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.
Laney from Silent Goddess Art Jewelry got in touch via Instagram after seeing the work I’d done for fellow jeweler Rosy Revolver. I’m always so pleased to be able to work with jewelers because I specialised in jewelry design and silversmithing in my Art degree. I later got into branding and graphic design via a corporate role – it’s so much fun to be able to combine my knowledge and expertise in these two industries and create beautiful, multi-faceted brand identities that really show the heart and soul of my clients’ work, but that also allow them to grow.
This is exactly what Laney needed – a brand identity that felt true to her work now, but that would allow her work to evolve and grow over time.
Here’s the summary of how Laney’s brand needed to feel:
A BRANDING EXPERIENCE that MAKES YOUR AUDIENCE FEEL CALM and REFLECTIVE as they DISCOVER YOUR JEWELRY PIECES and products – an identity that is CLEAN but WARM and NATURE-DRIVEN, with a DISTINCTIVE 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.)
I put together the mood board below first, before diving into the design phase.
I was able to create a brand identity that Laney loved during the first design phase! See part of the process of bringing it all together below, plus a closer look at each element.
After working together Laney said:
From the first moment Meg sent over a preview of the branding package she created for me, I’ve been pretty speechless and I find myself in that same predicament as I’m writing this. I HIGHLY encourage you to reach out to Meg if you are interested in branding for your business. She did such an outstanding job and is so wonderful to work with. Meg, I continue to be in awe of the package you created for me. You are incredible. Thank you ⚒️🌲🏔🌙
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!