A brand is defined by its logo. The power of a logo is unbelievably amazing in having a resounding effect on the way customers and audiences view a particular product, service or company. A powerful logo may reflect simplicity but what goes behind the scenes in creating an effective logo is much more complex. You have only one chance to get a YES, NO or WOW from your audience.
There are some powerful psychological forces at work while deciding what goes into a logo. For instance, the shapes, an ellipse or a box is not merely there for the sake of it. Each shape serves a purpose which is subconsciously absorbed by our mystical brains. Let us see some solid examples straight up:
- Ever seen the diagonality of the bulls in the RedBull logo? They collide head on exhibiting amazing power, the energy of a monster and daredevil attitude. Triangles or diagonal lines, in general, can make a logo design more dynamic, energetic and lively. According to a theory, a patch of yellow intensifies the energetic qualities. Now you know!
- Squares= stability. Be it Microsoft or BBC you squares all around their logos. The firm boxes define stability, efficiency, and robustness of the products, services or content (authenticity for that matter)
- Horizontal and vertical lines are both to convey stability, professionalism, and balance. Where horizontal lines serve for giving a more soothing and composed image, the vertical lines are sharp, striking and define the cutting edge.
- Circles, ovals, and ellipses convey more positive and emotional vibes. Strong messages of peace, harmony, inspiration, etc. are primarily exhibited through them.
- Typefaces in a text can also convey hidden messages. Jagged, angular typefaces may exhibit aggression or dynamic nature; on the other hand, soft and rounded letters give a youthful appeal. Curved typefaces and cursive scripts tend to an edge over the women, while strong, bold lettering has a more impact on the men.
Principles used in Logo Designs:
Gestalt principle is one of the most widely followed and accepted theories in design. One of the principles conveys that the human brain unifies the visual elements perceived to form a whole image that carries significantly more meaning. Viewers form patterns out of similarly shaped objects, while objects that differ from the group become a focal point of an image. Makes so much sense when we pair it up with our day to day visual analysis.
Another Gestalt principle, often used in logo design is; Even though an object is incomplete but if there is enough detail for the human eye to make the whole picture, the image will strike a chord with the viewers. Befit example? WWF! The Panda draws all your attention!
Such sorcery, much wow! Logos logos everywhere, next time you see ’em, give a proper stare!