It’s not just a star – understand the representation behind branding elements
The world is always changing—and so is the way we see it. What used to be cool isn’t anymore. What used to be considered a lot of money is now pocket change. Public perception ebbs and flows, and we need to take this into account when designing for brands.
The stars I designed as a part of the brand package.
A recent situation with a client really brought this to life for me. I was working on the branding for a new company they were launching—a podcast agency that helps other organizations use podcasts as a promotional tool. The client had their heart set on a space theme for the branding, and I was on board.
After designing the logo and nailing down other core brand attributes, I started creating some visual assets the client could use in promotional materials. One of those assets was a small star motif—simple, clean, and space-themed.
Now, obviously, it wasn’t groundbreaking or wildly original. But I felt it fit the brand really well and could be used consistently across their website and social channels. At first, the client agreed. He loved how it tied everything together. That was until he came across a YouTube video by David Imel.
In the video, Imel talks about how his favorite sparkle emoji—which looks very similar to the stars I had designed—has been co-opted as a symbol for artificial intelligence. Originally created as part of the very first emoji set in 1997, the sparkle once represented magic. Later, it was used for emphasis, and even sarcasm. But today, it’s become synonymous with AI.
Somehow, I hadn’t made that connection. But once I saw the video, it became crystal clear. Think about it: Gemini, ChatGPT, Galaxy—all major AI-related brands using star or sparkle imagery. That visual language has shifted.
After some discussion, I ultimately recommended we remove the star from the brand identity. The client felt strongly about not being mistaken for an AI company, and I couldn’t ignore the evolving meaning behind that visual cue.
In the grand scheme of things, this wasn’t a huge setback for the branding project—but it raised an important point that all designers need to keep in mind. Public understanding of words, icons, colors, and other brand elements is constantly changing. And that context matters.
It might seem obvious—branding is literally how we represent something. But we have to make sure that what we choose to represent our clients doesn’t accidentally misrepresent them. So what can we do to avoid situations like this?
Do your research. And not just before you open an Illustrator file—research throughout the entire process. Look into how other brands use certain colors, typefaces, and symbols. What do those brands stand for? What associations already exist? Understand the history and context of the elements you bring into your work.
Stay plugged in. Pay attention to pop culture and how people interpret visuals today. This will influence your design process more than you think. Knowing your target audience is essential, but you also have to consider how the broader public might interpret your work.
Update and adapt. Cultural perception shifts over time. Make sure your branding evolves with it. Be ready to make changes—or even rebrand entirely—if the context around your brand elements changes.
Hi! My name is Peyton McKenzie.
I am a professional graphic designer, photographer and content creator.
I encourage you to explore my portfolio to get a better idea of the work I create. If you are interested in working with me or have inquiries of any kind, don’t hesitate to reach out over email.
