It has long been no secret that a well-designed logo plays an important role in conveying the basic ideas and emotions of a brand. The psychological influence of colour and shape is crucial in the perception of the logotype and its recognition.
Speaking of how the colours of a logo affect the perception of the entire brand, consider the McDonald’s colour palette. Red and yellow were not chosen by chance. These are warm colours that are associated with stimulation and activity. More importantly, red is the colour that increases your heart rate and stimulates your appetite. Yellow is commonly associated with warm, happy days and is also clearly visible in day and night light. Colours make us feel a certain way. When we enter a blue-decorated room, we are relaxed and the red interior is exciting and energizing. Flowers are so powerful that they have a real impact on our mind and body – from raising our blood pressure to feeling content or enthusiastic.
Of course, the perception of colour can be subjective, but we cannot avoid the influence of them on our emotions. For example, the blue-violet range (green, blue and purple) gives a sense of calm, motherhood and sophistication. Use these opportunities to maximize the impact on your customers.
What does the shape of the logo say about the brand?
Like colours, shapes have emotional connotations and are capable of evoking different images and memories in people’s minds.
The round logo is worth choosing if you want to express the idea of friendship, unity, and declare that the company was created as a result of consolidation of the efforts of a group of companies or individuals. The Circle is a good idea for associations and consortia. It is a symbol of the international component (the earth is round!) and peace.
The ring is a symbol of strength and determination. The entwined rings intensify these associations, a great example of which is the logo of the Olympic Games. In addition, the ring in the logo can speak of cohesion, team strength, a sophisticated work style and running a business, as in the case of the famous car brand Audi.
Straight lines – horizontal and vertical – are anything but boring. In the language of the form, the latter means the standard of strength and endurance. The example of Soundcloud, in which the cloud, which is the embodiment of the creative component, is combined with the expressiveness of vertical straight lines, is a good example of a tandem of contradictory things – the stability of the chosen direction and the unlimited flight of the imagination. Don’t assume that only perfect and straight lines have the right to life. Deliberate “flaws” and crooked lines are an excellent opportunity to show that the company’s level of creative thinking, strategic planning and management logic are able to adapt to changing circumstances of reality, as reflected in the Reebok brand logo.
The square is a hidden geometric metaphor. It may allegorically testify to the ambitions of the team, which claims to provide services whose quality is to the power of square.
The triangle is the epitome of knowledge and strength, and a symbol of the fact that corporate ethics, spirituality and creativity are respected business values.
The face-shaped logo is an uninterruptedly expressive idea that is easy to remember. After all, many consumers have excellent facial memory!
Animals, their features and outlines perfectly illustrate the dominant features of the production concept. Think Metro Goldwyn Mayer and the memorable roar that is a sign that you won’t be bored.
Who are you in the business world?
Are you a wolf or a cheetah? Maybe a kangaroo? The choice is yours! Thousands of logo makers conjure up brand images, trying to give them “highest meaning” and “impeccable logic”. Using the psychology of colours and shapes, you can create a logotype that evokes positive associations and at the same time builds the brand’s position, increasing its performance.