Your story starts here

 

Storytelling through branding is more important today than ever before; with the average person viewing 100,000 digital words every single day, a refreshing narrative behind a brand can really stand out. Famous brands like Coca Cola and Marks & Spencer have been using the art and science of storytelling to their advantage for years now.

Before we explain how we have helped numerous brands tell their story through creative design and marketing, let’s begin by figuring out why this technique is so effective in the first place.

Firstly, studies reveal that ‘telling a tale’ to somebody is more effective than being bombarded with a collection of cold, hard facts – that information involving sensory association, and personalisation, has a far greater impact in the quality of its reach on an audience.

For example, when viewing a painting you can without a doubt appreciate it, but once you are told a memorable story about how it was created, or the backstory of its creator, the perceived value of the painting is said to increase. From a young age many of us have ingrained experiences with meaningful stories from our childhood, and although we may not remember every detail of a bedtime story, the meanings have lasting impressions. In short, our brain holds narrative more easily than facts – fact.

Storytelling is all about letting people in. In allowing people to get to know the personality behind your brand, the positive outcomes will flourish for you! We spend half of our lives searching for stories, storing memories and updating ourselves on the latest news around us. Therefore, it makes perfect sense to target your audience with a good old story.

If you are not sure what your brand story is, it’s your identity, your background: the voice behind your brand. We guarantee that there is something individual about your brand or service that makes you stand out from the rest; you may not have a clear USP, but we can tell your unique story through strategic branding and design. When, together, we figure out what makes your brand special, you’ll stumble on a story that’s worth telling through branding.

Take a look at your logo, for example. Your choices in typography and colour highlight just a chapter of your brand story – but to tell the whole tale, you need consistent, strategically thought out branding. In today’s digital-obsessed world, we have content coming out of our ears: every second is filled with new content popping up on our social media.

We agree that visuals have a strong and undeniable impact…but in the marketing world, it is storytelling that can be the key to the trust and engagement of a digitally absorbed audience.

But what makes you stop and grabs your attention?

Storytelling through branding makes you memorable

There are various ways that you can stand out in the world of marketing (such as viral videos and professional photography) but one thing that can make you memorable is a great brand story. By telling the world your story, you are able to make an emotional connection with the reader, which gives them a sense of belonging with your product/service and makes you more remarkable.

As naturally social animals, we have developed language as the ultimate way of communicating ourselves, our emotions and perceptions of the world around us. Storytelling is our oldest form of passing knowledge, and in turn, much of this knowledge we consider to be facts is influenced by our exposure to stories we are told over the years.

Storytelling in marketing makes your content more exciting

Even if you are part of what you consider a ‘boring’ industry, the best thing about storytelling is that you can use it regardless of how ‘boring’ you may consider it to be. Together, we can find the right angle for your content and with a great narrative you can transform even the blandest topics into tales that leave your customers wanting more.

It’s the start of your brand voice… you’ve been warming it up over the years, and now it is ready to speak to the world!

Storytelling through branding can help build strong relationships

By adding a story to your brand, you are increasing the amount of value the customer takes away from it. This way, consumers can relate to your story and feel a part of your brand. This aspect of humanity encourages loyalty, ensuring your customers revisit you down the line (and that they may also recommend your business to others in their network). See? Telling your story creatively can be one of the easiest ways for you to captivate your audience.

A shocking figure shows that 54% of people don’t trust brands, which is why your brand must be your promise: what you say you will do, how you say you will do it, and how it is done. Your company should therefore deliver on this promise. Additionally, 45% of your brand image links back to this, which is why it makes sense that storytelling should be an integral part of any marketing strategy. Your story can inspire customers, put life into your brand and attract new leads for your business year in, year out.

How we helped Westholme tell their story

We have worked closely with Westholme School for many years now and the relationship we have built together helps us to deliver and tell their story in exactly the right way, to exactly the right audience. Our cohesive relationship with Westholme guarantees that we are working together and remain united in the pursuit of a common goal.

 

One of the main aims at Westholme School is to support each child in fulfilling their full, individual potential; the journey of a Westholme pupil, from 3 months old to age 18, is a unique story in itself… and one in which the School has invested its all. Therefore, we have created marketing material in various forms that inspire and motivate pupils to succeed, with choice wording such as ‘flourish, cherish’.

Secondly, the Westholme ethos has a firm foundation on personal relationships, on respectful informality, and on the belief that every individual is at the heart of all we do. So it is our promise as a team to reflect this in the branding, creative design and print that we provide for Westholme School. The School places great importance upon personal and character development, so we develop imagery, graphics and campaigns that centre the importance on their pupils and encourage them to develop and succeed. Our relationship with Westholme stems from clear communication and an effective customer journey. Once briefed on the latest campaign, we work with Westholme’s criteria and adapt/alter anything they may require in order to deliver high quality marketing material that always meets their deadline.

 

The promotional material we create also helps to raise awareness in local areas, by advertising upcoming events such as Open Days, Taster Days, and so on. These have so much impact and memorability because we keep Westholme’s branding consistent by adhering to developed brand guidelines and consistent pantone colours. Lastly, our material allows Westholme to guide pupils around the School on their unique Westholme journey, and also allows creative ways to have the great pleasure of congratulating students on their achievements.

Secondly, the Westholme ethos has a firm foundation on personal relationships, on respectful informality, and on the belief that every individual is at the heart of all we do. So it is our promise as a team to reflect this in the branding, creative design and print that we provide for Westholme School. The School places great importance upon personal and character development, so we develop imagery, graphics and campaigns that centre the importance on their pupils and encourage them to develop and succeed. Our relationship with Westholme stems from clear communication and an effective customer journey. Once briefed on the latest campaign, we work with Westholme’s criteria and adapt/alter anything they may require in order to deliver high quality marketing material that always meets their deadline.

The promotional material we create also helps to raise awareness in local areas, by advertising upcoming events such as Open Days, Taster Days, and so on. These have so much impact and memorability because we keep Westholme’s branding consistent by adhering to developed brand guidelines and consistent pantone colours. Lastly, our material allows Westholme to guide pupils around the School on their unique Westholme journey, and also allows creative ways to have the great pleasure of congratulating students on their achievements.

What is negative space in logo design

The nothing that points to something

You may have heard of the term ‘negative space’ when talking about design. Essentially, this refers to the empty or open space around an object that defines it; in plain English, it is ‘the nothing that points to something’.

Where the majority of people turn away from crowded designs (preferring the effect of simplicity), using negative space to hide a meaning or to portray a hidden message can actually be incredibly clever – you might not notice it at first, but once revealed it suddenly creates a whole different level of appreciation for the design and thought behind it.

Take logos for example: the thought process and true meaning behind the design of some of the most iconic logos is still unknown to many. Once discovered, they can make people say, “Oh!”, out loud in realisation of what they have been blind to for all these years. These iconic logos and their use of negative space have become so popular because it gives added meaning to their design, and this clever branding is innovative in its use of subtlety – giving the viewer a mysterious, intriguing meaning to appreciate.

Furthermore, even website developers are taking advantage of the power of negative space, constructing cleaner, simpler design schemes with more white space. The power of negative space when used in web design can help construct effective websites that enable the user to move around the website with ease.

Most would agree that a logo for a business is crucial. It not only reveals your identity but also invites new customers to get to know you, which in result can distinguish you from the competition. It is known that most viewers take about three seconds to scan your website, and what is the first thing they look for? Your logo.

So, let’s take a look at some of the most famous hidden meaning logos…

  1. The Tour de France logo

The first one is the Tour de France logo, which actually has two hidden messages inside of it: once you see it you won’t believe you ever missed it.

The first one becomes very obvious, the letter ‘R’ of Tour actually shows the outline of a cyclist, linking obviously to the premise of the event. Secondly, the yellow circle that acts as the bicycle wheel is also a sun, indicating that the events of the race only occur in the daytime, adding further depth to the meaning of this design.

Negative space | Blog| Media Village

2. FedEx logo

Next, we are leaving France and travelling to take a look at FedEx, the international shipping company, whose logo also has a hidden meaning behind it. This logo isn’t exactly show-stopping in terms of its use of colour and font type but there is a hidden gem in this logo. Take a look at the negative space between the letter ‘E’ and the letter ‘X’. Notice how it forms an arrow? This arrow represents the idea of moving forward with speed and precision, much like the promises of the brand.

The granddaddy of negative space logos, this iconic logo was designed by Lindon Leader while at Landor (try saying that when you’re tipsy). The designer cleverly manipulated Univers 67 Bold. The use of negative space in this logo, which has won numerous design awards, perfectly portrays the notion of a ‘forward moving company’, in both senses of the word.

Media Village| Negative Space| Blog

3. Toblerone logo

The popular chocolate bar, Toblerone, has been around for quite some time; its current logo features a mountain, symbolising the Matterhorn Mountain in Switzerland. However, if you look closer, hidden inside the mountain is a bear which symbolises the chocolate’s unique honey flavour. Also, that the chocolate is made in what is known as the ‘City of Bears’. But by hiding the silhouette of a bear in the mountain illustration, this classic logo design neatly portrays the heritage of the brand, in a colour that makes you think of the chocolate too as this colour is also used in its packaging, branding and overall marketing.

4.Formula 1 logo

Formula 1 again employs a great use of white space between the letter F, and the red stripes in the logo actually forms a number one. The stripes are also meant to be a graphical representation of the speed achieved by a Formula 1 car when racing.

Negative Space| Blog| Media Village

5. Levi Jeans Logo

This iconic logo for one of the world’s most famous jeans brands actually represents something quite humorous. Have you ever noticed the rounded shapes at the end of the logo, well this abstract shape actually outlines the, well, apple bottom jeans!

Media Village| Logo Design | Marketing

6. Sony Vaio logo

In the Sony Vaio logo, the squiggly V and A represents an analogue signal and the binary I and O represents a digital one. Combined the letters not only spell Vaio but also represent the “history of evolution of technology from analogue to digital”. Therefore, this logo is not only aesthetically pleasing but also very cleverly thought out.

Media Village blog| Negative space

7. Pinterest logo

Pinterest got its namesake from the idea of ‘pinning’ things you like to a board. To further the idea of the pin, the ‘P’ in their logo represents a pushpin. This brings together the real life aspect of tacking something to your wall and also doing it in the digital age.

blog| Negative space| Media Village

Evidently, important details pop when negative space design is used correctly, for example highlighting a call to action or specific image or detail you want your audience to look at. For example, the use of negative space in the WWF logo successfully forms a panda, which certainly makes the important details pop.

negative space| blog

Therefore, adding hidden meanings by using negative space can be an effective way of adding value to your brand.  Now you are aware of the use of negative space, you’ll notice just how frequently it is used in some of the most famous logos.

Our team of Graphic Designers can help you design a logo that reflects your true meaning whether you want this to be hidden within an illustration or straight to the point.

Talk to the design team today, they are logo design experts and can create a show-stopping logo for you that is memorable in every way possible.