Making Brands Meaningful.

Sign Salad is a semiotics and cultural insight agency offering high-level thinking for street-level application.

Based in London, we work globally to help brands become more meaningful and relevant to consumers, by revealing the deeper cultural conditions that shape people’s responses to brands.

This semiotic intelligence enables you to take advantage of emergent cultural shifts, making your brand more distinctive and compelling, and capturing consumer attention.

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Latest thoughts...

“Hi, I’m Yoga”: How culture decides just what’s in a name

23 August 2016 | By Sign Salad

Ask a young urban professional in China for their name, and you might come away astounded. ‘Fish Leong, ‘Dodo Chen’, ‘Rainie Yang and ‘Alien Huang’— these are some of the… Read more >

Sign Salad Loves: August 2016

2 August 2016 | By Sign Salad

What we’ve been reading in the signs over the last month… Mastercard unveil their svelte new visual identity from Pentagram: Berlin’s Raubdruckerin (pirate printers) capture an authentic urban aesthetic: We’re… Read more >

On the Semiotics of Airports

30 July 2016 | By Sign Salad
Taipei, Taiwan - September 5, 2013: Hello Kitty Waiting Room at the Taiwan Taoyuan International Airport Terminal 2. All the seats in the waiting area are painted with Hello Kitty. This airport currently has two terminals. It is Taiwan's largest airport.

Deconstructing the appeal of spaces that put us on the same plane The airport is a foreign country; they do things differently there. With summer upon us, and the steadily… Read more >