A logo is a graphic symbol or emblem that is designed to represent a company, organization, product, or brand. Logos are a critical part of a company’s visual identity and branding. The symbolism and meaning behind a logo can communicate important values, attributes, and messages about a brand. As such, the symbolism of a logo is an important consideration in the logo design process.
The Importance of Symbolism in Logo Design
A logo serves as the face of a brand – it is often the first interaction a customer or stakeholder will have with an organization. The logo represents the brand promise, identity, and values. As such, every design element in a logo should reinforce the desired brand image and associations. This includes the use of colors, fonts, shapes, icons, and any other symbols.
The ability of a logo to trigger certain associations through its symbolism gives it power. Research shows that customers are more likely to recall a logo, and thus brand, when the logo effectively taps into schema or meanings already established in the mind of the viewer. Schema essentially provides mental shortcuts for interpreting and categorizing the world around us. An abstract logo containing no recognizable symbols can seem foreign and be difficult to relate to. However, strategic use of symbolic images allows customers to quickly make connections between the brand and positive memories or feelings.
Common Types of Visual Symbolism in Logos
Shapes
Shapes are one of the most common types of symbolism used in logo design. Certain shapes tend to evoke predictable reactions and meanings, which can be strategically leveraged. For example:
– Circles or curvy shapes indicate community, connection, trust, and protection.
– Squares and rectangles communicate stability, professionalism, strength, and efficiency.
– Triangles represent progress, direction, strength, ambition, and creativity.
Colors
Colors hold great symbolic meaning and are strongly tied to emotions and associations. Color choice in a logo helps customers intuitively grasp what a brand represents. For example:
– Red commands attention and communicates urgency, passion, energy, strength, and masculinity.
– Blue conveys trust, confidence, wisdom, loyalty, and stability.
– Green represents harmony, health, refreshment, nature, and environmentalism.
– Yellow signifies happiness, optimism, youth, and clarity.
Icons
Icons and pictorial representations can symbolize an organization’s values, industry, products, services, or legacy. For example, Apple’s apple with a bite removed is a nod to the forbidden fruit from the Biblical story of Adam and Eve. The bite represents the acquisition of knowledge and territory Apple has staked out with technology and innovation.
Some other iconic examples include:
– The bird in Twitter’s logo represents freedom and empowers brands to connect and express themselves.
– The scales of justice in ACLU’s logo symbolize the organization’s role in upholding justice, law, and equal rights.
– The recycling arrows in the Waste Management logo demonstrate sustainability and environmental stewardship.
Fonts
Fonts, though often overlooked, also hold symbolic meaning that impacts brand perception:
– Serif fonts like Times New Roman convey tradition, class, and heritage.
– Sans-serif fonts communicate modernity, efficiency, and objectivity.
– Script fonts feel personal, elegant, and luxurious.
– Bold, structural fonts feel stable, strong, and professional.
Psychology Behind Visual Symbolism
Research has uncovered several psychological reasons why visual symbols, when thoughtfully employed, are powerful brand assets.
Processing Fluency
Processing fluency refers to how quickly and easily the human mind interprets and give meaning to a stimulus. Symbols that are simple, recognizable, and convey meaning are processed fluently. This fluency transfers to positive brand judgments. In contrast, complex and multi-layered graphics may be intriguing but cause processing difficulty and negatively impact perceptions.
Picture Superiority Effect
Humans have superior memory for visual information compared to verbal information. We literally “see” the logo in our mind’s eye when thinking of the brand. Pictorial elements tap into this picture superiority effect for improved brand recall and recognition.
Mere Exposure Effect
The mere exposure effect means that repeated exposure to a neutral stimulus will result in increased positive feelings towards that stimulus over time. A logo serves as a perpetual touchpoint between customer and brand, driving familiarity and affinity with simple, ambient exposure.
Implicit Associations
Consumers hold implicit associations between visuals, concepts, and emotions. An anchor, for example, subconsciously triggers thoughts of stability. Emotional imprinting allows logos to tap into these implicit associations and shape brand perceptions at a subconscious, emotional level.
Examples of Great Logo Symbolism
Here are some great examples of logos that strategically leverage symbolism:
| Company | Logo | Meaning |
|---|---|---|
| Apple | Apple with bite removed | Forbidden fruit, innovation |
| Target | Bullseye | Accuracy, aim, goals |
| Mercedes Benz | Three-pointed star | Dominance on land, sea, and air |
| WWF | Panda | Rare, endangered species |
| NBC | Peacock | Proud, colorful, brilliant |
Tips for Leveraging Symbolism in Logo Design
Here are some tips for strategically using symbolism when designing or redesigning a logo:
– Identify your target audience and brand personality – this guides what symbols best align with your brand identity and appeal to customers. Avoid ill-fitting cliches.
– Prioritize simple, versatile graphics for maximum impact and processing fluency. Complex concepts can be revisited later once brand recognition is established.
– Consider communal meanings and associations with shapes, colors, icons, and fonts to tap into implicit associations and picture superiority.
– Symbolism should reinforce your brand promise and unique value proposition – not just visual appeal.
– Test logo symbolism on your target audience during the design process to ensure the intended meanings are conveyed.
– Evolve logo symbolism carefully over time as the brand grows and new associations emerge. Drastic redesigns risk alienating customers.
Conclusion
A logo should serve as a visual shorthand for your brand identity and promise to customers. As such, intentional symbolism during the design process is key. Simple yet strategic symbols and visuals allow a logo to relay the right ideas about a brand quickly, tap into psychology to resonate emotionally with consumers, and cement itself in the mind’s eye for powerful differentiation. With so much riding on a logo, ensuring thoughtful symbolism is a worthy investment for long-term brand recognition and loyalty.