From Logo to Legacy: What It Really Takes to Build a Memorable Brand Identity
by Shweta Bisht - July 08, 2024
What comes to mind when you think of Amul, National Geographic, or Nike? Chances are, it’s not just their logo—but everything that the logo represents.
That’s exactly what we unpacked in our Comms Ninja Conversations masterclass, “From Logo to Legacy,” led by our brand expert Vishaka. The session was a deep dive into how great brand identities are born—and more importantly, how they endure.
Your Logo Isn’t Just a Logo
At its core, a logo is your visual anchor. It sparks recognition, conveys values, and stirs emotion—all within seconds. But as Vishaka reminded us, a logo alone doesn't build a legacy.
It’s the strategy behind it—the identity system—that makes the difference.
What Makes a Great Logo?
We broke it down into six essential qualities:
Relevant – Reflects the brand’s mission and values
Simple – Clean and easy to recognise
Memorable – Leaves a lasting impression
Versatile – Works across platforms and sizes
Timeless – Stays relevant beyond trends
Emotionally Resonant – Sparks connection at a deeper level
Building a Brand Identity: It’s a Process
A strong identity doesn’t happen overnight. It requires thought, research, and intentional design. Here’s the roadmap Vishaka shared:
Competitor Insights – Learn from the greats (and their mistakes).
Nike vs. Adidas: Clear positioning
boAt: Understanding youth appeal
Tropicana: What not to do with rebrands
Spotify & Britannia: Following trends, not fads
Amul: Consistency is everything
Discover Your Style – From wordmarks to mascots, choose what reflects your personality.
Emotional Connection – Storytelling is the heart of branding.
Authentic stories + consistent identity = lasting trust.
Case Studies We Loved
Pratham
One of India’s largest NGOs, Pratham uses a simple yellow slate as its logo—a nod to learning and hope. Their storytelling through “Stories of Change” is real, grounded, and deeply effective. It’s not loud, but it sticks.
National Geographic
Over 137 years, their logo evolved from a formal wordmark to the now-iconic yellow rectangle. It’s a brilliant example of how identity adapts without losing its soul.
Need a winning Pitch Deck? We’ve got you covered.
If you're building a brand—whether you're a startup, NGO, or social enterprise—it’s worth asking:
Does your logo reflect who you really are?
Can your visual identity grow with you?
Are you telling a story that’s worth remembering?
At Comms Ninja, we work with impact-driven brands to bring clarity, creativity, and consistency to your identity. Because from logo to legacy, every detail matters.
👉 Looking to build or refresh your brand identity?
Check out our Starter Plan
