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A logo is not just a pretty image, just as much as branding is not simply about a set of rules that would make a business look aesthetic. While a good design definitely has a goal of presenting a company in an appealing way for its target audience, it all ultimately comes down to an underlying message it carries. And can a designer get such a message across? Through the use of shapes, colors, and, of course, symbolic meanings they certainly can.
How Symbols Influence Brand Perception
Generally speaking, symbols have been used for centuries to represent ideas. Some are more direct and obvious, while others are more metaphorical and operate on a more subconscious level. If you want to learn more about the latter, feel free to visit the Nebula website. In branding, they help people easily identify and remember a company. That’s why a great logo is simple yet striking — simply put, memorable.
For example, take a shape. We typically associate circles with unity, and soft edges generally make anything look more approachable. Squares can represent stability and strength and make the company associated with it feel more grounded.
Colors also play a huge role. Red can represent energy and passion. Blue is associated with calm and patient characteristics. Needless to say, we identify with logos and branding styles more than we realize, sometimes purely intuitively — which is the whole point of a good design. A fitting symbol can make you feel a certain way, and you will associate those emotions and thoughts directly with the business it represents.
Types of Symbolism in Logo Design
There are many different ways to use symbols in your brand identity and logo design. Here are four key groups we can divide them into.
Abstract
Some logos use abstract shapes to evoke certain types of feelings. For example:
- The Nike “swoosh” represents speed and movement.
- Mastercard uses two connected spheres — the logo that is instantly recognizable.
Abstract logos can be interpreted by different people in their own unique way, which makes them more flexible for branding.
Literal
Literal symbols represent real objects related to the brand. Those are easy to understand, for example:
- The Amazon logo looks like a smile, representing the joy of the customer. The arrow also points from A to Z, signifying that Amazon offers everything.
- The Twitter bird represents freedom of communication.
The use of literal objects can be a good way to create associations for people so they instantly realize what your brand is all about.
Hidden Message
Certain logos hide secret symbols that can be detected only by sharp-eyed observers. Secret meanings enhance the appeal of a logo.
- The FedEx logo has a hidden arrow between the “E” and “x.” It represents speed and a sense of direction.
- The Toblerone logo has a secret bear inside the mountain. This represents the Swiss city of Bern, which is commonly referred to as the “City of Bears.”
These small things make logos unique.
Cultural References
A few brands use symbols from mythology, culture, or history to tell about their narrative. Here are a few examples:
- The Starbucks logo contains a siren, a mythological sea creature. It pertains to the adventurous spirit and the rich history of coffee.
- The Alfa Romeo logo contains an Italian historical serpent, representing heritage and dignity.
Using symbols from culture is an interesting way to make your branding stand out.
How to Use Symbolism in Branding Strategically
It’s one thing to understand a concept, but how to implement it successfully is a whole different question. Here are a few key strategies that will help you find an answer.
Keep It Simple
The best logos are not intricate. Too much information will only make it look confusing, while a simple symbol is easier to remember. For example, the Apple logo is just an apple with a bite taken off it. It is very easy to identify.
Make It Meaningful
The logo should have a connection with the values of the brand, and the overall design should represent what the business stands for. For example, if the company deals with products that are good for the environment, an image of a tree or a leaf can indicate that message.
Timeless vs Trendy
Trendy styles can look fantastic today but become old news just as quickly. A good logo can last you for decades. Coca-Cola and Nike have been using the same logos for years, while only slightly updating them to look modern. Their logos are still relevant even today.
Final Thoughts
A good logo is more than a picture. It’s a symbol of what a company represents. Brands that understand symbolism well can create logos that leave lasting impressions — a great logo can be more meaningful than a thousand words. It builds an identity, creates desirable associations brand and makes a business recognizable. With the right symbols, any company can give meaning to their branding.