SEARCH
  Basics Color Theory The Importance Of Shape And Color When It Comes To Logo Design

The Importance Of Shape And Color When It Comes To Logo Design

A logo functions as a symbolic and graphic representation of the main features of a company, a product/service, or a website. It is the single element which can provide feedback to the customer base. When creating a logo for any media it needs to instantly connect the target customers to a particular company or product.

If you offer a logo design service, then key consideration no.1 is it should be functional. This means it can be applied it to a variety of mediums. You should be able to use high resolution printing for t-shirts, banner ads, business cards, etc whilst it should also be adaptable for use on the web and on mobile devices. This logo quality is referred to as versatility.

Furthermore, the logo you create should be easily understood and memorized by everyone. The human mnemonic value is one of the most important considerations when it comes to creating a successful logo.

The Use Of Color:

Colors play a much more impressive role when it comes to logo designs than most entrepreneurs understand. Colors have a psychological impact on the mind which means they can control the emotions linked to viewing a logo. When you select your design colors it is imperative that you include colors which best represent your clients company and its values.

  • Blue: this color represents faithfulness, loyalty, and reliability. If you want to convey a serious and professional tone, this is a great color to integrate.

  • Red: this color represents passion, attention, energy and excitement. If you want to generate a lot of interest in a logo, this is the most appropriate color.

  • Purple: this color is indicative of elegance, sophistication, and class. Different shades can be integrated to create a powerful feel. It is often a color associated with educational logos and companies selling luxury products.

  • Yellow: this color evokes positivity, warmth, and harmony. Not only is an attention-grabbing color but one which implies contentment. If you want to catch the eye of potential customers immediately, this would be the most appropriate color.

  • Green: this color will evoke feelings of stability, health, nature, and freshness. Most suitable for companies involved in the environment, health, or ecology.

The Application of Shape:

Not only is color important aesthetically, but shape is too. Complicated shapes will make it difficult for potential customers and clients to see the drawing and understand the message.

What many people do not understand is that shapes too can be used to convey different messages. In terms of logo design, shapes can do the following:

  • Help separate and connect information in an organized manner

  • Represent different ideas

  • Add texture, depth and movement

  • Express different moods and emotions

  • Highlight different areas and points of interest

  • Take the eye across different elements

And just like color, shapes too have an element of psychology to them:

  • Geometric shapes are easy to recognize and suggest organization, efficiency and structure. Further, the symmetry of geometric shapes suggests order.

  • Organic shapes with their irregular form are viewed as comforting and pleasing and can express spontaneity. The use of organic shapes in logo design adds interest and can emphasize an overall theme.

  • Abstract shapes are often over stylized or simple versions of organic shapes and can be found in the form of letters or icons. Despite their interpretive nature, abstract shapes are near often universally recognized.

The combination of shape and color can allow you to express a message in a way that would be difficult through words alone. Therefore getting these two elements right is essential to the success of a logo.

When you do consider shape and color, consider that the logo should also be conformable in the sense that it should be able to be displayed in black and white without altering the message.

Timeless Appeal:

A company logo should simply answer the who, what, and why of your company and it should also be timeless. A good logo should not have to be altered on the basis of new trends each year. Ideally a logo needs to be something that will remain throughout the decades so that customers have ample opportunity to get to know it and memorize it. And remember originality is important in terms of economic competition.

Remember, too, that a logo should be impressive but simple at the same time. You want a logo which brings the company and products closer to the potential clients while creating an instant bond of trust between both.

ABOUT THE AUTHOR

Georgina Clatworthy

This article was written by Georgina Clatworthy, a freelance author writing about technology, small business and investment. She is now a contributing writer for the creative design team at Logo Mojo.

subscribe to newsletter