Logo Design: What Is the Psychology Behind It–Part 1 of 2

Logos are the visual representation of a brand, and they are essential for creating brand recognition and awareness. A well-designed logo can be a potent tool for a business. A logo can convey a message, evoke emotions, and develop a sense of trust and credibility.

But how do designers create logos that have such a significant impact on people? The answer lies in the psychology of logo design.

This article will explore the psychology behind professional logo design and how logo designers use these principles to create compelling logos that resonate with their target audience.

Color Psychology in Logo Design

Color is crucial in logo design, as it can evoke emotions, convey meaning, and create associations. Different colors can have other psychological effects on people, and designers carefully select colors to create the desired emotional response.

For example, blue is a popular color for corporate logos because it is associated with trust, reliability, and professionalism.

On the other hand, red is a bold and energetic color that can evoke excitement, passion, and urgency. Green is often associated with nature, growth, and health, while yellow is a bright and cheerful color that can convey optimism and happiness.

However, it is essential to consider cultural differences when selecting colors for a logo. For example, in Western cultures, white is associated with purity and innocence, while in some Eastern cultures, it is associated with mourning and death.

Therefore, it is crucial to research the cultural significance of colors when designing a logo that will be used globally.

Shape Psychology in Logo Design

The shape of a logo can also have a significant impact on its psychological effects. Different conditions can convey different meanings and evoke other emotions.

For example, circles are often associated with unity, completeness, and harmony, while squares and rectangles are associated with stability, reliability, and professionalism.

Triangles are often associated with strength, power, and aggression, while curves and swooshes can convey a sense of movement, fluidity, and grace.

The use of negative space can also be a powerful tool in logo design, as it can create hidden meanings or convey a sense of simplicity and elegance.

Typography Psychology in Logo Design

Typography is crucial in logo design, as it can convey meaning, create associations and evoke emotions. Different fonts can get different tones and personalities, and designers carefully select typography to create the desired effect.

For example, serif fonts are often associated with tradition, elegance, and formality, while sans-serif fonts are associated with modernity, simplicity, and clarity.

Script fonts can convey a sense of creativity, grace, and femininity, while bold and blocky fonts can convey a sense of strength, masculinity, and power.

It is also essential to consider legibility when selecting typography for a logo. A logo must be easily readable, even in small sizes or from a distance. Therefore, designers often choose simple, clean fonts that are easy to read and recognize.

Brand Personality in Logo Design

A brand’s personality is essential in logo design services, as it can influence the logo’s overall tone, style, and messaging. A brand’s personality is the sum of its characteristics, values, and beliefs, and it can be expressed through the logo’s design elements.

For example, a brand that values creativity and innovation may use bold colors, abstract shapes, and unique typography to convey a sense of originality and uniqueness.

A brand that values tradition and reliability may use classic colors, traditional forms, and formal typography to give a sense of stability and professionalism.

When designing a logo that reflects a brand’s personality, it is essential to consider the target audience. A logo must resonate with the target audience and be prepared to appeal to their preferences, tastes, and values.


The psychology of logo design plays a significant role in creating compelling logos that resonate with their target audience. Designers carefully consider the psychological effects of color, shape, typography, and brand personality when designing logos that convey meaning, evoke emotions, and create associations.

Part 2 of this series will explore the importance of simplicity, uniqueness, and memorability in logo design. We will examine case studies of successful logos that have achieved these objectives.

Beefy Marketing helps you grow your business with fully managed marketing services, expert resources, & our community small business owners. Contact us if you need logo design services!

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Andrew Brockenbush

CEO of Beefy Marketing & Host of the Business Growth Hacks Podcast