—I work on brands Why / How / What to clarify and foster strategies and creativity—I teach Semiology applied to Communication and designSemiology comes from the greek « semeion » which means « sign », and « logos » that can be understood as « verb », « speech » or « logic ».It’s literally the « science of meaning ».Human beings have the singularity to produce multiple forms of signs: letters, words, pictures, art, abstract symbols used in mathematics or religions for example.Thanks to these systems of signs, we analyse the world and ourselves, we build our societies by elaborating philosophical and political values and rules, and we also create art masterpieces, poetry, paintings, music.So, semiology can be seen as a science who studies the relation between humans, « signs » and the « meaning » they build, consciously and unconsciously.Semiology shows that every message we produce is the combination of our ancestral and contemporary cultural influences, associated with our singular perceptions, expressed thanks to « signs » that have a literal and several layers of connotative meanings.It’s an exciting invitation to explore "humanity" and the cultural roots of meaning, thanks to the study of myths, legends, symbolic traditions, and also how signs and messages echoes with contemporary values and trends.Beyond rich teachings and openings in Social sciences, the practical purpose of semiology is to understand how to develop a better, deeper and more creative communication. At a second level, indeed, it's a philosophical path. It offers practical concepts and tools to analyse messages and also to develop creativity.Why creativity ? because semiology views messages, pictures, as « crossroads » of cultural influences and unfolds their imaginary ressources.Semiology, as a method who explores the « meaning of signs », aims to develop our analysis abilities and therefore to « speak » more fluently about pictures and creations, in order to develop them and also to defend, to « sell » them on the market, which is also very rich and useful for students in the field of Communication and Graphic arts.