Display and decorative fonts: Big, fun, bold and to be noticed. Could be used in many types of logo to add personality (eg, Jokerman, Gigi, Bombing)
BUSINESS CLINIC Things which could affect how a logo is perceived
COLOUR Colour psychology is the idea that certain shades may make us think differently. Here are some of the most popular logo colours and the ideas they could represent:
Red: Power, passion, strength, energy Orange: Fun, rejuvenation, boldness, comfort Yellow: Happiness, positivity, friendliness, optimism Green: Growth, balance, wealth, nature Blue: Trust, honesty, dependability, calm Purple: Creativity, royalty, quality Black: Sophistication, security, elegance, independence White: Innocence, cleanliness, purity, new beginnings
SHAPES Just like colours can impact a design, so can shapes.
Circles, ovals, and ellipses: Community, friendship, wholeness Squares and rectangles: Stability, balance, reliability Triangles: Intellect, power, energy Curves: Happiness, rhythm, femininity Symmetry: Organization, tradition, hierarchy Organic: Pleasure, comfort, nature Vertical Lines: Masculinity, strength, power Horizontal Lines: Tranquility, calm
FONTS A typed word can be perceived in different ways depending on the font used to write it. Here are some of the fonts regularly used in logos and the messages they could convey.
Modern fonts: Fashionable, futuristic and can convey intelligence, style and cutting edge (eg, Politica, Matchbook, Klavika)
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Serif fonts: Traditional, classic and reliable (eg, Times New Roman, Georgia)
Sans Serif fonts: Simple, clean, modern, engaging and implies a company is straightforward and honest (eg, Arial, Century Gothic, Helvetica)
Script fonts: Feminine and flowing and because they mimic handwriting, can seem more personal, convey emotion or a sense of history (eg, Lucida script, Zapfino)
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