How Ancient Symbolism Influences Contemporary Graphic Design: Five Examples You Will Definitely Know
Symbolism has been integral to human culture for millennia, serving as a universal language transcending time and geography. Understanding these ancient symbols provides invaluable insights into their influence and relevance in contemporary graphic design.
Examples of Ancient Symbols Used Today
Ancient civilisations used symbols to communicate complex ideas and beliefs; many iconic symbols are familiar to audiences today. For example, in Egyptian Hieroglyphics, the Ankh symbol represents life and immortality, and the ouroboros symbolises the cycle of life and rebirth. Celtic knots represented eternity and interconnectedness, with the connected pattern symbolising birth, life, death and rebirth. Greek mythology used various symbols to depict gods and their attributes, such as Poseidon's trident or Athena's owl symbolising wisdom.
Water personified by the god Neptune, Johann Sadeler (I), after Dirck Barendsz., 1587
How Ancient Symbols Influence Modern Design
Today's graphic designers often draw inspiration from these timeless symbols. For instance, many logos and brand identities incorporate ancient motifs to convey specific values or narratives. The integration of these symbols can create a sense of heritage and depth, making brands more relatable and memorable.
The Origins of Nike's Iconic Swoosh Design
The famous Swoosh logo was designed by Carolyn Davidson in 1971, who was then a university student. Her brief was to create a logo that ''had something to do with movement''. The Swoosh was one of several designs Davidson submitted and is inspired by the wing of Nike, the Greek goddess of victory, and conveys movement, speed, and triumph.
The Winged Victory of Samothrace, approx 190 BC
The Story Behind the Starbucks Logo
Starbucks' logo features a siren or mermaid with two tails. CEO Howard Schultz says the logo was "supposed to be as seductive as coffee itself." The company logo and branding were initially inspired by the ocean, taking inspiration from its coastal hometown of Seattle and the international journey made by the coffee beans. The name is inspired by Starbuck, a character in Moby Dick.
Mermaid-Siren, Vittore dei Ravani
How Greek Mythology Influenced Versace
Versace's logo incorporates the head of the Gorgon, Medusa and a border depicting the Greek meander pattern (also known as the key pattern). This motif symbolises infinity and unity due to its unending, interlocking lines, and it is inspired by the Meander River in present-day Turkey. Medusa, the focal point of the logo, represents femininity, beauty, and power.
Mask of the head of Medusa, anonymous, 1897
How Cuban Tradition Inspired the Bacardí Logo
In Cuban tradition, bats are a symbol of good health, family unity and fortune. When a family of bats took up residence in the distillery in Santiago de Cuba, the founder's wife took this as a providential sign, and the Bacardí logo was born! 
Short Eared Bat, W. Darton, J. Harvey & W. Belch,1802.
How You Can Apply Ancient Symbols to Contemporary Designs
Incorporating ancient symbols into modern designs involves balancing historical accuracy with contemporary aesthetics. Designers should research the meanings behind symbols to use them appropriately and sensitively, ensuring that the symbols are respected and their significance preserved.
Ancient symbolism offers a wealth of inspiration for contemporary graphic design, providing depth and resonance to modern visual communication. As creatives continue to explore and understand ancient cultures, new trends in graphic design will emerge, inspired by historical research. This fusion of past and present can lead to innovative and meaningful design solutions that honour the past while retaining modern relevance.
