Building name recall
It is a natural human desire to be acknowledged.
For one’s talent in the arts, a scientific invention, the contribution to the community and society, hard work in the company, beauty, sports ability, achievements.
Every successful individual — in the fields of politics, education, law, business, arts, space exploration, and sciences — needs a form of public recognition.
The scientist and inventor discover “eureka” formulas, the “aha” moment that produces something that would make a lasting impact on the world.
Many politicians use public infrastructure — airports, bridges, monuments, highways, dams, town halls, and cities. Their faces and names are emblazoned on billboards at the site. Although public funds are used, they can claim credit for the project. It is a not so subtle hint to potential voters. Name and face recall. (This is known in the colloquial slang as “EPAL.”)
Private or corporate foundations give endowment grants to universities, schools through libraries, laboratories, chapels and buildings. The generous gesture is a way of honoring illustrious alumni. The term used is “naming rights.”
In some cases, ego gratification is the motive of some tycoons who are not even alumni. The name remains for posterity as stipulated in the grant. In some cases, the donated funds are insufficient for the building but the school is obliged to continue the project and fulfill the contract.
Sponsors for specific disciplines and research donate professorial chairs. This is a practical way to help the institution and support the dedicated professors who need adequate compensation.
As they say in showbiz and politics, name recall is everything.
Skyscrapers, elite clubs, and churches have plaques engraved with the names of the founders, benefactors, and charter members.
Just about every street, road, highway, and lane is named after a hero, a famous individual. A wannabe-pseudo-celebrity gets the same honor if he has the right connections and has donated sufficient money for a cause.
No wonder people get lost in our city. There are just too many new street names. (We do not have updated maps and proper signage.)
There are special exceptions that deserve credit such as those distinguished Italian aristocratic
families who dominated the Renaissance period in the 15th Century.
During the Renaissance, the noble Florentine Medici family, bankers and aristocrats, were the most important art patrons and benefactors. Many centuries later, Florence is still the center of arts. Every piazza, church and open space is filled with precious art works, public monuments, and private sculptures and paintings. The Uffizzi Gallery holds a vast treasure of paintings by the masters — Leonardo, Michelangelo, and Raffaello of that era. Tourists and cultural buffs can study and appreciate the wonders of the Duomo Cathedral, David’s sculpture by Michelangelo and the Baptistry’s bronze doors by Bernini.
Every city state Venice, Milan and, of course, the center of the world — Rome, have impressive and grand artworks. The Vatican City has the Sistine Chapel with Michelangelo’s breathtaking murals — Genesis and the Last Judgment.
The emperors, kings, and rulers such as the Sforza and Borgia families, and the Church financed all the best immortal monuments and murals — La Pieta, Moses, and The Last Judgment.
It was the patrons’ collective vision to preserve the artistic spirit of the era. Behind the grand gesture was the egotistic desire to perpetuate themselves as great cultural and historical icons.
Ask any artist in the various disciplines what would be his/ her legacy. It would be his/ her painting, sculpture, composition, book, play, museum, public art, garden, park, and building.
The spirit of creative genius is in every work. It could be a brief, ephemeral, one day art installation of floating flags, banners and leaves in Central park, or a timeless Japanese bridge and Zen garden in Kyoto, a quaint arched wisteria trellis in the forest, a bronze life-like sculpture on a park bench in New Jersey, or a fun, colorful mobile fountain in the Left Bank of Paris.
An artwork is the child of the spirit. The artist is mortal but art is immortal.
Woody Allen, the witty comedian and filmmaker, once commented wryly, “I don’t want to achieve immortality through my work… I want to achieve it by not dying.” His black and white masterpiece Manhattan has become a classic.
In the Philippines, we can be proud of our magnificent architectural structures — historic churches and cathedrals. There are marvelous pre-war buildings and such as the Post Office, the Senate which is now the National Museum in Manila. The Metropolitan Theater is being renovated. Intramuros needs vast amounts of donations and grants to restore and preserve it for future generations. The Arroceros Park also need funds to keep it green. However, here’s a plan to put up a gym in the park. What would happen to the trees?
In recent years, the common practice of naming buildings, boulevards, airports, streets and public spaces has been taken to extremes. There are some publicity-conscious personalities who want their images or busts and plaques displayed.
The worst ego-boosting visual pollutants are the ubiquitous billboards that sprout like grotesque skeletal mushrooms (with sexy bodies) along the main highways.
The commercial monstrosities appear to be a pathetic form of public art. If only the local governments would get artists to paint more murals on the walls. Street art would be appreciated by a broad audience and have a positive impact on the people.
As they say in showbiz and politics, name recall is everything.