Branding and Mesopotamia: Roots of the Brand Concept
- Micer Santos
- 28 de mar. de 2025
- 6 min de leitura
Atualizado: 28 de mar. de 2025
Here we begin a series where we will share reflections, discoveries and dialogues related to branding. We will travel back in time, investigating from ancient civilizations, such as Mesopotamia, to the trends that shape the 21st century.
What does it mean to "leave a mark"? Before symbols, iconic logos, memorable slogans or sophisticated digital strategies, what defined the identity of something or someone? These questions led us to investigate the origins of practices that we associate with branding today and connect us to ancient Mesopotamia, the birthplace of the first civilizations and ideas that resonate to this day.
Although the modern concept of branding did not exist, even back then there were practices that met fundamental needs: identity, trust and narrative. These elements, which today underpin contemporary brands, manifested themselves, albeit in rudimentary form, in symbols and tools that shaped Mesopotamian trade and culture. This shows us that the essence of what we call a brand is as old as civilization itself.
Cylinder Seals: The Signature of Mesopotamia
Mesopotamian merchants were already looking for ways to create trust and identity in trade.
To do this, they used cylinder seals: essentially small, often incredibly detailed, printing stamps used by everyone to authenticate transactions, identify ownership and, above all, tell stories. A piece of the past that speaks to this human desire to express oneself and to be remembered.
Cylinder seals emerged at the end of the Neolithic period, around 7600-6000 BC, in the region we now call Syria, although some sources suggest that their true birthplace was Sumeria, in present-day Iraq, a little later. They were meticulously carved pieces, made of precious materials such as marble, obsidian, amethyst, lapis lazuli or even metals such as gold and silver.
When rolled over wet clay, they left unique marks, a kind of personalized visual signature. A weaver, for example, might engrave a spider on his seal, representing his profession. Other seals bore images of gods, symbolizing protection and legitimacy. They were functional tools but also visual representations that connected identity, values and trust, concepts that remain at the heart of modern branding. Like modern visual signatures, cylinder seals were visual marks, symbols of authenticity and emotional connection.
Uruk and Jemdet Nasr: Personal Brand and Institutional Brand
According to archaeologist Hans Nissen, cited by Lewis and Feldman, cylinder seals performed different functions depending on their style. Uruk seals were unique and associated with individuals, functioning as personal signatures. They were used to authorize transactions or control the storage of goods. These seals, which were extremely detailed, were usually produced for the administrative elite, highlighting status and exclusivity.
The Jemdet Nasr seals, on the other hand, were more closely linked to institutions, such as temples or organizations. Because they represented collectives, these seals used repetitive patterns and did not require much personalization. Here we see a connection with the foundations of institutional branding, which focuses on collective strength and shared values.
This distinction reflects the two great pillars of contemporary branding: the personal (individual) brand, which focuses on individual authenticity, and the institutional (collective) brand, which reflects the purpose of organizations and companies.
Identity, Authenticity and Narrative
We can draw interesting parallels between the cylinder seals of antiquity and the modern concept of branding, especially in the pillars of identity, authenticity and narrative. Cylinder seals went beyond a practical function; they told stories about their owners, creating emotional bonds. This same essence remains central to contemporary branding.
Brands like Disney and Nike exemplify this idea. Disney transforms each animation into a carefully constructed narrative to move and inspire, while Nike uses stories of overcoming challenges to create deep connections with its consumers. These brands are not focused on just offering products; they invest in creating experiences and values that remain etched in people's memories and hearts. Just like the seals of Mesopotamia, brands that seek to build authentic and meaningful stories are those that will not be forgotten.
The Influence of Mesopotamia on Contemporary Branding
Cylinder seals, made of durable materials, symbolized permanence in an uncertain world—a trait that continues to be a central goal for contemporary brands. Companies like Apple and Nike, for example, use iconic symbols and logos to create an impression of solidity and timelessness, much as seals represented stability in Mesopotamia.
One of the roles of branding is to ensure this bond of trust, giving brands the ability to clearly and consistently express their values and purposes.
When a brand is able to deliver on this promise, it goes beyond a simple commercial transaction and becomes part of people's lives. We are not just talking about what is bought, but about what that choice represents. And, at the end of the day, this is what gives any brand strength: the ability to leave a mark on the market, and also in the hearts of those who believe in it.
We can see some interesting similarities between the personalized seals of antiquity and today's branding:
Visual identity: Both the old seals and the symbols, logos and visual elements of today’s brands aim to establish a unique and striking association in the perception of those who observe them.
Authenticity: The value of authenticity is a common point between both. While the old seals guaranteed the legitimacy of products and agreements, modern brands strive to build a genuine and trustworthy image.
Narrative: The ability to tell stories connects two eras. The story engraved on a seal, as well as the message of a brand, has the power to create emotional bonds and establish a deeper connection with people.
We identified other elements that we now associate with the concept of branding in practices that went beyond cylinder seals. Ziggurats, for example, were monumental temples that symbolized the power, stability, and grandeur of city-states in a similar way to how iconic headquarters of large modern companies represent their brands.
Another interesting aspect is the Code of Hammurabi, one of the first collections of laws in history, which established quality standards and promoted trust in commercial interactions. This search for regulation and transparency is reminiscent of the role that certifications and ethical practices play in contemporary brands.
In addition, Mesopotamian artifacts, with their visual and symbolic patterns, helped reinforce cultural narratives and create a striking visual identity for city-states. These elements communicated values and connected people to a shared history, something that resonates with the role of design and visual communication in branding today.
Reflections
Micer Santos: I keep thinking that, although branding as we know it today did not exist in Mesopotamia, and associating it with ancient times requires a contextual look, it cannot be denied that its fundamental principles were already present. We saw that cylinder seals, for example, were identification tools, but they also carried symbolism, identity, authenticity and told stories.🏺📜✨
The way merchants and artisans had to show who they were and why they deserved trust. And if you look closely, the essential elements of a successful brand were all already there, even if in a rudimentary form. It amazes me how, even thousands of years later, the essence of branding remains the same. Since the first steps of civilization, people have been looking for ways to stand out and build trust.
Today, in the digital market or in modern campaigns, the challenge is the same: to create a narrative that connects with people and stands the test of time. As in Mesopotamia, branding is not just about products or visual signatures, it is about identity, reputation and values.
In the end, the goal ends up being to give meaning and leave a mark on people's hearts.
How is your brand creating meaning and relationship where everything is constantly changing?
Micer Santos - Direction
Inspirations and sources: Anna Glenn: Pigtailed Women, Johns Hopkins Archaeological Museum.
BERTMAN, Stephen. The Handbook to Life in Ancient Mesopotamia. Publisher: Oxford University Press, 2005.
NISSEN, H. J. The Early History of the Ancient Near East, 9000–2000 B.C. Publisher: University of Chicago Press, 1990.
MEGAN Lewis; MARIAN Feldman. Cylinder Seals and the Development of Writing in Early Mesopotamia, by Joshua J. Mark
Cylinder Seals and the West Semitic Research.
www.archaeologicalmuseum.jhu.edu / www.dornsife.usc.edu / www.worldhistory.org
www.nationalgeographic.com / www.apaixonadosporhistoria.com.br
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This conversation doesn't end here... In the next post we will talk about the relationship between Egypt and Branding.
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