The significance of the Olympics
3 Mar 2011
The significance of the Olympics

In this semiotic analysis, Dr Alex Gordon says the London 2012 graphics succeed in positioning the capital as a 21st century city: edgy, multicultural, energetic and different. Still hate that logo?

Alex Gordon

Alex Gordon has worked as a cultural analyst and semiotician for 20 years. He is the founder and CEO of Sign Salad, a cultural insight agency specialising in semiotics and language analysis. He has led cultural insight projects across five continents for global blue-chip brands in sectors including food and drink, retail, technology, healthcare, luxury, automotive, financial services, pharmaceutical, personal care, and travel and leisure. Before setting up Sign Salad, he established the semiotics and cultural strategy division at Flamingo. He has a PhD in semiotics and identity politics and is a visiting fellow at Bristol University's Department of Marketing.