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COMMUNICATION OF SUMMARY
(The strenght of symbols).

From the mouth comes the word, the sign and the symbol.
If it is a sign, the word means nothing.
If it is a symbol, it means everything.

Carl Gustav Jung, psychoanalyst and anthropologist.

The image below is so essential and effective, that it has the strength and immediacy of a symbol. It was created by the father of Italian advertising, Armando Testa, for the historic amaro Punt e Mes.
Only when an image becomes a symbol, that is, it expresses something universally significant, does it take on an overwhelming expressive potential and becomesunique, unmistakable, memorable.
In the professional training of the founder of Punto a Capo, the experience alongside Armando Testa in Turin at the end of the 1980s was significant.
The great Armando was a master of expressive synthesis, whose lesson remains more alive and current than ever. And to confirm the importance of symbolic communication are the disciplines that study our cognitive processes: psychology and neuroscience.
It is through symbols that the power of ideas is expressed.