How your logo design can influence customer decision
The difference between a good logo and a bad logo is that a good logo design communicates to
your customers what your company stands for and what it offers. The various elements of the logo
like the font usage, colours, shapes and lines creates a visual image in the minds of the customers
about your brand.
This visual image greatly impacts the customers buying decision. The right logo design can
communicate trustworthiness, stability, your vision, the softness or hardness of your brand and
your brand perception. Lighthouse situated in Indiranagar is one of the best logo designing agency in Bangalore.
Shape of your logo design
Circular logo design
The shape of the logo plays an important part in creating the perception of your brand. A circular
shaped logo indicates softness and is associated with comfort, continuity, femininity and security
ideal for brands in hospitality, women’s products, banks, car makers etc.
Square & Rectangular logo design
A Square logo and a rectangular logo signifies stability, professionalism, efficiency and strength
that goes with the corporate culture. A square or rectangular logo design is ideal for corporate
companies, manufacturers, property developers, technology companies etc.
Triangle logo design
Triangle logo design signifies direction moving upwards, forward etc. A downward facing triangle
logo is more appropriate for male associated brand. While an upward facing triangle logo signifies
progression. Multiple triangle formations signify speed and pace. Brands associated with Sports,
mining, construction companies, religion and law.
Spiral, organic shaped logo designs
The viewer is normally surprised by the uniqueness of a different shaped logo and captures
creativity and differentiation of the brand. While on the other hand, If not done right, it may signify
vainness, whimsical, or complication. Ideally used for organic, music brands.
Your logo color palette
Choosing the right colour palette for your brand logo is extremely important for multiple reasons.
One of them being, your choice of colour palette will be carried into all communication elements -
both internal and external and even into your digital assets. The second important reason for
choosing the right colour palette for your logo design is the colour will determine your brand
identity, communicate your brand’s value proposition and it’s personality.
Human mind reacts in diverse ways to various colours. The colour usage in your logo will play a
part in establishing the emotional connect that you desire with your customers.
These colours are standard colours that most logos use and what these colours signify.
White - Signifies purity, hygiene, innocence
Black - Power, Strength, Glamour, Intelligence, Modern, Luxury
Brown - Seriousness, Confidence, Security, Reliability
Red - Vivacity, Warmth, Love, Comfort
Pink - Femininity, Love, Warmth, Sexuality
Yellow - Friendly, Energy, Positivity, Happiness
Orange - Prosperity, Warmth, Change, Playfulness
Purple - Luxury, Quality, Awareness
Green - Nature, Health, Tranquility, Fertility
Blue - Wisdom, Loyalty, Sophistication, Respectability
Grey - Classic, Mystery, Timelessness, Efficiency
For example, if you are a modern luxury brand that caters to a sophisticated audience, your ideal
logo colour palette should include shades of Grey, Black and purple, and if you are a financial
institution, your ideal colour choice should be blue and white.
Font usage in your logo design
Font usage will determine your logo’s personality and position your brand as one that’s either
creative, quirky, reliable, caring, luxurious, cool or serious.
Your logo design agency should consider the following factors:
The font should be aesthetically appealing
The usage should make your logo look professional
It should be legible and simple
Spacing and positioning should make it readable
Size of the font should make it visible depending on where you are bound to use it
Logo fonts fall under four categories, Serifs, Sans Serifs, Decorative and Script. All other fonts or
Typefaces fall under these four categories.
Serifs typically signify reliability, reputability, neutrality and are conventional in design.
Sans Serifs are clean, modern, simple and straight forward.
Script fonts are creative, emotive, interesting and curvy.
Decorative fonts are usually fun, unique and casual.
Mnemonic and brand mascots usage in logo design
The importance of a Mnemonic or brand mascot comes into effect if your brand name is generic or
is a made up word. In such cases, a visual mnemonic or a mascot plays a role in registering your
brand in the minds of customers. Use a mnemonic or form a mnemonic from the initials of your
brand if you feel that it adds character to your logo. The mnemonic should connect with your
product or service. It is usually difficult to establish brand recall and association with just the
mnemonic usage, but if you are successful in creating one with your mnemonic then go ahead and
use it. The best example of a very popular mnemonic is the Nike swish, the bitten apple, the three
pointed star or the blue and white checkered unit which have deeply established themselves in the
minds of everyone.
Select the right logo for your brand
Designing a logo is serious business and you should seek professional logo design services before
zeroing in on the right logo. The usage of the right typeface, shape, colour palette or the inclusion
of a mnemonic or mascot together will form the right logo for your business and will go a long way
in communicating the right message and image to your customers.