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English to Portuguese translations [PRO] Tech/Engineering - Art, Arts & Crafts, Painting / Design
English term or phrase:signifier
Remembering Raymond Loewey’s argument of subtle almost unnoticeable transitioning, I updated the fonts with an italic slant and exaggerated those pointed non-serifs, connecting all the letters to communicate progress and movement, virtually leaning into the future. Loewey believed in ‘evolving’ the logo so as not to disturb the memorable ‘brand’ SIGNIFIERS, thereby moving consumers slowly but surely into the next generation of the brand. Ironically, we are now so steeped in this concept that years are spent on changes so subtle that one must question whether it really matters and who really cares.
But decoration is also a great opportunity to communicate the time in which we live. Also with new technologies we can create instant diversity, variation, and customization. New meanings have surfaced. Signs for technology such as ‘fake venting’ (that originally started out as real vents for airflow), perforations, holes for speakers, have become synonymous with high-tech SIGNIFIERS in products but are now banal. In the past few decades Op art, pop art, illusory perception, graffiti, have been means to communicate personalized or more rarified mass-goods.