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A century ago, publishing an article celebrating tattoos might have sparked public outrage—possibly even shut down a newspaper. Today, tattoos are so widely accepted they barely turn a head.

From everyday individuals to global icons (even Lionel Messi boasts a fair share of ink), people proudly showcase tattoos that blend personal expression with public identity. Yet, tattoos are far more than just a modern fad—they’re rooted in a rich cultural heritage that stretches back over 7,000 years, marking bodies and histories across diverse societies.

From ancient ritual symbols to modern expressions of individuality, tattoos have always carried meaning that runs deeper than skin. They tell stories, embody beliefs, and create a timeless dialogue between personal freedom and cultural identity.

A great tattoo and a great logo share something in common: they say exactly what they need to—without needing to explain themselves. Think about Rihanna’s Super Bowl teaser. Just a close-up of her hand, inked and unmistakable—and everyone knew it was her. That’s the power of identity done right.

Inked Ancestry: The Historical Significance of Tattoos

Tattooing is far from a fleeting trend—it’s a practice that stretches back millennia. One of the earliest pieces of evidence comes from Ötzi the Iceman, a 5,300-year-old mummified body found in the Alps. Ötzi bore over 60 tattoos, mainly simple lines concentrated around his joints and lower back.

Throughout history, ancient civilisations like the Egyptians, Māori, and others used tattoos to signify lineage, status, and connection to a group. However, tattoos have also been used in darker contexts, such as branding slaves in ancient Rome or prisoners in World War II concentration camps.

This duality—the tattoo as both a symbol of personal empowerment and societal control—enriches its history and complexity. Tattoos can be empowering expressions of identity but can also mark oppression or ownership, showing the deep significance they carry.

Ink and Rebellion

For much of the 20th century, tattoos were associated with fringe groups—punks, goths, and bikers. For these subcultures, tattoos became visual declarations of rebellion against the mainstream.

I recently spoke with Natalia Barragán Nieto, a tattoo enthusiast and a close friend who proudly displays intricate designs across her body. She recalls how her first tattoo at 18 was an act of rebellion: 

For many, tattoos start as a form of defiance but often evolve into deeper expressions of identity. What begins as rebellion can transform into a reflection of one’s life, much like Natalia’s tattoos have over time.

A Cultural Legacy

Beyond rebellion, tattoos often symbolise belonging. In indigenous cultures, tattoos are significant, representing ties to community, spirituality, and nature. For example, in Borneo, tattoos symbolise a person’s connection to the natural world and their tribe. Similarly, in Māori tradition, ta moko reflects one's lineage, status, and role within society.

However, not all tattoos stem from positive origins. In the criminal underworlds of Russia, El Salvador, or within the Yakuza in Japan, tattoos symbolise allegiance to a gang or criminal organisation. These inked markings serve as permanent badges of loyalty, making it nearly impossible to switch allegiances without severe consequences.

These cultural imprints remind us that tattoos are not solely about individual expression—they often reflect a connection to a community, a cause, or a shared set of values.

Wearing Your Soul: Tattoos as Personal Narratives

In modern times, tattoos are deeply personal, offering individuals a way to express their values, identities, and passions. Tattoos can be seen as wearing one's soul on their skin—a visual diary of our inner world.

Similarly, I have personal connections to all of my tattoos. One of mine is Baku, an ancient Japanese deity of dreams, representing my fascination with the subconscious. Another is the Venus of Willendorf, symbolising femininity and abundance, reminding me of my connection to Mother Earth. These tattoos are talismans, each representing a piece of who I am or aspire to be.

Tattoos are deeply personal and tell stories that go beyond their outward appearance, reflecting our lives, memories, and aspirations.

Tattooing as a Contemporary Art Form

Tattooing has evolved from an ancient practice into a modern art form. What was once tied to rituals or rebellion is now a form of visual storytelling. The skin becomes a canvas for personal narratives.

Tattoo artistry has transformed, with techniques ranging from traditional handpoke to cutting-edge machine work. Artists are pushing boundaries, using methods like negative space tattooing and scar-covering designs. For instance, tattoo artist  David Allen works with breast cancer survivors, turning scars into symbols of strength and beauty.

Tattoos are gaining recognition in galleries and museums as a legitimate art form. Whether small or sprawling, each tattoo reflects an individual’s journey, transforming the body into a living, breathing work of art.

Sacred Skin: Tattoos as Markers of Spirituality and Connection

Tattoos often transcend aesthetics, becoming markers of spiritual growth and personal transformation. Many tattoo artists today view their craft as a ceremony. Colombian handpoke artist Ankh Barajas shares his perspective: 

“For me, tattooing is a sacred act. Before I begin, I ask both the body and the person for permission. It’s a form of respect—honouring the body as a living canvas.”

This sacred connection, along with the ritualistic aspect behind tattoos, is often overlooked by those seeking beautiful designs on their skin. 

The tattoo experience can represent a moment of deep transformation and intimacy with ourselves and the artist. This is why it’s so important to choose someone who resonates with your values and understands your intentions beyond words—something I didn’t know when I first started getting them.

Tattoos can mark the end of an era or the start of something new. They can symbolize spiritual awakenings or serve as reminders of personal truths in daily life, making the process just as meaningful as the artwork itself.

Pain and Transformation: The Ritual Journey of Tattooing

Pain is an unavoidable aspect of tattooing, yet it often carries deeper meaning. Across cultures, rituals involving pain symbolise transformation, endurance, and strength. In modern tattooing, pain becomes a form of meditation, connecting people to the present moment.

“During my full-back tattoo, I entered a meditative state. The combination of pain and breath carried me into a spiritual journey I hadn’t anticipated. My tattoo represents Tibetan Buddhist Dakinis—dancers of the universe. I felt connected to them.”

For many, the pain is part of the ritual, transforming the experience into something more meaningful than just the final image.

Ink, Identity, and Brands: What Do They Have in Common?

By now you may wonder: Why is a creative agency like ours diving into a conversation about tattoos? 

Fair question. But here’s another one: Why not?

We’re all about human expression and culture. And guess what? Brands have their own version of tattoos too! Let’s explore logomarks and how they express identity, forge connections, and create a vibe—just like tattoos do for people.

What Are Logomarks?

A logomark is a visual symbol that represents a brand, often without text. Think Nike’s swoosh or Apple’s apple—powerful, instantly recognisable icons.

Logomarks: The Tattoos of Brands

Just like tattoos, logomarks are:

• Permanent: Once established, a logomark becomes an inseparable part of a brand’s identity, much like a tattoo becomes part of you.

• Personal Expression: Tattoos express personal identity. Logomarks do the same for brands, capturing their core message in a single design.

• Instant Recognition: A well-designed logomark makes a brand instantly recognisable, loaded with meaning over time, just like a tattoo.

• Symbolic: Behind every tattoo is a story. A good logomark also tells a visual story, reflecting the brand’s history and values.

• Culturally Relevant: Just as tattoos mirror cultural trends, logomarks evolve to reflect shifts in a brand’s strategy or style.

Logomarks Evolve, Too

Like adding new tattoos to reflect life changes, brands update their logomarks over time - think Apple or Starbucks. They evolve visually but maintain the core essence, much like personal ink that grows with you.

In short, logomarks are the branding world’s tattoos - symbols of identity that communicate meaning and create lasting connections.

The Timeless Stories We Wear

From ancient symbols of power and heritage to modern expressions of individuality, tattoos have been a constant thread in human history. Whether representing rebellion, community, spirituality, or personal growth, tattoos tell stories—stories etched into our skin and interwoven with the fabric of culture.

As society evolves, so does our relationship with tattoos. Once taboo, they now celebrate a universal desire for self-expression and connection, marking the milestones of our lives. In a world that often pushes for conformity, tattoos remind us of our uniqueness and that the stories we choose to wear are ours alone.

So, here’s the question:

What story will you choose to tell - through your ink or your brand identity?

Ad Vault: When Ink Meets Tech

Collabs are in and Bentley’s leaning all the way in.

They’ve teamed up with legendary NYC tattoo artist Keith “Bang Bang” McCurdy (yep, the one behind Rihanna and LeBron’s ink) to push the idea of self-expression into new territory.

Bang Bang recently dropped Magic Ink, a game-changing pigment that shifts under different wavelengths of light and climate conditions. Inspired by that, Bentley launched the Bentayga Magic Ink Edition—a UV-sensitive model that changes with sunlight, revealing hidden design details as the light moves.

Tattoos meet tech. And the result is… mind-blowing.

The car drops later this year—and honestly, we’re into it.

Brands War: Sailor Jerry vs. Ed Hardy

Two legendary tattoo artists who became brands themselves. Sailor Jerry and Ed Hardy—one shaped rebellion, the other elevated tattooing into art.

Sailor Jerry: The rebel spirit.

Sailor Jerry was so badass they even named a spiced rum after him. Norman "Sailor Jerry" Collins, a WWII-era tattoo artist, defined the American traditional style—bold lines, limited colours, and classic nautical imagery (anchors, swallows, pin-ups, eagles, daggers—you’ve seen them all). His legacy didn’t stop at ink. His name lives on through a clothing line and a rum brand, both dripping with old-school grit.

Ed Hardy: The artist’s evolution.

Just as iconic, but in a different way. Trained by Japanese tattoo masters, Don Ed Hardy took tattooing from backrooms to galleries. His East-meets-West designs—dragons, koi, skulls, tigers—blended fine art with street culture. Then came the fashion boom. His brand was everywhere—Britney, Madonna, every 2000s reality star. And when it all felt overcooked, he stepped back, rejecting the commercial circus his name had become. But now, some might say it is back! Check out this latest collab with Heelys.

Lento Vibes

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