top of page
  • Writer's pictureSarah Butler

Psychological Principles of Logo Design You Should Know To Build a Winning Logo

So you want to create the perfect logo? A logo that’s so memorable and authentic that it perfectly represents your business, product or service. But how? After all, logo design is tricky. It has to convey meaning and provoke an emotional response while fitting within specific visual parameters and staying on brand.

And just when you thought it couldn’t get any harder, there are also universal principles of good design to take into consideration. While these principles can be applied across different mediums (i.e., architecture, furniture, or fashion), they have a particularly strong impact on logo design because they directly influence how consumers perceive your logo.

Use colour to build meaning

Colour has the power to influence the mood of a logo design, its clarity or even the type of business you might be in. For example, you might want to consider using green in your logo if you're in the environmental business. Green is the colour that represents environmentalism, so using it in your logo communicates your brand message immediately. The same goes for any other colour out there.

While colour theory is an expansive topic (you can read more here), it’s important to remember that the specific combinations of colours you use in your logo design will have a direct impact on how your logo is perceived. For example, bright, bold colours tend to have an energizing effect. So if you want to convey a sense of urgency in your logo, you’d be better off using bold, vibrant colours. On the other hand, subdued, pastel colours tend to be more relaxed and soothing.

Wix has a great blog about this - read more here, but here is an extract...

Logo colour tips


Once you’ve selected your logo and brand colours, be sure to use them consistently throughout all your branding assets. This will ensure your branding collateral is recognizable and reliable.

Cultural awareness

Colours carry diverse meanings in different cultures. Always be sure to design with sensitivity and awareness to these differences. This is especially meaningful for global brands.

Competitors and industry research

Paying attention to your competitors is critical to understanding the market and what already exists. It also helps you better understand your target audience and how to effectively communicate with them based on your competitors.

Logo types

Depending on the type of logo you choose, colour can impact your overall composition. For example, an emblem logo may have different colour needs compared to a simple wordmark logo.

Be aware of shape psychology

Shape psychology plays a huge role in logo design. In fact, the choice of logo typeface and the way you arrange your logo shapes can have a direct impact on how people perceive you.

Because logos are usually limited to a certain shape, i.e. square, circle, etc., it’s important to be conscious of the psychological effect each shape has on your logo design.

For example, a circle shape typically represents perfection and unity. If you’re designing a logo for a healthcare company, a circular shape would be an ideal choice.

Similarly, a square shape can communicate stability and strength, which is perfect for a financial firm.

Other shapes, such as triangles, can be used to represent change, growth and transformation.

Once you know what you want your logo shape to communicate, it’ll be much easier to select the perfect shape.

Typography is key

Typography is the way letters look. And it’s one of the most important factors in logo design because it communicates the type of brand you are. So if you want your logo to be authentic and reflect your brand personality you’ll have to be careful when selecting the right typeface.

When it comes to typography, there are two design principles to take into consideration. The first is legibility. You want your logo design to be clear and easily readable, so you need to make sure you select a typeface that’s easy to read.

The other design principle is relevance. Your typeface should directly reflect the brand personality you’re trying to communicate. For example, if you’re designing a logo for a hip-hop artist, you’d be better off using a typeface that’s edgy, energetic and modern.

General logo tips

From Wix again....


Always make sure that your logo design will look good at any size. Ensuring that you create a high-resolution vector image that can easily be adapted or adjusted means your logo will always look its best, regardless of the context.


If your logo contains symbols or icons, their size can affect the placement of other elements in your logo, like text. If a certain element is larger, this indicates importance and attracts focus. Paying attention to the overall composition and placement of each component will lead to a cohesive design.


You want a logo that can evolve with your brand, rather than jumping on the bandwagon of the latest fads. Your logo is the heart of your brand identity and must have a sustainable design.


Just as colors and symbols can have contrasting meanings in different cultures, so can the layout of your logo design. For example, not all languages read left to right, and may view objects on the right or even the top of a logo as more important.


Consider the use of negative space, background color, layering, alignment and readability in regard to your logo’s perception.

Summing up

Logo design is a complex and nuanced task. There are a number of psychological principles to keep in mind while designing a logo. It’s important to remember that the logo design process won’t happen overnight. It can take up to a few weeks or even months.

Luckily, there are creative ways to speed up the process. You can use these psychological principles of logo design to help you design the perfect logo. Keep these principles in mind, and your logo design will be a success. And of course don'r be afraid to call in the branding experts to ensure you get it right the first time.....

5 views0 comments


Post: Blog2_Post
bottom of page