When Mathilda first walked into the glass-enclosed lobby of Data Mining Solutions’ headquarters, she observed an enormous three-dimensional recreation of the company’s logo—a bright red question mark—hanging from the ceiling. As she was taken on a tour of the building, the same red question mark appeared painted along the hallways, in decals placed on all street-facing windows, and as a screen saver on the company computers. Such corporate branding is an example of which type of observable artifact?