This Colorful Infographic Explains the Psychology Behind Logos

By: Charlotte Joyce Kidd - Sep 1, 2015
References: colourfast & designtaxi
This colorful infographic illustrates the psychology behind logos, breaking down how they affect consumers' perceptions of a brand.

From typeface to color and shape, every aspect of a brand's logo implies something about the company's identity to the viewer. For example, a circular or curved logo like Pepsi's suggests community, sending a positive emotional message. The color blue -- used in the Facebook and Visa logos -- tells potential clients and consumers that the brand is strong and trustworthy, and instills a sense of calm. FedEx has minimal spacing between the letters of its logo, because this reflects the tight, speedy service it offers.

While it's not something that we think of consciously every time we see a logo in day-to-day life, the psychology behind logos is a complex art into which designers and executives put much thought and effort.