Starting from the core concept of modern design theories (disegno), we propose here some semiotic prespectives for epistemological approach. Design, in this respect, is more than a merely decorating skill to produce goods, but rather a very complex competency, which can lead to innovative communication in all possible realms of a community. For this reason, we need some points: the craft of professional skill in the pre-industrial society should be transformed from personal know-how to societal competency. Design emerged at the turn to the 20th century, and its special legacy such as the Werkbund & Bauhaus in Germany and Arts & Crafts Movement in England, Dadaism & Constructivism, modern science and philosophy, ergonomics and aesthetics, as well as the production and accep-tance of goods, must be linked in an interdisciplinary academic schema in order to provide a variety of transitions between and across them. These insights are covering now following aspects: Product & Brand Communications, Urban semiotics, Festivals, Story-Telling etc. With this actual topic, we stand now in front of a new task for Semiotics, and I think its academic and practical potential is truly huge.