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SEMIORAY is an independent semiotics consultancy owned by Dipti Kotwal.

26/12/2025

why so ugly? and why fish out the aesthetic from the 80s? i would have simply spruced up the blue.

15/10/2025

This is fun! Brands should indeed avoid all these elements and in case something they've used in their marketing formulations has shown up here, take it with a pinch of sodium chloride!

https://theordinary.com/en-gb/the-periodic-fable.html #/

10/10/2025

Apart from the laughter and kindness of children, is anything in the world spontaneous, organic and innocent anymore? Notably, contemporary arts and music also do not make it to this category. All signs in the world have become so...loaded. Signs are not really evolving anymore. It's...all referents all the time; they are now deeply embedded in and stuck to the signs permanently and we are failing to remove, sever, dislodge them from their places. It is not unlimited semiosis: this is semiotic pathology. Signs are unwell, we have made signs ill. Signs are now suffocating and crushing under the weight of the massive pile of the referents we have burdened them with. In order to go from A to B in the simplest of communications, it has become unavoidable to first have to navigate a field of landmines covered with a layer of eggshells. With every cluster of signs coming into the world, every utterance and every emoji, being mindful not to crush anything or accidentally trip on those landmines has become essential. To be categorized as '(potentially) safe', every expression must take care not to activate any of the explosive or fragile or fossilized or reinvigorated referents in the existing mount; it must be ensured that new, water-tight, ephemeral referents are created for the purpose and intent of such communication which itself can not have a life span longer than 'momentary'. Referents that should have extinguished themselves long ago or should have been actively neutralized for the greater good, are deliberately being sustained on expensive and extensive life support. We have overdone behavior, we have overdone culture, we have overdone politics, we have overdone society and we have overdone so-called "meaning". And in the process we have made signs meaningless and, ultimately, non-communicative. Unless we return to _humanity_, Now is already the beginning of the collapse of us as a species.
-- Dipti Kotwal @ Semioray.

14/01/2025

, The One Ring of our time.

One ring to rule them all
one ring to find them
one ring to bring them all
and in the darkness bind them

14/12/2024

Jaguar pink in a Renault ad.

07/12/2024

we said it first

06/12/2024

WHAT ARE YOU, MOCHA MOUSSE?! 😅 I had been so looking forward to but it turned out to be more insipid than corporate office coffee. It's a shade that can neither be the hero of any palette, nor has the promise of balancing one. it's neither vintage nor modern; neither contemporary, nor futuristic. Be it fashion, beauty, food, interiors, publishing, UXD, this one lends itself to nothing. It's basically nothing that Pantone claims it be; least of all "organic". It comes off as coordinates that Pantone picked from the most desolate region in its space and pushed out into the world only to give us a sad, unattached, lonely, unambitious blotch of a hex that stands for nothing. 'mockolate mush laced with palm oil', anyone? Meaninglessness Mousse.

01/09/2024

2024 onwards...

01/12/2023

Reddit's Snoo just got an upgrade (other aspects of Reddit have been redesigned too). I like it and not only because I love Pentagram. A 3D-ized Snoo is not only Snooier, but this more anthropomorphized and more enlivened avatar definitely serves to shift focus from Reddit the website to Reddit the brand. Snoo in this new form is no longer just a subreddit tag, or a user badge or even a mascot, but can have its own life independent of the UI; it is now the Reddit brand personified, opposable thumbs included. Smart upgrade before the potential IPO. Nothing 'sketchy' about it.

18/10/2023

My insights for M.A.C. finally show up in my own inbox! Hahha! :D What a day, and what a feeling.

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