Signs account for the primary fabric of our communication, in this book I look at things that signs are made of, and the things that are made of signs. In the first section of this book I mostly use structural, and post-structural semiotics to outline signs in relation to meaning. In the second section, I demonstrate a fraction of the underlaying foundation of signs through which brand identity can become. In the final section I communicate my project’s hypothesis through design applications.

I use illustrations and diagrams throughout the book to create a spatial dimension that can visually represent the concepts, models, and themes being discussed.