Symbols and Signals:
Why Visual Identity Matters More Than Ever
CATEGORY—Perspective
Words: Natasha Maben
3 min read
At the intersection of culture, commerce and communication, what we see is shaping how we live.
So, where is it all headed?
In a world brimming with symbols—on screens, streets and every square inch of packaging—we are more visually literate than ever before.
Yet for all this fluency, something quieter is unfolding. A subtle reframing. A shift from visual identity as surface to something altogether more layered, even political.
We live in a time of accelerated design. Logos, campaigns, colour palettes and typefaces are spun out daily, each carrying a story about who we are—or at least who we aspire to be. And whether we’re scrolling through the day’s feed, navigating cities or browsing a shop shelf, our encounters with identity are almost constant.
Few of us pause to ask: What are these signals really saying?
And who’s doing the talking?
The silent language
At its most effective, visual identity is a language without words. It doesn’t ask for your attention—it earns it through clarity, consistency and emotional weight. It invites trust without saying “trust me.” Apple’s spare aesthetic suggests efficiency and elegance. Patagonia’s speaks of conscience, durability and place. These are not empty signals. They are strategic, yes—but they are also emotive.
Visual identity has become the shorthand for values in an attention economy. When you only have a split second to connect, a coherent visual system does more than sell—it signals alignment, or at least the illusion of it.
The culture of choice—or choreography?
The paradox of this era is that while identity is increasingly individualised, it is also more manufactured. We like to think of our preferences as organic. But scroll far enough and a pattern emerges: the same sans-serifs, the same blush-pink packaging, the same mood boards.
Design today is more accessible and democratic—but also more algorithmic. Trends move faster than ever, making it harder for authenticity to rise above pastiche. The risk? That visual identity becomes less about meaning and more about mimicry. A culture of signs with nothing to say.
Movements as brands
This language of identity doesn’t belong solely to companies. It is equally fluent in politics, protest and cultural movements. A raised fist. A melting glacier. These are no longer simply images—they are identities in themselves. And the most effective among them work not through noise but resonance.
It’s here that identity shows its full potential: not just as decoration, but as direction. Design becomes a tool for mobilisation, reflection, and, at its best, transformation.
The personal layer
We are also living through the rise of the personal brand—a concept once confined to CEOs and public figures, now quietly shaping everything from CVs to Instagram grids. Whether consciously or not, we are all curating a version of ourselves through design. The typeface on a CV. The photography on a portfolio. The way we present what we believe.
There’s agency in this. But there’s also a question of burden. When every interaction becomes a form of visual self-expression, how do we distinguish performance from personality?
Designing for a shared future
As we look ahead, the role of visual identity will be further complicated by the demands of inclusion, sustainability and immersive technology.
Inclusion is no longer a design trend—it’s a social necessity. The next generation of identities will need to be more representative, accessible and globally literate. This doesn’t mean diluting character; it means designing with care, across cultures and contexts.
Sustainability, too, demands more than visual cues. Green hues and grainy textures are no longer sufficient; the public is asking for truth behind the image. A visual identity must now align with ethical infrastructure, not just aesthetics. It must reflect not just a product’s promise but its provenance.
Meanwhile, the digital realm presents both frontier and fog. Extended realities—AR, VR, virtual environments—invite new forms of identity-making. Logos become spaces. Typography becomes terrain. But will these spaces feel real, or simply like a new veneer? As ever, the challenge lies in creating resonance beyond the novelty.
A moment of clarity
Visual identity has always been about translation—of ideas, values, ambitions—into form. What’s changing is the context. We are now navigating a world where visibility is currency, where brands and people alike are defined by how clearly they can signal who they are.
But clarity without depth is simply noise. And identity without purpose is just posturing.
The opportunity today is to design systems—visual and otherwise—that are not only recognisable but meaningful. That don’t just reflect where we are, but help to shape where we might go next.
So the question isn’t whether visual identity still matters. It’s whether we can use it more wisely.
© 2025