Logo Imagery in Visual Storytelling

Instructor: Artem Cheprasov

Artem has a doctor of veterinary medicine degree.

In this lesson, we examine the relationships between logos and stories with numerous well-known examples. We further define how logos can be, and are, iconic.

Famous Logos

Can you think of a famous logo? Of course, you can. From the NBC peacock to the BMW symbol. From Google to Yahoo. We can all envision all of these logos. They have, in effect, become utterly iconic.

But there's more to these logos. They help tell a story. Sometimes obvious, other times very personal. It's because we associate logos with stories as we are exposed to them during our lifetime.

In this lesson, we go over a few examples of how logos intersect with stories.

Icons and Logos

Iconography is the collection of visuals that represent a person, place, or time-period with a specific meaning, while an icon is one example of such a collection.

Business logos can most certainly be a type of icon and thus iconic. A business logo is a graphical representation that identifies a company, product, service, or brand in a unique way that is recognizable by others.

Some great examples of iconic business logos are the Nike swoosh, McDonald's golden arches, and Apple's, well, apple!

Logos, Stories, & Branding

These logos are more than visuals. They play an important role in branding, which can be seen as the process of imbuing a company, product, or service with a specific meaning.

The process of branding relies on visual storytelling. A logo can easily misbrand a product by telling the wrong story.

As an extreme example, would a blood bank want to be branded with bleeding red letters? While it logically makes sense, it's a blood bank, after all, that kind of imagery is going to scare off a lot of people by giving the wrong impression. We associate such letters with horror movies, not reasonable organizations.

There are more reasonable examples of logos and the stories they tell, of course.

For instance, what kind of story does the Rolex logo evoke? Well, when you look at it, you see a gold crown. It tells the story of a luxurious brand, one used by royalty. And you want to be like royalty, don't you?

How about McDonald's golden arches? Actually, this one might evoke many stories. Perhaps a personal story of how you went there as a little kid with your parents and had a great day getting a Happy Meal. Want to recreate that feeling? Go to McDonald's.

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