From the golden arches of McDonald’s to the three stripes of Adidas, some brands are blessed with logos that are instantly recognisable all over the world. But when it comes to why some symbols become more iconic than others, don’t underestimate the impact of psychology. Colour, shape and typography all play an important role and can all be used to evoke the desired response in the viewer.
This article will explain the psychology that goes into business logos and should leave you feeling inspired to go off and craft your own memorable symbol. We will also touch on some of the world’s most famous icons and discuss the psychology behind their success.
Colour
Colour is probably the first thing you notice when looking at a logo. But have you ever stopped to consider the psychological effects of different colours? There’s a strong chance that the colours you see on famous logos weren’t chosen by accident, and were in fact specifically chosen to illicit a certain response in consumers.
Red is often chosen by brands who want to convey a sense of passion and energy. As a bold colour, it’s also a good choice for food & drink brands who want to stand out on busy shelves. Nutella and Coca-Cola are two examples of brands that turn to red to create striking branding and marketing campaigns.
Blue signifies trust and as a result, is a popular choice among medical firms and service-based industries. The NHS and Michelin both attempt to convey trust through their use of blue branding.
Green can mean many different things including freshness, good health and sustainability. As a result, green is a common choice among brands in the food & drink market. Subway, Starbucks and Tropicana are all examples of this.
Shape
We may not think of shape influencing our decisions, but this is where psychology can impact our subconscious. Round shapes can signify that wholeness which psychologists would argue makes brands more welcoming.
On the flip side, an asymmetrical logo may be a better choice for a brand that considers itself loud and disruptive. These brands often target younger consumers as is the case with Mountain Dew and their asymmetrical logo.
Typography
Some brand logos don’t possess any written words, but those that do must consider the impact of their font. Different font families can have different effects. For instance, serif fonts are used by brands who want to convey elegance and are subsequently a popular choice for luxury brands. Dior, Rolex and Tiffany’s are all examples of luxury brands that use a serif font.
Sans serif fonts are seen as a more modern option. That’s why there is a trend of young, tech-focused brands that have turned to sans-serif fonts. Uber, Airbnb and Spotify all use sans-serif fonts.
Script fonts resemble human handwriting and can be used to signify either luxury or creativity. Luxury brands that use script fonts include Harrods and Cartier while the likes of Barbie and Disney use script fonts in a more creative way.
Psychology Behind Famous Logos
Amazon
Amazon is one of the world’s most recognisable brands. Most people can probably picture what the Amazon logo looks like but may not have noticed the arrow pointing from A to Z. This is in fact a nod to the fact that Amazon sells everything from A to Z, subtly highlighting the company’s enormous product range which is one of the main reasons for their success.
The shape of the arrow is also drawn in the shape of a smile to stir up feelings of positivity and customer satisfaction.
Nike
Nike is known for being a champion brand in the sporting world. As a result, consumers associate their products with speed, athleticism and performance. The Nike swoosh does a good job of reflecting this, representing movement and fluidity.
The colour scheme is also kept simple and you’ll notice the logo only ever appears in black or white. This approach has helped to create a sense of timelessness and has also tied into Nike’s commitment to being an inclusive brand.
FedEx
At first glance, the FedEx logo just appears to display the name of the brand. Upon closer inspection, you’ll notice a hidden arrow representing the company’s speed and forward movement, two factors that are extremely important to their business.
The other distinctive factor of the FedEx logo is the colour palette. The two colours create a distinctive look, with purple representing trust and orange representing positive energy. Again, two factors that consumers will value in a courier service.
Final Thoughts
When trying to create an iconic logo, there’s no one-size-fits-all approach and the most important thing is to ensure your brand visuals incorporate your brand values. If your budget allows, consider contacting a top branding agency that can ensure your branding helps to tell the story of your brand.