Semiotics

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Paul Rand-IBM Logo created in 1981
He said that "ideas do not need to be esoteric to be original or exciting" We read the logo as though it says the letters 'IBM' when in fact it has an eye, a bee, and an M.
This can be argued that is it our conscious which has been shaped to see the meanings behind symbols and signs. 



Ferdinand de Saussure came up with the term of 'semiology'. He developed the theory that sounds are signifiers which form words, which are also signifiers. For example; c-a-t/'cat' = signifier
The thing to which it refers is the signified. For example; a cat/ idea of the cat = signified
The two brought together, create the 'sign'.





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