Even if a brand or a logo is considered as an “intangible asset”, it does make a huge impact on the brand’s overall value and consumers’ decision making. Companies across the globe spend millions of dollars to get their logo designed from the best logo designing companies and trust us, they do it for a good reason. A ‘bad logo’ can terribly hurt your brand and can lead to failure as well. Not every attempt to refresh the logo by companies get the support from the customers and sometimes they receive a furious backlash too!
A logo in today's time is much more than its aesthetic appeal! Various studies suggest that people have their own complex assessments regarding a company or its logo based on its shape. A logo can significantly impact people’s perception of the brand and what it stands for, so it is one important aspect that can’t be overlooked. After all, our trust in the brand and how the parts of our brain light up upon visualizing the known shape can all be attributed initially to the design of the logo. What is literally amazing is the fact that all this happens, almost with the blink of an eye- this emotional connect and trigger!
Coming to the font of the logo, it does have a psychological impact on the users or potential customers. The emotions that the logo triggers is directly linked to the shape of the logo and its font. Where many consider the traditional fonts like Times New Roman or Arial, a symbol of “maturity” or “stability, there are some who also regard these as “conservative” and “unimaginative”. Fonts such as Caveat or Comic Sans MS are considered as more “casual”, “youthful” and “happy” for they are a bit quirky. But before you zero in on to a font style, make sure that your business name is legible and users can easily get it for how are they suppose to remember you if they don’t understand your business name.
Next is the shape of a logo - pretty important! Why? The icon or the text affects the brain with the very first glance. The three major categories in the shapes i.e. geometric, abstract and organic have their own psychological associations.
- Geometric Shapes - Geometric shapes appear as man-made. Perfect squares, immaculate circles and Isosceles triangles will not, in general, show up in nature. In this way, utilizing these shapes conveys a feeling of order, strength, reliability, stability and power. You can choose from several geometric shapes such as squares, rectangles, curves, circles and triangles.
- Abstract or Symbolic Shapes - Symbols are shapes that often represent different aspects across different cultures. Since they convey the meaning in a very clear manner, they are relied heavily upon by the brands worldwide, as a visual language. The popular symbols that are often used are stars, hearts, broken hearts, arrows while the most commonly used organic shapes are often those which occur in nature such as representations of water, trees, leaves, grass, jagged angles and many other that often do not resemble anything easily recognizable.
After the font and shape, the logos depend on lines. Lines are not just symbolic of order and direction, they very well communicate a great deal that too aesthetically. Different kinds of lines communicate differently with the users and while choosing the lines for your logo, you should be clear regarding the message that you want to convey. You can choose from thin and bold lines and different positionings like straight lines, horizontal lines, vertical lines, smooth lines and jagged lines.
Up next is the colour which has the strongest emotional trigger because the colour is something that is very intimately connected to the emotions in the human psyche. Colour has its own language and conveys things on an altogether different level, so choosing the colour for your logo is one of the most impactful decisions you can make for your brand. The way your logo design company will mix those colours in a single design will have psychological implications for your users. You can go for a multitude of bright, bold colours, monochromatic schemes or can combine the neutrals with an accent colour - but whatever you may choose, should be brand-appropriate.
Last but not least, the composition is something which effectively combines or composes all the elements like fonts, shapes, colours and lines. The composition should be such that the message it sends is powerful and impactful. It directly impacts how the users perceive the logo as well as the brand.
Overall, the logo you will design will not just communicate the idea of your offering but will have an influence on the onlooker. So, make sure that your logo is simple, versatile, relevant, enduring and above all memorable!
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