Ultimate Guide: How Understanding Logo Psychology Can Help Shape Your Brand

Logos are often the first thing people will notice about your brand or business. 

This image can leave a lasting impression and convey a simplistic or modern feel. It can also show that you are into sustainable branding and care about the environment.

It's best to create the right brand from the start in order to stand out and avoid many hassles in rebranding later.

When starting a business, you need a recognisable and effective logo design. But first, understand its profound psychological aspect.

According to a report, 90% of brand first impressions come from a logo, and colour increases brand recognition by up to 80%.

What is Logo Psychology in Design?

 

Logo psychology is the study of how design elements such as colours, symbols, shapes, and typography can influence customers' behaviour and perception.

A well-designed logo evokes emotions, thoughts, and actions, guiding customer behaviour in subtle but powerful ways.

Understanding logo psychology allows you to create a logo that represents your brand and subconsciously resonates with your target audience.

What Makes Logo Crucial in Branding

 

Logos are crucial in branding because they are often the first touchpoint between a brand and its audience. They also represent the brand's identity.

Think of printed materials like logo stickers, business cards, brochures, flyers, etc. 

People will look at your business name, the logo, and the rest of the message. Ensure your design has a great visual hierarchy to make a solid first impression and establish trust and recognition.

Colour Psychology in Logo

 

Colour psychology is the study of how different hues can affect customer behaviour. 

In fact, colours profoundly impact human emotions, perceptions, and psychological reactions.

Choosing the right colour for your logo matters, as it can help differentiate your brand from competitors.

Each colour conveys positive and negative psychological and emotional associations. Take this for example:

RED
Positive: power, fearlessness, passion, energy, and urgency
Negative: warnings, pain, aggression, and danger

BLUE
Positive: wisdom, strength, trust, security, and calmness
Negative: unfriendliness and coldness

GREEN
Positive: peace, growth, health, relaxation, and prosperity
Negative: blandness, stagnation, and boredom

WHITE
Positive: innocence, purity, modernity, and simplicity
Negative: empty, boring, and plain

BLACK
Positive: elegance, power, and sophistication
Negative: coldness and oppression

Some of the biggest brands in the world use the various colours mentioned above. Whether it's fast-food companies, SaaS, fashion brands, or others, they associate their branding colours based on how they want customers to perceive their business.

When deciding what colours you should use for your logo, consider these aspects:

• What feelings or emotions would you want customers to associate with your brand?

• What colours do most of your competitors use? Do you want to blend in or stand out?

• Which colour association best describes what your brand stands for?

Shape Psychology in Logo Design

 

According to a study, angular and rounded shapes are crucial visual elements in designing brand logos and product shapes. 

The shape you choose for your brand can significantly alter its perception. Some prefer angular shapes, associating them with competence. In contrast, others favour round shapes because they can evoke feelings of happiness.

When deciding the best shape for your logo, always put your business on the pedestal.
 
Consider these questions before getting started:

• What do your competitors usually use for their logos?

• What does your brand and business stand for?

• Will using that specific shape in mind resonate with your customers?

Circles and Ovals: Community, Friendship, and Unity

Circles and ovals convey a feeling of community, harmony, love, and friendship. They are often associated with wholeness, security, and unity. Because of their soft shape, circles also possess feminine associations.

Most brands with iconic circular logos are Pepsi, Google, and Olympic rings. These circles represent inclusivity, unity, and security.

Squares and Rectangles: Balance, Stability, and Strength

Squares and rectangles, on the other hand, convey reliability and stability. The shape's sharp edges suggest order and strength. They are popular in logos for businesses that want their brands to be perceived as trustworthy and grounded, like BBC and Microsoft.

Triangles: Innovation, Power, and Movement

Triangles are dynamic shapes that can represent innovation, power, and movement. Choosing this shape can help your brand stand out in a crowded field of circles and squares. Triangles are a good choice for brands in the engineering and technology industries, as they can suggest progress and directions.

Abstract Shapes: Creativity, Freedom, and Innovation

Some companies choose abstract logos for their brands, like drawings or a combination of assorted shapes. These shapes represent freedom and creativity, and they can help your company stand out by projecting originality, modernity, and distinctiveness. 

Nike and Adidas are examples of brands using abstract shapes to symbolise forward-thinking and innovation.

Good to read: The Basics of Sticker Design and Its Importance

Typography in Logos

The right choice of logo typography determines how your brand is perceived. It's best to know that different fonts convey different messages and evoke emotions.

Font Psychology in Logo Design

Like colour and shape psychology, font psychology is essential in logo design. Consumers tend to react psychologically and emotionally to the type of text used. When a brain looks at the font, it signals a specific feeling or emotion and associates it with the brand.

There are thousands or millions of fonts available that fall into different categories. They are:

Serif Vs. Sans-serif
- formality and elegance vs. simplicity and cleanliness

Condensed Vs. Spacious
- closeness and tightness vs. relaxation and openness

Short Vs. Tall
- sturdiness and security vs. luxury and elegance

Italicised Vs. Straight
- efficiency and movement vs. structure and rigidity

Lowercase Vs. Uppercase
- innovation and empathy vs. mightiness and strength

Round Vs. Angular
- softness and comfort vs. stiffness and formality

Light Vs. Bold
- beauty and thinness vs. strength and masculinity

Simple Vs. Complex
- simplicity and straightforwardness vs. individuality and uniqueness

The right font choice can convey your brand's mission and the message you want to communicate. Picking a font is the same as choosing colour and shape. Always consider these possible thoughts as your guidelines:

• Does your choice of font allow the audience to read them easily?

• What fonts do competitors mostly use that are working out for their brand?

• Which font association and categories most likely represent your logo and brand?

Final Thoughts

Whether you're a business owner or a professional graphic designer who wants a remarkable logo and brand, understanding logo psychology is crucial. They must communicate what your brand stands for and resonate with your audience on a deeper level. Always consider the psychological impact of colours, shapes, and typography. This way, you can create a well-designed logo that effectively communicates your brand's mission, values, and identity.