What comes to mind when someone says the word Nike? Is it a swoosh? 

And what happens when someone says Starbucks? Do you immediately think of the green and white siren?

Well, branding is all about storytelling. And when companies or brands think about establishing their brands, one of the first things that comes to mind is a LOGO. 

And why not?

In a world saturated with countless brands vying for our attention, a logo becomes vital for businesses to stand out and make a lasting impression—VISIBILITY.

A logo is a storyteller in its own right, representing a brand’s values, identity, and essence. With every stroke, font, and shape, a logo has the power to –

• Captivate
• Connect
• Communicate

In this blog, we will focus on why your logo is anything but a story. We will also break down some popular logos and walk you through one of our case studies. 

What Makes a Logo a Story?

1. Symbolism 

A logo uses symbolism to represent abstract concepts, ideas, or emotions associated with the brand. These symbols act as storytelling devices, conveying a message that resonates with the audience.

Let’s understand this by decoding the logo of Love Kaapi.  
Love Kaapi is an estate-to-cup coffee brand from Chikmagalur. And while designing its logo, we at StartInc wanted to tell the founder’s story to the world—her love for coffee and the beautiful coffee estate she owns. So we decided to create a brand identity that reflected the following ideas and emotions:

• Comfort
• Homegrown
• Artisanal
  

And here’s how the logo turned out!

The logo symbolizes everything there is to know about the coffee brand—from the beans growing in the hills to being roasted and ground and finally being served in your cup. 

2. Typography 

The choice of typography in a logo can convey a brand’s personality and evoke specific emotions. Different fonts have distinct characteristics, such as boldness, elegance, playfulness, or professionalism.

Look at this: 

STOP!           stop

How do these words make you feel at first glance? 

Logos in all capitals send a message of strength, stability, and reliability. In contrast, logos in lowercase convey approachability, a view into the future, and a hint of playfulness. 

Here’s an example for you! 

Earth Rhythm is an upcoming Indian homegrown skincare brand. It’s a science-led brand that invests in clinical trials to develop its products, indicating they’re shaping the “future.” Furthermore, the brand wants to position itself as customer-first and approachable. 

As a result, the typography used here is characterized by:

• Smooth, round edges than sharp, bold lines  
• Lowercase alphabets

3. Colors 

Colors have the power to evoke emotions and convey meaning. Their strategic use can add depth and layers to storytelling. Thus influencing how the audience perceives and connects with the brand. 

In fact, you will be surprised to know that color improves brand recognition by nearly 80%!

Here’s a quick overview of the psychological impact of commonly used colors:

Let’s revisit the logos of Love Kaapi and Earth Rhythm. 

With Love Kaapi, the goal was to position the brand as comforting and homegrown. As a result, the logo features earthy tones (brown and beige pink) that are found in nature. Brown relates to comfort. It is extremely calming and grounding. Similarly, hues of beige relate to being natural, tranquil, and authentic. Thus aligning with the brand’s messaging.

The logo for Earth Rhythm features red and grey. Red denotes energy, excitement, and boldness. While grey relates to truth, intellect, and knowledge. The colors align with the brand’s scientific approach to skincare and haircare and the belief that science necessarily does not have to be serious; it can be fun and exciting.

4. Visual Composition

The visual composition of a logo plays a crucial role in storytelling. Shapes, lines, and negative space, among other design elements, are balanced and arranged to contribute to the overall message the logo conveys. 

Here’s a quick breakdown: 

• Circles are linked to wholeness and perfection, representing community and inclusivity. Furthermore, multiple circles convey infinity and continuity. For instance, the logo of Pepsi and the Olympics.
• Squares and rectangles have sharp, clear edges. They convey professionalism and practicality. Think of the logo for Linkedin, a professional networking platform.
• Triangles are more dynamic and rare logo shapes to come across. Spiritually, it represents growth and energy. But based on where the point is, it could represent different things. Think Reebok and Adidas.
• Lines: Vertical lines convey strength, progress, and dominance. In contrast, horizontal lines relate to calm and speed. Imagine Spotify and Cisco.

But what about negative spaces? 

Look at this card – 8 of diamonds

Do you see an ‘8’ between the diamonds? Like this –

This is how negative space works. It sets itself apart and interacts with the other aspects of the logo meaningfully. Furthermore, its clever use can allow you to add a hidden symbol or a logo within the logo for deeper meaning. 

For instance, the FedEx logo. The hidden arrow that the letters “E” and “X” create between them not only gives the design a playful touch but also stands for:

• Quickness
• Accuracy
• Forward motion  

5. Hidden/Subtle Messages

Some logos incorporate hidden or subtle messages that add intrigue and depth to the storytelling. These hidden elements, whether cleverly integrated symbols or hidden words, can spark curiosity and create a memorable experience for the audience.

The logo of Hershey’s Kisses incorporates a subtle, hidden message for all the chocolate lovers who can’t wait to open the packet. The space between ‘K’ and ‘I’ is actually sideward-facing chocolate, telling you what the inside looks like!

Let’s Say Our Goodbyes!

A well-crafted logo not only tells a story but also sets in motion a ripple effect that permeates all aspects of a brand. It becomes a visual cue that customers associate with the brand’s products, services, and reputation. Thus allowing for instant recognition, visibility, and differentiation. 

Remember, a logo is a doorway to a brand’s story. And we at StartInc Consultancy are all about branding and growth. We are a consultancy with one purpose – to tell your story to the world. 

With thought-provoking logo design, brand collateral, and more, we aim to add life to your startup and create its unique identity. 

We are here for you! 

Let’s connect.