• Semiotics

The study of signs (brands, logos and marketing communications). Semiotics is about bringing cultural insight into the world of business. It helps explain the meaning of different signs in a cultural context.

This process depends on the use of codes that may be the individual sounds or letters that humans use to form words, the body movements they make to show attitudes and emotions.

Codes also represent the values of the culture, and are able to add new shades of connotation to every aspect of life.

Semiotics can be used to understand design of a physical product or in the development of a creative communication.