The eureka effect: using metaphor and symbolism to shape science brands

In biotech, your story matters. The challenge? Translating technical breakthroughs into messages that resonate—intellectually and emotionally. At Cognition, we’ve found that the most transformative branding moments often hinge on a simple yet powerful device: the metaphor.

A metaphor is more than a creative flourish. In both science communication and brand storytelling, metaphors help distill complexity, generate insight, and spark connection. Whether verbal or visual, metaphors and symbolic language make the abstract tangible, turning cutting-edge science into a brand people can believe in.

Why metaphors work in science and branding

Science has long relied on metaphor to explain the unobservable: genes as “blueprints,” mitochondria as “the powerhouse of the cell,” telomeres as “shoelace caps.” These metaphors draw from everyday experiences to make abstract concepts comprehensible, providing a cognitive shortcut that facilitates understanding and retention.

Similarly, brand metaphors function as symbolic anchors. They help shape brand identity, evoke emotion, and create shared meaning across diverse audiences—from scientists and regulators to investors and patients. Research shows that well-chosen metaphors not only increase recall but also influence perception, helping audiences form a deeper emotional connection with a brand.

As Emotive Brand puts it, “Metaphors give people a way to internalize a company’s story in a meaningful, emotional, and human way”.¹

Why metaphors work – a cognitive science perspective

Based on Conceptual Metaphor Theory (CMT), as summarized by Number Analytics

Metaphors aren’t just linguistic tricks—they are cognitive tools that shape how we think, reason, and communicate.

According to Conceptual Metaphor Theory, developed by Lakoff and Johnson (1980), we understand complex or abstract ideas through metaphors rooted in embodied human experience.

In science communication, metaphors enable:

• Simplification of abstract ideas through familiar comparison
• Framing—how people interpret what’s important
• Emotional resonance by linking to intuitive experiences
• Conceptual transfer—audiences apply known frameworks to novel ideas

When used strategically, metaphors don’t just explain science—they shape how people believe in it.

Source: Number Analytics, “Ultimate Guide to Metaphor in Science Communication Theory.”

From insight to identity: our creative process

At Cognition, our branding methodology blends rigorous scientific understanding with deep narrative strategy. Here’s how we bring metaphors to life:

1. Grounding in science
We begin by immersing ourselves in the science. Our interdisciplinary teams, comprising PhDs, certified medical illustrators, brand strategists, and designers, collaborate to understand the mechanism of action, therapeutic pathway, or novel discovery at its core. This scientific literacy ensures our brand solutions aren’t just beautiful. They’re accurate, authentic, and built to scale.

2. Framing the narrative
A strong brand is built around purpose. We uncover the “why” behind the science and align that with the company’s business trajectory. This framing helps us uncover the right metaphor to represent the brand.

3. Creating the metaphor
We rapidly prototype visual and verbal metaphors that distill the company’s promise into an idea audiences can see, feel, and remember. As Cobalt Communications notes, “Good metaphors spark both understanding and emotion—they make the unfamiliar feel familiar”.⁴

Research from Aalto University found that visual metaphors in branding are directly linked to perceptions of brand personality. For example, an organic visual might suggest sincerity or sophistication, while angular, dynamic shapes may imply excitement or ruggedness. Including human figures in metaphor-rich imagery also strengthens emotional resonance by helping audiences project themselves into the brand experience.²

A compelling metaphor must be:

• Simple: Clear and instantly recognizable.
• Scalable: Flexible enough to evolve across platforms.
• Strategic: Rooted in truth—not just a decoration.

4. The eureka moment
For Ring Therapeutics, the circle was that moment. The circular genome of the anellovirus, the name “Ring,” and the idea of continuous therapy all coalesced into a simple symbol: a ring. It made the science visual—and the brand meaningful. That’s the power of metaphor—it transforms a technical insight into an identity.

The power and the perils

Metaphors are potent—but not without risk. Oversimplification can lead to scientific inaccuracy. Cultural or linguistic nuances may distort meaning. And poorly chosen metaphors can carry unintended baggage or reinforce stereotypes.

A metaphor framing cancer solely as a “battle,” for instance, can unintentionally stigmatize patients or imply failure when treatment doesn’t succeed.

Allén’s research also found that metaphors must strike a balance between clarity and creative deviance: too obvious, and they’re forgettable; too complex, and they risk confusing the message.² This is especially critical when metaphors aim to humanize and simplify emerging biotech innovations.

That’s why interdisciplinary collaboration is key. At Cognition, we cross-pollinate science communication expertise with brand strategy to ensure that our metaphors clarify, rather than confuse. Our process respects both the scientific truth and the symbolic nuance needed to communicate it powerfully.

Making the invisible resonate

The goal isn’t just understanding—it’s memorability. Metaphors and brand symbols help life science companies move beyond data to meaning, beyond products to purpose. They create continuity across time and channels, rooting your innovation in an identity people can trust.

As Sticky Branding reminds us, “Symbols anchor brands. They live in memory. They become shorthand for trust, values, and emotional resonance”.³

Whether you’re launching a startup, entering clinical trials, or preparing to go public, your brand needs more than just a logo. It needs a metaphor that captures the soul of your science and the scale of your ambition.

Ready to shape your story?

At Cognition, we translate breakthrough science into brands that stick. Let’s create the metaphor that will carry your story forward.

References

1. Emotive Brand. “How to Make Meaningful Connections with Metaphor.” emotivebrand.com
2. Allén, E. (2016). The Role of Visual Metaphors in Brand Personality Construction – a Semiotic Interpretation. Aalto University School of Business. aaltodoc.aalto.fi
3. Sticky Branding. “Make Your Brand Iconic: The Power of Symbols in Branding.” stickybranding.com
4. Cobalt Communications. “How to Use Metaphors and Analogies to Explain Complex Science Topics.” cobaltcommunications.com
5. The Research Agency. “Brand Metaphors Need Terms and Conditions.” theresearchagency.com
6. Number Analytics. “Ultimate Guide to Metaphor in Science Communication Theory.” numberanalytics.com