Successors of the ancient insignia, and hears of the heraldic tradition; legal documents and communicative tools; instruments for configuring distinction between companies, institutions, associations, and, in the same moment, for defining adequate strategies of identity with targets and users: nowadays, the brands are objects very easy to be memorized, but very complex to be understood. Present in every scenery we live by, their iconic and figurative structures can be interpreted in different ways and from numerous points of view (economic, historical, psychological, sociological, etc.). This book, with a series of case studies, suggests "reading" them as kaleidoscopic epitomes of sense/non sense and storytelling.