We do not reject identity. We question how it becomes currency.
Branding tells us to repeat, to polish, to stabilise. But presence is not always repeatable. And some things lose their meaning when they become too smooth.
To brand is to frame. To unbrand is to stay open — to be recognisable without being reduced.
At Gegen–Gegen™, we do not hide our name. But we do not insist on it. We let the work speak where language stops. We believe visibility should be earned, not enforced. Repetition should emerge, not be managed.
The pressure to brand is a pressure to resolve. To flatten ambiguity. To explain intention. But we work with forms that shift. With meanings that arrive late. With voices that whisper. To unbrand is to let those things breathe. Sometimes the most powerful gesture is to remove the logo and leave the grid. Sometimes, to leave a space blank is more precise than to fill it. Sometimes, coherence is a way of erasing doubt — and doubt is what the work needs most.
We are not anonymous. But we are not fixed. Our signature changes with context. Our name is not our shape. Our form is not our message. We do not aim to be iconic. We aim to be in-process.
In a world of amplified self-description, unbranding is not retreat. It is resistance to premature legibility. We prefer to arrive slowly — or not at all.
And in that refusal to resolve — we find our presence.