Using icons to tell stories
Icons are the unsung heroes of branding. Tiny but powerful, they can communicate an organization's essence in ways words sometimes can't.
But icons don't always have to be literal. In fact, some of the most impactful icons strike a balance between representation and imagination.
It's tempting to make icons as clear and literal as possible: a leaf for nature, a wave for water, a flame for warmth. But what if an icon could do more than depict its subject? What if it could tell a story, stir emotion, or spark curiosity? For mission-driven organizations, that extra layer of meaning can make all the difference.
The power of the abstract
Great iconography walks a fine line between the concrete and the symbolic. A strong icon hints at something recognizable while leaving room for interpretation. That space invites viewers to form their own connections, making the icon feel both personal and universal.
[Image: Examples of abstract icon designs]
Take the examples above. They might remind you of natural elements, movement, or familiar objects. But they aren't exact replicas. They leave room for the imagination to fill in the gaps. That ambiguity is powerful. It lets a design adapt, grow, and resonate differently with different people, all while staying true to the organization's core message.
Why it matters in branding
Icons aren't just decorative. They're tools for communication. When crafted thoughtfully, an icon can:
Evoke emotion. Abstract forms can tap into deeper feelings, like serenity, energy, hope, or curiosity.
Tell a story. An icon can hint at your values, purpose, or origins without spelling everything out.
Build recognition. A distinctive, imaginative icon is easier to remember than a generic symbol.
Icons that balance literal meaning with symbolic depth can grow with your organization. They don't feel tied to a single moment or trend. They feel timeless.
Special considerations for social impact
Mission-driven organizations face a few extra challenges when it comes to iconography:
Avoid clichés. Hands holding a heart, a globe, or a lightbulb have been used so often they rarely stand out. Imagination helps you find a symbol that's truly yours.
Represent people with care. Literal depictions of people can unintentionally exclude or stereotype. Abstract forms can often represent community more inclusively.
Consider cultural meaning. Colors, shapes, and symbols carry different meanings in different cultures. If you serve diverse or international communities, test your icons with the people you serve.
Honor your story. The best icons draw from something specific to your organization: your history, your place, or the communities you work alongside.
Literal or abstract? Knowing when to use each
Imagination isn't always the right choice. The key is matching the level of abstraction to the icon's job.
Go more literal for functional icons that help people navigate or act quickly, like website menus, program categories, wayfinding signs, or forms. Here, instant clarity matters most. A phone icon should look like a phone.
Go more abstract for brand marks, logos, and icons meant to express identity or emotion. These have room to carry deeper meaning, and they get more recognizable the more people see them.
Whatever direction you choose, test for legibility. Shrink your icon to the size of a social media profile photo or a favicon. View it in a single color. Show it to a few people outside your organization and ask what they see. A great icon should still hold up, and still feel like you, at every size.
How we approach icon design
When we design icons, we start with a few guiding questions:
What feeling should this icon convey? Beyond representing something, how can it create an emotional connection?
How does it fit the bigger brand story? An icon should align with the overall visual identity while standing out as a strong, memorable element.
Can it spark curiosity? Icons that leave a little to the imagination draw people in and invite them to learn more.
For the Kutoa Project, a counseling and education center in Nairobi, Kenya, we drew inspiration from the vibrant patterns of kitenge fabric. Rather than using literal images, each shape in the icon symbolizes one of the organization's core values: safety, faith, growth, and hope. The result feels joyful and alive, and it carries meaning that deepens the more you learn about Kutoa's work.
What do your icons say?
Icons are more than shapes. They're opportunities to communicate on a deeper level. By finding the right balance between representation and symbolism, your icons can tell stories that resonate far beyond the surface.
Take a moment to look at your organization's visual elements. Do your icons simply state, or do they evoke? Are they speaking to your audience's hearts and imaginations?
At Sereth Design, we help nonprofits and impact-driven organizations build brands and websites that move people to act. See how we've done it in our case studies or start a conversation about your organization's next chapter.
