Logos should subtlely utilize shapes within the lettering or symbols without making it difficult to read or interpret. Our brains are meant to automatically wired to memorize shapes which is why you always recall them so easily when thinking about specific companies. While it may be tempting to throw in as many colors as possible, ultimately logos tend to use only a couple so as not to distort the message of the brand. Colors have a variety of psychological emotions attached to them and it’s these emotions that come through when you see them. While some places will tell you that each color has a distinct emotion attached to it, that’s simply not the case. Your perception of the brand is trigger by this image and how it makes you feel in regards to the past experiences you’ve had with it. You associate all of these things with a brand image. Ultimately the psychology of your logo entails how the sight of it trigger past experiences, memories, and opinions. The term “logo” comes from the Greek word “Logos” which means “word.” The process starts here because you’re creating a visual word that not only says something, but it also embodies it and represents it. Let’s explore the factors that go into designing a logo.

Many of these logos have a story behind them, but ultimately the design is supposed to resonate with you on a psychological level. When a company sets out to design their logo, there are number of psychological factors than go into it.

Anchor company logo