Nike spent billions of dollars to teach millions of people that the swoosh is a symbol of human possibility and achievement, as well as status and performance.

Our thermostat was made to be on people’s walls for ten years. By design, it would become like a piece of art—occasionally admired and adjusted, mostly fading into the background. But every time they opened the random-stuff drawer in their kitchen, they’d see the cute little Nest screwdriver. And they’d smile. Every time they’d need to replace the

Signs and symbols are easily transformed to mean good or evil depending on how they are sanctioned and applied over time—and who accepts said usage.