Symbols have always been central to how humans communicate. From prehistoric cave art to contemporary brand logos, they serve as powerful tools to condense meaning, emotion, and identity into simple, visual forms. In the world of graphic design, where clarity and impact are essential, symbols offer a universal visual shorthand that transcends language and cultural barriers. Carl Rylatt of UnitedUs sees symbols not as supplementary design elements, but as foundational components of effective visual communication.
When we see a symbol, we instinctively interpret it based on a mix of cultural familiarity, personal experience, and cognitive pattern recognition. That quick understanding is what makes symbols so valuable to graphic designers. A great symbol can tell a story, communicate a brand's values, or elicit an emotional reaction in a matter of seconds. For Rylatt, mastering symbolic design is about tapping into this universal language and using it with precision and care.
A Legacy of Meaning: How Symbols Have Shaped Visual Communication
Throughout history, symbols have conveyed meaning long before widespread literacy existed. In ancient Egypt, hieroglyphs combined symbolic imagery with phonetic elements to record stories and messages. In religious traditions, icons and imagery conveyed complex theological concepts to communities where literacy was rare. This legacy continues in today’s visual culture, where symbols serve as bridges between ideas and audiences.
In the context of graphic design, the symbolic tradition has evolved into logo design, brand identities, and icon systems. Whether it’s the crosswalk sign on a city street or the instantly recognizable Nike swoosh, modern design carries forward the ancient tradition of using minimal visual elements to convey deeper meaning. Carl Rylatt emphasizes that understanding the roots of symbolic communication allows designers to build on that foundation with intention and respect.
Symbols are not static—they adapt to context, culture, and technological change. While the heart symbol once represented love and devotion in medieval religious art, today it lives in digital form as a universal emoji. Designers who understand these evolutions can create symbols that feel both timeless and contemporary.
The Psychology Behind Symbol Recognition
Our brains are wired to recognize patterns, and symbols are an efficient way to engage this capability. Visual processing happens incredibly quickly, often before conscious thought. This means that symbols can communicate faster and more effectively than words. Carl Rylatt often notes that in a visually noisy environment, the most successful symbols are those that cut through the clutter and make an immediate impact.
Psychologically, symbols work because they reduce complexity. The human mind craves simplicity when processing new information. A well-crafted symbol distills an idea into its purest visual form, making it easier to remember and emotionally resonate with. For example, the Olympic rings immediately evoke unity and international cooperation, not because of any text, but because the visual symbol is so powerfully ingrained in global consciousness.
In branding, this psychological efficiency becomes a competitive advantage. Consumers are more likely to engage with a brand that feels familiar and emotionally relevant. Symbols, when used effectively, create those connections in milliseconds.
Strategic Simplicity: The Art of Designing Meaningful Symbols
One of the most common misconceptions in graphic design is that simplicity equals ease. In reality, crafting a simple yet meaningful symbol is one of the most challenging aspects of design. According to Carl Rylatt, successful symbols result from a strategic process, not arbitrary reduction. Every line, shape, and space must serve a purpose.
To achieve this, designers must begin with deep research. What is the core message or story the symbol needs to convey? What cultural or emotional associations does the target audience have with different shapes and forms? These questions guide the conceptual phase of design, ensuring that the final symbol carries weight beyond its appearance.
Once the concept is clear, the process of refinement begins. This involves distilling complex ideas into a cohesive visual form that maintains legibility and memorability at different sizes and in various applications. The best symbols can be recognized in black and white, on a business card or a billboard, in motion or at rest.
Carl Rylatt believes that designers must resist the temptation to overcomplicate their symbols in pursuit of uniqueness. Simplicity, when executed with intelligence and intention, is not generic—it’s powerful. The challenge lies in making a symbol that is both distinct and deeply communicative.
Cultural Sensitivity and Global Design
In an increasingly interconnected world, the reach of graphic design is no longer confined to local markets. Symbols must function across languages, regions, and cultures. While this opens up exciting possibilities for universal communication, it also requires heightened cultural awareness and sensitivity.
Not all symbols mean the same thing in every culture. A thumbs-up may be seen as positive in many Western countries, but can carry offensive or ambiguous meanings elsewhere. Similarly, color associations vary widely—white symbolizes purity in some regions and mourning in others. Carl Rylatt underscores the importance of research and context when designing for a global audience.
Designers must also be aware of the risk of cultural appropriation or misinterpretation. A symbol that draws from indigenous, religious, or ethnic traditions must be used with respect, acknowledgment, and appropriate consultation. Authenticity and integrity matter, especially in a digital age where audiences are more informed and more vocal.
For global brands, the challenge is to find symbolic forms that are inclusive yet specific. The goal is to design symbols that are legible and meaningful to diverse audiences without losing the distinctiveness that makes a brand unique.
Symbols as Foundations of Brand Identity
A strong brand identity is built on consistency, clarity, and emotional connection. Symbols play a crucial role in this process. They become the face of the brand, often more memorable than the name itself. Think of the golden arches, the bitten apple, or the red cross—these images carry layers of meaning and instantly connect with audiences across the globe.
Carl Rylatt approaches brand identity as a storytelling exercise. The symbol is not just a design outcome; it is the distilled essence of the brand’s narrative. By embedding story and values into the symbol, designers can create icons that resonate over time.
The creation of a brand symbol involves collaboration between strategists, researchers, and designers. It begins with identifying the brand’s mission, personality, and audience. These insights inform the visual direction and guide the design process. Once a symbol is developed, it becomes the anchor for the brand’s entire visual language, impacting typography, color, layout, and motion.
Importantly, brand symbols must also evolve with time. As businesses grow, shift, or respond to cultural changes, their visual identities must remain relevant. Rylatt points out that great brand symbols are not static—they are designed with adaptability in mind.
Symbolism in the Digital Age
Today’s graphic designers work across an array of digital platforms, from websites and mobile apps to social media and virtual environments. This digital ecosystem has expanded the role and function of symbols. They are now used for navigation, interaction, communication, and branding in real time.
Digital contexts introduce unique constraints and opportunities. Symbols must scale fluidly, load quickly, and remain legible on high-resolution screens. Interactive elements like app icons and UI buttons must communicate function and invite engagement. In this space, the success of a symbol depends not only on its visual form but on its usability.
Carl Rylatt sees digital design as a natural evolution of symbolic communication. The principles remain the same—clarity, efficiency, and resonance—but the applications are more dynamic. He encourages designers to experiment with animation, responsive design, and adaptive systems to make symbols that feel alive and relevant.
The digital age also demands speed. Users form impressions in seconds, often deciding whether to engage based solely on visual cues. A symbol that is compelling and trustworthy can make the difference between a click and a scroll away.
The Enduring Power of Symbols
As trends in design come and go, the use of symbols remains a constant. Their ability to communicate across time, culture, and technology makes them a foundational element of effective visual communication. For Carl Rylatt and many others in the field, mastering the use of symbols is about more than aesthetics—it’s about crafting meaning, emotion, and identity in visual form.
Symbols are not shortcuts; they are the result of deliberate choices and deep understanding. They connect people to ideas, brands to beliefs, and messages to moments. In a fast-moving world, the simplicity and power of symbols offer a clarity that is both rare and necessary.
In the next part of this series, we will explore how designers can transform abstract concepts into effective symbols. From research to iteration, we will follow the creative process that brings powerful icons to life.
The Journey from Abstract Ideas to Visual Form
Creating a symbol in graphic design is not merely a stylistic decision—it is a distillation of thought, emotion, and strategy into a single visual element. For Carl Rylatt, this transformation begins with understanding, not drawing. A symbol that resonates must be born from a deep grasp of the subject matter and the story that needs to be told.
At the start of the design process, abstraction can feel overwhelming. Clients and teams often bring big ideas—values like innovation, resilience, or progress. These concepts are intangible and open to interpretation. The designer’s challenge is to translate them into a shape, a form, or an icon that people will understand and connect with.
Carl Rylatt emphasizes the importance of not rushing this stage. “You can’t sketch something meaningful unless you understand what it needs to say,” he explains. This means immersing oneself in the brand’s purpose, the audience’s mindset, and the cultural and market landscape.
Research as the Foundation of Symbolic Design
Every successful symbol begins with research. Before a single shape is drawn, designers must gather insights about the brand’s story, competitors, audience behavior, cultural associations, and industry trends. Research doesn’t just prevent missteps—it uncovers unique opportunities.
For Carl Rylatt, research is where the first visual hints often emerge. Are there recurring metaphors in how the brand describes itself? Are there symbols already present in its environment that could be adapted or reimagined? Understanding how others in the space are using symbols can inform what to avoid and what to pursue.
Equally important is identifying the emotional tone. Should the symbol feel energetic or calming? Is the desired impression traditional, futuristic, or somewhere in between? These emotional cues help shape the symbol’s personality, which must align with the brand’s broader voice.
When research is approached with curiosity and discipline, it lays the groundwork for symbols that are both visually strong and strategically sound.
Sketching and Ideation: Exploring Visual Possibilities
Once the foundation is in place, the visual exploration can begin. This is often a highly iterative phase, filled with rough sketches, discarded ideas, and unexpected connections. Designers begin by translating words and themes from the research phase into shapes, patterns, and structures.
Carl Rylatt encourages exploring a wide range of directions before narrowing the focus. “Early in the process, quantity leads to quality. You have to get the obvious ideas out before you can arrive at something original,” he says.
Sketching is not about perfection. It’s about thinking with your hands, allowing ideas to form and evolve through drawing. Symbols might begin as literal representations—a mountain for strength, a flame for energy—and evolve into more abstract interpretations as the work progresses.
This phase is also where metaphor becomes visual. A brand’s adaptability might be expressed as a rotating spiral. A sense of connection could manifest as overlapping circles. These metaphors help connect the symbol to the story in a subtle, intuitive way.
Refinement: From Concept to Clarity
Once promising directions are identified, the next step is refinement. This is where the initial sketches are tested, simplified, and shaped into coherent symbols. It involves evaluating each idea for clarity, uniqueness, scalability, and emotional tone.
Clarity is critical. A symbol must read instantly, without confusion. This means removing unnecessary details, strengthening contrast, and ensuring that the design functions well at various sizes. Carl Rylatt often evaluates symbols at the icon scale early in the process. “If it doesn’t work at 16 pixels, it won’t work at any size,” he advises.
Uniqueness is equally vital. A good symbol must stand apart from others in the same space. This often means revisiting initial research to ensure there’s no visual overlap with competitors or generic industry tropes. Symbols that feel too familiar risk being forgettable.
Scalability is not just about size—it’s about consistency across applications. Whether on packaging, social media, or signage, the symbol must maintain its impact. This requires rigorous testing across mockups and digital interfaces.
Emotional tone must also be preserved. A symbol may be visually striking but communicate the wrong mood. Refinement includes subtle adjustments to proportion, curve, and alignment to maintain the right expressive qualities.
Testing and Feedback: Validating the Symbol’s Impact
Even the most carefully crafted symbol benefits from an external perspective. Testing and gathering feedback help validate the design’s effectiveness before it launches into the world.
Carl Rylatt sees this stage as essential, not optional. “Designers get close to their work. You need fresh eyes to spot things you’ve stopped seeing.” Feedback can come from internal stakeholders, test audiences, or even quick online surveys, depending on the scale of the project.
The goal of testing is not to make the symbol universally liked—it’s to ensure it communicates the intended message and creates the desired impression. Sometimes feedback reveals misinterpretations or unintended associations that need addressing. In other cases, it can confirm that the symbol is working exactly as intended.
Based on this input, the designer may return to refine the form further. These final rounds of adjustment ensure that the symbol is not just aesthetically successful, but functionally and emotionally effective as well.
Technical Considerations and Implementation
A finished symbol must be ready to live and perform in the real world. This means preparing the design across various formats and technical specifications. Digital environments, in particular, require symbols to function across different screen resolutions, operating systems, and color modes.
Carl Rylatt’s approach includes designing multiple versions of the symbol for different contexts, such as a primary logo, a compact icon, a monochrome version, and animated variants if needed. These variations ensure that the symbol retains its integrity wherever it appears.
File formats must be carefully managed. Vector graphics are essential for scalability, while raster formats are optimized for web and social use. Designers must also prepare style guides that explain how and where to use the symbol, what spacing to maintain, and what not to do.
Consistency in usage is key to building recognition. A well-designed symbol loses power if it’s applied inconsistently. Implementation guidelines help protect the symbol’s clarity and meaning over time.
Case Study Approach: Applying the Process to Real Brands
Carl Rylatt’s work at UnitedUs offers a practical view of how this entire process unfolds in real-world projects. One example involves creating a brand identity for a global education provider. The brief emphasized accessibility, transformation, and trust—three abstract ideas that needed to be visualized clearly and memorably.
The team began with in-depth research into the education sector, identifying common themes and avoiding clichés like open books and graduation caps. From there, they explored metaphors like bridges, open doors, and seeds growing into trees—symbols of growth and opportunity.
Through rounds of sketching and refinement, the chosen symbol emerged as a dynamic geometric form that suggested both movement and structure. It was versatile enough to animate for digital platforms while remaining recognizable in static formats.
Feedback and testing revealed strong positive associations and high memorability, leading to successful brand rollout across international markets. The symbol, though simple, now serves as the visual center of the organization’s brand identity, uniting their mission with a form that communicates across languages and cultures.
Why the Process Matters
Designing a symbol is a craft rooted in intention. It’s not about creating something beautiful in isolation, but about finding the most effective way to visually express an idea. The process—from research to iteration to refinement—is what gives the final form its meaning.
Carl Rylatt believes that design must be grounded in understanding. Without it, symbols are just shapes. With it, they become tools for connection, recognition, and trust. The journey from concept to symbol is both analytical and intuitive. It requires discipline, creativity, and empathy.
In the next part of this series, we will explore how symbols operate within broader brand systems. From motion design to digital touchpoints, we will examine how a well-designed symbol becomes the nucleus of a larger visual language.
Symbols as the Core of Visual Identity
Symbols serve as the anchor point of a brand’s visual identity. They are not standalone decorations but central components that influence every other element in a design system. For Carl Rylatt, a well-crafted symbol isn’t the end of the design process—it’s the beginning of an entire ecosystem of visual communication.
When a symbol is thoughtfully created, it becomes a guiding force for the brand’s typography, color palette, motion, interface design, and marketing collateral. Every part of the brand’s visual world is influenced by the symbol’s tone, form, and meaning. This approach ensures cohesion across all touchpoints, from product packaging and websites to social media and environmental graphics.
A symbol sets expectations. If it’s minimalist and sharp, it suggests precision and modernity. If it’s organic and fluid, it implies warmth and adaptability. This is why getting the symbol right is essential—it establishes the visual DNA for the brand.
Establishing the Visual Language
Once the symbol is finalized, the next step is to develop the full visual language. This includes defining how the symbol interacts with other visual components. Typography, layout grids, iconography, and imagery styles all take cues from the core symbol.
Carl Rylatt sees the development of a visual system as a process of translation. The symbolic attributes—its line weight, symmetry, curves, or angularity—are used to inform the rest of the identity. If a symbol features soft, rounded forms, the supporting typeface might echo those qualities. If the symbol is geometric and modular, the layout might adopt a grid-based structure with clean alignments.
Consistency across the system helps build brand recognition and trust. Every element should feel like it belongs to the same world. Visual coherence means that even when the symbol is not present, the brand is still recognizable through color, type, and structure.
Motion design is another area where symbols play a leading role. Animating the symbol can reinforce brand characteristics. A symbol that unfolds smoothly may convey elegance, while one that assembles quickly can suggest agility. These animated forms add another layer of storytelling and personality.
Icon Systems and Visual Extensions
While the primary symbol or logo is the centerpiece, many brands need secondary icons or visual motifs for specific functions. These include app icons, user interface elements, and infographic components. Creating a coherent icon system is essential for maintaining visual unity.
Carl Rylatt approaches icon development by referencing the core symbol’s visual logic. If the brand’s symbol relies on consistent angles, curves, or proportions, those rules are carried over into the icon set. This ensures that all icons feel like they’re part of the same family, even when they serve different purposes.
Icons should be designed with clarity and scalability in mind. They need to work in small digital contexts and high-resolution environments alike. As part of the system, they support usability and reinforce brand familiarity across customer experiences.
In some cases, symbolic patterns or background shapes derived from the core symbol can be used in packaging, merchandise, or print. These extensions breathe life into the identity while maintaining consistency. A successful brand identity uses its symbol as a source of endless visual potential.
Typography and the Influence of Symbolic Form
Typography plays a crucial role in any brand system, and it must harmonize with the visual attributes of the symbol. The symbol’s form often dictates whether a serif or sans-serif typeface is most appropriate. Rounded vs. angular forms, dense vs. open spacing, and light vs. bold weights are all influenced by the symbol’s design.
Carl Rylatt advises designers to treat typography not as a separate decision, but as a structural counterpart to the symbol. “Typography either reinforces the visual story or competes with it. Alignment is essential,” he explains.
In many identity systems, custom typefaces are developed or modified to reflect symbolic characteristics. This strengthens the bond between the wordmark and symbol and allows brands to maintain visual distinctiveness. Letterforms might be designed to echo the negative space or angles of the logo, deepening the symbolic connection.
Typography is also where the tone of voice becomes visible. A brand that wishes to appear confident and assertive might use bold, uppercase type. One that seeks to convey intimacy or care may choose lighter weights and generous letter spacing. These choices stem from the identity established by the symbol.
Color Systems Anchored in Symbolism
Color is often the most emotionally immediate part of a visual identity. When building a color system, the symbolic qualities of the logo provide essential guidance. Whether the brand leans toward earthy, organic tones or vibrant, futuristic palettes depends on the nature of the symbol and the message it carries.
Color also helps with hierarchy and usability across the system. Primary and secondary palettes, background hues, accent shades, and contrast values are established so that the symbol and supporting assets can operate effectively in different contexts.
Carl Rylatt highlights the importance of accessibility in color systems. “Your symbol doesn’t exist in a vacuum. It has to work in real-world conditions, for all audiences.” This means considering how color combinations appear to those with visual impairments and how colors display across devices and materials.
A strong color system will anticipate diverse applications—digital platforms, printed brochures, branded interiors, and advertising—and remain visually consistent. This ensures that the symbol can always perform as intended, no matter the setting.
Motion and Interactivity: Symbols in Digital Space
Today’s brands don’t exist purely in static formats. Websites, mobile apps, social media, and digital experiences all demand a level of motion and interaction. In this environment, the symbol can act as both an identifier and an interactive element.
Animation adds meaning and mood to a symbol. A logo that gently pulses, morphs, or expands can suggest vitality, openness, or transformation. These animations should not be arbitrary—they must extend the identity and align with the brand’s behavior and tone.
Carl Rylatt often collaborates with motion designers to create micro-interactions and transition states that reinforce brand personality. For instance, how a symbol animates when loading a screen, collapsing in a navigation bar, or appearing in a video intro are all moments to reinforce meaning.
These subtle digital touches create brand moments that feel cohesive and intentional. They turn static branding into a living, responsive system—something audiences can feel as much as see.
Building Brand Guidelines Around the Symbol
To ensure consistent and strategic use of the visual system, brands need clear documentation—brand guidelines that show how the symbol fits into the overall identity. These guidelines serve as a blueprint for internal teams, external partners, and future design work.
Brand guidelines typically include sections on logo usage, spacing rules, incorrect applications, color codes, typography choices, layout templates, and digital considerations. For large organizations, guidelines may also include tone of voice, motion usage, and accessibility standards.
Carl Rylatt considers the creation of these documents an act of stewardship. “A symbol has a long life. Guidelines help protect it, evolve it, and ensure it always represents the brand well.”
The goal is not to constrain creativity, but to enable consistency. When teams understand how to use the symbol—and more importantly, why—it becomes a tool for collaboration and growth.
Evolving Visual Systems Over Time
Symbols, like the brands they represent, must sometimes evolve. Business changes, new audiences, shifting markets, and technological developments can all trigger a need to update the brand system. This evolution should respect the legacy of the original symbol while preparing it for new challenges.
Carl Rylatt views redesign not as starting over but as refining and refreshing. “The best rebrands don’t erase the past. They extend it into the future.” This might involve subtle updates to form, color, or typography, or a full rethinking of how the symbol functions in new digital environments.
The evolution of a visual system can also signal brand growth. A startup may begin with a minimal identity and build layers of visual expression over time. Each phase should be rooted in the symbol’s original intent to maintain continuity and trust.
By designing a symbol and system that can flex, adapt, and scale, brands position themselves for long-term success.
The Symbol as a Living Language
In a cohesive brand identity, the symbol is not just a graphic—it becomes a language. It sets the tone, influences every decision, and communicates values in every context. For Carl Rylatt, this is the true power of symbolic design: to create something that lives beyond its shape and speaks in many forms.
Symbols are not static achievements. They’re dynamic tools that, when designed with intelligence and care, guide entire systems of communication. They allow brands to express who they are, what they believe, and how they connect with the world.
In the final part of this series, we’ll explore real-world applications—how symbols drive user experience, guide interaction, and maintain trust in an ever-evolving digital environment.
Final Thoughts:
Throughout this series, we’ve explored Carl Rylatt’s deep understanding of symbols—not merely as logos or decorative marks, but as essential components of meaning-making in visual communication. From conceptual foundations to systemic integration and digital adaptability, symbols are far more than static shapes. They are active participants in shaping how audiences perceive, understand, and connect with brands.
Symbols distill complex ideas into immediate visual impressions. They cross language barriers, endure across time, and carry emotional weight. In a world where attention is fleeting and consistency is paramount, symbols offer a kind of visual shorthand—a compact yet potent way to signal identity, intent, and values.
Carl Rylatt reminds us that the most powerful symbols emerge from a place of clarity. They are born not from trends or ornamentation, but from insight into what a brand truly stands for. They succeed when every detail—form, motion, color, scale—works in harmony with purpose.
Designers today are tasked with more than visual styling. They are system builders, storytellers, and experience architects. And within this expanded role, the ability to create and use symbols effectively becomes one of the most strategic skills in modern design.