then graphic mark becomes a symbol and that's how meaning is transmitted

Benito Mussolini Headquarters, Palazzo Braschi, Rome, 1930s

 

 

 see how the mark becomes a symbol, in this case, the addition of the building. this is the federation of the fascist party in Rome (designed by the architect Giuseppe Valadier designed the chapel on the piano nobile or first floor. He also designed the white marble facade of the adjacent church of San Pantaleo which is named the piazza in front of the Palazzo Braschi).

 

architects in the 1930s took their cues from the forms of classical roman buildings. the difference in meaning is that the buildings of imperial Rome have ornate details and rounded edges that give them a certain mediterranean warmth. this is not the meaning Mussolini wants to convey. a fascist building should be Teutonic. this is a wall of unrelieved travertine, filled with "SI" (meaning YES) to the new order.this is presuasion by repetition.

 

(not unlike what TV nowadays does to us: it repeats the message and we acquiesce without knowing). 

 

buildings (marks) change their function. 

this is Palazzo Braschi today:

 

Museo di Roma (1950s)