"What's in a name?"
The Art Guys offer their registered trademark for sale
The Art Guys Logo
designed by Derek Boshier, selected by Walter Hopps
This logo design by Derek Boshier was the winning selection
by Walter Hopps from more than 200 entries worldwide for
The Art Guys Logo Contest.
A good name is rather to be chosen than great riches. - Proverbs 22:1
"I think becoming a brand name is a really important part of life." - Damien Hirst
"The name is not the thing named." - Gregory Bateson
"I would suggest that The Art Guys are marketing marketing itself... and I cannot imagine a more transgressive agenda to pursue within the unctuous, hierarchical confines of American high culture... The Art Guys make possible not only commerce, but the commerce in ideas that was once the jewel of this civilization." - Dave Hickey
For more than a quarter of a century, The Art Guys® have marketed themselves through the use of their name as an elaborate, ongoing meta-project meant to explore “not only commerce but the commerce in ideas." [Dave Hickey] Now, they are challenging all assumptions associated with themselves by offering to sell, and thus discard, their very name.
On July 8, 2008, after a two year legal process, The Art Guys® successfully secured their registration mark with the United States Patent and Trademark Office. Now, after more than 30 years of building the brand name of "The Art Guys", The Art Guys® are offering their name for sale and all legal rights associated with the ownership of the name "The Art Guys®." If sold, The Art Guys® will no longer use "The Art Guys" in association with their work.
Included in the sale of this piece will be:
-the official original notice from the United States Trademark Office
-all legal rights and privileges associated with ownership of the name "The Art Guys®"
-all legal documents and copies of all communications associated with securing the trademark
-the original design and rights to use The Art Guys Logo
-the original DBA forms from Harris County, Texas for The Art Guys® (1994, updated 2004)
-original documents, designs and ephemera associated with "The Art Guys®" which may include and may not be limited to business cards, letterhead, stamps, seals, internet domain name, etc.
( Final decisions regarding artifacts to be included in this sale will be determined solely by The Art Guys® in consultation with the buyer.)
Price: one year of living for The Art Guys [$128,000]
selected press and articles:
Absolutely for Sale, Shaila Dewan, Houston Press, March 19, 1998 [article]
The Art Guys Get Legit by Dave Hickey, SUITS: The Clothes Make The Man, Harry N. Abrams, Inc., Publishers
Brand, Iconography and Culture. A Conversation with The Art Guys. - David Wenger, ID University
Lawrence Weschler in Conversation with The Art Guys - Forever Yours, 2011
All materials copyright© The Art Guys ®. Unauthorized use prohibited.