The Psychology Of Logo Design

When thinking about truly great brand design, one of the main factors of success is designing a logo that fully represents your brand. The right logo design has the ability to completely change how your brand is viewed by a consumer. It informs your brand identity, makes you stand out from competitors and creates a meaningful relationship with your audience – but what’s really going on behind the scenes?

Here, we’re going to explore the psychology of logo design to better understand what really makes a great logo design and why they make us feel the way they do.

Impulse will help you create the perfect logo design for your company. We understand that all brands are different and that good graphic design should be about understanding what makes your company special. Our expert team of designers will develop a logo that celebrates your unique style, creates meaningful connections with your audience and draws attention to your brand.

Why The Psychology Behind A Logo Matters

By learning about the psychology behind logo design, we can better understand how to make a company logo that really works. The most successful logos are instantly recognisable – think companies such as Apple, Adidas and Visa – and they form an important part of their brand identity. They help your audience understand your business better, enable them to make decisions faster and help to build trust between you and your audience.

How successful a logo is linked to its design, which includes things like colour, logo size and shape, and the fonts that are used. Whilst some logos may look simple in their designs, they have most likely had countless hours of research and design to make them look the way they do.

Using Colour Psychology

The psychology behind colour is a long and complex subject. Certain colours will evoke certain emotions and communicate different messages to your audience. When designing your logo, you want to make sure that the colours used not only fit with your own branding, but also convey what your values are.

Red is seen to represent love and passion, and is commonly associated with food logos because of this. Yellow is often used to represent optimism and happiness and is often used in logo design to show that your company is positive and approachable. Green draws up connotations of the earth and evokes feelings of relaxation and peace. Because of this, it is used to show that you are a company in harmony with the world, often showing that you are environmentally friendly. Blue signifies security and trustworthiness and is commonly used to present a brand as being honest and professional.

Other colours will connote different things from your audience, so do your research beforehand. It’s also important to note that different cultures will assign different connotations to different colours. For example, in the west white is often seen to represent purity and innocence, but in eastern cultures it is associated with death.

Logo Shapes & Sizes

The shape and size of your logo is also rich in physiological meaning and connotations to your audience. Circular shapes for example are often used to show unity, friendship or community – think the circle within the Instagram camera. Square shapes such as the BBC or Microsoft logo are used to connote strength and professionalism. Triangles are used to show power and masculinity, making them a popular choice for mens clothing brands and technology.

Even lines are used to communicate a certain message – a vertical line will show strength and progress whilst a horizontal line will show calmness, peace and speed. By understanding shapes, you will be able to design a logo that better engages with your audience and gives them more information as to what it is your brand represents.

The Psychology Behind Logo Fonts

Fonts signify a range of different feelings to your audience and with a wealth to choose from, it’s another important part of getting logo design. A font like Times New Roman or Baskerville will signify tradition, whilst something bolder such as a Helvetica Bold wll signify strength and stability. A font with rounded edges or bubble text will represent friendliness, creativity and fun, whilst a script-style font will show elegance or affection.

The spacing between your letters will even change the meaning, with many companies that want to be seen as progressive and modern opting for fonts with greater spacing between letters.

Get In Touch Today!

As you can see, understanding how psychology works in logo design is key to producing something that connects with an audience and leaves a lasting impression on them. Whether it’s font type, colour or shape, how your logo looks impacts how your company is represented, how your audience understands your brand and much more.

Interested in finding out more? Visit our brand and logo design page to see our exceptional range of brand development services. Alternatively, call us today on 01904 430 666 or visit our contact page.