The most well-known of any brand elements is “the logo”, and every aspect of a logo — from shapes to colours and typography — influences how consumers perceive a brand. Understanding these elements can make the difference between a forgettable design and one that resonates deeply with audiences. Let’s take a look at some of the psychological tools that can be used to communicate a brand's essence at a glance.
Shapes and Form
Shapes in logos can evoke specific emotions and associations:
Circles suggest unity and inclusivity. Think of Audi’s interlocking rings, symbolising partnership and collaboration.
Squares and rectangles convey stability and professionalism. Microsoft’s logo uses squares to emphasise structure and reliability.
Directional shapes represent progress. Adidas’ leaning triangular design feels dynamic, while FedEx hides a hidden arrow within its logo to convey a similar idea.
Nike’s swoosh, for instance, is a perfect example of a shape that communicates energy and motion, aligning seamlessly with the brand’s athletic focus.
Colours: Creating Emotional Connections
Colours are powerful psychological triggers, and colour theory is a science in itself. Colour theorists argue that:
Red exudes passion and excitement. Coca-Cola uses it to evoke energy, fun, and happiness.
Blue signifies trust and reliability, a favourite for tech brands like Facebook and IBM.
Yellow radiates warmth and optimism, as seen in McDonald’s cheerful branding.
But, these colours have also been used successfully to convey many other things too.
Typographical Choices
Type (what most people call a font) plays a crucial role in shaping brand personality. Serif fonts (the ones with bits on the ends, like Times New Roman) feel traditional and trustworthy, while sans-serif fonts (like Helvetica) are modern and clean. Consider Google’s sans-serif font, chosen to strike a balance between being a credible corporate brand and a modern, approachable business.
Font weight and spacing also matter. Bold fonts can be used to appear, well… bold or aggressive! In contrast, lighter ones can feel friendly, sleek, or even feminine. Amazon’s logo pairs a sleek sans-serif font with a smiley arrow, reflecting both their extensive product range and customer satisfaction. The smile cleverly connects the A and the Z, subtly suggesting “Amazon has everything from A to Z.”
A great logo stems from careful thought and should always be the result of a considered strategy and research. It must align with a business’s requirements and not “put the cart before the horse.” It’s integral that the logo works harmoniously with the rest of the brand rather than existing in isolation.
However, there’s no denying that this part of brand identity design is often the most scrutinised. The best logos are a blend of great design and psychology, creating a subtle visual story that truly resonates. By understanding these key elements, brands can design logos that not only stand out but also build trust and emotional connections, ensuring lasting recognition in the minds of consumers.
Looking for a creative partner to help you build your visual identity? Message us today. We’d love to have a chat about how we can help.
by
Dean Spicer, Founder
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