The Timeless Power of Animals in Branding
Fernando Arendar ??
Neuropackaging | Packaging Design Through Consumer Behavior | International Speaker | Founder Nitid Studio
The rebranding of Jaguar is everywhere, saturating social media with opinions and debates. For those familiar with my work, you already know my perspective on altering brands or brand assets that are so deeply embedded in the public’s mind. Let’s leave that aside for now and focus on something more fascinating and lasting: the remarkable power of animals in branding.
History offers a compelling example. In medieval England, pubs became hubs for travelers, sailors, and merchants, many of whom couldn’t read. To make these places easy to recognize, pub owners used visual signs instead of text, often featuring animals. Names like The Red Lion or The Black Swan became instantly identifiable, thanks to the simple yet powerful imagery of animals.
Research continues to support this approach. Studies like Choosing the Appropriate Symbol in Logo Design (Pascu & Adir, 2019) and Exploring the Effect of Logos With Animals (Trinh, 2024) reveal that animals in logos evoke strong associations. They convey desirable attributes like power, speed, or agility while enhancing memorability by connecting the animal’s traits to the brand’s identity.
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I recently shared a post involving a lion on a coffee package. Without realizing it, people associated the lion’s strength and dominance with the quality of the coffee itself. This subtle, subconscious link demonstrates how animal traits can influence perceptions of a product or brand.
From a neuroscientific standpoint, the mental connections we form with animals strengthen through repeated exposure. Think about how children learn the alphabet, how often are animals used as teaching tools? This early and frequent exposure makes animal imagery inherently familiar, making it a powerful asset for creating brand associations.
This is why I find it surprising, even hard to understand, when brands that have historically built unique associations with an animal suddenly move away from it or fail to fully leverage its potential. Animals aren’t just timeless symbols; they are strategic tools for carving out a distinctive identity in today’s crowded marketplace. Why let go of something so uniquely yours?
Founder/Designer @ Woo Punch & BrandingBullshit.com
2 个月I think animal logos/names can influence feelings, but there are also examples of animals that don't seem to at all. Because some animals are completely random to a category (even if there was a reason for using them when they were conceived), they seem to have shed any associations with the animal itself. The Geico gecko, Lacoste's crocodile, NBC peacock, while others do seem to convey the gist of their brands, horses for car brands (speed), Puma (agility), Twitter (conversation), etc. I wonder if it depends on the brand. If a brand uses an animal that makes sense for their category, and actively tries to tie the animal's attributes to their brand's traits, they can. But if brands choose not to, it seems they are capable of disassociating the animal's natural attributes from their brands. I would prioritize the latter given they are usually more distinctive. There's a reason why so many car brands use horses, but that also works to their disadvantage from a distinctiveness perspective. I( think the real power of an animal in a logo or name is when it's more random. Otherwise, they are more likely to be copied by competitors.
Marketing Professional | Social Activist | Business Development | Designer
3 个月A great read! Thank you
Real Estate Evolution | Bitcoin-Backed RWA Investments
3 个月Fascinating insights on branding! I'm curious, how do you think the absence of an iconic symbol like the jaguar impacts consumer recall and brand loyalty? On a different note, I’d be happy to connect; please feel free to send me a request!
Sócio-diretor de Composi??o @ 808 Comunica??o e Design | Creative Direction
3 个月Great! A "must read" article!
Builds ￡ brand value through innovation and communication with marketing toolbox including social media and marketing plans , developed through work on over 40 brands / 5 global teams. Open to freelance work /volunteer
3 个月Really interesting I especially like how animals in logos evoke strong associations. They apparently convey desirable attributes like power, speed, or agility while enhancing memorability by connecting the animal’s traits to the brand’s identity. Very thought provoking