Negotiating with the artistic signature: From branding to the ‘rebirth’ of the author (1960-2010)

The artistic signature is one of the creative elements that has more evolved over the History of Art. Nowadays, it has been developed into an index for artists’ visibility following commercial positioning trends increasingly influential, becoming, therefore, a brand. Our research proposes an unusual vision to this mechanism, to enter the art from an innovative approach through the negotiation of brands (bought-sold artworks defined under branding), which have remarked the rebirth of the author, exemplified by artists such as Andy Warhol, Damien Hirst and Gavin Turk among others.