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  • Writer's pictureNatalie Murray

Heartfelt Design: The Symbolism of Hearts in Visual Identities

February is upon us and as we become inundated with visuals of hearts and cute animals holding boxes of chocolates or hearts, it made me think about brands that use hearts in their identities. Certain symbols convey deeper meanings and evoke powerful emotions. One such symbol is the heart—a universal emblem of love, connection, and authenticity. Let's take a look at how brands have embraced the heart in their visual identities to communicate messages that resonate with the essence of their brands.

Walls Ice Cream: A Visual Identity Sweetening the Experience

Walls ice cream heart logo red and yellow swirled heart

This iconic brand, which we all know and love, incorporates a heart in its logo to evoke a sense of delight and joy. The heart serves as a sweet reminder of the emotional connection people share with the pleasure of enjoying an ice cream. Not to mention the connection to being a child and the joy an ice cream from the ice cream man gave us all. It speaks to a time when we were all care-free and innocent before you became a business owner and all the stress that entails!

Heart FM: Tuned into Emotions

red logo spelling out heart but the a in heart

Heart FM, a very popular radio station, cleverly integrates a heart into its logo, symbolising a connection that goes beyond auditory experiences. The heart embodies the emotional resonance that listeners develop with the station's curated playlists and engaging content. Music can instantly transport you to that memory of dancing in the kitchen with your mother or listening to your favourite pop star whilst chatting with your friends. So many of our memories are linked to music and the Heart FM visual identity uses this to its advantage.

Thomas Cook: Creating Memories

Yellow swooping heart logo to look a little like a shining sun.

Thomas Cook, the travel company, incorporates a heart into its visual identity, signaling a commitment to making travel experiences unforgettable. The heart communicates warmth, care, and the genuine desire to create cherished memories for their customers. Memories being the key word here - holidays provide us with a sense of freedom, adventure, and togetherness that is hard to replicate whilst being at home. We all look back fondly on our last holiday, the experiences you had, and the fun you shared - this is what Thomas Cook is communicating via its identity.

British Heart Foundation: Saving Lives with Care

heart logo that is connected to the lines of a heart monitor.

The British Heart Foundation, a charity dedicated to cardiovascular health, uses the heart symbol to emphasise its mission. The heart in their logo serves as a powerful representation of hope, health, and the ongoing commitment to saving lives. It also links strongly to what they are committed to doing, helping hearts! So this heart serves as a double-symbolised icon!

These examples showcase how the heart transcends cultural and linguistic boundaries, communicating powerful messages that resonate universally. When integrated into visual identities, the heart symbolises authenticity, emotional connection, and a genuine commitment to the values a brand stands for.

The heart in visual identities goes beyond a mere design element—it serves as a powerful conduit for emotions and messages that endure. Whether it's the joy of indulging in ice cream, the emotional resonance of music, the adventure of travel, or the commitment to health, the heart symbolises the beating pulse of brands that truly understand the language of connection. So, as you embark on your brand journey, consider the heart—an emblem that speaks volumes without uttering a word.

Do you use a heart in your visual identity - I'd love to see it! Send me an email to

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