Very few people in the world consciously dissect symbols to understand their impact and meaning, and that’s a good thing. Given how many symbols the average person in the developed world encounters each day, we’d drive ourselves mad if we analyzed every one of them. Most of us simply experience symbols, absorbing their meaning instinctively and without much thought.
Think about your smartphone. The apps on your home screen are represented by small symbols that do far more than identify a function. Each one carries emotional cues shaped through color, form, and typography. Over time, that symbol becomes the face of the application—or even the company behind it.
Your visual identity works the same way. It’s the face of your company. And just like encountering a stranger, an old friend, or even a sworn enemy, people have an immediate emotional reaction when they see it. Naturally, you want that reaction to be a positive one. Often, that reaction happens before a single word is exchanged.
While your visual identity is only one part of your overall brand, it’s often mistaken for the entire brand.
That emotional response someone feels when they see your visual identity? That’s your brand. Through repeated experiences and interactions—sometimes without conscious awareness, people form a perception of who you are and what you stand for. Your visual identity plays a critical role in shaping those perceptions, influencing how customers, prospects, employees, and partners feel about you.
Need another example? Look at a national flag.
Here in Canada, the two red bars and the maple leaf represent far more than their literal elements. You’re not thinking about shapes and colors when you see the flag, you’re feeling something. For some, it evokes a sense of home or belonging. For others, pride in peacekeeping traditions. And for people abroad, it may symbolize hope, safety, or opportunity. The same symbol carries meaning, but the emotional response is personal.
Strong visual identities, memorable characters, and powerful symbols become synonymous with the emotions they convey. When done well, they are instantly recognizable and consistently reinforce the message they’re meant to deliver.
So ask yourself: what emotions do your symbols create, and are they the ones you want?
If you’re unsure what emotions your brand is communicating, contact us, we’d be glad to explore it with you.
