Walking leisurely in the city center along the snow-covered streets, moving from cafes to different shops, among the passers-by, a middle-aged man in a Gucci suit, which was completely dotted with logos of capital letters G, caught the attention of He was wearing a jacket, which was also all with the logo of this brand, but Gucci was also written on the shoes and on the bag. Interesting image. Part of society condemns such kitsch, and if Alexander Vasiliev, an intellectual and fashion historian, had spoken, he could have described it as “a lack of upbringing and good education.” But I wondered where this love for logos came from, in principle. What does it mean? On the surface, it would be easy to say that a person needs confidence and attention - covered all over with the logos of an expensive brand, he attracted attention so that people would understand that he was not poor and could afford expensive clothes and would like to be noticed by others. This means that the admiration of other people gives him this recognition, which gives him confidence that “he’s great.” Ok, yes, that's right. But there's something more to it. Why is this so? Logo-studded clothing resonates with people and they buy, and others buy into it. And then I had an association with tattoos. Tattoos, like a brand logo, encrypt the message that a person conveys to the world. And then women love to paint their face, hair, nails. And favorite inscriptions on fences and walls, encryption and various short messages that a person wants to leave for history)). In people with a more complex organization, this need manifests itself in pictures, painting, poetry, prose, songs and stories. And here we can move on to the theory: people have figurative (or metaphorical) thinking. It’s a well-known fact, and you’ve probably experienced it yourself more than once, that material is better absorbed through examples, stories, and fairy tales. That is, if you straightforwardly tell “here are the reasons, here are the consequences”, convey a list of dry facts, then the material is difficult to digest, if it can be perceived at all. But when, after theory, a characterizing example, a practical task is given, then the student remembers it and can reproduce it well in the future. You can even do without theory, just get down to business; in your work, the material is absorbed instantly. And, really, how do we even learn? Through our perceptual experience, we do things, we communicate, and we interpret! That is, a certain “picture” is formed in the head. We interpret and this is a metaphor, a story. We don't perceive something as it is, we think about it and give it meaning. It turns out that a logo is a natural manifestation of a human characteristic, sending a message to the world, just like getting a tattoo on the body or drawing a picture or writing an article. Returning to the man in the suit with the logo, I understand that tattoos, logomania, and writing a book are essentially the same thing, and it’s very human to express yourself like that. We need to tell something, show something, and we always do this metaphorically. It just manifests itself differently. True, not everyone understands the deep meaning of the message. They just do it, but they don’t realize their meaning, why do I need this. In my consultation work, sometimes I use metaphorical cards. These are cards with different pictures. And, the same picture evokes different associations for different clients, which emphasizes that no matter what we look at, the 1st evokes some kind of story, and the 2nd evokes its own subjective story. And one more parallel. When we tell someone something, the person never perceives it as it is, he interprets it. In case of conflict, it is worth clarifying: “What does this MEAN for me/him?” Because we have vivid images all the time...our own.