Logos and Your Corporate Image

You know you've arrived when someone in your company decides you need an official logo. This might happen after years of cobbing together a mix of free online art and Word fonts. Or if you're well-​funded, you might hire a graphic artist to design your logo before you even open for business. The bottom line is that the logo, a visual arrangement of text and graphics, symbolizes your corporate image to clients. These same clients have already formed a cultural association, sometimes subconsciously, with colors and shapes.  As Erik Peterson, at Logo Critiques, points out, you want to be sure your logo makes the right impression. crown

Peterson notes that each color is generally associated with at least  one specific emotional response. Some colors evoke more than one response. For example, primary colors have a range of cultural symbolism, especially in the U.S.

  • Red- Action, adventure, aggression but it also has another context that links to love and passion
  • Blue- Authority, loyalty, trust
  • Yellow — Caution, cowardice but can also represent happiness and warmth

Peterson correctly reminds readers that using more than one color can strengthen or weaken a logo. And when color is combined with images and fonts of specific sizes and shapes, it can enhance or detract from the message you are trying to send. A great logo should allow consumers to quickly identify your product or service. Check out Peterson's blog posts for a full discussion on this topic and take time to get this detail right.

[Peterson, Eric. "Color Psychology in Logo Design", Logo Critiques, June 2009] 
Kathy Crosett
Kathy is the Vice President of Research for SalesFuel. She holds a Masters in Business Administration from the University of Vermont and oversees a staff of researchers, writers and content providers for SalesFuel. Previously, she was co-​owner of several small businesses in the health care services sector.