book: signs and culture
using a 2 x 2 grid and vertical signs are made
ones with no connections aren't signs as they aren't connected and a figure
In his 1938 foundation of theory of signs, Charles Morris defined semiotics as grouped into three branches:
Semantics : the relation between signs- sign and meaning - depend on context, knowledge, society and culture
Syntax: relations among or between signs in formal structures
Pragmatics: relation between sign and sign users or interpreters- Indicative: up to the viewer what they do, Imperative: intention to influence viewers behaviour such as prohibiting something, Suggestive: Emotional response, cigarettes and lungs for example representing an appeal to stop smoking for health reasons
Fruitiger: The square is a symbolic object, dwelling place with the feeling of floor, ceiling, walls and protection. With the square positioned on its corner the view of the sign is disquieting and indicates a certain intention.
The triangle - if we place the triangle vertically on its apex, it obtains a direction giving character, with movement transferred from the vertical to the horizontal. Triangles with a horizontal side form ideal backgrounds for signals because of their symmetry. The triangle with horizontal base conveys an impression of stability.
The circle- feelings addressed more with a circle. Two circles arranged vertically evoke the idea of a hierarchy.
The cross- the four right angled inner spaces located around a central point fix the sign to the paper so strongly that any idea of movement or rotation is impossible.
otl archer- Olympic icons 1972- pictogram system aimed to fashion a universal picture language that is international, timeless and readily assimilable.
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