The Power and Evolution of Emojis
Emojis: they’re tiny, they’re expressive, and they’ve become a universal language. From a simple smiley face to a visual identity for brands, emojis have transformed how we communicate online. We’re diving into the colourful history of emojis and exploring how they’re shaping the future of business branding.
📜 A brief history of emojis
The emoji story began in 1999, when Japanese designer Shigetaka Kurita created a set of 176 icons for a mobile internet platform. Designed to convey information quickly, from weather to emotions, these tiny graphics sparked a revolution in communication.
By 2010, emojis were officially adopted into Unicode, allowing them to be used across devices globally. Apple’s iOS keyboard added native emoji support in 2011, and the rest is history 📖.
💼 How businesses can utilise emojis
Emojis aren’t just for casual chats – they’re powerful tools for engagement. Here’s how businesses are using them strategically:
- Humanising tone: Emojis soften formal language and make brands feel more relatable.
- Boosting engagement: Posts with emojis can increase interaction rates on platforms like Instagram and Twitter/X.
- Visual signposting: Bullet points are out – emojis guide the eye through key information.
- Storytelling: Emojis enhance narratives, especially in fast-scrolling social feeds.
- Call to action: Emojis make CTAs pop – think “👉 Click here” or “Download now 📥”.
Just remember: context matters. Overuse or the wrong emoji can confuse your message or appear unprofessional.
🌍 A more inclusive emoji world
As our digital lives have become more representative, so too have emojis. Over the past decade, there have been intentional updates to include:
- Skin tone modifiers for people emojis 🙋🏾♀️
- Gender-inclusive representations 👩⚕️👩🏾🍳
- Cultural diversity (e.g. 🏮red paper lantern, 🧕 woman with headscarf, 🪬hamsa)
- Accessibility representation 🧑🦯🦼
These changes reflect growing awareness around representation – making emojis not just expressive, but inclusive.
🧐 The hidden meanings behind common emojis
Some emojis carry layers of meaning beyond their original design:
- 💯 100: A stamp of approval; “I agree”.
- 🚩 Red flag: Not just a literal flag anymore – it’s shorthand for warning signs.
- 💚 Green heart: Can reflect sustainability, kindness, or community – often used by charities, wellness brands or ethical businesses.
- 🚀 Rocket: A favourite for startups and growth-minded brands. Symbolises momentum, launch, or scaling up.
- 🎯 Bullseye: Emphasises focus, results, or achieving goals – ideal for client success stories or service highlights.
Understanding these cultural meanings is key to using emojis authentically and avoiding misinterpretation.
🎨 Using emojis to brand yourself
Want your audience to recognise you at a glance? Emojis can become part of your brand toolkit:
- Choose a signature emoji: Some influencers and brands consistently use one emoji as part of their identity (e.g. green heart 💚 for charity, rocket 🚀 for growth).
- Create a brand tone: Are you playful (🎉), professional (📊), caring (🤝)? Let emojis reinforce your voice.
- Build visual consistency: Use the same few emojis in post intros, bullet points or reactions.
- Use emojis in your bio or hashtags: It’s eye-catching and memorable.
Whether you’re a start-up or a social cause, emojis help you stand out in a noisy digital world.
💼A client case study: emojis in action
Using our client Craig Wood as a case study, we’ll break down how we strategically use emojis to shape his brand identity on social media, whilst also highlighting what we consciously avoid.
Background: Craig is a triple-amputee on a history-making mission to become the first person to sail solo across the Pacific Ocean. His story is one of resilience, determination, and breaking boundaries for people with disabilities.
Branded emojis we use:
- 🌊 Wave: More than just a reference to the ocean Craig is sailing across, this emoji also symbolises the ripple effect he’s creating, challenging perceptions and making waves for the disability community.
- ⛵ Sailboat: A literal and figurative symbol of Craig’s expedition. It instantly communicates the nature of his journey without needing repeated context in every post.
- 🙏 Praying Hands: Frequently used to express gratitude, this emoji is our go-to when acknowledging messages of support, thanking sponsors, or highlighting the community rallying around Craig.
What we are mindful of:
- 🚶Able-bodied emojis: Whilst commonly used in adventure or journey-related content, this emoji features an able-bodied figure and doesn’t represent Craig or his message. We intentionally avoid using it, as it contradicts the inclusive and empowering narrative Craig stands for.
Why It Matters:
Although emojis may seem minor, they carry powerful connotations. For brands and individuals alike, choosing the right emoji can strengthen identity, communicate values, and build a deeper emotional connection with your audience. But just as important is knowing what not to use, being sensitive to the story you’re telling, your audience’s perspective, and how visual symbols can support (or undermine) your message.
