The Tattoo Test

Since my beginning as a self-taught graphic designer in the early 90s, I have heard many requests when approached to design/redesign a logo for a business or an organization:

"I want a unique logo."
"The logo needs to be bold and pop."
"I want my logo to be as iconic."

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​I get it. As a designer, I love a beautiful mark as much as anyone. But...

"Are you willing to tattoo a logo on your skin?

Well, maybe I am being a little dramatic but I ask that question to put things into perspective.

​A business owner often places so much weight on the logo of their brand that they neglect the actual "soul" of it. 

You see, a brand is a lot like a tree. A logo, website, product/service, store front are the visible elements - like the trunk, the leaves, the branches, the fruit.

​But a tree doesn't stay upright because of the visible. It survives because of a healthy root system planted in fertile soil. The invisible.

The Roots of THE Matter

In my coaching philosophy, the roots and soil are your "Why" (aka purpose). They are your core values, your discipline, and your history. If your roots are shallow, the first storm of market change will knock you over, no matter how pretty your "canopy" looks.

I believe in this so deeply that I recently decided to make my philosophy permanent. I got a tattoo on my arm of a tree and its root system. To me, it’s a blueprint of how I view both brand-building and life. 

But there’s a backstory story too; one that connects two places that couldn't be further apart: Singapore and Oklahoma.

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Two Worlds  One Tree

My connection to Oklahoma started long before I ever set foot on its red soil.

I remember being in Singapore, watching the "live" news broadcast of the Oklahoma City bombing on April 19th, 1995. I was thousands of miles away, but I remember feeling moved. I saw a community that cared for each other in a way that stayed with me.

Fast forward to July 3rd, 2000. I moved to Oklahoma to finish my senior year at Oklahoma City University. I hadn't even connected the dots between the city I was moving to and the tragedy I had watched on the news years prior. 

The Survival Tree on the grounds of the Oklahoma City National Memorial. By Dustin M. Ramsey, Attribution, https://commons.wikimedia.org/w/index.php?curid=11417219

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It wasn't until a visit to the The Oklahoma City National Memorial when I stood in front of the Survival Tree.

Looking at that American Elm, which had survived the blast and continued to bloom, everything clicked. I realized that Oklahoma’s strength wasn't just in its ability to rebuild, but in its deep-rooted resilience.

Running for Endurance

That realization of "endurance" followed me onto the pavement. I fell in love with long-distance running because of the OKC Memorial Marathon.

When I am close to the finishing line, I am not thinking about the finisher medal or a decent finish-line photo. I am appreciating the simple, vital things; the ability to move, to stay on track, and just to breathe.

While running is an activity one can do alone, the friendships formed with fellow land runners (also the name of one of the running clubs in OKC) between training for marathons/half-marathons, traveling to different states for races, and running the races, enriched my experience.

Running taught me that the "fuel" for your journey isn't a one-time spark. What keeps you on track are the steady flame of your core values and the loyalty of your advocates (both consumers and employees).

Brand development is a marathon, not a sprint. Brand identity is living and breathing, not just a logo. ​

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Singapore Meets Sooner State

Back to putting-my-ink-where-my-mouth-is, I wanted the tattoo art to reflect two things: my "Okieporean" identity and the heart of my branding philosophy.

​My tattoo artist got creative and shaped the root system of the Survival Tree to look like the outline of the island country of Singapore.

It’s a permanent reminder that while my growth and my understanding of resilience were nurtured in Oklahoma, my foundation started in Singapore.

My personal brand is a mix of both—just like your brand is a mix of your history, your daily discipline, and your ultimate vision.  

So, when we work together, I can definitely design for you a "pretty" logo. But we’re going to spend a lot more time in the dirt, looking at your roots and soil.

Let’s make sure your brand is built to do more than just look good. Let's make sure it's meaningful (and that you may ultimately get that logo tattooed on your skin).