Nowadays, brand image is ranked at the same level of importance as product quality. The logotype is therefore often used to represent and enhance this brand image. Indeed, the logo has become an indispensable element of a brand's visual identity, since it allows customers to easily recognize the company, thanks to the choice of colours and symbols used. However, creating a logo that makes an impression is a difficult task, it is not uncommon to find oneself lacking inspiration. To remedy this, here is a little guide to create an attractive logo yourself.
The importance of choosing coloursThe choice of colours plays an important role in the design of a logo. Indeed, the colour reflects different feelings, emotions and even moods.
Beginners are often tempted to use many colours to bring out their creation. A common and often blatant mistake, this wide range of colours distracts the target customer and may not convey the desired value. As a result, only a limited choice of colour should be relied upon. In general, it is advisable to use a maximum of two colours for a logo. It is also important to bear in mind that colour influences the consumer's choice and conveys certain emotions. For example, while black may seem boring on the surface, it suggests authority, luxury and sophistication.
Red is often used to symbolize energy, boldness, passion and excitement, while blue represents calm, confidence, security and honesty. Green is a colour that symbolizes nature, the environment and bio.
Which shapes to choose?The shapes of a logo influence the consumer's subconscious. The brain reacts differently to lines, curves and angles. So designers play on these influences to design an attractive logo. Circles, ovals and ellipses create positive emotional responses. Rounded shapes are often feminine in nature.
- The circle evokes a community or a relationship, union or even stability.
- Square and rectangular shapes are seen as symbols of masculinity, which is why companies with a more masculine bias use these aspects for their logos.
- The triangle often represents the association between power, religion and law.
- Straight lines represent strength, efficiency and professionalism.
Some designers use vertical or horizontal lines in their logos, rather than symbols. Vertical lines are thus evocative of masculinity and power, while horizontal lines are seen as symbols of tranquility and calm.