Brand icon designs for On, Ralph’s Coffee, and Uniqlo.

Culture & Brand Design

How iconic designs tell global brand narratives

A look at 3 designs that amplify their brand’s message

New global brand narratives

As designers, we more than ever need to look at language as a tool to implement excellent design. In today’s fast-moving brand environment, telling the brand’s story through visual wording is a crucial design strategy.

We have a one-go shot to tell the audience our brand story with one or a few words. If we have a mature brand, then a word like Apple is enough to grab everyone’s attention. The same goes for this brand’s iconic symbol.

But how do newer brands tackle one of the most difficult brand challenges, that of writing their own story?

A look at three examples.

1. The story of On

On’s logo emphasizing their two letters as a shape of a person who is on to conquer the world through movment.

On is a sportswear and running shoes company. It was founded in 2010 in Switzerland. Back then, Olivier Bernhard, retired from professional sports with plenty of free time, wanted to create a running shoe with a totally new feel. He started to experiment…