The Tri-City Storytelling Logo Design Techniques

Feature Image Source: iStock/Armation74

How the Narrative varies from Sydney to London and New York

The logo of your company should ideally tell the story of your brand. A well-designed logo will hint at your vision, your dreams, aspiration, inspiration, and your goals and objectives, both short-term and long-term. Above and beyond all those things however, the perfect logo will narrate your story, and send out a clear message to your target audience.

To tell a good story through logo design is, however, far easier said than done. A significant number of entrepreneurs and companies do not even realize the need to attempt such in the first place. Those who do, often fail at the task or at least muddle it up. Yet, as always, there are exceptions, and there are brands across the world who have effectively and successfully managed to master the logo design storytelling techniques.

A Tale of Logo Design

How you tell your story through your logo is of course dependent on the tale that needs to be told. The type of your business, your industry, the target audience, and your location all factor into the final logo design. Therefore, it is difficult, if not impossible, to determine a blueprint for successful storytelling. However, certain tips and tricks can be extracted by studying the logo designs of brands who have already accomplished what you now need to achieve.

New York

In New York, for example, near constant revision and innovation seems to be the order of the day. The brands in the Big Apple do not just tell their story once, and then sit back on their haunches. Instead, they weave every new chapter of their tale into their logo design, and treat their customers and target audiences with ever new visual delights.


Minimalism. Elegance through simplicity, and a reliance on words rather than symbols and images. These are the logo design trends common among brands from London in particular, and the UK in general. Dare we expect anything else from the land which gave birth to such masters as Dickens, Austen, Tolkien, and Hardy? British logo designs usually feel almost intellectual, they are definitely sophisticated, and yet manage to incorporate the modern artistic touch which makes their story both relevant and engaging.


The thing about Sydney and the brands which emerge from this city is that while their stories are decidedly Australian, their designs tend to be mostly European in style and appearance. In large part, this is because a lot of Australian companies choose to invite graphic designers from Europe instead of trusting the local talent. However, there are still plenty of genuinely Aussie artists, and subsequently, logo designs, each of which manage to convey a unique story.

Each city mentioned here, or any other city in the world for that matter, has its own distinct impact on its local brands, their logo designs, and the stories told through those designs. What is most important to remember though, is no matter where you’re from, you need to be able to convey a sense of your identity, your ethics and values through your logo design, and you need to do it effectively.

Mehreen is a social media buff and design blogger, who keeps a keen eye on graphic design trends. She has a passion for experimenting with design ideas, and wouldn’t mind if it means going out of her way to find them in Timbuktu. Follow her on twitter for daily inspirations and findings.

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