From Story to Symbol
˙Sandeep Sura – “Stories are the threads that weave order into the chaos of a trillion thoughts.”
[Approx; 5 minute read]
Have you ever considered how storytelling can shape a logo design? In this case study, I explore how diving deep into the meaning of the word Zenith helped me craft a brand mark and establish a clear logo direction.
This blog is also a roadmap for storytellers looking to create compelling brand narratives. Enjoy the read and don’t forget to grab your free download* at the end!
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Blog Contents
1. My Thinking in Three Parts
2. Designing the Brand Identity
3. FAQs
*Free download - My Story to Symbol Blueprint
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Project Overview: Re-brand
Client: Zenith East Africa
Industry: Integrated Marketing Communications
Specialization: Advisory Services
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1. My Thinking in Three Parts
The word Zenith means the highest point or peak, symbolizing excellence and the pinnacle of achievement. For Zenith East Africa, the name represents their mission to help brands and businesses reach their full potential. My goal was to take this familiar term and shape it into a story that will help drive the identity creation.
A: Asking the Right Questions
I love asking myself questions to find clarity and direction:
What makes this Zenith different from other Zeniths?
What sets this brand apart in its industry?
What makes the services and products different?
How can the brand’s journey reflect the concept of Zenith?
What unique perspectives do the people bring to the table?
B: Answering the Questions with more Questions
Through conversations with the founder and my own research, I began answering these questions - with even more questions! This is where my thoughts started to unravel an outline for the direction.
Every brand moves from point A to point Z (Zenith - the peak). But what if Z isn’t the end? What if Z represents a beginning - a pivotal transformation? A timeline that moves both backward and forward, filled with value services: networks, experience, knowledge, deep market insights, and strategy.
C: Creating the Story for the Brand Mark
I further defined all my thoughts by creating key statements and a short story:
‘Zenith’ was more than just a peak, it was a journey - one that involves growth, learning, and transformation.
Zenith was not a static concept, it was a dynamic state - always evolving, improving, and striving for impact.
Zenith was a symbol - a pivot point between point A and Z.
The Storyline:
Imagine a single word - Zenith. It’s not just a peak; it’s a journey that unfolds in two directions. Backward, to honor the lessons of the past, and forward, to chase the possibilities of the future. It’s a pivot point, a moment where Z isn’t the end but a new beginning. Imagine a timeline filled with experiences, knowledge, and connections - a network of minds shaping ideas into reality. This is the story of Zenith Consultancy, growth, transformation, and the courage to challenge the ordinary.
TOP TIP: When crafting your brand story, consider using a proven storytelling framework to create depth and engagement. The Hero’s Journey follows a transformation arc, where your brand overcomes challenges to create impact. The Three-Act Structure breaks the story into setup, conflict, and resolution. The Pixar Formula uses “Once upon a time… Every day… Until one day…” to build narrative flow. The Problem-Solution-Impact method clearly presents an issue, how your brand solves it, and the transformation it brings. The Golden Circle (Why-How-What) helps connect with audiences through purpose. Choose a structure that best fits your brand’s journey and resonates with your audience.
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2. Designing the Brand Identity
With a strong narrative in place, I sketched for days, experimenting with ways to visually connect the storyline.
(>) Forward-Facing Arrow: Represents progress, innovation, and forward momentum. It symbolizes Zenith East Africa’s role in guiding brands toward growth and future success.
(<) Backward-Facing Arrow: A nod to experience, reflection, and learning from the past. It acknowledges that success is built on insights, networks, and strategic decisions made over time.
(Z) in the Middle: Acts as the pivot point, embodying transformation and the idea that Zenith isn’t just a peak but a continuous journey of evolution and impact.
Together, these elements reinforce the brand’s story: Zenith as a dynamic state of progress - where past wisdom fuels future possibilities.
Once the concept was clear, I developed the branding elements:
A Modular System: Designed to be flexible, adapting across platforms while maintaining consistency.
A Dynamic Z Mark: A unique ‘Z’ symbol representing progress and transformation.
A Color Palette with Meaning: Bold and authoritative colors convey confidence, reliability, and innovation.
3D Visualizations: To bring the concept to life, I created 3D renderings of the brand elements.
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Conclusion
The Zenith East Africa project reinforced a crucial lesson: Stories help organize your thoughts, provide visual direction, and give meaning to the elements you create.
If you’re working on branding - whether for yourself or a client - start with the story. The visuals will follow. Try it out for yourself and let me know how it goes!
Click here to > Download my Free PDF Story to Symbol Blueprint
#TripleThink #BrandStorytelling #DesignThinking #CreativeBranding
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FAQs
1. How do I find a brands core story?
Start by asking yourself key questions about the brand’s purpose, values, and unique identity.
What does your brand name mean, and what does it represent?
What sets your brand apart from others in your industry?
What journey do you want your brand to take your audience on?
What values or experiences define your brand’s story?
By answering these questions, you can uncover the narrative that will guide your branding process.
2. How can I translate my brand story into a visual identity?
Once you’ve defined your brand story, think about how to visually represent the story line. Use symbols or marks that reflect your brand’s journey and look into everything from colors, fonts, and design elements that align with your story’s tone and message.
Ensure that every visual component has meaning and reinforces your story.
3. What if my brand doesn’t have a clear story yet?
If your brand’s story isn’t clear, start by digging into its origins, mission, and values. Ask yourself:
Why was the brand created, and what problem does it solve?
What experiences or expertise does the brand bring to the table?
You can also involve internal teams or customers in the process - ask them what they think? Sometimes, the best insights come from those who interact with it the most.
Hello! I’m Sandeep Sura, Founder and Creative Director of Triple Think Consulting. With over two decades of experience in the Advertising industry, my passion for everything that has to do with Brand building drives everything I do. I love blending my creativity with strategy to deliver impactful work. If you have any more questions or want to collaborate on any projects for your brand - feel free to get in touch. To contact me > click here
Thank you for reading! I’d love to hear your questions or thoughts - leave a comment below!