by Jessica Kane
An effective logo
design can ensure potential customers are immediately able to recognize a brand
or business.
A common mistake for many businesses is to assume that logos only
play a role in the recolonization of a business, ignoring the potential role that
psychology may play in the design and implementation of a logo.
According to
the Harvard Business Review, the intersection of branding and design is more important now than
ever before. Well-crafted logos can play a key role in ensuring that a business
is able to equate itself with a particular concept, philosophy or image.
Logos are Brand Identity
A well-designed
logo can play a key role in business marketing by ensuring customers are more likely to associate a business with its
reputation or identity. The right graphic, image or logo design makes it much
easier to establish a more prominent and recognizable business identity as well
as to ensure potential customers and future clients are more easily able to
associate a company with its chosen philosophy or established reputation.
The
Apple logo is a perfect example of a logo design that immediately calls to mind
sleek easy-to-use electronic devices. An effective logo can be an invaluable
resource when it comes to establishing and maintaining the right brand or
business identity.
Logo Shapes and Styles
Shape is of
paramount importance in terms of effective logo design. The human brain is
hard-wired to recognize shapes and patterns, and changing even the most minor
details of a logo design can elicit a very different response or
interpretation.
Curved lines, used in either abstract images or more practical
designs, tend to produce a more comforting and positive response. Straight
vertical lines may suggest balance or strength while circles, particularly
overlapping or interlocking circles, are often used to represent partnership or
endurance.
Squares and
rectangles, such as the square featured in the National Geographic logo, are
typically seen as expressing respectability and endurance by creating a balance
between horizontal and vertical lines. Businesses that are seeking a logo that
expresses power or that may be catering to a more masculine client base would
do well to create a logo that features a triangle, a shape that expresses
dynamism as seen with the Adidas or Citgo logo. The shapes and style of a logo
is one of the most important aspects of design.
Color Scheme and Tone
Color scheme and
tone are also important aspects of logo psychology. Different colors typically
produce a different emotional response or association, and selecting colors
that do not fit the intended image or identity of a business can drastically
reduce the effectiveness of a logo.
A black color scheme is often ideal for
suggesting mystery or sophistication while a white design may be more suitable
for businesses who wish to be associated with simplicity or purity. The most
effective logo designs are often those that feature only one or two colors in
order to ensure a stronger emotional association.
More colorful logos
can be used to elicit a variety of emotional responses. The red color scheme of
the Coca-Cola logo is intended to associate the brand with energy and passion
while the more stately purple scheme of the Yahoo! logo is strongly associated
with royalty, wisdom or luxury.
While choosing the right color or group of
colors is very important, logos also need to work in black and white as some
media channels and advertising opportunities may not be able to utilize a full
color palate. Trying out many different shades of color during the design phase
can help to ensure that logos are able to be as attractive as possible as well
as to ensure they trigger the right cognitive and emotional associations.
Creating a Logo Better Suited to Your Brand or Business
Lacking a logo
entirely or utilizing one that has been poorly designed can be a more costly
oversight than many businesses might realize. Lacking a logo makes it far more
difficult for customers and clients to form an emotional impression of a
business and poor designs may contribute to a brand or corporate identity that
is seen as less than professional.
Determining what sort of impression or
association businesses wish to elicit is often the first step in creating a new
logo or assessing the effectiveness of an existing one. Selecting the right
style, choosing the best shapes and images and determining the right color
scheme can all help organizations to create a logo that will be better suited
to their brand and identity.
Logos and Marketing Campaigns
From Fortune 500
companies to the smallest new startups, the right logo can play a critical role
during any marketing strategy or advertising campaign. Logos allow businesses
to provide a great deal of information regarding their identity and philosophy
in a graphic format that can be quickly and readily digested and understood.
Displaying logos on websites, emails, print advertising and even clothing can
allow businesses to more easily attract the volume of new customers and clients
they need to enjoy success in today's increasingly competitive marketplace.
Jessica Kane is a professional writer who has an interest in graphic
design, marketing, and printing. She currently writes for 777 Sign, her go to place for banner signs, custom flags and custom signs
printing.
