Culture Code-X

Fidel Tones

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

Note that signs on their own, while sometimes interesting, only become truly revelatory and useful once they’re sorted 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.”)

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