Infuse Your Logos With Clarity & Curiosity
A successful logo should speak on its own, without saying a word.
In today’s world of access and excess, brand identities now have a drive-thru lane with $10 templates, DIY platforms, and artificial intelligence. These fast passes do not create influential logos for brands, but rather, lifeless clipart and doodles. Let’s see what goes into the making of your powerful logo.
The Ancient Greek term “logos” originally stood for reason and intellect. We now know of a logo as a strategic tool for brand positioning to build upon. When a brand chooses seen-it-before visuals instead of custom logos, they skip out on a potent symbol for their branding to come alive.
From the Brand Radar 03, we spotlighted the word “sigil” for explaining the intentions that go into a purposeful logo. Sigils are signs and seals that contain meanings, like the ancient iconography of planets and constellations.
The connection between a sigil and logo is the ability to be both informative, yet intriguing — a compelling logo stirs the imagination without having to scratch your head.
Take a look at Co. Story’s award-winning design for Alder Packaging. The company came to us with a brand name and vision for more sustainable cosmetic packaging. After analyzing the state of beauty and interviewing the Alder team, Co. presented the concept of a leaf/lip logo.
At first glance, mainstream may appreciate the modern and clean aesthetic, but there is another layer that goes beyond the superficial. The minimal illustration invites you to effortlessly engage and interpret it. Every detail communicates Alder’s brand essence, establishing who they are and what they stand for as a collective.
Leaves symbolize the environment and sustainability as we see them on hybrid cars or ‘green’ products that are better for the earth. By using a leaf, Alder is asserting themselves as eco-conscious. The name Alder is a species of tree, so we ensured our leaf matched its own authentic, intricate details.
To seal it with a kiss, we further customized the leaf to resemble a lipstick mark. By infusing an iconic beauty emblem, we tied two worlds together to make a one-of-a-kind statement for Alder Packaging. The tilted variation adds a sense of motion, like a real leaf blowing in the wind. This brand identity does its job in representing Alder successfully and it leaves a mark on you! Let’s get started on yours.
Logo embroidered on recycled clothing
