Did you know that CitiBank spent $1.5 million to Paula Scher from Pentagram to create their logo (source)? Isn’t that crazy? Maybe a little, but if you understand the impact logos have on your brand, you might just understand why businesses are ready to spend millions.
A brand’s logo is its identity, it embodies it. So, when your logo design doesn’t align with your brand values, you’re essentially wearing a mask that doesn’t fit –
confusing your audience, diluting your message, and missing countless opportunities to connect authentically with the people who matter most to your business.
So, how to incorporate your brand values in your logo? That is what this blog is about, so, keep reading and find out.
The Role Of Logo Psychology In Branding
So much goes into designing logos—from research, rough sketching, digital sketching, refining to finalizations. Moreover, it also involves a little bit of psychology because our brains tend to subconsciously react uniquely to each color and shape.
For example, Red immediately awakens our senses, and blue puts our minds at ease. Likewise, each shape and typography evokes some emotions in the viewer. Therefore, choosing the right logo elements allows you to connect with your customers and express your brand message. Understanding these psychological aspects of the elements can help you align your logo with the brand values.
How To Align Logo Design And Brand Values?
Creating a logo isn’t a quick fix. It is an integral part of your branding and thus needs due time, consideration, and much of your thoughts. You can always connect with an expert, like Four Pillars, for logo and branding to build your brand while focusing on running the operations to sustain the brand image.
1. Under your values and customer psychology
How will you cook a delicious recipe if you don’t know the ingredients? Similarly, how can you align your logo design with brand values if you don’t know the values or the customer’s psychology?
It’s all about image and how you want to present it. So, jot down all the values and emotions you want your brand to have. Ask yourself what your brand represents and offers to the target audience.
Then, focus on your brand’s core values, such as innovation, sustainability, growth, integrity, and more. You should also consider whether you want your customers to perceive you as trustworthy, reliable, luxurious, exciting, and more.
2. Define the logo objective
Sure logos are important for branding, but they can be so much more. They have the power to influence your audience, so, add some purpose to your logo, define what it can mean to you and what it can mean to your audience.
Here are a few questions that can help you determine the objective of creating a logo and branding:
➔ Who are your customers that will see the logo?
➔ Where are you going to use the logo? (website, packaging, billboard, or social media)
➔ Does your logo need to stand out from the competitors?
3. Choose elements that reflect your values
Each element of a meaningful logo design is chosen to express some emotion and value. Therefore, understanding logo design psychology is critical when creating a logo design for brand identity. Let’s understand the three most essential logo elements.
- Colors:
Each color shapes the brand’s perception in the customer’s mind. For example, blue is perceived as reliability, green as sustainability, red as excitement, black as luxury, and so on. Pick colors that are associated with your brand value. - Typography:
Typography of the fonts has a tone associated with your brand value. For example, script fonts are used for playful and casual tones, serif fonts for luxury, and sans serif for modern brands. - Shapes:
The shapes are often neglected but are the most powerful element of the design. It creates a structure and expresses a value. For example, a circle is associated with harmony & inclusivity, and community, while a triangle is associated with progress and innovation.
4. Create a cohesive & memorable design
Once you understand the logo elements and their psychological impact, pick a few that align with your brand value and are cohesive. Focus on creating a neat-looking, scalable logo for all your marketing campaigns. Your goal should be to create a logo that stands out from your competitors and is easy to remember for your customers.
5. Test the design with feedback
Creating a design isn’t the end of the process. Now, you need to test the impact of the said design by asking for feedback on how people perceive it. You can rely on an internal team or others who can give honest feedback. Refine the design based on the feedback till you are satisfied with the result.
Creating a logo design brand value isn’t easy. That’s where we can help you! Four Pillars is a trusted brand identity design agency in Surat with years of experience, a stunning portfolio, and words from our customers backing us! We can help you build your brand and a brand-identity design logo from scratch.
Contact us now for a consultation!
Conclusion
Your logo is how your audience sees and perceives your brand. Therefore, your logo should align with your brand values to connect with customers and stand out from the competitors. We discussed a few tips to help you choose logo design elements that can help you build trust, boost brand recognition, and express your values effortlessly through the logo. Whether you build your brand or want to rebrand, we can help you create a meaningful logo design! Explore our website or contact us to know more.
FAQs
1. Why is logo design so important in brand identity?
Logos are often the first thing a customer notices and recognizes. It helps you stand out from the competition and express what your brand stands for. The logo design enables you to create a brand identity.
2. Which factors to consider when creating a brand logo?
Consider your core brand values, color and shape psychology, typography, target audience, and scalability when creating a brand identity design logo. Four Pillars can help you create a unique logo design with your brand values!
3. What’s the difference between logo and branding?
Branding is a broad concept that helps brands create an image, tone, message, and brand perception for the customers. A logo is a symbol or visual identity of a brand. The logo is part of the branding strategy.
4. How to make a timeless logo?
A timeless logo should be simple and relevant even after 10-15 years. Therefore, focus on creating simplistic logos with classic colors and logo elements. Be mindful when using trendy elements, as they might become irrelevant and cringe after a few years.
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