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Europa and EU

Wilco Monen’s Europa documents the semantic evolution of the word “Europe”. He collected references to the word in images and texts over time, and then presented them in form of a logo gallery. The word originates from the Greek myth of Europa, the lover of Zeus and has since turned into a fashionable buzzword. Its positive and pristine connotations have, in recent times, led to its overuse in company slogans, mission statements, marketing communications and corporate branding. As a result words like “Euro”, “Europe” and “Europa” have become empty placeholders that have exacerbated Euroscepticism and have served as a backdrop for the projections of ultra-nationalists.