From daffodils to dragons: the power of symbolism in branding
Symbols are powerful. They create instant recognition, stir emotions, and tell stories without a single word.
From national emblems like the Welsh daffodil, leek, and red dragon to universally recognised icons like the golden arches of McDonald's, visual symbols are everywhere. They help brands stand out, spark connections, and make an impression in seconds - no long-winded explanations needed.
Why symbolism matters in branding
A strong brand identity isn’t just about having a nice logo - it’s about making an impact. The right symbol can do a lot of heavy lifting for your brand:
It creates instant recognition – a well-designed symbol makes your brand instantly recognisable, even without words. Think of Apple’s bitten apple or Nike’s swoosh - both iconic enough to stand alone.
It builds emotional connections – people associate symbols with feelings, stories, and experiences, which strengthens brand loyalty. The WWF panda, for example, immediately brings to mind conservation and care for nature.
It tells a story – a strong symbol reflects your values, history, or purpose in a single image. The Airbnb logo, a blend of people, places, and love, perfectly sums up their mission of belonging.
It stands the test of time – unlike design trends that fade, powerful symbols stay relevant for generations. The National Trust oak leaf, symbolising heritage and nature, has been a UK conservation icon for decades.
Branding tips: using symbolism effectively
Want to make the most of symbols in your branding? Here’s how:
Make it meaningful – your visual identity should reflect your brand’s story, values, or mission. Think about what truly resonates with your audience. Mind’s handwritten-style logo, for example, instantly conveys a personal support and approachability. It’s not just a logo, it’s a symbol of mental health awareness and care.
Keep it simple – the best symbols are clean and easy to remember. Overcomplicated designs lose impact. Shelter’s red roof icon is a perfect example - it’s striking, simple, and instantly conveys home and protection.
Consider cultural meanings – symbols can mean different things across cultures, so do your research. An owl might represent wisdom in the UK but be seen as a bad omen elsewhere.
Make sure it works everywhere – your symbol should be just as effective on a tiny social media icon as it is on a billboard. Mind’s handwritten-style logo, inspired by self-expression, is simple enough to be recognisable across all platforms.
Pair it with strong messaging – a great symbol is even more powerful when backed by a clear brand message. The London Underground roundel, for example, is bold, simple, and aligns perfectly with its mission of keeping people moving.
We're here to help
A strong brand identity isn’t just about looking good - it’s about creating meaning. At olio creative, we help businesses craft logos and visual identities that tell a story and leave a lasting impression.
Need a brand refresh or starting from scratch? Explore our logo design & branding services and let’s bring your brand’s story to life.
