my palette to the point where it's just like speaking with one's own unique accent. However, the early CGI aesthetic brings up specific shows like Reboot for sure!
Is the CBC logo sinking into the ocean?
I guess it's pretty open, but we can call these little islands new and emerging from, rather than receding into, that ocean. On the other hand, even if it's the end of the world, that's not the worst thing ever. So much of Earth's surface that is above sea level now was once not, and vice versa. It will happen again. (I'm also currently reading about Heracleoin, an underwater ruin found 6 km off the coast of Egypt.)
You also made a short film to accompany the logo design. Tell us about that.
I had a lot of fun trying to expand the CBC logo project into a short video. This past year I've been experimenting a lot with animation and this was a great opportunity to try out some methods, techniques and genres. As far as concept goes, it's pretty simple. I guess it's a sort of cross between an intro to my art practice, YTV nostalgia, and possibly a recruitment video for a future Canadian space exploration program. Mostly, I wanted to create a fun, easy vibe with the video, maybe some encouragement for a slowly positive-turning mood. I stuck to my favourite themes, and despite the '90s retro-future aesthetic, there's a lot of loose hints to 2021 in NFT/cryptocurrency symbols, or SpaceX etc. Also, like, April showers, bring ... something, something? I forget now, but I think it was relevant.
What's the project you're most proud of?
I'm proud of all my kids equally, but I'm always excited for the next one.
What's your favourite place to see art?
For the most part, a white cube is a white cube is a white cube, so though I love visiting museums and galleries, especially when travelling, I feel they're always just represented by the work that was shown in them when I think back. A little personal favourite of mine, though, is the mammoth sculptures outside of the La Brea Tar Pits museum in L.A. They are semi-submerged in an actual Pleistocene-age tar pit!
Who's the last artist you discovered online?
I'm looking at way more filmmakers than painters these days, because sometimes Instagram just blurs into one big algorithmic painting at times. I just discovered Amalia Ulman through LeCinemaClub.com. She is awesome and even inspired parts of this logo animation!
What work of art do you wish you owned?
If this is a money-has-no-object question, and you're some sort of genie, then I'll take the entire Lascaux cave system in Southern France with all of their preserved cave paintings, please. Might be hard to set up in my apartment.
Where can we see more from you?
My website www.alexsheriff.com and my Instagram @alexsheriff1.
This conversation has been edited and condensed.
