To introduce the value of multiplicity, Calvino quotes Emilio Gadda, who sees the world as a “system of systems” in which each individual system conditions the others and is conditioned by them in turn.
For Musil, knowledge is awareness of the irreconcilability of two polar opposites: precision and chaos. Multiple points of view and interconnected systems lie in the tension between these two poles. It is quite incredible how Calvino was again able to so clearly foresee our contemporary age in this idea.
Brands, which are the bearers of values and vehicles of the ‘sense’ of our culture, become more or less open systems that exist and adapt in relation to the other systems they are connected to, such as fashion and design for example. In this sense, we might claim that the value of multiplicity validates the primacy of curiosity, the ability to navigate and explore the complex systems in the constant tension between precision and chaos.
Many brands choose not to be represented by a single symbol, but through a multiplicity of signs that express every nuance of the brand and can reach different audiences in different contexts. AOL’s mission is to inform, entertain and connect the world through a multitude of extraordinary experiences.