A logo is a combination of text and imagery that tells people the name of your business and creates a memorable visual to go along with it. Logos are an extremely powerful part of your brand identity. Having a catchy logo sets you apart, increases brand recognition, and resonates with customers long after the first interaction.

Four main design elements make up a logo:

1. Shapes

Did you know that the human brain associates meaning to everything it encounters, including abstract shapes? That’s right, studies show that the brain finds clean lines and edges to be dominant and bold. While curves and circles are associated with nature and relaxation.

When coming up with your logo concept, think of the message that your company is trying to portray and what shapes best represent that message.

2. Fonts

Imagine the NASA logo with Disney’s whimsical, iconic font instead of NASA’s bold, clean font. It completely changes the logo’s message and aesthetic. People associate both the way a word looks with what it actually says to determine how they feel.

When deciding which font to use in your logo, consider the following factors: cohesiveness with the other logo elements, the aesthetic of your logo, and the message you are trying to convey. Use a font that is true to your messaging, is enticing, and elevates your logo. 

3. Colors

Color is an extremely powerful communication tool that can convey a message without actually saying anything at all. Color psychology studies have proven that color can influence mood, enhance the effectiveness of placebos, and signal action. In fact, when used consistently throughout your branding, color can boost brand recognition by up to 80%.

We may not know why certain shades of blue make people feel sad while another blue hue promotes calm feelings. But we do know that color affects human behavior. When choosing colors for your logo, research color psychology and match your logo colors to the behavior that your brand is looking to promote. 

4. Icons

Icons are a visual depiction of your brand name. In most cases, your logo directly relates to the product or service that your business provides. However, companies occasionally go against the grain when establishing their logo. For example, Apple is a tech company that uses a fruit as its logo icon.

This visual element is what makes your logo memorable and attracts interest. There are several types and styles of logo icons. Most popularly, logo icons feature drawings or pictures, abstract lines, and vague shapes, or a monogram of your company name or brand initials.