Vital Signs: Marks, Codes and the Future, part 1

Knowing what is the 'next big thing' is a factor in success and survival: no surprise then that the study of signs is known as 'semiotics' from the greek word for oracle. But how does one become good at reading signs and why does it matter so much? Signs dominate everyday life: they can be natural signs, for example a rumble in the sky gives advance notice of a thunderstorm, emotional signs, such as a smile, or manufactured road signs, shop signs and product signs. Signs are the essential building blocks of our communicative environment, and in the context of brand development, the 'right' mark is analogous to success; yet many people, although ready to acknowledge the importance of sending out the right signals, feel ambivalent about signs. Shona Maciver explores the compelling nature of the sign, its capacity to bully and confront, and the gulf between what it is and what it stands for. Audience Ideal for all those who work in the creative industries in Scotland; designers, creatives, artists, writers, researchers, architects, cultural academics, thinkers, teachers, students, gamers and stylists’. Biography Shona Maciver is MD of Locofoco Limited (www.locofoco.co.uk). The consultancy has a strong reputation for creativity in print and screen and an impressive client list, including the likes of s1homes, jobs and play.com, (UK Marketing Society Brand of the Year 2005), Museums Galleries Scotland, Visit Scotland and Road Safety Scotland.