Logo design is a time-intensive and research-heavy process. This is why many businesses leave the designing to the pros. Logo designers’ experiences not only give them the skill to create compelling logo designs but also know the psychology behind logo design. And if you want to know how logo designers make designs for clients, here’s what they consider to help you understand the process better.


Colors are the most prominent element in your logo design. This visual aspect helps evoke emotion in just one look. It’s vital that you choose the most suitable color since it should reflect your brand identity and personality. However, there are no exact rules on what colors you should select. It’s just that some colors can give the wrong impression when your customer sees your logo for the first time.

Know the meaning of the colors here:

  • Red – Love, excitement, passion, power, confidence
  • Orange – Optimism, warmth, adventure, motivation, happiness
  • Yellow – Happiness, excitement, joy, hope, laughter
  • Green – Lucky, balance, growth, prosperity, health
  • Blue – Calm, relaxation, security, loyalty, reliability
  • Purple – Royalty, luxury, mystery, creativity, wisdom
  • White – Purity, innocence, openness, calm, sophisticated
  • Black – Elegance, power, mystery, sophistication, authority
  • Pink – Femininity, love, calm, hope, compassion
  • Gold – Success, wealth, wisdom, optimism, royalty


Another visual element that evokes emotions is the font. Logo designers are very particular when choosing fonts because using the right typeface or weight will invite the audience to perceive the brand in a specific manner. That said, logo designers choose among three font types:

  • Serif
  • Sans serif
  • Script or cursive

First, serif fonts are associated with tradition, professionalism, and trustworthiness. On the other hand, sans serif fonts are modern, clean, and friendly. However, you don’t have to stick to these two popular options. Script or cursive is another excellent choice, especially if it suits your brand. It can symbolize a creative or casual identity. However, make sure that it’s legible. 


Another area of consideration when analyzing logo design is shape. Even this aspect gives meaning to your logo design and, by extension, your brand personality. Logo designers will identify the most fitting shape for your brand. Here are the most common shapes:

  • A circle represents wholeness, community, and completeness. It could also mean gentleness, considering the circle’s curves.
  • A square or rectangle may represent rigidity. However, they lean towards professionalism and stability.
  • A triangle is similar to the square where it represents stability. However, triangles are sometimes mystical and associated with the art community.

Some shapes are abstract or geometric. It could symbolize the brand’s uniqueness.

Do you need inspiration for your logo design? Check out what Penji can do for your brand here!

Other Considerations

Aside from these three visual elements, there are three other aspects to consider when going deep into the psychology of logo design. 

First, there’s the history. Some brands prefer integrating their history into the logos, making it even more meaningful. This could even bring a more emotional side to the brand, which can connect with audiences.

Besides that, there’s also symbolism. Shapes provide that. However, characters, mascots, or animals also represent the brand’s character. 

Finally, in addition to these characters, abstract symbols can also be significant to the brand, based on certain objects and their meaning.

The Meaning Behind Logos


Ikea underwent several changes before landing on its blue and yellow wordmark, which we all recognize. It wasn’t until the 1960s that the logo evolved into its current look.

One (or two) conspicuous elements in the logo is the use of blue and yellow. It’s their way of showing their Swedish roots as the brand expands. They further explain that blue is a way to stand out. Meanwhile, the yellow is for optimism. Meanwhile, the font uses the Futura block, which is eye-catching. Plus, it was their intention so that when people see the brand from afar, they can see it.


The Dunkin’ logo wordmark broke the internet when the donut company dropped Donuts from their name. Jones Knowles Ritchie kept the company’s signature orange and pink color to remain recognizable. However, they improved the company’s typeface to create a bespoke one. According to the brand, the rebrand was necessary to bring even more optimism and joy to their customers.


Android has recently changed its logo. As a brand under the Alphabet umbrella, it has also adopted Google’s branding through font. According to Google, it kept the newly refreshed and even more dynamic robot to present community and connect with people. Additionally, the curves align with Google’s branding, but they are unique to Android.

Baskin Robbins

Image credit: Change Up

One evident element in the Baskin Robbins logo is the number 31. Change Up redesigned its former iconic logo into a more modern one to connect with younger audiences. The agency approached the redesign by taking inspiration from mid-century visuals. Additionally, they mention that the brand is fun and bold. Plus, they kept the 31 to keep the ice cream company recognizable to old and young audiences.


The NYU logo has a distinct torch logo. The university says that the torch represents the light and knowledge they bring as students are educated in the respected institution. Moreover, they use violet to present non-conformity that makes an impact. Finally, their font, NYU Perstare is a sans serif type that captivates different audiences (i.e., students, teachers, and staff). Plus, they wanted to show a more bolder personality as the brand continues to present its exceptional values and deliver excellent educational standards.


Image credit: Qantas Newsroom

Qantas’s logo was redesigned in 2016, replacing its old triangle logo with a new, modern one with a tail fin. The Houston Group was tasked with the rebrand. As such, the new logo reflected the airline’s modern identity without compromising its legacy and history. It’s also evident that the kangaroo had a makeover, but it still retained its figure.


Our final logo on the list is Slack. The communications app rebranded from its 11-colored logo to a simplified four-colored one. Pentagram handled the rebrand and ensured that the hashtag-looking image (octothorpe) was distinct in various platforms or mediums. Additionally, the octothorpe has two main elements, a lozenge and speech bubble. The speech bubble, in particular, signifies the brand’s service: communication.