Your Brand Should Be a Traffic Cone, Not A Billboard.
Visual Brand Assets That Tell Stories, But Sell The “Big Idea”
I like my little traffic cone. What started as a blog logo evolved into an icon that represents my visual and verbal identity.
“Be a traffic cone, not a billboard.”
Because traffic cones and road signage use three key elements—color, type, and icons (shapes) —if your iconography and graphics aren’t directing your audience—and I apologize—you’re just creating visuals that look pretty.
It is true that every piece of your brand should serve a purpose and move things forward. Today, I want to view a key element of your brand’s visual identity—your icons and illustrations—in the context of a story. Your story, their story, and the story you make together.
Tell Your Story
Show them where you have gone.
It was near evening, the networking event was over, and people sauntered about having side conversations of all sorts.
“This is where it all started,” Pat Miller, the leader of my networking group, said, pointing to the classic lightning bolt mark now placed in the “O” of the SBOC logo.
Connection.
Energy.
But moreover, the energy that passes from business owner to business owner when they collaborate with intention in these networking rooms. I had heard many stories of how Pat built this community for connection, and all those stories tie back to that moment some months ago when he made that simple statement.
Sometimes having a good story isn’t enough; having something to visualize makes it stronger. You need both.
In this case, the small icon is what I remembered. Since our Logos aren’t there to tell the whole story of our business, we add icons and illustrations of all sorts. This is why building a visual identity is so important: if you have your colors and logo marks lined up, your icons can align visually with those other assets.
But also, these visuals need to tell a story… what do they say about? What do they tell people to do
My traffic cone says, “CAUTION! Branding requires you to slow down, take note of your surroundings—if you don’t, you might crash.”
Tell Their Story
Show them where they are.
Iconography tells your story, it directs the narrative of your brand, but who’s to say your story can’t also be their story?
For many in my industry, a book is being read, a talk is being heard, or a video is being watched. The storyteller picks up their tools, proverbially speaking truth and wisdom to those who can empathize with their lesson.
When designing icons and illustrations, think of them as storytelling assets: how can you use these visuals to give a message to your younger self?
Your icons then go from being a bland visual element to a trail of breadcrumbs, signage, or something you have set forth along your journey to help you get to where you are today.
My megaphone… my audience uses their brand—their message to change and impact the lives of others.
Paint The Future
Show them the future.
If you’re the artist, then it is your job to set the tone, give meaning to the piece, and then let them ascribe meaning.
But what if they make their own meaning? What if they look at my illustrations, my graphics, and all these other things and think differently than what was intended?
There are two things you can do:
Pivot: take what you have, adjust it
OR: take note of what they are saying, use what they see to inform future creative decisions.
My “future” is the present, because I am more focused on what we have to do now. See my icon, it’s a blank sheet of paper. It represents the minds of our audiences when they don’t know about us… Draw your competitor’s logo on it, and it tells another story.
TLDR:
Create visuals that highlight your story.
Highlight their story.
Tell future stories.
