Beyond Ordinary & The Making of an Icon
- Beka
- Mar 17
- 5 min read
Updated: Apr 16
The world is overflowing with brands.
Every day thousands of businesses launch. Each vying for attention amidst an endless churn of generic logos, websites, and marketing campaigns.
Most will fade into obscurity. A handful will become recognizable. But the rare few will transcend. Elevating from not just brand, but to icon.
But what separates an icon from the rest? What makes them so special?
Well, it’s not simply a gorgeous, sexy logo or even a clever tagline. It’s something deeper and more far-reaching.
For an icon it is unmistakable presence.
That potent mix of authenticity, storytelling, design, and strategy that doesn’t just capture attention, but commands it. Shaping industries, defining movements, and leaving an indelible imprint.
Icons aren’t born; they’re architected.
This is where my work comes in.
With a background in architecture at the start of my career, today I see the process of crafting an icon much like designing a landmark building.
It doesn’t just come down to pure aesthetics. It’s about structure, philosophy, and the ability to shape a user’s experience. It’s about designing something that feels inevitable. As if it could exist no other way.
And it is the difference between those who fade and those who endure.
An Unshakable Core
Trends may come and go. But icons endure. They don’t dilute their message for mass appeal. And they don't look around for permission.
What makes icons unmistakable is their unapologetic authenticity. A presence so fully realized that it becomes undeniable.
This level of authenticity isn’t about superficial transparency, or hopping on the latest “be real” bandwagon. It goes deeper. An unwavering certainty in who you are, what you stand for, and the impact you’re here to make.
This is where most brands falter. They play it safe. Seeking validation, testing the waters, and trying to be everything to everyone.
Icons do the opposite.
They carve their own lane, stand firm in their philosophy, and let the world adjust to them.
Iconic DNA
An icon’s true authenticity—their very DNA—shows up in:
Visionary leadership—Icons don’t follow; they challenge convention and shape what’s next.
Innovative thinking—Their ideas don’t fit a mold; they break it.
Unwavering confidence—They don’t soften their stance to be more palatable.
Distinct perspective—They don’t poll the audience; they define the conversation.
Think Richard Branson, Yvon Chouinard, Lady Gaga, Martha Stewart, Vivienne Westwood: figures who stood for something so strongly that the world had no choice but to take notice.
For these and others like them their authenticity wasn’t calculated. It was the inevitable result of being deeply aligned with their vision.
This is the foundation of iconic status. Without it, everything else—design, storytelling, strategy—falls flat.
Crafting Legacies, Not Narratives
Icons don’t just tell stories. They shape them.
A brand with a story is forgettable. An icon with a legacy is immortal.
True icons don’t just share their journey; they create a mythology around it. A narrative so powerful, so resonant, that it becomes impossible to separate the story from the identity.
Think of Steve Jobs and Apple, Chanel and the reinvention of modern femininity, or Banksy and the art of rebellion.
These aren’t just brands or individuals—they are movements. Their stories aren’t anecdotes. They are blueprints for cultural shifts.
The Alchemy of Iconic Storytelling
Neither is an icon’s storytelling about polished origin tales or perfectly scripted messages. It’s a multi-layered experience, combining:
Archetypal Influence—Universal symbols and patterns that feel both timeless and fresh.
Emotional Depth—Narratives that evoke something visceral—aspiration, defiance, devotion.
Unwavering Clarity—Telling not every story, but the story—the one that matters most.
Evolving Mythology—A story that grows with them, taking on new meaning over time.
Beyond the Formula
But here’s the mistake many brands make: they reduce storytelling to a formula—leaning too heavily on archetypes, following predictable brand scripts, and ultimately blending into the noise.
Icons don’t regurgitate. They craft something dynamic, layered, and unmistakably their own. They let their story evolve naturally, allowing the world to witness the transformation in real time.
Because at the end of the day, an icon’s story isn’t actually about where they’ve been. It’s about where they are taking us next.
Beyond Beauty
It’s not enough to look good. Icons look inevitable.
Their presence isn’t merely designed; it’s constructed with intention. A visual identity so aligned with their essence that it feels like it could exist no other way.
True iconic design isn’t about passing trends. It’s about timeless storytelling through form, function, and symbolism.
In terms of architecture, think of the sweeping dynamism of Zaha Hadid’s architecture, or the exoskeletal transparency of Richard Rogers’ buildings. But so too can this be seen in the unmistakable silhouettes of the likes of Chanel and Apple.
None of these are arbitrary design choices. They are manifestations of philosophy.
The Visual DNA of an Icon
Iconic design is rooted in:
Intentional Symbolism—Every colour, line, and shape holds meaning. Nothing is accidental.
Emotional Resonance—It’s not just seen; it’s felt. Iconic visuals trigger recognition and connection.
Cohesion Across Touchpoints—From product to presence, every element reinforces the whole.
Refinement, Not Excess—Icons don’t clutter. They distil their essence into something clear and potent.
This is why when you look at a Chanel jacket, an iPhone, or a Hadid structure they don’t just exist. They command presence. Their design isn’t just visually appealing; it embodies the brand’s ideology, its worldview, its legacy.
And that’s what separates design from iconography.
Because true icons don’t just have a look. They have a language.
The Blueprint Behind the Fame
Icons don’t happen by accident.
Beneath every unmistakable presence is a masterfully crafted strategy. One that ensures their influence isn’t fleeting, but lasting.
Because while aesthetics captivate and storytelling resonates, it’s strategy that cements an icon’s place in history.
The Long Game of an Icon
Unlike brands that chase trends and quick wins, icons play the long game. Their strategy isn’t reactive—it’s vision-led and designed for longevity.
What gives an icon’s strategy its undeniable staying power? The difference lies in:
A Foundation of Purpose—Where every move is anchored in a core philosophy, ensuring coherence over time.
The Luxury of Exclusivity—True icons don’t beg for attention. They create demand by being intentional about access.
Strategic Innovation—More than adapting to change, icons drive it. Reinventing while staying unmistakably themselves.
Discernment in Presence—They aren’t everywhere—they are in the right places, speaking to the right people.
This is where most brands get it wrong. They spread themselves too thin, chasing every platform, every opportunity, every audience. Icons don’t dilute. They refine.
Because in a world of endless noise, true power lies in precision.
The Icon Effect—Unleashing Transformations
As we have established, icons don’t just build brands. They reshape industries, redefine expectations, and inspire movements.
Their influence extends beyond aesthetics, beyond storytelling, beyond strategy. Not simply selling a product or service—but shifting perception, sparking devotion, and leaving an imprint that lingers long after the moment has passed.
This is the space where transformation happens.
From Undefined to Unmistakable
Working with an icon isn’t about surface-level branding tweaks. It’s about stepping into something bigger—an identity so fully realized that it becomes magnetic.
It is a journey that requires:
Absolute Clarity—In who you are, what you stand for, and why it matters.
Unwavering Commitment—Owning your space, moving with conviction.
Inspired Action—And daily, deliberate steps toward embodying your vision at the highest level.
Because at the heart of every icon is a decision: to transcend the ordinary.
To be extraordinary.
Stepping Into Icon Status
Truthfully this isn’t about fitting into the marketplace. It’s about reshaping it entirely.
If you’re ready to break free from the cycle of sameness and architect something that endures, the move is yours.
