---
type: concept
title: Aesthetics of Capitalism
tags: [capitalism, corporate-branding, sociology-of-art]
related: [colourmarks, rozbeh-asmani]
created: 2026-07-13
updated: 2026-07-13
sources: ["output_cdfi/cdfi_uni_greifswald_de_bildende_kunst_lehrstuhl_neue_medien_und_angewandte_grafi.md"]
---

# Aesthetics of Capitalism

The **Aesthetics of Capitalism** is a conceptual framework used in the artistic research of [[rozbeh-asmani]] to analyze how the market economy and corporate identity systems shape visual perception and public space.

## Key Themes
- **Commercial Ownership of Vision:** The study of how corporations legally "own" specific visual elements (like colors) to create brand recognition.
- **Collective Memory:** How the pervasive use of corporate colors in advertising embeds specific commercial identities into the subconscious of the general public.
- **Appropriation as Critique:** The act of taking commercial visual languages and repurposing them in a fine-arts context to reveal the underlying power structures of the market economy.

This concept is primarily manifested in the [[colourmarks]] project, where the "Robin Hood" approach is used to return commercially sequestered colors to the public domain.