Our brand focuses on the contemporary understanding of the Charging Bull considering the original intention of the artist. We aim to make objective critiques of the monetary systems that have shifted the meaning of the monument today.
The logo for our new redesign of the Charging Bull is a visualization of a horn with a location pinpoint. The horn symbolizes many things; the bull, it’s location on a map as well as power and strength. When tourists search up the charging bull they are met with a pin point on a triangular park at Bowling Green. We wanted to comment on how tourists go to the Charging Bull monument just to have a cultured experience. The bull is now simply famous for being famous. The original meaning of the Charging Bull has changed over time to have its meaning evolve into money and Americans flaws, and thus, capitalism is a large cause of that. The horn is not only a symbol of power but also representative of greed and America’s money-centric ideals. The pinpoint along with the tourism also tie into the notion of American greed because tourists come to New York City to spend loads of money and contribute to the never ending cycle of capitalism. Part of the reason we chose this to be our logo is due to the fact that it not only gives it a more modern concept but also pays homage to the original Charging Bull and what it stands for today. In respect to the artist’s original intentions-we decided to give it a bit more character- allowing for more people to relate to it- therefore increasing both its popularity- giving it the respect it deserves. We also decided as a group that we wanted to use a regal color palette to emphasize the money aspect. One of our goals was to emphasize the money in Wall Street without being to obvious with the usage of dollar signs or the color green. The varied tones of red also speak to the bull’s power and strength.