Branding Psychology – Maximising the Influence of your Logo Design
Your business logo design is the cornerstone of its brand identity.
It is the face of your company and the sign of the trust it offers.
We see numerous logos every day, but we remember only a few.
Only the ones that are engraved in our subconscious mind. Why?
Because the ones we remember tell us a story.
A logo design makes a brand unique and offers a company much more than just recognition.
It is the symbol of trust that brings reoccurring sales with the same customers.
Growing sales will convert into year over year growth in the revenue, which is precisely what companies like.
Some businesses, in the thrill of getting started, mark the logo of their mission as the last priority.
They are blinded by the buzz of hiring staff, buying furniture, designing their website, but forget to give a face to their business.
The fact is, having a logo from the very beginning of your venture can have positive psychological effects on you and your team.
Your employees get to interact with your company's logo, which cultivates a sense of attachment and care in them.
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A logo will distinguish your business from the rest.
It will be helpful in communicating with the industry in which your business operates and the services you provide to your audience.
Many companies have implemented the Keep It Simple Silly (KISS) methodology in their logo designs.
Keeping the logo understandable and straightforward shows that your brand respects transparency and is serious about the services it offers.
Meanwhile, other businesses have opted for a complicated logo with a mix of shapes, colours or symbols, to distinguish their brand from a pool of competitors.
Cactus Dental, a clinic for dentistry has planned well while designing their logo.
In fact, they have done a great job considering the infinite conventional dental clinic logos used around the world.
Brands these days can be very creative with their logos.
Some logos have been designed ingeniously to reveal a hidden meaning.
FedEx, one of the most popular logistics brands in the USA, has a hidden arrow in their logo (between E and X) which represents speed and accuracy in their services.
Amazon, the largest e-commerce giant on the planet right now, has an arrow in their logo pointing from A towards Z.
Amazon is merely suggesting to their customers that they cover many categories on their platform, selling everything from A to Z.
A logo can contain an image, a text, a symbol or a mix of all.
Keep in mind, that the aim to design a logo for your company is to allow your brand to communicate with the public and to make a lasting impression on your business.
The Branding psychology in a good Logo
A good logo must adhere to your brand's culture.
It should be able to mirror your brand values and your entire mission, in a pair of symbol and text.
Differentiating your business from others is vital, and that is the job of a logo.
It is incredibly crucial to the success of a business.
If your customers can relate the excellence in quality products to your logo, then you are assured with reoccurring sales.
When a customer is in the futile search for quality and solution to their problem, their first contact with your logo will compel them to make a buying decision.
Such a relationship with the customer will inevitably result in higher sales and revenues for a company.
Throughout the history, a logo has been an essential part of the social and cultural community.
Rulers would carry their imperial seal with proud, that would also encourage the army in the wars.
Today, your logo holds the power of positivity and adds a sense of team spirit to your company culture.
A logo reflects the marketing efforts of brand managers associated with your company.
It highlights a company's core principles and connects a brand with its customers.
A random Logo serves random meaning
A logo should not be based on a random idea or personal taste.
A good logo should be in line with the brand's mission, and its objectives, strategies, ideology, and commitment should be incorporated into it.
The choice of colour, font, and symbol used in the logo can affect the customers aesthetically and emotionally.
Although it is normal for a brand's logo to evolve, one should bear in mind that their logo will have to influence the public for at least a couple of years in the future.
The best logos are the ones that can easily adapt to multiple platforms like a banner ad, email templates, prints, stamps, brochures, web and mobile pages, mobile apps, textile prints, etc.
The famous Facebook logo, for example, is a perfect example of such a logo.
A good logo design should be easy to remember and should make a clear statement.
What benefit is of a complicated logo that your customers cannot recognise or remember?
It should not be a poor copy of another successful competitor.
If you want to be instantly recognised, then you cannot leave room for confusion among your customers with your logo.
Some brands design big logos for their web pages that fail to fit a small-sized header in a mobile application.
Usually, the logos with an image are difficult to fit in web or mobile page headers.
However, some brands like Paperell.com have smartly implemented an image in their logo that can fit both mobile and web platforms.
A good logo is timeless
A brand may redesign their logo every few years or decade, but the basic structure should remain the same.
The best examples of such logos are Apple Inc, Walmart, Quaker, Burger King, Domino's Pizza and the famous James Bond double-O-seven (007) logo as well.
Your Logo colour influences your Brand
Everything about your logo, be it the colour, image, icon, shape or font, can have interesting psychological effects on your customers.
According to an infographic by Colourfast, 93% of buying decisions are made on visual perceptions.
Over 85% of the customers regard colour as the main reason to buy a particular product.
For example, many pharmaceutical or health brands like Tropicana and insurance companies like GEICO use green and blue colour in their logo, which merely indicates that these brands care about health, growth, care, and peace.
The fiery and bold colours of McDonald's, LEGO, Red Bull and LAYS share youthfulness, optimism, playfulness and energy.
One cannot imagine KFC in blue colour unless KFC is a blue chip software brand or a toothpaste brand like Oral-B.
In fact, the blue colour in the brand logo of insurance and banking companies indicates that these businesses are reliable, honest, secure and trustworthy.
This is how the colours influence the branding psychology.
Most of the brands stick to one particular logo colour, although others may choose a mix of colours for a combination of emotions.
For example, luxury brands like Gucci, Prada, Mercedes, Rado, and Bentley, usually stick to pure solo colours like silver, black or white.
Meanwhile, Google, Microsoft, and eBay involved a variety of colours in their logo, since these brands work with a diverse group of products and services.
There are no fixed guidelines though.
A brand should choose a logo colour that suits their personality and can help in building trust with their customers.
Think of the shape of your logo
Insights from psychology are often used for branding.
The shape of your logo can play an essential role in influencing your target audience.
The human subconscious mind works in mysterious ways.
People react differently to a logo shape, and it is the job of a brand manager to consider the importance of the same.
Your customers will remember and retain what your logo shape is talking to them.
Think of those curves and the circles that are complete and close.
Such logo shapes will combine emotions of love, strong relation, and closeness.
Companies like Pepsi, Land Rover, GE, Starbucks, Samsung, etc., are trustworthy, mature and long-lasting companies.
These round logos send a positive emotional message to their customers, engraving the impression of happiness, perfection, and rhythm.
On the other hand, companies like Microsoft, American Express, Adobe, Dominos, BBC, and IKEA, etc., keep a square or rectangle logo shape.
These brands suggest discipline, order and perfect organisation.
Millions of customers have built a strong bond with these brands over the years, and their stability is unmatchable.
The square represents the primary foundation required to build trust, loyalty, and partnership.
Logos with triangle shapes are associated with energy, science, and innovation.
Companies like Mitsubishi Motors, Delta, CAT, etc., are linked to innovation in technology and thus feature a triangle shaped logo.
Research has provided us with numbers that show rectangle logos (50%) are most preferred by brands, followed by square (22%) and circle logos (20%).
These are not the only shapes though.
Companies choose to keep a mix of shapes or abstract shapes for branding.
For example, Cisco and IBM are perhaps the most famous brands that have built their value over time.
They have branded their values by implementing horizontal and vertical lines in their logos.
Apple's famous and iconic ‘bitten apple' logo was adopted based on Newton's discovery of gravity after his observation of the apple.
The company has served its customers with innovative technology and creative ideas year after year, building a multi-billion dollar business worldwide.
The famous Swiss Army Knife company Victorinox AG uses a cross logo that resembles the coat of arms of Switzerland or their national flag.
The product was built to provide safety and ability to perform multi-tasks in solving a problem.
Their logo correctly emphasises Swiss craft skill and quality.
Nike is one of the most successful sports brands in the world, and their famous Swoosh logo is nothing but the art of simplicity.
The original logo, which was not a square or a rectangle, was designed in 1971 for just $35 by Carolyn Davidson.
Nike's customers trust the brand with quality sportswear and can quickly make buying decisions as soon as they connect with the logo.
There is no doubt that the Swoosh logo has helped in creating a healthy customer relationship for Nike since the beginning in their first retail shop in California, and went on further to build a $124 Billion sportswear company.
Talking about small shops that turned into world-class business giants, we cannot ignore the famous brand names like Dominos and McDonalds, or the leading ice cream franchise Baskin Robbins.
BR was founded in 1945 with the merger of two small ice cream parlours in California that went ahead to become the world's largest ice cream company.
Their branded logo of pink-blue colour signifies the pink spoon offered by the parlours and the trust in quality and excellence of the products.
Branding psychology can make all the difference
When people choose their favourite brands, it is more to do with their minds than their eyes.
The psychology behind the structure of a brand can make or break its influence over its customers.
It is of utmost importance to the branding builders to study the basic human psychology while planning their strategies.
Logos can help us in creating a beacon of loyalty and trust among our customers.
Although consumers may change their methods of purchase or ways of interaction with the products in time, their basic psychology will remain the same.
In today’s competitive world, there is no doubt that logo designers need an edge.
Understanding the branding psychology can help you in maximising the influence of your logo.
If you wish to discuss how we can develop your brand or provide graphic design for your product or business, email us: [email protected]
Inkbot Design is a Creative Branding Agency that is passionate about effective Graphic Design, Brand Identity, Logos and Web Design.