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This paper aims to throw light on the fact that transforming the letter into decoration can be not only a phenomenon of robbing the sign of its original meaning, but also an enrichment of the ornament with meanings for which it was not prepared. We witness, thus, the loss of the fundamental message in a sequence of signs, an irreparable and irreversible loss, subsequent to the reconfigurations determined by history, and also to the appearance of new semantic shapes. [ABSTRACT FROM AUTHOR]