A STREAK OF SEMIOTIC BRILLIANCE

Initially created by London street artist Goldfrog ESP’s (or so the story goes), Extinction Rebellion’s logo is both simple and loaded with signs and symbols. That is, it’s rich in meaning:

• the hourglass in the middle connotes urgency; we’re running out of time

• the hourglass is also reminiscent of an infinity symbol that conjures up its binary opposite; life as-we-know-it is finite

• the cross inside the hourglass highlights the imminent danger we’re facing; ‘do not proceed’

• the outer circle depicts planet earth; it encapsulates the hourglass, suggesting the world is a protective shell that we’re threatening at our own peril

Those who were around in the 1980’s might think the logo smells of anarchy, which in turn communicates a host of other things: i) a sense of seriousness, ii) that systemic change is required (subversion) and iii) a sense of aggression and preparedness to resort to violence

That said there are also hints of the peace symbol and the nuclear disarmament symbol; let’s better our ways and make peace with the world, not destroy it

This sort of associative thinking is automatic - we can’t help but make connections between what we see and already know.

Ambiguity engages the mind and sparks …

The latter can seem a little puzzling: what ER wants is crystal clear (…) but attitude and means

Non-violent civil disobedience

That Extinction Rebellion has been criticised as ‘environmental fanatics’ is only