We mostly see a company’s logo as an eye-catching combination of lettering and imagery. However, there is much more to a logo than just that. A single look at a logo can build a certain mental image of the brand it stands for. A logo can tell us a story behind a brand.

Check out:  How to Build Your Brand Around Your Company’s Story



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  • assembly line – a series of workers and machines in a factory by which a succession of identical items is progressively assembled
  • unveil – show or announce publicly for the first time
  • oversee – supervise (a person or their work), especially in an official capacity
  • embody – be an expression of or give a tangible or visible form to (an idea, quality, or feeling)
  • pave the way for – create the circumstances to enable (something) to happen or be done / get ready for
  • perceive – interpret or regard (someone or something) in a particular way
  • ampersand – the sign & (standing for and, as in Smith & Co., or the Latin et, as in &c. )
  • seamless – smooth and continuous


Think about it

  • What are Laurel & Wolf’s feelings as to what a brand identity should be?
  • Why didn’t their first logo feel right? How was it created?
  • What questions did Tim Hankins ask before starting to design the new logo?
  • Which element did Laurel & Wolf want to keep from their original logo? Why?
  • In what way does the new logo reflect the services the company offers?
  • Look at come logos of the companies you like. What do you think they stand for? Use Google to help you!


Practice makes perfect

Put the words and phrases back in the sentences. Make all necessary changes.

come up    –    carry over    –     come together    –    on display    –    speak to    –    come off    –    draw to

  • At Laurel & Wolf we believe that a brand identity should never feel like it just ________ an assembly line.
  • Every brand’s origin is unique and its identity should ________ that. We believe that a great brand discovers the heart and soul of a company and puts it ________ for everyone to see.
  • How did the idea for the company ________?
  • These were all phrases that ________ when talking about how the brand should be perceived.
  • Contemporary and classic typefaces were played with, but we were all ________ a classic, condensed serif for our new logotype.
  • The one element we wanted to ________ to the new identity from the old was a unique ampersand.


Look at the sentences below. They all contain questions. Find the original questions in the text and mark all the differences. Do you know the grammar rules behind this phenomenon?

  • He said that if we didn’t know who we were when we presented ourselves to the world then how we were supposed to expect that customers would know and remember who we were.
  • He asked where the logo’d come from and what the story behind it was.
  • He asked how the idea for the company had come together.
  • He asked what those first months had been like.
  • He asked where the name had come from.


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