By Shalotte Sugathan

While I’m not particularly religious, it goes without saying that work leads me to some deeply soulful places.

When crafting business communications, our goal is to distill the essence and purpose of an organization into a core message. This essence – what I like to call the soul – is the authentic core of their values, mission, and beliefs. The challenge lies in ensuring that design solutions authentically and beautifully communicate that essence through the right visuals, signs, and messaging, aligning seamlessly with the organization’s values.

In semiotic terms, every element in design – whether it’s a color, shape, or font – serves as a signifier, a visual or symbolic representation of a deeper meaning. The soul of the organization is the signified, the deeper truth or message we aim to communicate. This alignment between signifier and signified is important in creating designs that are lasting and impactful. This alignment, whether overt or subtle, is crucial.

For a creator, the process of uncovering and translating this essence into visual symbols can be both intellectually stimulating and deeply rewarding. It requires thoughtful reflection, creativity, and a keen understanding of semiotic principles to ensure that every design element not only looks beautiful but also communicates something meaningful. At Zero-G, this is the path we strive to follow.

Shalotte Sugathan
Co-Founder and Principal
Zero-G Design

Zero-G Design is a branding, design and digital marketing consultancy.
We use the combined power of business innovation + design + technology
to help businesses get noticed and achieve rapid growth.