Emotions of different colors
and shapes with example of
logo designing
Basic types of logos:-
Symbol or Icon
This type of logo represents the company in a simple but bold manner. In most cases, the image is abstract
and stylized to give visual interest. Most companies that use this type of logo will have a very simple main
logo, but may choose to create additional alternative versions that appear a little more flashy. The human
mind can easily remember a simple form much easier than a complex one. It’s best to use a simple symbol
or icon if you plan on building a large business. You probably recognize symbol logos like Apple, Shell and
Mercedes-Benz.
Word Mark
These are uniquely styled text logos that spell out the company or brand name. Many times, custom
fonts are created specifically for brands to use across all their marketing and branding collateral.
Some examples include Facebook, Disney and Sony.
Letter Mark
Lettermarks are exclusively typographic. They use a symbol representing the company through the use of its
initials or the brands first letter. Many companies choose to use this type of logo because their initials can
better graphically illustrate the company better than the full name (name is too long), the name is hard to
pronounce, or it’s just not distinct enough to carry its own weight. Some companies and organizations that
use lettermarks include Hewlett-Packard, Chanel and General Electric.
Combination Mark
These logos combine a wordmark and a symbol or icon to give the flexibility for the
use of either or both elements across a variety of applications. A well-designed
combination mark looks just as good with the elements separate as it does with them
together. You might recognize some combo marks like Hawaiian Airlines, Adidas and
Sprint.
Emblem
An emblem logo encases the company name within the design. Some examples
include Starbucks, the NFL and Harley-Davidson Motorcycles.
SHAPES
The different characteristics of a shape convey
different moods and meanings.
Changing the characteristics of a shape alter how
we perceive that shape and make us feel
differently about a design.
Shapes are a powerful way to communicate.
circles depict calmness
sharp-edged shapes like squares depict agitation.
light-coloured shapes convey happiness
dark-coloured shapes convey sorrow.
COLORS
Color choices also give your logo depth by forging a
visual connection to your company's values and
personality. The right combination can visually
communicate the feeling your company is projecting to
consumers.
Because it evokes human emotions, color is one
of the most immediate ways to express brand
personality. Choosing a color that embodies your
brand personality is critical to building a consistent
and cohesive brand experience.
RED
Red in branding and marketing is a bold and active color
Many strong, corporate brands use red in their logo. It
feels bold and energetic. These brands aren't making specific
references to blood, health or food, but they recognize that
the color conveys powerful and energetic emotions.
That's why KFC, McDonald's, Pizza Hut, Popeyes, and
Wendy's all use red logos, reports the article “The
Psychology of Color in Logo Design.” Kellogg's, Nabisco,
Heinz, Dairy Queen, Lay's, Coca-Cola, Budweiser, and
Redbull also have red logos.
YELLOW
● Increases cheerfulness and warmth. Stimulates people
mentally. Represents optimism and youthfulness in marketing.
● A yellow logo shows that your company is positive and friendly. It can
be used to grab the attention of window shoppers and convey a sense of
happiness.
● Yellow: Joyful, curiosity, happiness, warmth. Yellow is attention
grabbing, and promotes happiness and warmth. Orange: Affordable,
creative, light-hearted, and youthful. Orange combines the effect of red
and yellow, exciting, and may drive appetite.
GREEN
green is often associated with money, prosperity, and security, many
financial companies take advantage of that in their logos. Some
of the most well-known brands from the financial sector use green
logos, such as Fidelity, TD Bank, and NerdWallet. It's important to
note that no one color fits in a box.
Green is mainly used to represent eco-friendly companies or
businesses revolving around agriculture, recycling,
landscaping, gardening and solar power. It is the color of nature
and gives a calming effect while representing growth.
Use green to indicate safety when advertising drugs and
medical products.
BLUE
This color is used by various businesses related to software,
finance, the pharmaceutical industry, government, and banks,”
notes the article “Meaning and Uses of Colors in Logo Design,”
which says that blue represents authority, loyalty, power,
professionalism, and trust.
Regardless of the reason you choose it for your logo, blue brings
with it feelings of dependability, professionalism and trust.
Both men and women choose it as their favorite color. These two
things combined make it the number one logo color choice of
major corporations and small businesses.
blue is associated with knowledge, trust and accessibility.
ORANGE
orange is a great choice for your logo's color scheme. This
dynamic, energetic color works across industries, evoking
everything from determination, to creativity, to success.
Orange. Orange is yellow's more playful and energetic cousin.
It mixes a more invigorating and active emotion associated with red
while employing yellow's mellow tones. Orange is great for brands
looking to elicit feelings of vitality and happiness, such as travel
companies.
Orange combines the energy of red and the happiness of yellow
for a warm, confident, fun hue. The color increases oxygen to the
brain, which stimulates mental activity and creativity. Orange is
another highly visible color, so you'll often see companies using
orange to advertise toys and food products.
PINK
The company is popular for its beauty products, which explains
why pink is the most appropriate logo color for their business.
Their logo is straightforward and connects well to women. The
pronounced use of pink in the logo can be read as feminine beauty
and charm.
Pink signifies romance, love, and friendship. It denotes feminine
qualities and passiveness.
Pink: Feminine, innocent, and gentle. Pink is often used to add
female appeal, and represents innocence and delicateness. White:
Peace, purity, cleanliness.
PURPLE
Purple. Represents: Royalty, Luxury, Celebration, Education
and Elegance. Being a color of royalty, purple is mostly used to
represent religious institutes and educational organizations. It is
seldom used for commercial services, unless it can clearly
represent the main essence of the company it stands for.
Physiologically, it heightens people's sense of beauty and their
reaction to more creative ideas. It's associated with mystical
powers, intuition and higher levels of perception and different
levels of consciousness. So if you're a psychic or work in the
spiritual sectors, then purple is a perfect colour for your
logo.
BROWN
While some perceive brown to be drab or boring, it can be a
surprisingly strong color choice in logo design,
conveying quality, strength, reliability, and honesty.
The deep hues of brown inspire a sense of
seriousness without black's stronger overtones. It remains
softer and its connection to natural tones makes it a more
grounded choice. Brands looking to portray a sense of quiet
supportiveness and reliability could do well with brown.
Brown, the color of earth, wood, stone, wholesomeness,
reliability, elegance, security, healing, home, grounding,
foundations, stability, warmth, and honesty, is a natural,
neutral color that is typically associated with the seasons of
fall and winter.
WHITE
White is often associated with purity or cleanliness – the reason why
brides wear white dresses. This might be an old-fashioned custom,
but it signifies values like chastity and purity. White can imply
innocence, goodness, a fresh start or safety. Unlike many other
colors, white is rarely associated with negative feelings.
In design, the use of white can be a little tricky because it’s
impossible to use as a stand-alone color. A white logo will always
need a colored background or complement to be properly visible. If
you’re thinking about a primarily white logo, you’ll need to select an
appropriate background color.
Companies or brands who choose white for their brand may have an
“enlightened” persona. It could also signify the brand seeks
excellence, represents new beginnings, or delivers peace and
comfort. By using white in your business logo, you can communicate
goodness, cleanliness, clarity, innocence, a sense of optimism,
equality, energy, and idealism.
BLACK
Black is traditionally seen as a symbol of professionalism and
seriousness. However, it can also be used to elicit feelings of
elegance, substance, and power. Brands which pick black are looking
to make a powerful statement and convey a sense of authority and
respectability.
Black is the color of elegance, luxury and upscale fashion.
When used in packaging, black can create a powerful and impressive
effect, even making products seem more stylish or luxurious.
Timeless black is a popular choice for many high-end luxury brands.
A symbol of elegance and affluence, black logos work well for
companies like Gucci, Prada, Chanel, Michael Kors, Coach, Cartier,
and Prada.
Shapes
CIRCLE
Using a circle in a logo can suggest community,
friendship, love, relationships and unity. Rings have
an implication of marriage and partnership, suggesting
stability and endurance.
An absence of edges or points makes circle logo design
a popular choice. Circles are round and soft, and thus,
inherently different from most other shapes.
Circles are complete and create emphasis.
Circular shapes: Unity, community, friendship, stability,
feminine
SQUARE
Squares and rectangles translate to feelings of stability
and balance in the human mind.
Squares can be used to create structure and solidity in a
logo.
The most common shapes in graphic design are squares and
rectangles.
Square shapes are formed by straight lines and right angles
that give viewers a sense of reliability and security and these
attributes make people feel safe and contained.
TRIANGLE
Triangles are a dynamic and less common logo shape. Triangles
are associated with stability and ingenuity, as well as
mysticism, and the arts.
The harsh lines and dramatic geometry of triangles can make for
some very playful logos.
Place a triangle with the tip pointing upward for a more grounded,
stabilizing logo.
Rotate the point downward for a more active logo that
communicates movement and motion.
You can also use triangles in logos to substitute for the letters ‘A’
and ‘V.’
ABSTRACT
An abstract logo is a symbol or image that isn't necessarily
recognizable, but rather a complex geometric shape that
represents your business in a conceptual way. More
importantly, abstract logos are able to infuse layers of meaning
into an image, making yours a memorable,
conversation-starting logo.
Abstract shapes can be a combination of various logo shapes
to create a unique, original shape. They make brands easily
identifiable, unique, and modern. They’re versatile enough
to convey various meanings and emotions, giving brands free
rein over what they’d like to communicate.
Logo evolution of
famous brands
Logo Names: Evolution of Famous Logos Over
Time
Observe the image and select the three correct options for it:
a. Gargoyle
b. Grotesque
c. Convey water from a roof
d. Gothic architecture
Select the correct options:
1.Parliament Library
2.Raj Rewal
3. Indian architect
4. sculptor
Select the correct options:
1.G20 Logo
2.national flag
3.State Emblem of India
4.delhi
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THANK
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