Behind Every Good Logo Is A Great Story

When you think about branding, what’s the first thing that pops into your head? Probably the logo, right? That little static image that somehow packs all the hopes and dreams of a company into less than a second. Logos are pretty important—and honestly, kind of fun to come up with! But here’s a little secret: behind every logo is a story. The journey to those snazzy symbols and wordmarks can be a bit of a winding road. We’ve got some fun stories behind a few of our favorite logos, too.

Coyote South in Santa Fe, New Mexico
An independent lodge for the forever wanderer. The hotel’s name and entire brand revolve around the native Pueblo story of The Coyote Who Spilled The Stars:

In the beginning of time, all creatures were gathered around a jar of stars to create the night sky. Coyote was very intrigued at the process, but being the crafty trickster he is, Our Mother turned to him and said, “Do not make mischief here!”

Nevertheless, when no one was looking, Coyote lifted the lid to take a peek, and all the stars rushed out and spilled haphazardly into the sky. Our Mother scolded Coyote, saying he would forever be a wanderer and cause mischief wherever he went for the rest of time.

The logo features the silhouette of a coyote’s head under three stars inside an adobe-style architecture window, completing the story and giving the hotel a sense of place.

Dubbel Dutch in Milwaukee, Wisconsin
A 19th-century double house mansion turned boutique hotel in the heart of the city. The hotel thrives on its distinct uniqueness and juxtaposition between old and new. The logo definitely reflects that.

Dubbel Dutch’s logo is strong and bold, just like the brand itself. The reflecting “D” and vertical “Dubbel Dutch” wordmark utilizes its alliteration and history as an imperfect symmetrical 19th-century double house.

You see the logos. Now hear the stories behind them.