I’ve been digging into a new brand design today.
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I always explore images around keywords I gather from a face to face review of my discovery questionnaire. I research symbolism around certain keywords such as values and brand qualities to include color theory and psychology, historical and mystical symbolism, sacred geometry, numerology, gemstones and other earthly and cosmic elements, plants and herbs, animals and galaxies. The micro and the macro combine in an alchemal process that begins to reveal appropriate and powerful brand iconography. I also look at the target audience psycographics of what visually resonates with them. ⭐
It may sound a bit woo woo, and I’m really not much of a woo woo person. I do find all of these studies very interesting from a pragmatic point of view. Basically all of that info whether scientific, pseudo scientific, spiritual, mystical or otherwise, whether “true” or not,  resides in our collective consciousnesses and in our visual and cultural Canon, and so therby has meaning and influence.
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They say a picture is worth a thousand words. A logo imbues thousands years of symbolic information into a single mark of power.
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What’s your superpower?
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#symbol