Culture Code-X

Fidel Tones

Image for Fidel Tones

The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

“FIDEL TONES” FORM: Earthy yellow and red color scheme, in a midcentury palette reminiscent of Cuba’s Revolution-era color scheme, as a visual cue signaling Cuban-ness.

NOTES: Most often used on the covers of books, and the posters for movies, about Cuba.

(From a 2016 audit, on behalf of a global spirits company, of “Cuban-ness.”)

Tags: CODE-X, Color Meaning, Cuba