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November 2017

The Psychology of Logo Design

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Logo design is something Chameleon Group artists specialise in and also reigns supreme when you’re developing a brand. There’s so much more to a logo than most people realise, it should encourage an emotional response designed to have a resounding effect on how your customers view your company.

Everything from the colour, shapes and fonts you use to portray your brand image are integral to not only being a point of difference but also creating the emotional response your company is after.

A great anecdote to put everything in perspective is the fact that the word “logo” actually derives from the word “logos” in Greek which means “word”.  So when you think about designing a logo, remember you’re designing a visual “word” for your business.

The easiest way to break down the attributes of logo design is in to three parts: colour, shapes and fonts. All equally as important as the next but each can entice different emotions when used effectively.


The role of colour in logo design is very important to how your business is portrayed. As stated in this great infographic, 93% of purchases are made on visual perceptions alone and 84.7% of consumer’s state colour as their main reason for purchase for buying a particular product. Not to say colour choice is the be all and end all of logo design, but it certainly plays an integral role in to how people perceive your business.

The below picture shows the most common perceptions of colour people have in western societies.

Whatever colour you end up choosing, make sure your logo works well as white on black background and vice versa. This will help build you a strong brand identity and make it much easier for you in the future. Remember that colour should be complimentary but not essential to how your logo is understood.


Our brains subconsciously react to different shapes when thinking about logos. All shapes and lines imply different meanings so it’s important you take this in to consideration when designing your logo in order to infer a specific quality about your brand.

  • Circles, ovals and ellipses usually show a positive and emotional message. A circle in your logo can suggest friendship, community and unity. It can also suggest stability and endurance with its relationship to rings, marriage and partnership.
  • Straight lined logos such as squares and triangles convey stability in a practical sense and can also suggest a quality of balance. They also imply a sense of strength efficiency and professionalism. Our suggestion is to not combine a straight edged logo with cold colours such as blue or grey as this may appear uninviting.


Serif Fonts

What is a Serif Typeface?

Serif is on the oldest known typefaces. It’s a regular typeface with added details known as tags or flags, on the letter.

Serif Fonts Examples

  • Times new roman
  • Book Antiqua
  • Georgia
  • Baskerville
  • Serif Font Psychology

These fonts evoke the emotions of:

  • Reliability
  • Respectability
  • Dependability
  • Reputability
  • Conventionality
  • Neutrality

Companies which use Serif Font in their logos

sans serif logos

Sans Serif Fonts

What is a Sans Serif Typeface?

Sans means without. Also known as gothic or simple sans, these fonts are easy to read and do not contain any flags or tags.

Sans Serif Font examples

  • Helvetica
  • Arial
  • Century Gothic
  • Calibri

Sans Serif evoke these emotions:

  • Cleanliness
  • Simplicity
  • Contemporary
  • Straight Forward
  • Futuristic
  • Neutral

Companies which use Sans Serif Font in their logo

serif logos

Other Fonts include:


  • Creativity
  • Interest
  • Emotions
  • Femininity


  • Elegance
  • Intelligence
  • Distinctiveness
  • Smartness
  • Determination
  • Forward Looking Ideology


  • Fun
  • Unique
  • Casual
  • Direct

The best way to find out the best logo design for you is to play around with shape, colour and font combinations. The team at Chameleon Group specialise in logo design and have the ability to take your logo to the next level.