If your company needs a new logo design or any general branding work, you’ll probably be exploring your options. Do you go for a completely different logo or tweak the logo design you already have? Either way, you might be questioning: what makes a great logo design? And how do you design a logo that captures the essence of a product, person or brand?


Why Brand Matters

Your logo is you or your business’ first point of contact with the outside world. If people connect with your branding, the likelihood is they’ll be more open to whatever it is offering them. Great logo design requires a complex mixture of design skills, creative theory and skilful application.

Any designer worth their salt can create a fit-for-purpose logo, but truly mastering all aspects of the craft takes time. Of course, logo design is just one small subset of branding, but the logo or brand mark remains the centrepiece of most branding schemes. And we all know that it’s often the part of a new identity that is most picked apart by the public.

The Psychology of Colour & Shapes in Branding & Logo Design

The psychology of colour is fascinating, and plays a pivotal role in building a brand association, whether you’re crafting a symbol-based logo or a wordmark.

Here are five logo design tips to help you employ colour theory in your work.

Understand The Colour Wheel

What lies at the core of colour theory? Yes, you got it, the colour wheel!

The colour wheel is an essential tool for combining colours in different ways. Did you know that the first colour wheel was originally sketched by Sir Isaac Newton in 1666?!

The most common version features 12 colours, based on the ‘RYB’ colour model.

Colour Wheel Flower

Manage Colour Schemes Carefully

Use The Psychology Of Colour To Control Mood

The choice of colour palette you go for can make or break a logo design, this can be down to aesthetic reasons, but also because of we, as humans psychological associate certain things & emotions with certain colours.

For example, colours on the warmer side of the spectrum – like red & yellow – are bold, uplifting & energetic, whilst their cooler counterparts, such as blue & green, exude calmness & a more reserved feeling.

The role that psychology plays when it comes to the human response to colour is particularly relevant when it comes to branding. For example, an emotional response, in terms of how consumers feel when they look at it; but also a practical response, in terms of how a brands product stands out to the consumers in that market.

Research Sector-Specific Colour Trends

In order to stand out in any given market sector based on the colour of your brand, you need to understand what the current powerful trends are for you market – blue, for example, is commonly used in the financial sector, while green is frequently found in logos & branding for environmental organisations. Sometimes it will work in you businesses favour to avoid the obvious.

As Well As Colour, Understand Shape Psychology

Generally speaking, if you logo is simple, people are more likely to remember it.


“shape and colour can transcend cultural and language barriers”

– Wassily Kandinsky


Brand Voice & Identity

Understanding your brand voice & identity before you start is a must.

Make sure you chose typography, shapes & colours which ooze your brands vibe & personality.

Has a logo/brand refresh & revamp been playing on your mind?

We’ve put together some quick questions to ask yourself;

  1. What is the core purpose of my business?
  2. Who is my business for?
  3. What are the key elements of my business that need demonstrating?
  4. Does my logo still represent what my business is about?
  5. Could my logo do with redesigning completely or does it just need refreshing?

You can find our FREE PDF Guide to Psychology & Colours on our LinkedIn Page; CLICK HERE

If you need any help with branding, get in touch with us today & let’s have a chat – our ONQOR Design team do love a coffee!