In this article, we will explore the various strategies by which your logo can catalyse fresh and engaging behaviours while elevating brand perception among your audience. By doing so, you can inspire a sense of familiarity and trust between your customers and the abstract representation of your brand.
LOGOS, THE ESSENCE OF YOUR BRAND
Firstly, it is important to think of your logo as more than a pretty type or symbol. Your logo is the essence of your brand identity. It is critical to remember that the psychology of the shape, colour and types used in the creation of your unique logo will affect the brand identity. Consequently, this impact will echo into the impressions your customers receive of your business and remarkably into their purchasing decisions.Â
Companies Logos and Their Hidden Meaning
The history behind famous logos is long and wonderful. It is almost too difficult to select one or two for this specific article. I will, therefore, choose one of my favourites: the NBN Peacock icon.
This icon was created in 1956 to highlight their colour programming set-up, but singularly just became part of the corporate main logo in 1979 and their sole logo in 1986. An extensive journey in the life of a bird
CULTIVATE A MEDIA-ORIENTED IDENTITY
The brightly-hued peacock was included because NBC promised richer colour programming and because NBC’s owner was RCA, the manufacturer of colour television sets. So, we see here a clever use of the logo as a marketing tool.
Several small modifications followed, and in 1962, a new icon version made history with a kaleidoscopic colour background. Afterwards, the version of 1979, combined with the typo “N”, created a design called “Proud N” or “Proud as a Peacock”. Through the years, the peacock became completely incorporated and identified with NBC. Therefore, in 1986 it became the sole logo of the company. Several modifications were made. One that is especially important is that the peacock’s head was now flipped to the right to suggest the company’s ethos to look forward to the future and not back to the past. A simple modification that shows that every detail of your company’s logos should affect positively your customers’ psychology. Â
TYPOGRAPHY IN LOGO DESIGN
How would you describe your organisation? If it exudes a modern, stylish vibe, consider utilising the Century Gothic font. Should cleanliness and clarity be paramount to your brand’s identity, Calibri might be more appropriate. Alternatively, if reliability is what you wish to underscore in your communications, Baskerville Old Face would serve as an excellent choice of typeface.
Does your business project a traditional and respectable image? A serif typeface may be the ideal choice for you. Alternatively, if you aim to convey a modern and stable identity, a sans-serif typeface could be more appropriate. The selection of fonts plays a crucial role in communicating with your audience effectively. Indeed, numerous academic studies have explored the psychology of fonts and offer valuable insights into considerations for selecting an appropriate logo font.
Font Psychology
The psychological impact of typefaces and fonts on individuals can vary significantly based on their emotional responses, associations, and feelings. Those impacts are tied to the shape of the letters and our emotional response to them. Subsequently, the correct use of those shapes to the intended tone of communication is therefore imperative.
People often associate various emotions with different font designs. While existing studies provide valuable insights into the personality and messaging typically linked to specific fonts, it is important not to be constrained by these findings.
In selecting appropriate typography, one should evaluate if the chosen font enhances comprehension and effectively conveys the business message to the audience. A well-chosen font can significantly influence public perception and elicit desired emotional responses, thereby reinforcing the intended communication objectives.
That is why it is important to think of the message you want to portray before you choose the font. Font appearance is crucial. However, more important than the shape, is readability. It is vital that the fonts are legible, clean, and readable. After all, nobody is going to remember a business if they cannot even read the title.
Font Emotions
It is highly relevant that your audience’s mood matches the mood of your logo. This combination stems from the effective communication facilitated by the clear, readable, and legible typography employed in your logo’s design.
Many factors contribute to the mood of the logo (or of the brand). Some types of fonts make it easy to project a mood. But in general, selections and combinations can be made to create different mood associations. There are several sites on the internet that provide easy pairs for your main fonts. Check them. Consider what surrounds your text. Images and typefaces offer great creativity. Make use of them.
When designing a logo, you must consider your audience’s mood so that it is clear and communicative. Most of all, as mentioned before, make your logo readable. You might be surprised to see how many logos are in the market that are literally unreadable.Â
THE SHAPES IN THE LOGO DESIGN
Media technology is in a state of continual evolution, yet the immediate gratifications it provides do not fully align with the core desires and needs of consumers. Consumers are after what brings them satisfaction physically and emotionally. Consequently, designers are tasked with developing visually appealing solutions that account for the diverse media platforms on which their work will be showcased and resonate with a broad spectrum of audiences. A long significant skill where all parts are essential.
Read also: What’s the Purpose of Logos and Why They Matter
So, definitely, logos are crucial parts of this challenge. How do you win?
- Make your logos simple. They should convey the whole idea with as few elements as possible.
- Make them memorable. Unique distinction equals logos. But do not make them too fashionable. They need to be eternal. The medium is in your logo. Your logo is the message. I repeat, make it simple and original.
All logos have a shape. Normally, they include an icon and text, or both. Shapes come in three main categories: geometric, abstract, and organic. These distinct categories also carry distinct psychological associations.
Read also: How Many Logos Do You Remember?  Â
Geometric Shapes
They are mathematically precise and perfect. They do look man-made. Normally, they are used to communicate order and control. Rectangles and squares mean stability, order, and predictability. Circles, on the other hand, convey harmony and unity. Curves are considered feminine and soft. Triangles, in contrast, are directional in shape. So, their meaning depends on where and how they are placed.
Keen to transmit movement? Use triangles pointing to the side. Do you want to communicate power and stability? Try triangles with the right side up. Inverted triangles suggest instability if that is the case.
Abstract or Symbolic Shapes
Those shapes represent something specific. We normally rely on them a lot because symbols have a clear understanding of meaning. However, this is contingent on the cultural context. So, be careful. We are well used to seeing hearts for love, stars to show celebrity or patriotism, and arrows for direction. Those are quite common and almost universal in their meaning. Use them carefully.Â
Jack Tresidder, in his book Symbols and Their Meaning (2000), goes very deep in illustrating thousands of traditional and contemporary symbols and their significance – a valuable resource for graphic designers. It is exciting to see how the profound messages of those symbols have conveyed so much meaning into our cultures. It is exciting also to see that even with the developments of technologies and science, those symbols still carry the imaginative force and impact into human life.
Tresidder teaches us that the octagon symbol (drawn on the number eight) is emblematic of renewal. Those forms mediate between the symbolism of the square (earthly existence) and the circle (heaven or eternity). The Chase Manhattan Bank introduced 1961 its new radical logo. As their designers Chermayeff & Geismar explain, in 1961, few American corporations used abstract symbols for their identification. Chase’s business message was to increase global presence with a dynamic strategy of motion and activity. The enduring symbol of the brand was simple, attractive, and timeless.
Organic Shapes
Rocks, leaves, water ripples, and tree shapes can be used to cause an impact on the audience. Their goal is to create a sense of warmth and comfort that geometrical shapes cannot produce. It is crucial the designer picks something that resonates with the product, service, or brand mission. A good example is Gatorade, using the lightning bolt to symbolise energy to their customers, or Puma’s jumping cat logo reflecting what the original owner of the company wanted his products to reflect: speed, strength, endurance, and agility.Â
THE COLOUR PALETTE IN THE LOGO DESIGN
Colours offer the best strategy for logo designs. Colours are intrinsically connected to emotions, and their interpretations are deeply ingrained in our cognitive processes. These perceptions are shaped by the cultural influences and contexts we have encountered throughout our lives.
In a previous blog, I explored how colours affect consumer behaviour, going through the hierarchy of needs and their relation to the psychology of colours. A theory that is extremely useful for marketing managers is a prediction towards customers’ attitudes that can be forecasted by the visual impact of each colour on their emotions.
In logo design, how you use colours in a single design has strong emotional implications for your target audience. For instance:
- Bright colours = youthful, energetic, childlike
- Black and white = elegance, maturity, sophistication
- Neutrals with accent colours = strong, bright colours without the childlike implication of just using bright colours
- Monochromatic schemes = vibrant colours in a softer, unified feel
Your colours should be wisely chosen as they will be used in all brands’ printed and website publications. They also personify and amplify the brand’s appropriate emotions. Selecting the best colours for your brand highlights your business’ strengths and helps you attract customers.
WHAT IS THE CORE IDENTITY OF YOUR BRAND?
If your business lacks visibility, it may be time to carefully consider the message you intend to communicate. Try to find your brand’s personality and your virtues. Then, research how the impact of the colours works on that personality and message. Try to trace an infographic of your business to try to identify key brand personality traits essential to direct your message to your target audience.
Don’t be afraid to experiment before making the final decision on your logo colour choices.
Remember that what is important is the feelings, mood, and image that it creates—this is called persuasion. Ah! And please do not copy the competition. Let’s design your own unique composition and communicate it to your target market.
The composition you achieve through the use of fonts, shapes, and colours impacts how your logo is perceived and the message you communicate.
Your logo should deliver innovative information to your target audience, providing solutions or pleasure for their needs.
Rest assured, the logo on your business card will be the initial focal point through which every aspect of your company is evaluated. This will influence how people perceive your business offer and how you will communicate your company efficiently and effectively.
