The CODE-X series catalogs a vast codex of source codes (aka “signs”) extracted from past audits.

The object of study in semiotics is not the signs but rather a general theory of signification; the goal of each “audit” is to build a model demonstrating how meaning is produced and received within a category or cultural territory. Signs on their own, therefore, only become truly revelatory and useful once we’ve sorted them into thematic complexes, and the complexes into codes, and the codes into a meaning map. We call this process “thick description”; the Code-X series is thin description.

“LIVE SIMPLY” NORM: Modern life makes us soft. Let’s return to a simpler, tougher, more fulfilling way of life.

“LIVE SIMPLY” FORMS: Hunting, fishing, camping, living off the land. Handwritten, purposely amateurish logos. Keep it simple, stupid. “Face time.” “Create wilderness out of empire.”

From a 2018 study of the Strong & Stoic space — defined as doing your duty, toughing it out, self-sacrificing, uncomplaining.