The thing I find truly fascinating about visual branding is the layers of meaning that can be brought into the design work.
Layers of meaning and symbolism can of course be used in all types of visual art, but in my opinion, it’s an especially important part of branding.
To be clear, what I mean when I talk about symbolism here is the use of imagery like the illustrations in your branding to represent ideas or qualities.
Symbols can come to mean something in retrospect, and that will be true for imagery used in your branding, that’s true for many big brands and was certainly true for my own logo design. Sometimes the image comes first and it gathers meaning as the brand grows.
But it’s also wonderful to make design decisions from the outset based on what has meaning for you as a business owner, and also what will have archetypal meaning for your customers or clients too.
Again to be clear…
“An archetype is a term used to describe universal symbols that evoke deep and sometimes unconscious responses. Archetypes are defined as recurring patterns of situations, characters, or symbols existing universally and instinctively in the collective unconscious of man.” Citation
When we use imagery that has universal meaning behind it we’re holding up little green flags for our audience that show that we’re the same as them, we think the same, we care about the same things. This is the very start of building up that ‘Know, like, trust’ factor with your audience.
When we add a layer to our branding that has deep meaning for us as the business owner, it means it’s more likely to feel right for us long-term. We do it once, we do it well, and we do it with meaning.
Take this Moth design for Helena Rose Photography; There is a layer of archetypal meaning with the design that like minded people will be drawn to.
The style of drawing, the witchy vibe of the elements, the Moth being a creature that is drawn to the light. This last point makes sense for a photography business where working with light is part of the skill of the art form. These are things that we intuitively understand as humans when we look at imagery, without really thinking about it.
And then we uncover the symbolism of what the design means for the business owner. It’s a deeper layer that might not always be apparent at first glance, but it’s important none the less.
Here the Moth represents the ethical and sustainable businesses that Helena works with; they are drawn towards the light in the sense that they are conscious of the how they impact the world.
If possible, we’re looking for something that works on more than one level, but you can always combine symbols together or weave meanings into other parts of your brand identity.
If you’d like to explore weaving symbolism into your brand identity with me you can can apply to work together in my Signature Branding Package called 🌿The Unfurling.
Safiyyah approached me via Instagram and asked me to create a Brand Identity Design for her business and I couldn’t wait to get started working with her!
Safiyyah is a British born artist and textile designer based in Birmingham. She specialises in floral print and pattern, taking inspiration from her original art work.
Her unique watercolour style embodies the magical unexpected beauty and wilderness found in nature, with all its imperfections. Safiyyah’s style encapsulates nature in its entirety as she strives to transport you to a world full of enchantment and beauty through her art.
Her audience for her beautiful nature inspired artwork had grown quickly on Instagram and so she wanted to make sure her website and the packaging for her paintings and products was professional and created a beautiful client and customer experience.
Here is our goal for how the Safiyyah Studio Brand Identity needed to feel.
A BRANDING EXPERIENCE that MAKES YOUR AUDIENCE FEEL ENCHANTED and SOOTHED as they DISCOVER YOUR ART – an identity that is TIMELESS, with an IMPERFECT and APPROACHABLE edge.
This addresses 2 key things to help keep your brand consistent and strategic: (1) how you want to make people feel and (2) what words that you want them to associate with your business.
After we were on the same page about how the brand identity needed to feel, I put together a mood board to show the direction.
After the mood board phase I was excited to dive into the design and I managed to create something Safiyyah loved during the first design round!
I created a unique typography logo, hand-drawn the leaves and branches, and overlaid them with Safiyyah’s own watercolour work and photographs.
I used overlay effects in InDesign so that the different layers of the background somewhat blend together to create this gorgeous textural effect. It bridges the gap between Safiyyahs floral artwork and her landscapes and feels distinctive without taking the emphasis away from her art.
See the process video of the brand identity I designed for her, along with a closer view of all the details below!
Here’s what Safiyyah said about working with me:
Meg from Lemon & Birch was a joy to work with. She just completely understood me and my brand and created something that was full of magic and soul. She helped me create beautiful cohesive brand packaging that evokes a feeling of enchantment!
If you’re looking for stunning, professional branding head on over to my services page to see the packages I’m currently offering.
Please do get in touch if you have any questions, the chat box in the bottom right of the page is the quickest way to chat to me!