• Nour Alhamwi

Brand Identity-What Goes Into a Logo?

Whether you’re a new business seeking out your logo, or an established business in search of a new brand, choosing your logo is an important step in the branding process. There are a couple of areas you’ll want to consider when thinking about hiring a graphic designer for a logo design.


A logo should be instantly recognizable, easy to make-out, meaning not overly ornate and difficult to see or read in a small size, and should represent your industry or business so people don’t have to decipher what your logo is meant to be.




Branding is vital when getting your message to the public. It should be clean, let people know who you are and what you do. So, how do you showcase that in a logo? There are different elements that go into logo design. Here are three examples of important logo traits.

  • Color

  • Shape

  • Font/Typography

Let’s look at each a bit closer.


Color Theory

Color theory has been widely expanded on over the years. When it comes to marketing, they found that certain colors create subconscious feelings. With that in mind, graphic designers will use these emotional connections to help create your logo. That’s not to say you can’t choose a favorite color, but understanding color theory may help you get your message across better.


One example is the color blue. Blue was found to give people a sense of trust. Yellow is excitable, while green brings about tranquility, and red tends to show urgency. Interested in learning more about each color? You’ll find a great article on color theory here.


Color examples in famous logos:

  • McDonald’s uses red and yellow.

  • AT&T chose blue.

  • Starbucks uses green.

  • Nickelodeon opts for a playful orange.

Shape and Size

Have you ever thought about your reactions to things such as circles, triangles, or squares? We rarely stop and think about shapes, but you probably have a natural preference for one over the other. If given the choice, would you be drawn to the fluid, round curves of a circle, the equal sided, firm strong structure of a square, or the pointed triangle?


When designing logos, shape is just as important to your design as color is. We briefly looked at color theory, now let’s see how shapes can influence a person.

  • Circles

  • Square

  • Triangles

Round designs are comforting. They are soft and feminine, and we think of objects like the sun, wedding rings, and the idea of continuity. Circles are a popular choice for many big brands such as Pepsi, Starbucks, and Target.


Squares are about structure. They offer stability and strength. Clean straight lines tend to have a more masculine feel than circles do. They are balanced and equal. Here are a few examples of square logos that may be familiar: Home Depot, American Express, and LEGO.


Triangles offer sturdy, strong lines, but can be turned on their sides. Triangles have the ability to be playful or solid. They are a less popular choice when it comes to logo design. Examples of triangle logos come from Delta, Google, and Airbnb.


Choosing the Right Font or Typography for your Logo

When it comes to font, there’s a lot to consider. Do you want print or script, Serif or Sans-Serif, playful or professional fonts? Each font has a unique feel. Consider the difference between the logos of Toys’R’Us and their font choice versus the bank logo of HSBC. Each uses the shape and styling of letters to portray that one is friendly and fun for children, while one is serious and professional. The priority should always be readability first and foremost.

Different font styles to consider:

  • Print or Script

  • Serif or Sans-Serif

  • Playful or Professional

What does a logo with script font say? It leans toward a more elegant style. A Serif font tends to feel traditional. What if you were to use a thick, heavy font for your logo? Would it give you a different vibe? Of course, it would, whether you realize it or not.


Subconsciously we’re always noting details, like reading things in design that we don’t even think about. Does it excite you, look relaxed and comfort you, or make you want to run in the other direction? Is the typography slanted, or does it stand up straight? We create associations with logos and designs. You’re connecting pieces of a puzzle simply with the use of letters, color, and shape!


Let’s think about some of the unique typography in well known logos. Coca-Cola is a perfect example. We all recognize it immediately. What other brands can you think of that have unique, well-known fonts? Walt Disney is one that comes to mind, as is Harry Potter with its lightening shaped letters. The font choices are specific and convey ideas. What about the Toy Story logo? It’s very unique—you’d recognize it immediately.


When it comes to brand identity, there’s a lot more than simply choosing a random selection for your logo. It’s important that you represent your company in a way that makes sense to those who are look at your brand’s logo. People subconsciously make choices and have reactions, and by choosing the wrong details, you can give a different perception of who you are and what you stand for.


If you’d like to discuss updating your logo or are ready to get started with your new business, I’d love to help. Contact me today, so we can get started.


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