Inspired by a shared interest in the striking codes of various social groups, Rotterdam based photographer Ari Versluis and Ellie Uyttenbroek have systematically documented numerous identities over the past 14 years. 

They call their series Exactitudes: a contraction of exact and attitude. By registering their subjects in identical framework they have created an almost scientific, anthropological record of people's attempts to distinguish themselves from others by assuming a group identity. The apparent contraction between individuality and uniformity reflects an interesting human paradox (been waiting to use that one - thanks Em!)

"Building on the Paradox Principle"

Some great background and further examination of The Paradox Principle that Emma outlined in her Semiotics Workshop. This paper by Donald Holt builds further the argument that all great brands somehow resolve contradiction and this is the "mythical' power that lies at their heart and which helps them to become cultural icons.  It provides some practical, marketing-focused case studies of The Paradox Principle as a fundamental of Innovations and NPD work, and suggests in passing that Barack Obama resolves some very deep cultural contradictions, not the least being Black vs. White ...