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A Study of 597 Logos Shows Which Kind Is Most Effective

• Jonathan Luffarelli,
• Mudra Mukesh,
• Ammara Mahmood

Is your logo too simple for its own good?

Great logos help sell products. But what kind of logo is right for your brand? Researchers analyzed 597 companies to answer this question. They discovered descriptive logos (those that include visual design elements that communicate the type of product) more favorably affect consumers’ brand perceptions than nondescriptive ones (logos that are not indicative of the type of product). They also found that descriptive logos are more likely to improve brand performance — unless consumers associate your product with sad or unpleasant things, in which case a nondescriptive logo is probably better.

Imagine you are a marketing manager about to launch a brand called Noxu, which markets jigsaw puzzles. You just received an email from your CEO, asking you to choose between two logos. Your goal is to choose the one that will make the launch more successful. Which logo should you choose: the one on the right or the one on the left?

• JL Jonathan Luffarelli is an Assistant Professor of Marketing at Montpellier Business School (France). He studies brand aesthetics, logo design, and brand personality. His work has appeared in premier journals such as the Journal of Marketing Research and Journal of Business Venturing .
• MM Mudra Mukesh is an Assistant Professor of Marketing at Westminster Business School in England. Her main research interests are in the area of consumer well-being and social media. Her work has been published in leading journals such as the Journal of Marketing Research and the Journal of Business Venturing .
• AM Ammara Mahmood is an Assistant Professor of Marketing at Lazaridis School of Business and Economics in Canada. Her main research interests include exploring the impact of social media marketing and platforms on online content consumption. Her work has been published in leading journals such as  Management Science , the Journal of Marketing Research , and the Journal of Business Venturing.

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Article: How To Do a Proper Research Before Creating A Logo Design

How To Do a Proper Research Before Creating A Logo Design

Created by Ramotion | https://dribbble.com/shots/20203959-FLYR-Logotype-Branding-logo-design-logotype-visual-identity

Welcome to the exciting world of logo design, fellow creatives! If you're anything like me, you're buzzing with ideas and ready to jump right into the design process. But hold on a second, there's a crucial step we often overlook – conducting proper research before creating a logo design.

Yes, you heard it right. The cool, sleek logos we admire didn't just materialize out of thin air. Behind every successful design is a robust amount of research, digging deep into the essence of the brand, understanding the audience, and scoping out the competition.

As designers, it's easy to get carried away with our creative instincts. But remember, our role is more than just producing a visually appealing logo. It's about crafting an emblem that resonates with the target audience, stands out in the crowded market, and perfectly encapsulates the brand's identity. That's where proper research before creating a logo design comes in.

So, are you ready to level up your design game and dive into the nitty-gritty of logo design research? Let's start our journey together!

I. Understanding the Purpose of the Logo

First up on our deep-dive into conducting proper research before creating a logo design is to fully grasp the purpose of the logo. After all, the essence of any great logo lies in its relevance to the brand it represents.

At its core, a logo is more than just a pretty picture—it's a visual ambassador for a brand, a powerful tool that communicates a company's values, its mission, and its unique personality. This means that as designers, our job goes beyond putting together aesthetic elements. It's about creating a symbol that tells a story, a graphic emblem that captures the essence of the brand.

Created by Eddie Lobanovskiy | https://dribbble.com/shots/10724997-HoverChat

To achieve this, we need to understand the company or brand for which we're designing. This understanding doesn't happen by magic or assumption. It's the result of thorough research and an insightful examination of the brand. This could involve direct conversations with the client, going through their brand guidelines, understanding their product or service, and getting a feel for their company culture.

But why is this deep understanding so important, you ask? Well, a logo that doesn't reflect the brand's identity can create confusion and dilute the brand's message. For example, if we're creating a logo for a law firm, a playful and colorful design might not resonate well with their clients who expect professionalism and seriousness.

At the end of the day, we want to design a logo that's not only visually compelling but also a truthful representation of the brand. Conducting proper research before creating a logo design enables us to capture the brand's essence in a unique, memorable logo that genuinely resonates with its audience.

II. Know Your Audience

Designing a logo is a creative adventure, isn't it? But as we're immersing ourselves in fonts, colors, and abstract concepts, it's crucial to keep in mind who we're creating for - our audience. This step is a pivotal part of the proper research before creating a logo design.

Knowing your audience is not just about guessing who might like your logo, but about understanding the people who will interact with it most frequently. These are the customers or clients of the brand. Their preferences, their habits, and even their dislikes can significantly influence how your logo is perceived.

Let's get practical. How can you really get to know your audience? Start by asking the client for their customer personas or demographic details. This information can shed light on age ranges, occupations, cultural backgrounds, even lifestyle choices. Let's say you're designing for a tech start-up whose audience is young, tech-savvy professionals. A modern, sleek design with a tech-forward feel might be just the ticket.

Created by Carazan | https://dribbble.com/shots/21659808-Hexalink-logo-concept

Also, consider conducting surveys or focus groups to get firsthand input. The audience's perception can provide valuable insights, shaping the direction of your design. For instance, if you're designing a logo for a children's toy brand, getting feedback from kids and parents can help ensure the design is both appealing and appropriate.

The key here is empathy – putting yourself in the shoes of the audience and viewing the design from their perspective. Remember, you're not just designing for a brand, but for its audience. A logo that connects with them can significantly enhance their relationship with the brand.

By doing proper research before creating a logo design and truly understanding the audience, you ensure your design isn't just aesthetically pleasing, but also effectively communicates with the people who matter most.

III. Comprehending the Industry and Market Trends

Now, here's an interesting part of our journey into conducting proper research before creating a logo design - comprehending the industry and market trends. It's like stepping into the wild jungle of creativity where trends are born and fade away in the blink of an eye.

As designers, it's essential to keep our finger on the pulse of the design world. Knowing current trends can help inform our work, ensuring it's not just striking and meaningful, but also fresh and relevant. However, don't misunderstand me, I'm not advocating for blindly following trends. Instead, understand them, draw inspiration, but always prioritize the brand's identity and audience preferences.

Created by Milos Bojkovic | https://dribbble.com/shots/20890720-Trustblock-logo-concept

Industry standards are equally vital. Different industries have different unwritten 'rules' and stylistic norms when it comes to logos. For instance, finance and law firms often lean towards more traditional, professional logos, while tech companies might opt for minimalist, modern designs. Understanding these norms helps us create logos that feel at home within their industry, but remember, it's okay to push the boundaries a bit. Sometimes, a little deviation can help a brand stand out from the crowd.

To keep up with trends and understand industry norms, use online resources like design blogs, industry publications, and social media platforms. Attend webinars and design conferences, if possible. Design platforms like Behance, Dribbble, or Pinterest can also be a goldmine of inspiration and trend spotting.

Remember, comprehension of the industry and market trends is crucial in doing proper research before creating a logo design. It helps us create designs that resonate with the present, are relatable to the audience, and are aligned with the brand's industry. Now, isn't that a win-win-win situation?

IV. Analyzing Competitor Logos

Alright, folks, we're diving deeper into our proper research before creating a logo design. Next up is a step that's not just insightful, but quite fun - analyzing competitor logos. It's like being a detective in the world of design, snooping around to uncover the secrets of successful (and not-so-successful) logos in the market.

In any industry, understanding the competition is crucial. It offers valuable insights into what works and what doesn't, what's overdone, and where there might be a gap that your design could fill. Trust me, this is one of the most rewarding homework you'll do in your design process!

Created by Dalius Stuoka | https://dribbble.com/shots/21230041-Green-Energy-Lightning-Bolt-Orb-Negative-Space-Orb

So, how can we effectively analyze competitor logos? Start by making a list of direct competitors of the brand you're designing for. Check out their logos - what colors, fonts, and styles are they using? Are they going for a modern, minimalist look or something traditional? How well are their logos received by their target audience?

Note these details down. Identify the strengths and weaknesses in their designs. Maybe you'll spot a cliché being used excessively or discover an innovative design approach that's resonating well with the audience.

This exercise is not about copying what others are doing. Instead, it's about learning from their experience. It helps us avoid common pitfalls, differentiate from the competition, and create a logo that truly stands out.

Remember, by analyzing competitor logos, we ensure our design doesn't get lost in the sea of sameness. Instead, it proudly stands as a beacon of the brand's unique identity. That's the power of doing proper research before creating a logo design.

V. Finding Inspiration

Okay, fellow creatives, let's venture into one of the most exciting aspects of conducting proper research before creating a logo design - finding inspiration. This is where our artistic souls get to frolic, exploring the vast expanse of creativity that exists around us.

Inspiration, as elusive as it may seem, is everywhere. The trick is to keep our creative eyes open. Nature, for instance, is a treasure trove of inspiration, filled with unique shapes, color palettes, and structures. Similarly, art, architecture, and even everyday objects can spark innovative design ideas.

Created by Coric Design | https://dribbble.com/shots/18147046-Logo-Design-for-Wasserturm-Cuxhaven-Cafe

It's also crucial to draw inspiration from the design industry itself. Scrolling through design platforms like Behance or Dribbble can expose you to an array of unique, successful logos. Following designers whose work you admire can offer fresh perspectives and creative stimulation.

Books are another incredible source. Titles like "Logo: The Reference Guide to Symbols and Logotypes" or "Logo Modernism" can provide valuable insights into the world of logo design.

Remember, we're not looking to copy here, but to stir up our creative juices, to see possibilities and explore ideas. In fact, it can be a fantastic exercise to draw inspiration from unrelated industries or disciplines, bringing in a fresh twist to your design.

Keep a digital or physical inspiration board where you can save images, color palettes, sketches, or anything else that sparks an idea. Refer back to this during your design process.

In the end, finding inspiration is a vital part of the proper research before creating a logo design. It helps us see beyond the ordinary, pushing our creative boundaries to design a logo that truly shines.

VI. Importance of Sketching and Brainstorming

We've journeyed through understanding the brand, audience, industry trends, and competitor analysis, all vital steps of conducting proper research before creating a logo design. Now let's bring our attention to something more hands-on, a step that marks the bridge between research and creation - sketching and brainstorming.

Sketching and brainstorming is where our research starts taking physical form. It's like the exciting moment when a sculptor first touches clay, giving shape to their creative thoughts.

Sketching is a fantastic way to explore ideas and concepts quickly, without the constraints of software. Grab a pen and paper, and let your creativity flow. It's okay if your initial sketches look rough; this process is about ideation, not perfection. Experiment with shapes, letters, symbols, negative space, anything that comes to mind.

Created by Gert van Duinen | https://dribbble.com/shots/21753182-Panda-Negative-Space-Logo-Design

Simultaneously, brainstorming sessions can be an excellent opportunity to bounce off ideas with your team or even with the client. This collaborative effort often leads to unexpected, exciting design directions. Remember, there's no such thing as a 'bad' idea during brainstorming.

Why is this stage so important, you ask? Well, it saves time and effort down the line. By exploring various design directions on paper first, we can identify promising ideas before investing hours perfecting them digitally.

Additionally, brainstorming and sketching provide a sneak peek into your design process, something clients often appreciate. It shows them you're not randomly assembling elements but basing your design decisions on thorough research and thoughtful consideration.

In essence, sketching and brainstorming are indispensable parts of the proper research before creating a logo design, acting as the creative playground where our insights and imagination come together to form the first glimpses of a compelling logo.

VII. Soliciting Feedback and Conducting Surveys

We're nearing the end of our journey through the stages of proper research before creating a logo design, and we've arrived at a critical pit stop - soliciting feedback and conducting surveys. This part is where we take our creative baby out into the world and see how it fares.

Feedback, my friends, is a designer's secret weapon. It offers fresh perspectives, uncovers blind spots, and helps us refine our work. Sharing your design drafts with fellow designers, mentors, or even non-designer friends can be invaluable. They might spot an issue you didn't see or suggest an improvement that elevates your design.

Remember, receiving feedback isn't about defending your work or feeling dejected over criticism. It's about listening with an open mind, considering the viewpoints shared, and using them to improve your design.

Created by Deimante | https://dribbble.com/shots/17367120-Exetrix

Surveys, on the other hand, provide a snapshot of how your design might be perceived by the intended audience. It's like a mini-test drive before the actual launch. You can conduct surveys using online tools like SurveyMonkey or Google Forms. Questions can range from what emotions the logo evokes, to how memorable it is, to what improvements the participants suggest.

The insights gleaned from feedback and surveys can be transformative for your design. They add another layer of refinement to your work, ensuring the logo isn't just aesthetically pleasing, but also effective and impactful.

So, don't shy away from seeking feedback and conducting surveys. They're integral parts of doing proper research before creating a logo design, helping us create a logo that not just we, as designers, love, but one that resonates with the audience and successfully represents the brand.

VIII. Revisions and Refinement

Alright, creative souls, we've reached the final leg of our journey into the process of proper research before creating a logo design - revisions and refinement. This stage is where our creative explorations and feedback amalgamate into a polished, compelling logo design.

The art of revision is truly an art in itself. It's not just about fixing issues or making changes as suggested by feedback. It's also about keeping the essence of your design intact while enhancing its effectiveness and aesthetic appeal.

Consider each piece of feedback and survey result. Then, think about how to incorporate the valuable insights without compromising your original design vision. Perhaps it's a subtle change in the color scheme, a slight tweak in the font, or a more pronounced modification of a shape or symbol. Remember, revisions are not an admission of failure, but a testament to your commitment to excellence.

Created by Gert van Duinen | https://dribbble.com/shots/19046049-WIP

The refinement process is also an opportunity to ensure every element of your logo aligns with the brand's identity and resonates with the target audience. Check that your color choices are spot-on, your typography speaks the brand's language, and your imagery or symbols appropriately represent the brand's personality.

These steps of revisions and refinement may take time and require patience, but trust me, the outcome is worth it. A well-refined logo not just catches the eye, but also lingers in the mind, and ultimately, wins the heart.

So, as we wrap up our discussion on conducting proper research before creating a logo design, let's remember that the journey from an initial idea to a final, polished logo is a journey of exploration, learning, and fine-tuning. And it's this journey that leads us to create truly amazing logos.

As we conclude our journey, let's take a moment to appreciate the profound impact of proper research before creating a logo design. It's a creative expedition, unraveling insights about the brand, the audience, industry trends, and competitors. It offers a playground for sketching, brainstorming, and seeking inspiration. The process further nurtures our designs through feedback, surveys, revisions, and refinement. Ultimately, it leads us to create logos that are not just visually appealing but also deeply meaningful and resonant. So, fellow designers, let's embrace this journey and make the magic happen, one logo at a time!

Let us know what you think!

These fantastic logo design articles are written and curated by Kreafolk 's team. We hope you enjoy our information and remember to leave us a comment below. Cheers!

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logo research: 5 things to ask before you start to design

A successful design process requires good logo research before you start on a branding project.

Logo research is essential. The logo design process doesn't start in design software or even in a sketchbook. There are several things you should ask before you start to design a logo if you want to have the best chances of success. 

Proper research can help ensure that you fully understand the problem at hand so you can design a solution that you can present with confidence, armed with the knowledge you need to back up your decisions. That's more likely to help you get approval from your client quickly if not first time) and to help the project succeed in the real world. In comparison. 

You can't just guess the logo that a client requires, and a poorly researched project is likely to be rejected if the client feels the designer has failed to understand the problem. Research is your opportunity to discover what you need to design, why you need to design it, and how it will be used. There's no such thing as having too much information, especially if you're going to design a logo for a product or service you're not familiar with. 

But what topics should you research? Here are five key questions and areas to focus preliminary research on before designing a logo. See our tips on how to design a logo for more advice, and for tips on the business side,  see our guide to how much should you charge for a logo?

Logo research: 5 things to ask before you design a logo

01. why does the company need a new logo.

Before you design a logo, it's essential you understand the real reason you're doing it. If it's a new company the answer to this question is self-evident. But if the logo is a redesign, this is a whole different story.

If the company is young it may have designed the logo in-house or had it designed on the cheap and now it simply needs a refresh. A more established business will, however, redesign its identity to signify change.

Change can come in many forms: new ownership, new management, new product or service, or a new ethos. Be it a merger, a change to the way things are done, or a new brand statement, ensure you understand all you can about the current situation and the goals of the business moving forward. This will decide if you need to simply evolve the current design, or take it in a whole different direction altogether.

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02. What does the company do?

It's might sound obvious, but you need to know what the company does and why. Find out the history of the company, the products or services it offers, and the problem(s) it solves.

Look to understand the company's values. What message is the client trying to communicate with its target audience, and how does it want customers to feel when they engage with the brand? This will often heavily influence the attitude of the design. Don't simply rely on what the client tells you either. Be prepared to dig deeper, reading industry blogs and information to gain a true understanding of the product and service.

03. Who is the target audience?

You must know the audience the business will be targeting so that you can design a logo that will attract them. Some companies will be able to describe their exact audience, while some smaller companies will not be sure, or may ask to target everyone. In these cases, ask the client to describe its ideal customer.

Understand the demographics of the audience: their age, gender, location, income level, lifestyle and behaviour. Understand their needs and the problems they are experiencing to require the products or services of the company you're designing for.

04. What are the company's long-term goals?

A logo should stand the test of time, so expect the logo you're designing to still be in use in five to 10 years' time. For that reason you must understand not only where the company is today, but what its long-term goals and ambitions are. 

For example, if a company currently offers only one service, but plans to extend its offering at a later date, it's essential you are aware of this so that you can factor this into your design.

A valuable exercise is to ask the client to describe where it sees itself in five years' time. This will allow you to get a realistic picture of it foreseeable plans and long-term ambitions.

05. Who is the competition?

Knowing about the competition is valuable when you start to design a logo as you can learn what identities the audience will already be familiar with in the sector. This information will also ensure you avoid unintentionally mimicking an already-known brand.

Pinpointing competitors isn't always an easy task. Sometimes the client will tell you who it believes it's in competition with, but its own assessment may be way off. Combine the information it provides with your own research. Look at the identities of direct competitors (those that offer the same product or service to the same audience) as well as indirect (those that offer a similar product or service).

Your goal is to design a logo that separates the company from its competition rather than to replicate an existing design. It's a valuable exercise to keep a visual record of both the competitor's logos and identities to reference your designs against at a later date.

Research is a powerful tool, which will make you a better designer and a more knowledgeable person. For inspiration, see our pick of the best logos of all time and the best new logos . Also see our pick of resources for logo designers .

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Ian is an accomplished logo designer with over a decade of experience in the field. He is recognised for his ability to create striking and effective logos that communicate the brand's essence. Ian is also the host of the popular Logo Geek Podcast, where he shares his expertise and interviews other leading designers and marketing experts in the industry, as well as author of the book, Make a Living Designing Logos . Through his work, Ian has established himself as a respected voice in the design community, and his passion for the craft is evident in everything he does.

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MARKETING INSIGHTS

The psychology of logo design: How colors, shapes and fonts impact your brand

• Kylie Goldstein
• Oct 17, 2023
• 10 min read

At the heart of any powerful brand is a recognizable logo. Think of Apple, Nike or McDonald’s and without hesitation you can visualize a fruit, a swoosh or golden arches, respectively. Yet, these iconic logos didn’t make their mark overnight.

Gradually, these brands forged meaningful connections with their customers and within their industries. Through meticulous and thoughtful branding decisions—and strong logo designs—they successfully get our attention, trigger our emotions and ultimately encourage us to purchase their products time and again.

This article will outline the emotional and psychological implications that color, shape and font can have on logos. When creating a logo , understanding the psychology behind it will help you compose a more powerful and enduring design.

Why do we prefer certain brands to others?

Picture yourself at the grocery store, buying a few ingredients to make your favorite meal. You’ll grab specific products, put them in your cart and head to the cashier—but what made you choose the particular brands you’re purchasing?

You may not realize it, but there are psychological and emotional responses behind each of your purchasing decisions. While some may argue that price is simply the driving factor behind these choices, this is not always the case.

So, why do we favor some brands over others? Here are a few motivating factors:

Familiarity

Brand loyalty

Self identification

Social identity

Emotional associations

According to Peter Noel Murray, Ph.D., emotions influence what we buy . Murray explains, “When evaluating brands, consumers primarily use emotions (personal feelings and experiences), rather than information (brand attributes, features, and facts).” Research reveals that, “Consumers perceive the same type of personality characteristics in brands as they do in other people.”

With this in mind, it’s evident that a brand’s identity must convey to prospective consumers exactly who they are, and what they represent. However, busy shoppers don’t always have time to read up on a brand, or research competitors—they often make a split decision based on instinct and emotion.

Now, take yourself back to the grocery store, and imagine they’ve run out of your go-to product, what do you do next? You’ll likely scan the shelves and pick a similar option. Will your decision be based on price? Or perhaps the visual identity of the products—like a logo? This is precisely why effective logo design plays such an important role in your branding efforts. It’s the mere seconds you have to get a prospective customer’s attention, and how you will capture it that matters.

The psychology of logo design

First, let’s examine the concept of psychology in relation to logo design and the impact that it has. The key to good logo design is more profound than simply choosing your favorite colors or symbols—it’s a deeply intricate process that requires research, awareness and precision.

Whether you’re working with a designer, or crafting your own using a logo maker , recognizing the meaning behind specific shapes and complementary colors and the power they have, will help you work with more intention.

What message do you want your logo to convey? How do you want people to feel when they see your logo? What associations do you hope others will make to your logo design? These are all imperative questions to consider when understanding how to design a logo .

Let’s take a look at a few concepts that can help guide your logo design process.

It only takes about 10 seconds for consumers to form an impression from a logo, however, it takes 5-7 brand impressions before someone will remember your product. Using strategic symbols can be advantageous to immediately convey a message.

Symbols are often a part of our collective consciousness. Whether they appear as specific shapes, images or written marks, they have universal meanings and associations. Keeping this in mind as you design your logo will help you communicate your brand message with more clarity.

Differentiation

Research from the Association for Consumer Research highlights, “Product differentiation refers to marketing activities which cause a consumer to differentiate one brand from another competing brand. This is achieved when the consumer (1.) perceives that the (objective) quality of a brand is different from that of competing ones or (2.) attaches emotional feelings with a brand which differentiates it from others.”

Using logos to distinguish your brand from competitors is precisely the second method, which strives to attach emotional value to a specific brand compared to others. By designing a unique logo that stands apart from your competitors, you can distinguish your brand and encourage emotional connections among consumers.

Priming is what happens when our brains create connections or associations to other memories. As Psychology Today puts it, it’s a “Phenomenon in which exposure to one stimulus influences how a person responds to a subsequent, related stimulus. These stimuli are often conceptually related words or images.”

With this in mind, effective logos can trigger memory, perceptual processing, and ultimately influence people’s decision-making to not only choose a brand once, but become loyal to it.

Gestalt theory

The gestalt theory is particularly important for designers, and plays an interesting role in logo psychology. In a nutshell, the gestalt theory states that the sum is greater than the individual parts. This notion, which was conceptualized by a group of German psychologists, Kurt Koffka, Max Wertheimer and Wolfgang Köhler, seeks to understand how visuals are perceived by humans.

Gestalt, which translates to “the unified whole,” can be broken down into 6 design principles:

Proximity: The overall layout of each element within your logo design and how close they are to each other can denote importance or belonging.

Similarity: The correlation between visual elements that share the same attributes. For example, two shapes, or even colors with similar characteristics are perceived as belonging to the same idea or group.

Closure: Using negative space to fill in the blanks and the ability to visualize the whole object even when parts are missing.

Continuity: The alignment of differing elements can create a perception of continuity or flow. This is particularly important in order to draw attention to a specific element of the logo.

Figure-ground: The relationship between a logo’s background and foreground and our ability to perceive them as a whole.

Symmetry: Not all logo designs need to be symmetrical, but this principle refers to the overall proportion and balance of a design.

If you achieve these design concepts in a visual layout of your logo design, the result will feel more coherent and composed. Look at logos like the World Wildlife Fund for Nature (WWF), Unilever or even the Olympic rings, you’ll see these principles at work.

Why logo psychology matters

Ultimately, the success of any logo relies not only on the visual design, but more significantly how people perceive it. In order for your logo to influence your consumer on a psychological or subconscious level, it must be relevant, meaningful and target the right audience.

Psychology of logo colors

When it comes to choosing your logo colors , there are many factors to consider. Specific hues can evoke particular emotions and convey unique sentiments. The colors you choose for your logo will serve to represent your brand, communicate your brand’s values and reinforce your brand identity.

Logo color psychology

Using color psychology , we can appreciate the influence that color has on human emotion and behavior. For example, red is associated with passion, courage and power. In some contexts and cultures, red can have negative connotations relating to danger or anger. Conversely, red is also known to trigger appetites and is frequently seen in fast food logos for this very reason.

By understanding the nuances and implications color can play on perception of your logo, and in turn, your brand, you can make better decisions about design.

Here is a quick overview of each color’s attributes and symbolism:

Red : Passion, love, power and confidence

Orange : Trust, energy, playful and optimism

Yellow : Happiness, hopeful, cheerful and fun

Green : Peace, nature, harmony and renewal

Blue : Tranquility, calm, intelligence and trust

Purple : Royalty, wisdom, compassion and creativity

Pink : Optimistic, innovative, creative and childish/feminine

Black : Power, modern, sophistication and strong

Gray: Neutral, calm, wise and professional

Brown: Natural, stable, friendly and comfortable

White : Sophisticated, elegant and impactful

Logo color combinations

While the individual shades you choose will impact your overall design, it’s also essential to understand the interplay between logo color combinations . Each color combination can have psychological implications on your overall logo design.

Here are a few things to consider:

Pay attention to color schemes such as monochromatic, analogous or complementary. By integrating color theory, you will select colors that are harmonious and trigger the intended emotion in relation to your brand.

Ideally, your logo design shouldn’t contain more than three colors. This is a general rule—and of course there are exceptions—but this is a good practice to follow.

If you are using a logo maker, you’ll have preset color schemes that can be customized with your own brand colors. In addition, you can find many color palette generator tools online to help create the most effective combinations.

Explore more ideas

How to make a blue logo

How to make a red logo

How to make a black logo

How to make a purple logo

How to make a pink logo

How to make a yellow logo

How to make a white logo

Logo color tips

Consistency: Once you’ve selected your logo and brand colors from a variety of logo color ideas , be sure to use them consistently throughout all your branding assets. This will ensure your branding collateral is recognizable and reliable.

Cultural awareness: Colors carry diverse meanings in different cultures. Always be sure to design with sensitivity and awareness to these differences. This is especially meaningful for global brands.

Competitors and industry research: Paying attention to your competitors is critical to understanding the market and what already exists. It also helps you better understand your target audience and how to effectively communicate with them based on your competitors.

Logo types: Depending on the type of logo you choose, color can impact your overall composition. For example, an emblem logo may have different color needs compared to a simple wordmark logo.

Psychology of logo shapes

Logos come in all shapes and sizes, and mastering the psychology behind diverse forms can make an impact not only on your logo design, but your brand identity as well. All logo shapes can be categorized into the following:

Geometric shapes: circles, triangles, squares, rectangles and lines

Organic shapes: natural, curved and spiral shapes

Abstract shapes: abstract and cultural shapes

Paying attention to the psychology of shapes, you can communicate more effectively, cultivate deeper brand recognition and foster customer loyalty. Ultimately, having the right logo shape can forge a stronger and more intentional brand identity. This will make it easier for customers to seek out your product, and build positive associations with your brand.

To illustrate, let’s examine the Twitter logo. The iconic blue symbol that we all know and love has gone through its own evolution since the brand’s inception in 2006. What originally started out as a green wordmark logo later evolved into a combination mark introducing Larry T. Bird, also known as the Twitter bird. Perhaps the most profound transformation was in 2012 when the bird icon got a fresh new look, and the brand name was removed altogether.

The simplified logo that continues to prevail today is merely the revised bird symbol. Designed by Martin Grasser, the shape is created by 15 circles overlaid onto each other. The subtle changes to the logo, including its shape and orientation, are impactful. For example, the bird faces slightly upward, symbolizing growth, hope and possibility. Furthermore, the geometric circles which define the bird’s shape represent the interconnectedness of networks and friends.

To go more in depth, you can read our full guide to logo shapes and best practices for logo sizes.

Here is a quick overview of the symbolism of different shapes:

Circles : Circles represent unity, wholeness and continuity.

Squares: Squares symbolize stability, order and structure.

Triangles: Triangles denote power, direction and energy.

Rectangles: Rectangles represent dependability, efficiency and practicality.

Curved lines: Curved lines suggest fluidity, flexibility and creativity.

Spirals: Spirals represent growth, evolution and expansion.

Stars: Stars symbolize hope, guidance and inspiration.

Hearts: Hearts represent love, compassion and care.

Psychology of logo fonts

There are many types of logos , some that consist of images and text, like combination marks, or others that are simply made up of words, such as letterforms and monograms. Regardless which logotype you use, it’s essential to select a font that is representative of your brand values, and instantly conveys your message.

Is your brand playful and lighthearted, or serious and sophisticated? Using strategic and thoughtful typography choices can help communicate these attributes. From ​​bold, geometric typefaces, to soft, curved roundings—the letters you choose tell their own story. In addition, the spacing (also known as kerning) between characters provides clarity and context.

Learn more: Handwriting fonts

When understanding the psychological implications of your typeface design decisions, remember that font plays a vital role in perception. For example, serif fonts tend to be more traditional and are most commonly used in print such as books, newspapers and magazines thanks to its readability. Alternatively, script fonts are considered more elegant and creative as they emulate handwriting.

Consider the following when selecting your logo typography:

Readability

Functionality

Brand voice

Brand message

Overall aesthetic

For a more detailed look at logo typography psychology, you can read up on the best fonts for logos .

Logo composition

Taking all of these psychological logo design ideas into consideration, you must also pay attention to the reciprocity between them. As you create your logo masterpiece, you may also want to explore the latest logo trends and logo design ideas.

Here are some helpful tips to remember when designing your logo:

Scalability: Always make sure that your logo design will look good at any size. Ensuring that you create a high-resolution vector image that can easily be adapted or adjusted means your logo will always look its best, regardless of the context.

Balance: If your logo contains symbols or icons, their size can affect the placement of other elements in your logo, like text. If a certain element is larger, this indicates importance and attracts focus. Paying attention to the overall composition and placement of each component will lead to a cohesive design.

Endurance: You want a logo that can evolve with your brand, rather than jumping on the bandwagon of the latest fads. Your logo is the heart of your brand identity and must have a sustainable design.

Universality: Just as colors and symbols can have contrasting meanings in different cultures, so can the layout of your logo design. For example, not all languages read left to right, and may view objects on the right or even the top of a logo as more important.

Form: Consider the use of negative space, background color, layering, alignment and readability in regard to your logo’s perception.

You can check out our full guide on logo design tips for a comprehensive list. Or our guide to the Wix Logo Maker.

Related Posts

25 of the best logos to learn from

How to design a logo from start to finish (complete guide)

How to make a good logo: the dos and don’ts

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The Power of a Good Logo

Recent research finds that effective corporate logos can have a significant positive effect on customer commitment to a brand — and even on company performance..

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Image courtesy of Flickr user Stuck in Customs .

Think about legendary brands such as McDonald’s, Apple, Aflac, Michelin and Starbucks, and one of the first spontaneous associations is often with the brand logo: the golden arches, bitten apple, Aflac duck, Michelin man or Starbucks mermaid. Red Bull’s two charging red bulls in front of a yellow sun differentiate it from numerous competing brands and signify the brand’s promise to provide energy.

Differentiating your brand from others is critical to business survival. So is communicating the benefits of your brand. Our research suggests that brand logos offer a viable, albeit often neglected, means to help brand managers achieve these tasks. We found that the brand logo can be an integrator of the marketing efforts of the brand, a reflector of such effort and the icon of what the brand means to its customers. In short, a good logo can be a synthesizer of a brand that is readily used by customers for identification, differentiation and positive associations.

In our research, we found that the enhanced identification benefit offered by a brand logo (in other words, making it easier to identify a brand in the sea of competing offerings) has no significant impact on customer brand commitment and only a small impact on company financial performance. In contrast, when they express a brand’s symbolic , functional or sensory benefits, logos have a significant positive effect on customer commitment to a brand — and thereby a significant impact on company performance in terms of revenues and profits.

The goal of our research was to answer the following questions:

• Which important benefits can logos offer other than enhanced brand identification, and how can logos influence customers’ brand commitment and company performance?
• Which type of logo most effectively strengthens customer commitment and company performance?
• Can brand logos promote the company’s growth? Specifically, do brand logos help brand extensions succeed?

To explore these questions, we first did several pilot studies in which we conducted face-to-face, in-depth interviews with customers of varying age, gender and ethnicity, as well as with managers across different industries. The interview responses were coded by two trained coders. Our interview findings then informed the formulation of questionnaire items, which were subsequently pretested with 165 respondents. Our main study of 77 corporate brands from the Fortune 500 involved 450 respondents, each answering questions about different and randomly assigned brand logos. Tobin’s q, defined as a company’s market value over the replacement cost of its assets, was used as a measure of company performance because it is a forward-looking, cumulative measure that facilitates comparisons across companies in different industries.

A Point of Connection

Throughout history, logos have been an important part of cultural and religious rituals. Roman legions of the ancient Roman Republic proudly carried SPQR (for “the senate and the people of Rome”) standards. Under the Meiji constitution, no one but the Emperor of Japan was allowed to use the Chrysanthemum or Imperial Seal. The Jolly Roger flag (with skull and crossbones) that ship crews flew to identify themselves as pirates symbolized the pirates’ ferocity and willingness to fight until the bitter end.

As the visual representation of a brand, corporate logos have the potential to communicate and reinforce a brand’s core values and principles, which we call its symbolic benefits. Logos thus play a critical role in serving as a point of connection between a company and its customers.

For example, Polo Ralph Lauren’s swinging polo horseman logo conveys the brand’s exclusive, casual-chic style, while the logo of Patagonia, Inc., featuring a mountain range against the background of the sky, helps the brand communicate its connection to the environment and free-spirited ruggedness. Nike Inc.’s swoosh logo visually communicates activity, flow and energy. Even the word “swoosh” stands for moving with or making a rushing sound. The tagline “Just Do It!” further reinforces Nike’s call for action. Apple Inc.’s logo, the bitten apple, in and of itself effectively communicates a company that is different and unique and does things its own way. It was a very unusual and radically different logo for a high-technology company. The U.S. Marine Corps logo of the eagle, globe and anchor strikes a chord with young people to become one of “the few and the proud.”

However, surprisingly few companies trade upon the opportunity that logos represent; most logos fall short in visually expressing a brand’s values and principles.

In our research, we found that logos are capable of communicating and underscoring a brand’s functional benefits. Consider Arm & Hammer’s logo, which clearly expresses the brand’s ability to get things done — be it in baking or in getting rid of odors in the refrigerator. Similarly, Swiss Army Knives’ bold, equilateral cross logo suggests quality and dependability, reinforcing the company’s Swiss craftsmanship and problem-solving capability in a way that makes consumers feel self-confident and helps them in their quest for self-reliance.

Or consider Glock’s stylized safe-action gun trigger logo that symbolizes the firm’s focus on firearms engineering, design and manufacturing quality. It gives consumers “confidence to live your life.” Brands that are able to create a sense of capable and efficacious self in customers are likely to be rewarded with deeper, more meaningful customer-brand relationships.

It is surprising how unappealing many logos are. Yet logos are capable of offering fun, aesthetic appeal and pleasure to consumers, which we call sensory benefits. For example, Aflac Inc.’s now-famous duck logo helps to create warm feelings toward an industry (insurance) generally perceived as rather cold and boring. Logos that are aesthetically pleasing or fun have a positive impact on customer relationships.

Visual Logos vs. Text Logos

Some logos consist only of the brand name. Think of IBM, Goldman Sachs, Oracle or Samsung. Other logos use the brand name in combination with a unique visual symbol, such as Nike’s swoosh or Arm & Hammer’s flexed muscle arm with rolled-up sleeve. Others drop the brand name altogether and rely on a visual for their logo, such as Apple’s apple or Mozilla Firefox’s stylized fox.

Our research found that separate visual symbols used as logos tend to be more effective than brand names at creating a sense of emotional connection with consumers. This may not come as a big surprise, because symbols have long been considered more effective than words as communication tools. Symbols better overcome language barriers and are easier to interpret than words. However, despite the commonly understood benefits of symbols versus text, surprisingly few companies take advantage of separate visual symbols. Logos with separate visual symbols thus represent a largely untapped opportunity in reaching out to consumers.

Strengthening a Logo with Brand Extensions

There is a critical symbiotic relationship between brand logos and brand extensions. First, brand logos can offer an important strategic advantage that facilitates the success of extending a brand name to other product or service categories. Once successfully introduced, brand extensions make brand logos more visible and prominent, reinforcing the brand’s key benefits. Indeed, our research findings indicate that the positive effects of brand logos on customer commitment and company performance are stronger when companies extend their brands with the same logos.

By offering additional connection points in daily life (for example, Arm & Hammer shower gel in the morning in addition to the use of baking soda in the kitchen or refrigerator), brand extensions with the same logos strengthen customer relationships with both old and new products.

Unleashing the Power of Brand Logos

We are not arguing that great logos are imperative for a brand’s success. A business can do well despite having a seemingly weak logo — one that is not aesthetically appealing or fun, that does not communicate a brand’s functional benefits to consumers and that does not express its core values. We also do not suggest that brand logos themselves automatically create meaningful positive associations between a brand and consumers.

These associations must be created for a brand through marketing, such as taglines and advertising. However, once such associations have been created, brand logos can further reinforce them. What our research shows is that effectively managed brand logos can help companies to build stronger customer brand commitment and thus allow a brand to improve its financial performance.

Logos offer a frequently untapped opportunity for companies to communicate and symbolize a brand’s essence to consumers, thereby building closer relationships with them, creating strong positive emotions and facilitating top-of-mind recall. Overall, logos are the most crucial visual synthesizers of a brand that consumers turn to on a daily basis. We strongly encourage managers to rethink their use of brand logos to help them strengthen customers’ commitment to a brand, facilitate new brand extensions and thus trade upon new business opportunities in the future.

About the Authors

C. Whan Park is the Joseph A. DeBell Professor of Marketing and director of the Global Branding Center at the University of Southern California Marshall School of Business in Los Angeles, California. Andreas B. Eisingerich is an associate professor of marketing at Imperial College Business School at Imperial College London. Gratiana Pol received her doctorate in marketing from the Marshall School of Business in 2013.

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The Psychology of Logo Design: How Fonts, Colors, Shapes and Lines Influence Purchasing Decisions

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A company logo is the visual figurehead of that company’s brand identity .

So, when starting your business , it’s essential to create a strong identity.

Whether every detail of a logo is intentional or not, every detail will influence people who see that logo.

Nothing should be arbitrary.

If you understand marketing psychology , you already know there are things you can do to influence the way people respond when they see your brand identity.

It’s in your best interest to ensure that every logo design choice is intentional and communicates the message you want to convey.

Thoughtless design choices lead to misleading or confusing logos. Or, even worse,  bad design choices lead to logos that don’t say anything at all.

Let’s take a deeper look at the psychology of logo design and how fonts, shapes, lines, colors, and composition – the essential elements in your branding – can affect how a logo can influence purchasing decisions.

The psychology of fonts in logo design

Fonts have a psychological impact on people. The emotion generated from font choice is directly tied to the letters’ shape and our psychological response to those shapes .

When using fonts for your business, choose a font with the right “personality.” As we  wrote ,

Typography is an effective way to convey more than just the words involved in written communication. It showcases personality by visually representing the tenor and tone of what it is you’re talking about. You may find that your purpose is best met by using a font with a vibrant personality throughout your website or using an amalgamation of sans and serif typefaces.

Some people are familiar with  Serif  and  Sans Serif fonts (you’ve seen them even if you don’t know how to tell them apart). They were designed to make it easier for people to read words, and that makes most Serif and Sans Serif fonts a good fit for many different kinds of businesses.

How do you know which font style will work best for your business?

Are you better off with something conventional, like Arial or Helvetica? Maybe you’ll find a stronger fit with an offbeat choice like Kirsten or Papyrus.

It’s clear that whatever your font choice should align with a customer’s expectations when they encounter your brand.

The  Software Usability Research Laboratory (SURL) at Wichita State University  ran a study that examined the traits people associate with varying fonts.

Traditional fonts, including Arial or Times New Roman, were categorized as “stable” and “mature” but were also considered “unimaginative” and “conformist.”

In contrast, “youthful” and “casual” fonts like Comic Sans were also considered “happy” and “casual.”

Fonts for a business logo, for example, should work to be traditional and clean. It would be best if you were sure anything with your font on it – letters, emails, business cards – reinforces the message that you’re a trustworthy, credible business.

A more casual coffee shop, on the other hand, should avoid overly rigid, hyper-clean fonts. A cafe’s atmosphere is typically relaxed and comfortable, and your font choice should reflect that.

Most important, be sure that the company name is legible and readable. You’d be surprised how many logos we’ve seen that are unreadable.

How can you remember a business if you don’t know the name of that business?

The psychology of shapes in logo design

All logos – whether they include an icon and text, only an icon, or even just text – have a shape.

And, it’s essential to consider what that logo design shape communicates about your brand.

Shapes fall into three major categories – geometric, abstract/symbolic, and organic. And, they all come prepackaged with their psychological associations.

Geometric shapes

Geometric shapes of all kinds look human-made. Mathematically precise squares, perfect circles, and isosceles triangles don’t tend to appear in nature. So, using these shapes communicates a sense of order and power.

Squares and rectangles convey stability, reliability, strength, order, and predictability. Think of the bricks used to build sturdy, stable buildings if you want your logo to communicate strength and reliability, considering incorporating squares or rectangles.

Circles are never-ending. So, they may be the right choice for your logo if you want to make your consumers think of harmony, unity, eternity, or timelessness. Curves are considered feminine, and, as such, circles communicate softness, gentility, and femininity.

Triangles are a directional shape. As a result, they change meaning depending on how they are positioned. When right side up, triangles convey power, stability, and upward momentum. Inverted triangles suggest instability or downward momentum. And triangles pointing to the side represent movement and direction based on where the triangle’s point is facing.

Abstract or symbolic shapes

Symbols are simplified shapes that represent something specific in a culture. And, because symbols have precise, ordinary meanings, they are relied upon heavily as a visual language.

People have seen these images repeatedly, so it’s essential to be clever and original in how you use them. It’s easy for logos featuring symbols to appear trite and unoriginal.

Here are a few common examples of symbols:

Stars  can convey patriotism, religion, or even show business and Hollywood depending on how they are used.

Hearts can be used to communicate love, relationships, and marriage, while broken hearts represent break-ups, divorce, and sadness.

Arrows suggest a direction, movement, and travel. These are commonly used in businesses that ship and deliver goods (FedEx and Amazon, anyone?)

Be very careful when using these and other standard symbols in your logo. They may be an easy-to-understand visual shorthand, but they are also so commonly used that you run the risk of looking indistinct from your competition.

If your logo is too “on-the-nose” and unoriginal, you may come across as unprofessional, which will undermine your potential customers’ faith and trust in your business.

FedEx and Amazon are examples of logos that use symbols well.

The arrow in the FedEx logo is subtle and created from negative space – it’s a surprise.

Amazon’s logo features an arrow that serves triple duty signifying a package being delivered, their range of products (from “A” to “Z”), and the recipient’s resulting smile.

Organic shapes

Irregular, organic shapes are wide open to your creativity.

Organic shapes include the shapes of actual organic items occurring in nature (rocks, leaves, tree bark, amoeba, water ripples, etc.). This category also encompasses any irregular non-symbolic shape, even if it’s not inspired by nature.

Professor Sunday Moulton, Ph.D. explains :

Organic shapes are defined by not being regulated by patterns or exact dimensions in their angles, curves, or lengths of lines. In fact, they are just like shapes we find in nature with all the randomness and freedom you might see in a rock formation, a tree branch, or a leaf chewed by an insect.

When utilizing organic shapes, keep these guidelines in mind:

• Natural shapes like leaves, grasses, representations of water, and trees tend to have a soothing effect on the viewer. This is why they tend to appear in logos for spas and holistic medical businesses.
• Shapes with jagged angles may create feelings of anxiety for your viewers, while shapes with soft curves will make them feel more relaxed.
• Shapes that don’t resemble anything recognizable are open to the viewer’s interpretation. This means that you will need to work harder to communicate a specific message through other design elements and branding choices.

When designing a logo, be mindful of what shapes will represent the brand best. Is the brand a reliable, precise square or a wacky organic inkblot?

The psychology of lines in logo design

Lines appear everywhere.

And we usually don’t give them much thought.

Lines divide space. They create definitions and forms. They communicate direction. Lines tell us where to stand and where to drive.

But, beyond their practical function, they can also communicate a great deal aesthetically.

ArtyFactory, a free online learning resource for visual artists, shares :

Line is the foundation of all drawing. It is the first and most versatile of the visual elements of art. Line in an artwork can be used in many different ways. It can be used to suggest shape, pattern, form, structure, growth, depth, distance, rhythm, movement and a range of emotions.

Geometric line art logos are currently popular and among the logo design trends this year.

Let’s look at how lines can have a psychological impact on logo design.

Thin vs. thick lines

Thin lines are delicate and may appear fragile. They communicate elegance and femininity. They can also imply frailty, weakness, or flexibility.

Alternately, thick lines suggest strength and rigidity. They appear more traditionally masculine than thin lines. Thick, bold lines are used to draw focus and create emphasis where they appear.

Straight vs. curved lines

Straight lines imply order, structure, and predictability. They may also be perceived as rigid or harsh. Straight lines are the best option for underlining text to draw the viewer’s attention while at the same time allowing the text to be the star.

Curved lines , on the other hand, offer more energy and dynamism. Curved lines are visibly flexible and can communicate agility and reactivity. If you’re looking to convey grace and fluidity, curved lines are a great choice.

The stronger the curve, the higher the energy the line will communicate. Softer curves are more calming to look at.

Horizontal vs. vertical vs. diagonal lines

The position of your line in space impacts the psychological effect that the line creates.

Horizontal lines run parallel to the horizon. As a result, they contain the least visual energy of all line positions.

Unlike vertical or diagonal lines, they look as though gravity has already acted upon them, and there is nowhere for them to fall. This means that horizontal is the most restful and stable line position. They feel comfortable and safe.

Horizontal lines help to emphasize width, can be used to indicate the earth or ground or to indicate lateral movement.

Vertical lines run perpendicular to the horizon. They appear to rise straight up from the earth, filling them with the potential visual energy to tip or fall.

Vertical lines draw the eye upward. As such, they are often used in religious iconography to draw focus upward to the heavens.

Thicker vertical lines are perceived to have more stability (and be more calming) than thin vertical lines, which look more fragile and unstable.

Verticality also can be used to convey dignity or upstanding trustworthiness.

Diagonal lines can be positioned anywhere between horizontal and vertical. This makes them very expressive and the least stable of all the line positions.

The higher the top of the line, the more distance the line can fall. This translates to more potential visual energy. You will elicit more tension in your viewer the higher the angle you create from the horizon.

Diagonal lines suggest movement and action. They are more casual and playful than vertical or horizontal lines because they resist being pigeonholed in either resting position.

Smooth vs. jagged vs. irregular lines

Smooth lines are clean, calming, and restful. Depending on their context, they can convey confidence, fluidity, or ease.

Jagged and zig-zagging lines are filled with tension. These dynamic lines change direction quickly, communicate erratic movement and irregularity. They can suggest excitement or anxiety, confusion or danger.

Irregular lines that are neither wholly smooth nor jagged look hand-drawn and natural. They appear casual and can emphasize and focus by placing additional weight in the places where you want to draw focus.

Irregular lines can convey playfulness, confidence, timidity, or hesitation based on how they are drawn.

Lines are incredibly expressive tools with great potential for embodying emotion. You can combine most of the factors described above to create lines with great individuality.

When designing a logo, choose the style of line that best supports the brand the logo will represent.

The psychology of colors in logo design

Color contributes the most vital emotional trigger in your logo design repertoire.

Colors are strongly linked to emotions in the human psyche. Whether our interpretation of colors is hardwired into our brains or is due to cultural influence – or a combination of both – there is a generally accepted language of color.

As we explained in a Small Business Branding: What Color Says About Your Business :

While our perception of colors and what they mean is subjective, there are some basic qualities that we can apply generally. Here are some of those qualities: Red . Often considered exciting, attention-grabbing, warm, and connected to love, anger, life, and comfort. Yellow . Seen as adventurous, evoking happiness, enthusiasm, youth, and travel. Green . Of course, this color is connected to money, but it’s also known for its connection to balance, health, sustainability, and knowledge. Blue . The color of honesty, high quality, competence, trust, reliability, and integrity. Pink . This color evokes love, compassion, romance, gentleness, and sophistication. Purple . Creativity, royalty, mystery, respect, and playfulness are often connected to purple (and violet). Brown . Brown is the color of the outdoors and can be seen as friendly, organic, natural, friendly, and rugged. Black . This color is all about sophistication, intelligence, seriousness, and expense. White . The antithesis of black is known for its order, innocence, purity, cleanliness, neutrality, and space. Grey . When you need to communicate timelessness, neutrality, refinement, of the moment, or practicality, you might want to use grey. Culture and context can also influence how a color is interpreted. Therefore, do your due diligence and research your audience so you can make the best choices based on their specific backgrounds.

It’s also essential to bear in mind that how you mix your colors in a single design also has psychological implications for your viewers. For instance:

• A multitude of bright colors appears youthful, childlike, or full of energy.
• Black and white is a classically elegant combination that implies maturity and sophistication.
• Monochromatic schemes allow you to embrace more vibrant colors while maintaining a softer, more unified feel.
• Combining neutrals with an accent color allows you to take advantage of the emotional influence of an intense, bright color without the childlike implications.

Choose your colors wisely to elicit appropriate brand-appropriate emotions. Your color choices should always embody the personality of the brand.

The psychology of composition in logo design

Shapes, lines, and colors are the building blocks for a great logo design.

Don’t forget that how you compose those elements also impacts how the logo is perceived and its message.

Here are some important considerations to think through when composing a logo design:

• Size denotes importance. The larger an object is, the more focus it draws and the more critical it seems.
• Western audiences read from left to right. So, things appearing on the left side of the logo will be viewed first and perceived as the most important.
• Loosely spaced items surrounded by negative space look more restful than items that are closely spaced. If you choose to emphasize negative space, be careful not to leave too much, or the logo may lack coherence.
• Scattered or irregular placement suggests playfulness, chaos, or rebellion, while orderly, symmetrical arrangements communicate formality, stability, and conformity.
• Layering items together create visual relationships, so be mindful of how you combine shapes and lines.

The combinations of lines, colors, and shapes to create a logo are limited only by your imagination and creativity. For more on this, read The Business Owner’s Guide to Creating a Unique Logo.

Putting it together

Every detail of your company’s logo will influence people who see that logo.

You can communicate a lot – and do it efficiently and effectively – if you understand your brand and make informed, thoughtful choices regarding fonts, shapes, lines, colors, and composition.

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The Psychology of Logo Design

Ever considered the impact of a simple but iconic symbol like the bitten apple of Apple Inc. or the dynamic Nike Swoosh? A logo is more than a visual representation. It captures a brand's essence, values, and identity in a single visual.

Designing a logo involves more than aesthetics. Psychology also plays a crucial role. Using colors, shapes, and typography conveys messages, evokes emotions, and influences consumer behavior.

In this article, we’ll explore the relationship between psychology and logo design , and how different elements of a logo impact consumer perceptions and brand identity.

By the end of this article, you’ll gain a deeper appreciation for the art and science of logo design, and how it can shape a brand's success.

The Impact of Colors in Logo Design

Today, a logo is more than a graphic.

It's the face of a brand, symbolizing its identity. It's the first impression that can captivate or repel, resonate, or fade into obscurity. The logo is the silent ambassador of a brand, speaking volumes without ever talking.

Logos do affect consumer perception, brand recognition, and loyalty, beyond their aesthetic appeal. They form the basis of a brand's visual identity, capturing the essence of the brand in a single symbol. 

Psychological Effects of Different Colors on Consumer Behavior

Each color has associates and can trigger specific emotional responses in individuals.

Take red, black, and blue as an example. Red symbolizes passion, energy, and urgency. Blue conveys trust, professionalism, and calmness. Black appears to be basic and classy at the same time.

These colors carry the image and personality of a product, attracting consumers. Knowing the effect of colors, designers can maneuver desired reactions from consumers. Learn more about choosing brand colors through this article .

Emotions and Brand Messages

Colors have the power to convey messages and evoke emotions without the need for words.

Oranges and yellows could be ideal if you wish to welcome and bring warmth to the audience. A classic design that provides confidence could use a combination of black and white. Pastel colors would make a great choice too if your goal is to provide a delightful feeling to the audience.

Some studies have revealed the impact of colors on customer behavior and perception. 93% of consumers state that the product's appearance is an important factor. While 85% of consumers buy a product because of its color.

These studies have proven that color can affect marketing, recognition, and brand loyalty. Proper choice of colors can visualize an identity that attracts the target audience. It also differentiates them from competitors. 

For example, the logo of Barbie used colors that appear to be stylish and friendly (yellow and pink). These colors could be appealing to young girls, ages 3-12 years old.

It appears that identity can predict the market of the brand. That is why we should learn the psychology of colors. You also need to know how to add your logo to your website. Check this article on how to customize your website to reflect your brand .

Shape and Symbolism in Logo Design

Shapes and symbols influence audience perception of your brand, plus help you establish brand identity. It also gives “shape” to your message, shaping how a brand is represented through its logo.

Influence of Shapes and Symbols on Perception

Shapes and symbols give meanings that speak the concepts and values without words. For example, a circle symbolizes unity and wholeness, while a triangle represents progression. By indicating these shapes, designers can express subtle messages that level with consumers.

Examples of Famous Logos and Their Use of Shapes

• Apple: The famous bitten Apple silhouette logo symbolizes innovation, creativity, and simplicity.

• McDonald's: The fast-food restaurant's logo forms an "M" for a recognizable symbol worldwide.

Geometric Shapes vs. Organic Shapes

Geometric shapes such as squares, circles, and triangles picture stability, order, and precision. Logos featuring geometric shapes can convey a sense of professionalism.

Organic shapes, inspired by nature and free-flowing forms. They give a warm feeling and take a creative approach. Logos with organic shapes may appear friendly and dynamic.

Brand Perception

The choice between geometric and organic shapes can influence brand perception. If you want to project a modern and sleek image, use geometric shapes. By comparison, creative and innovative brands can go for organic shapes for dynamic appearance.

Shapes and symbols are powerful elements for establishing identity. The right choice of shapes helps to create a logo that would impress the target audience.

Typography and Brand Personality

Choosing a proper font and text style is crucial. This presents the personality of the brand, help deliver your messages, and build consumer's perceptions. 

Significance of Font Choice

The choice of fonts shows personality traits, such as modernity, creativity, and professionalism. Every font has its characteristics that deliver desired emotions and associations. The right font can help establish your identity and differentiate from competitors.

Emotions Evoked by Different Font Styles

• Serif fonts and their decorative strokes represent tradition, elegance, and reliability. They can convey a sense of sophistication and professionalism.
• Sans-serif fonts have a modern appearance with their clean lines. Often perceived as contemporary and straightforward. Conveying a sense of simplicity and efficiency.
• Script fonts present handwriting and can sense feelings of creativity, elegance, and personalization. They are often used to add a touch of informality to a brand's identity.
• Display fonts are decorative and attention-grabbing, often used for headlines or logos. They can convey a brand's uniqueness, creativity, and boldness.

Impact of Grammar on Your Brand

A single error in the typing can cause complications for the marketing audience. It’s important to keep your focus when writing or designing a logo, so it won't cause any trouble.

For example, brand descriptions or brand taglines. One misspelled word can affect your consumer's perception of you. Spelling and grammar checking should always be a must when creating a tagline.

Your typography will also matter here. A too stylized font can be difficult to read and might cause misunderstandings. 

Cultural Considerations in Logo Design

Cultural differences can affect the brand's perception. And if we fail to consider them, it can lead to offense and misunderstandings. Here are some key points to consider:

Importance of Cultural Understanding

• Symbolism: Symbols and colors can have different meanings across cultures. What may be positive or neutral in one culture could be negative or inappropriate in another.
• Language: Some languages tend to have different meanings. What seems normal to us could be embarrassing or offensive to them. Try to keep your words general and friendly to avoid miscomprehension.
• Values and Beliefs : Cultural values and beliefs may vary worldwide. Designs that contain irrelevant elements could offend some audiences. The reputation of the brand could also be harmed.

Tips for Effective Inclusion of Cultural Symbols

• Research : Research and gain more knowledge about cultural beliefs and values. By doing this, you will know what elements to use and not to use when designing a logo. 
• Consultation: Seek educational help from cultural experts and professionals. You can also try engaging and interacting with people from other cultures. This way, you can learn about their values and beliefs with less hassle.
• Adaptation: Now that you're educated enough, you might want to consider adapting it. Find out how it can suit different markets, while sticking with the core identity of the brand (Involving variations in color, symbols, or typography.)

Positive Examples

• Coca-Cola: Their logo design is consistent. But at the same time, they adapt their marketing to different customs and traditions. It allows the brand to expand its diversity.
• Google Doodles: They incorporate cultural symbols and events into its logo through doodling. Celebrating holidays, historical figures, and cultural milestones from around the world.

Cultural sensitivity is paramount in logo design for a global audience. By learning and respecting cultural differences, it helps to enhance the brand's representation across different markets.

The Role of Simplicity and Memorability in Logo Design

Simplicity is a fundamental principle in logo design that enhances recognition and memorability. A simple logo makes it easier for viewers to process and recognize, making it more effective in conveying a brand's identity and message. 

Here's an exploration and example of the value of simplicity in iconic logos designs.

Value of Simplicity

• Easy Recognition: Simple logos can be recognized even at a glance. It’s crucial for brand recognition in this competitive and saturated world.
• Versatility: Simple logos are more versatile and adaptable across various sizes and platforms. It ensures consistency and cohesiveness in your materials.
• Timelessness: Simple designs tend to age well and remain relevant over time, avoiding the need for frequent rebranding.

Examples of Simplistic Logos

• Apple: Apple's bitten logo is an example of simplicity and memorability. The clean, minimalist design has become popular with the brand's innovative products.
• Nike: The Nike Swoosh is another iconic example of a simple yet powerful logo. Its sleek, dynamic design speaks movement and athleticism, making it recognizable worldwide.

Tips for Creating a Memorable Logo Design

• Keep It Simple: Focus on essential elements and avoid unnecessary complexity. A clean and straightforward design is more likely to get noticed.
• Distinctiveness: Aim for a unique and distinctive design. Go outside the box to set your brand apart.
• Versatility: Ensure that your logo works well across different platforms, sizes, and applications. 
• Relevance: Align your logo with your brand's values and identity. It creates a more meaningful connection with your consumers.
• Consistency: Maintain your branding to reinforce brand recognition and build trust over time. 

Importance of Understanding Logo Design Psychology

Understanding the psychology behind logo design is paramount for effective branding:

• Colors evoke specific emotions and associations, influencing consumer perceptions.
• Shapes and symbols communicate messages and values, shaping brand identity.
• Typography conveys personality and tone, reinforcing brand messaging .
• Cultural considerations can also affect how people relate to your brand
• Simple yet memorable designs are easier to remember and recognize

Learn about color psychology to choose hues that suit your brand's identity. Select shapes and symbols that resonate with your brand's values. Capture the desired emotions in consumers. Choose effective typography. Something that reflects your brand's personality and communicates your message.

You can build a logo that not only represents your company, but connects deeper with your consumers by applying psychological principles to logo design. These insights can help increase brand recognition and propel your business forward.

Create Your Logo Today!

And that’s it! We hope you learned a lot about logo creation in the article. 

Ready to apply all the tips you’ve learned? You can head on to our logo maker tool to get started. But if you want a help from a professional designer, you can tap into our pool of creatives and hire a designer .

Aside from your logo, your marketing materials can also help build your brand identity. Check out our customizable tools for business cards , Facebook Covers , and more.

You can also check out our guide to TikTok Ads or article on how to brand your emails to get more in-depth knowledge about various marketing strategies.

Written by DesignCrowd on Tuesday, April 16, 2024

DesignCrowd is an online marketplace providing logo, website, print and graphic design services by providing access to freelance graphic designers and design studios around the world.

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Research study: How logo designs impact brand trust

Whether you’re starting a new company, launching a new product, or just ready to refresh your look (like Slack just did), one of the first visual branding decisions is what the logo design will look like.

There’s a lot that goes into a logo design: text, fonts, imagery, iconography, colors, spacing, sizing. And getting it right is important. A logo is the first thing about a brand that people recognize. It’s the visual representation of everything a brand stands for.

But what elements of logo designs work best for building brand trust? What colors combinations work best? Are there logo components marketers should avoid? And how does this vary by industry?

SurveyMonkey teamed up with Venngage to find out. We surveyed 1,308 adults in the United States using our DIY market research panel, SurveyMonkey Audience . We asked respondents to rate the trustworthiness of 6 different hypothetical logo designs across 6 different industries:

Here’s what we found:

Logo trustworthiness varies by industry. I wish this research resulted in a universal, magic logo formula, but alas - the industry you’re designing for truly matters.

Related: The 4 steps for performing logo testing

Almost every industry resulted in a different logo design being most trusted:

Jewelry retail:

• Most trusted logo design: horizontal style
• Best-fit logo color scheme: purple and silver

• Most trusted logo design: icon dominant
• Best-fit logo color scheme: blue and navy

Financial services:

• Most trusted logo design: outline style
• Best-fit logo color scheme: green and forest green

• Most trusted logo design: filled style
• Best-fit logo color scheme: grey and blue

Related: How to perform concept testing successfully

News / media:

• Best-fit logo color scheme: red and black

Technology:

• Most trusted logo design: text dominant style
• Best-fit logo color scheme: grey and yellow

Logo preferences were consistent across demographics. Interestingly, there weren’t any significant differences in which logo designs were most trusted across the major demographics like age, gender, and US region. It would be interesting to test this with industries that skew heavily to one gender or age group.

But when it comes to overall brand trust, logos can only do so much. Our research found that the industry had a larger impact on brand trust than the logo design itself. The most trusted industry tested was education, and financial services was the least - but the least trusted education logo was more trusted than the most trusted financial services logo, demonstrating the vastness of the gap between industries.

That said, depending on your industry, your logo could have a sizable impact within your industry. The spread in trust scores from most to least trusted logo for the jewelry industry was only 9%, but the spread for the law industry was 35% - indicating that for some industries, the logo design can seriously move the needle when it comes to trust.

So what does this mean for marketers?

Test, test, test. It’s clear that different designs work for different industries, so in order for your logo to be successful, you need to know what works for your product/service category. The best way to know if a logo will get the positive reaction you’re hoping for? Testing your ideas with your target audience before launching in-market. Lucky for you, SurveyMonkey has survey templates and our very own built-in market research panel so you can do just that.

Ready to test your logo designs?

Our comprehensive concept testing guide will teach you how to plan, design, send, and analyze your own logo testing survey.

Start with a template

Staring at a blank page (or screen) and not knowing where to begin can be intimidating. Venngage makes it easy with logo templates and a logo maker to get you started.

Interested in diving in deeper? Check out the infographic below for the detailed results of our study:

Related: Venngage’s commentary on the research, What Logo Styles Do Consumers Trust Most? [Study + Infographic] .

Methodology: This SurveyMonkey Audience / Venngage study was conducted online on December  17, 2018 among a total sample of 1,308 adults age 18 and over living in the United States.  Respondents for this survey were selected from SurveyMonkey Audience , SurveyMonkey’s online survey panel. Responses were balanced on age and gender to ensure representative responses.

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How Brands Can Use Research to Hone a Design or Logo

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The role of research in the logo design process can be a contentious issue. At its best, research reveals customers’ broader relationship with the brand, its strengths and gaps, possibilities and permissions. At its worst, it’s a cross between a beauty pageant and the shock jock banter of sports radio. Research does, and should, play a valuable role in the process, but it is important to be very clear about what you are trying to achieve through it.

Understanding context  

One of the most important insights in the logo development process is a deep understanding of the business context. Knowing whether a brand is moving from a position of strength or weakness matters and should inform the types of research that will add value to the process.

Many brands choose to evolve their logos while in a position of strength, as changing a logo can be a very effective means to signal a strategic shift. Southwest introduced a new logo to help the company expand internationally and attract more business travelers. Starbucks wanted a new face to help it sell products that didn’t contain coffee while expanding into third-party environments like supermarket shelves. When making a logo change from a position of strength, the design should aim to leverage, focus and amplify existing equities of the brand. How do you know which ones those are? A mix of quantitative research, which can provide statistically significant data points to help convince management, and qualitative research, which can explain why a design performs well or doesn’t and offer insights that can guide development, to check the design’s alignment against very specific criteria can help.

Designing from a position of weakness—e.g., when a brand is seeing a dip in its relevance or needs to address negative media attention—requires a different research approach. In these situations, qualitative research can be helpful to understand the broader relationship audiences have with the brand. Unlike quantitative, qualitative research helps brands build the larger narrative, guiding not just the permission to change or degree of change, but also how to overcome negative barriers and craft the new messaging platform.  

It’s not surprising that regional and international markets can interpret the idioms of design like colors, shapes and fonts differently. Countries, for example, have an affinity for colors representative of their nation or tied to their national flag. Yellow brands are unusual in the U.S., yet they proliferate in Australia and Brazil. Red brands abound in Canada. And while green has eco associations in the U.S., it signals a national pride in Ireland.

International markets can also have a very different perspective, experience and understanding of the brand and its equities. One of the more challenging aspects of global research is choosing the research moderator. The very definition of research and its cultural norms can be quite different in different countries. Where a local moderator can be invaluable, it’s also essential to make sure you develop a consistent and coherent orientation, goals and expectations for global groups. It is shockingly common for brands to run into situations where the moderator reveals a subtle bias implicitly or explicitly or looks to solve rather than elicit and learn. Variances can be mitigated by leveraging an organization’s global talent to help monitor and guide the process.

Putting research to work

To get the most appropriate learnings out of research, it’s important to keep the following in mind.

Designs should be evaluated against the company’s strategic objectives, versus what a client may like and dislike. Likes and dislikes tend to force respondents to take a position that they then feel they have to defend, which clouds feedback. Confirmation bias can also distort feedback by supporting one respondents’ point of view versus the larger strategic objective. It’s important to map each of the options against the brand strategy and purpose to keep the process as objective as possible.

New designs cannot be expected to perform as well against familiar incumbents and therefore must be evaluated on their individual strengths and weaknesses. It is rare that something new will outperform an incumbent. Nostalgia can be very powerful, as there is comfort in the familiar, and change, however insignificant, can be viewed with suspicion. By dissecting the broader brand system and eliciting feedback around the brand experience we can uncover opportunities in new designs otherwise overlooked.

No single design can express all desired attributes. Logo testing often reveals additional opportunities that can be addressed in the broader communications system and in communication. The logo encapsulates the ambition and promise of the brand. But craft aside, its strengths and weaknesses are largely a reflection of the experiences customers have with the brand.

Change is not without risk. But as a recent Fortune 100 client pointed out, “Sometimes the greatest risk is in not changing.” When guided by the right research, change can pay huge dividends for a brand: building new resonance, providing a new lease on life or establishing new meaning in markets previously unattainable.

Brendán Murphy

Brendán Murphy is a senior partner at Lippincott.

Rodney Abbot

Rodney Abbot is senior partner, design at Lippincott.

Logo Design Process: A Step-by-Step Journey From Research To Finalization

Behind every successful logo lies a meticulous and creative design process. Understanding the step-by-step journey that designers undertake can provide valuable insights into the world of logo design.

In this blog post, we will explore the logo design process , from initial research and brainstorming to sketching, digital rendering, and finalization. By grasping the intricacies of each stage, aspiring designers can gain a deeper appreciation for the craft and develop a solid foundation for their own logo design endeavors.

• 1.1 1. Research: Uncovering the Brand and Audience
• 1.2 2. Brainstorming and Concept Development
• 1.3 3. Sketching and Drafting
• 1.4 4. Digital Rendering and Refinement
• 1.5.1 Conclusion

Logo Design Process: Understand The Step-By-Step Process Of Logo Design

1. research: uncovering the brand and audience.

The logo design process begins with thorough research to gain a deep understanding of the brand, its values, target audience, and industry landscape. Research involves studying the brand’s history, mission, and competition.

It also entails conducting audience analysis to identify preferences, demographics, and key touchpoints. This research phase provides the designer with insights and knowledge to inform the subsequent design decisions.

2. Brainstorming and Concept Development

Armed with research findings, designers embark on the brainstorming stage to generate a range of creative ideas and concepts. This phase involves exploring different directions and experimenting with visual elements, typography, and imagery that align with the brand’s identity . Brainstorming sessions encourage free thinking, allowing for the exploration of innovative and unique approaches to logo design.

3. Sketching and Drafting

Sketching is a critical step in the logo design process as it allows designers to quickly iterate and visualize their ideas on paper. Through sketching, designers can refine shapes, explore compositions, and experiment with different design elements. Sketches provide a tangible foundation for translating concepts into digital designs while fostering creativity and spontaneity.

4. Digital Rendering and Refinement

With the preliminary sketches as a guide, designers move on to the digital rendering phase. This involves using design software to translate hand-drawn sketches into digital formats. Designers experiment with various typography, color schemes, and visual elements, refining the design and iterating based on feedback and critique. Digital rendering allows for greater precision and flexibility in exploring design possibilities.

5. Finalization and Presentation

The finalization stage is where the refined logo design comes to life. Designers make final adjustments, ensuring the logo meets technical requirements, maintains visual balance, and achieves scalability across different mediums.

This stage involves meticulous attention to detail, reviewing proportions, spacing, and overall aesthetics. Once the logo is polished and approved, it is presented to the client or stakeholders for feedback and final approval.

Logo Design Trends: Creating Fresh, Modern, and Relevant Designs

The logo design process is a journey that begins with research and culminates in a finalized, impactful logo. Each step, from research and brainstorming to sketching, digital rendering, and finalization, contributes to the evolution and refinement of the logo design.

Understanding this process provides designers with a structured framework to approach logo design projects. By embracing the iterative nature of the process, incorporating creativity and thoughtful decision-making, designers can create logos that effectively represent brands, engage audiences, and leave a lasting impression in the visual landscape.

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Scientific Coaching

fitness and science ***available logo*** send me a message if you want to buy it.

In this project i wanted to merge the idea of organic with a technological aspect to create something that bridges that gap. The result is something simple and minimalist that can be of use under a host of different formats and circumstances.

logodesign for science

Xuria Labs Logo

Simple typography and logomark mixed into an effective logo.

Omnis cellula e cellula

"All cells/life come from the cell" A logo created for a bioinformatics company which will offer services around cloud genomics and other bioinformatics pipelines. The goal of this design was to integrate the cell within the word mark while having an identifiable icon that can be extracted to stand independently of the mother design.

KC Computer Science Logo

Cleopatra's secret

***** Available concept, can be customized. ***** The logo it's a mix ancient Egyptian symbols (like hieroglyphics), with new scientific symbols, like strands of DNA.

Pioneer Research

***Available unused design. Please send me a message if you're interested *** A logo inspired of “pioneer species,” the hardy organisms that are the first to populate areas that have been destroyed by wildfires, volcanoes, etc. Dandelions are one option for a classic pioneer species that is super hearty, well known, and instantly recognizable.

Logo concept for neuroscience technologies

Simple but very effective logo design with face of goddess.

Rocket logo

Rocket climbing out of the clouds.

logo available! invite me 1-to-1 project if you interest with this logo :)

Wise Forensic Services

Provide forensic accounting, digital forensics and open source intelligence investigation services to professional entities within Australia.

Logo Medical Supplies

When Art Meets Science

Logo design for Nutech

"We are an IT Managed Services Provider (MSP) targeting small to mid-size businesses (SMB)"

Engineered logo for scientific universal database: OpenAlex

OpenAlex is a nonprofit organization who are creating a free, universal database cataloging the global research ecosystem. This free & universal database is represented by abstract & geometric mark of open lock. The mark also works as monogram OA that stand for OpenAlex. The implementation of this logo can be seen at: https://openalex.org/

Exo Incubator - Biomedical technology incubator

Product: Focused on research and development of the "molecular internet" a recently discovered method of communication within the human body which consists of messaging via nano-sized vesicles (shuttles) which carry genetic and molecular information.

Blockchain Labs

A simple and descriptive design for a creative business that uses blockchain technology as its core concept.

This is a Northwestern University mentorship program designed to cultivate first-time women scientist entrepreneurs.

Logo design for Tybr Tech

Specialty engineering, Professional, Scientific, and Technical Services.

Formidable Ventures

'Big O Pro' - powerful programming software. Name comes from the mathematical Big O notation. Logo detailes amplifies that connection: - multicolored graphs inside 'O' are based on the most common Big-O function (exponential-cubic-quadratic-log liner-liner). - geometric type, straight lines and circles. - proportional spacing and sizing (big O = 3*x of the text height, letters spacing = 1/4*x, etc.)

SkinData is a company that seeks to improve the health of skin. I played around concept with skin layers. This is my abstract vision of them. Different parts indicate that the skin has multiple layers.

Logo design for Cellon Park

Cellon Park is a biotechnology and life sciences community within a larger tech district.

Logo Design for Educational Site on STEM (science technology engineering and math) for Girls

Lumento therapeutics

Ninja Genomics logo for a start-up DNA analysis company

simple and flat design ninja and DNA in negative space

Logo for laboratory

Logo for an immunology laboratory. The company was very specific about the shape they wanted in the design, a stylized depiction of an antibody. I tried to hint at the letters "P", "I", and "L" in the design yet still keep it minimalist and balanced. Used contrasting light green with the blue to also hint at light sources in microscopes against a glass slide/petri dish.

New Healthy Tea Brand looking for unique logo

Conscious Health

Three circles and subtle 'trinity' in this case mean mind, body, spirit. In symbol is subtly incorporated initial C (of 'conscious') and leaf cause clinic also use natural medicine as a treatment modality. Clinic work mostly with women, therefore logo have feminine touch and yet medical clean feel.

YouTube channel with fun adventurous and science content for kids and their families

Monogram for Investment Science Co.

The company provides consulting services for banks and hedge funds. The letters "I" and "S" compile the logo in the form of a microscope and a dollar sign. - modern clear minimalist style - finance + science metaphor - freedom of application on different materials

Neuroscience Logo

Create a new logo for the neurotechnology company partnered with NASA>

Logo concept for a science curriculum

The client asked for a combination of Earth, Life and Physical science ( the representation of DNA Helix, a kind of insect and also atoms), so here's my idea of it all.

Inventure Labs

InventureLabs is about designing ventures that give you a life, not just money. Your life is the ultimate venture. Your life includes the personal and private, the public and social and is inseparable from nature. Inventure Labs wants to bridge the gaps, remove the separation and develop a system to design ventures that serves everything that matters to you in your life. A holistic-life venture system inspired by nature = Bio-inspired venture design. 1. Bio = nature (a person - since this is about people). 2. Inspired = Inspiration, being uplifted or moved by something, (the heart is touched). 3. Venture = a daring undertaking, or journey (life is a journey). 4. Design = thoughtful creative structure with purpose (DNA). The logo combines all these elements and symbolizes a person getting out from the egg/his own world, getting out of his comfort zone and starting a new life.

LOGO for a world renown Company that advances medical breakthroughs

Logo for Tempus

Logo for life science consulting firm

A simple, modern logo depicting DNA in an abstract way

Logo for anatomy model manufacturer

The company manufactures scientifically accurate anatomy models for health science teaching, doctor's offices, etc. I chose to draw an anatomically accurate thoracic vertebra within a badge shape. Simple, and to the point.

Eternal Youth

Chic logo for luxurious skincare products

Logo for consulting company - Gravity leadership

Logo for a Research Center

For the logomark I have designed a "C" letter, and within that "C" with the use of the negative space there is a light bulb, while the "lead wires" of the light bulb are represented as a minimalist tree. With this logomark I wanted to simbolize inovation, technology, and nature.

Innovation Station

AVAILABLE FOR 350$. Unused logo for instagram account for tech/science enthusiasts.

Circus Themed Logo for an annual school event

This is Circus Themed annual school event, so my logo is combination of a circus/festival style logo with the elements of science/inovation. I incorporate science elements sucah as rockets, molecule, sparks, light bulb, and test tube. I make the tent from the rocket smoke. So it blend well with the logo and also add a fireworks effect. The ball and the knight symbolize Sports. The tube and fireworks symbolize science. The bulb and the rocket symbolize innovation. I put the tagline on a banner under the main text. This banner will make the tagline blend in with the whole logo. Because banner are very related with circus and carnival.

Micro Flora Danica Logo

Love & Science Labs

Logo design for a company creating water-soluble CBD for use in CBD beverages.

Bold logo for PolymerZone.co.ck

Logo for a fertility doctor

The client wanted something slightly abstract and simple, in dusky rose and teal shades. Abstract egg with sperm just entering it.

Logo for Nala- body care

Mascot logo concept for Elementary Einstein

Elementary Einstein is offer science focused classes to children ages 4-12.

Logo for Science-Backed Health

YouTube channel with video content on how to use diet and lifestyle to drastically reduce disease risk and live as long and healthy as possible, according to science.

Blacksmith Sciences has a cutting edge technology in aircraft metal ring forging

Images of a muscular blacksmith arm, hammer and anvil come to mind.

BlueOak pharmaceuticals

Genius Science Explorers

Logo design for a new series of science adventure books aimed at children.

Dragonfly Health Logo

This logo was inspired by the obvious shape of the dragonfly and how it's wings mirrored the curves of the atom.

Science logos not a good fit? Try something else:

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What makes a good science logo?

A great logo shows the world what you stand for, makes people remember your brand, and helps potential customers understand if your product is right for them. Logos communicate all of that through color, shape and other design elements. Learn how to make your science logo tell your brand’s story.

Types of logos There are 7 different types of logos. They’re all a combination of image and typography, but each gives your brand a distinct feel... Keep reading

Logo colors Choosing the right logo colors can highlight your business’ strengths and help you attract the right customers... Keep reading

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Research Logos

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Academic Book Research

Biotech Research Laboratory

Medical Biology Research

Science Research Tech

Science Waves Research

Medicine Research Lab

Medical Research Laboratory

Science Atom Research

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Head Research Data

Dental Research Teeth

Biotech Research Leaf

Leaf Research Biotech

Molecular Science Research

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Biotech Science Research

Science Research Laboratory

Science Tech Research

Atom Laboratory Research

Anchor Research Flask

Flask Research Laboratory

Biotech Research Gear

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Chemistry Research Experiment

Leaf Biotech Research

Brain Psychology Research

Book Research App

Bio Tech Research Laboratory

Research Laboratory Flask

Medicinal DNA Research

Mechanical Research Mind

Mental Health Research

Speech Lab Research

Burst Computer Research

Science Research DNA

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Research Robotics Intelligence

Liquid Drop Research

Cannabis Laboratory Research

Science Chemistry Atom Research

Pentagon Molecular Research Lab

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Laboratory Research Letter W

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Lab Flask Document Research

Respiratory Lung Research Laboratory

Chemistry Temperature Target

Diamond DNA Genetic

Robot Droid Bot

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Fast Virus Spread

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1 - 64 of 935 research logo designs

Want more research grants? Focus on your branding. For research-related logo designs , hop on the Research logo maker from BrandCrowd. Discover icons, emblems, monograms, and font styles that are perfect for your industry. Whether you’re a statistics specialist or an economic policy developer, the Research logos are perfect and suitable solutions for a stuck brand. Just pick the right template to work on. Then, modify some features such as the shape, font, style, and layout. Add some embellishments if you wish. 

Incorporate these fresh items on your branding campaigns, too, and see some great improvements: business cards, invoices, menus, print items, merchandise materials, and social media content. Download all these either for free or for an inexpensive price. Monthly and annual subscriptions are available for premium users. With BrandCrowd’s comprehensive images and beginner-friendly items, and logo ideas , what else would you need? Try this tool now and take a chance on elite research and laboratory status. Invite more grants, scientific interests, and engagements with our marketing materials here on BrandCrowd.

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Create a professional research logo in minutes with our free research logo maker. Brandcrowd logo maker is easy to use and allows you full customization to get the research logo you want!

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How do i make a research logo with brandcrowd.

Creating your research logo easy with BrandCrowd. Just follow these steps and you'll have a research logo ready to share with the world in minutes.

1. Start searching:

To find research logos relevant to your business enter your business name - We'll automatically show you research logos related to your business. You can browse the logos and choose one you love.

2. Refine your search:

If you can't find the perfect research logo, you can refine your search by entering related keywords. We'll show you more logos related to your search.

3. Create a research logo shortlist

To make life easier you can "shortlist" logos that you like. Simply click the heart symbol and we'll add the research logos to your shortlist.

4. Edit your research logo

Once you've found a research logo that you love, you can customize the logo colors, fonts and layout. You can even add more embellishments with shapes.

5. Preview your research logo

When you're done editing you can easily preview your logo on apparal, signage and more to see how it looks in real life.

6. Download your research logo

Once you're done customizing, you can download your research logo - you'll get access to all the logo files you need, instantly

What elements make a beautiful research logo?

It's easy to create a research logo with BrandCrowd's logo maker - but making sure you get these design elements right will ensure your logo is perfect. Your research logo should represent your brand, help people remember you and provide insight into your services. Choosing the right colors, layout, fonts and shapes are key to making sure your research logo rises above competitors.

There's an array of different logo types to choose from. Does your research logo need an icon or just text? Should it have a combination of both? Find out more

Logo colors

Want to convey trustworthiness? Want to appear fun and outgoing? Choosing the right colors for your research logo makes all the difference. Find out more

In the same way colors can convey meaning, so too can fonts and typography. Need a serious research logo or maybe something more gentle? Make sure to choose your fonts wisely. Find out more

Frequently asked questions

Creating that perfect research logo with BrandCrowd is easy - but just in case, here's some FAQs to help you get started.

What is the BrandCrowd research logo maker?

Do i get a transparent version of my research logo, what layout works best for research logos, what text should i choose for my research logo, how do i find the right research logo, how do i add a tagline to my research logo, can i download my research logo instantly, do i get my research logo in vector format.

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The Zenn AI Logo Generator: Research Logo Design

In the world of research, a logo serves as a symbol of your commitment to exploration, discovery, and knowledge. Zenn is here to assist you in creating a logo that not only represents your research area but also reflects the spirit of curiosity and innovation.

Explore the realm of Research Logos, examining designs used by renowned research institutions and organizations. Discover elements that resonate with your research focus, including color palettes, fonts, and symbols that convey your dedication to advancing knowledge. When it's time to choose your logo, rely on Zenn's logo creator tool for exceptional results in showcasing your research endeavors.

Craft your Research Logo effortlessly!

1. inspiration.

Tell us about your business. You've got your business name, now choose colours and a style that you want for your brand. Something bold, bright and modern? Or perhaps a logo that’s a little more fun and playful? We've got you covered.

2. Choose a logo

Instant brilliance! In just a few seconds, Zenn’s AI logo maker will instantly create hundreds of beautiful logos for you. Maybe you want to change the icon colour? You can change them before you make a final decision.

3. You’re done!

Yes, it really IS that simple! And just like that - all the editable design templates you need to launch your business are created! The best part? It’s all on-brand, with your colours, typefaces and images. Great copy for your marketing materials? All included.

Get your Research Logo design now!

Discover how the zenn ai logo generator shapes research logos, 1. typography.

We've got the best typefaces. Select typography that embodies the essence of research and innovation in your Research Logo. Opt for fonts that capture the spirit of discovery and enhance readability for those interested in your research field.

We've got the perfect colour for you. Choose a color palette that mirrors the world of research in your Research Logo. Incorporate colors that signify trust, professionalism, and the specific focus of your research, whether it's in the sciences, humanities, or any other field. Use colors to convey the excitement of exploration and knowledge.

Brand design should be clear and simple. Achieve the perfect balance in your Research Logo by integrating elements that represent your research focus. Highlight symbols or icons that convey the nature of your research, whether it's test tubes, books, microscopes, or other relevant elements. Find the equilibrium between academic integrity and the spirit of inquiry, ensuring your logo effectively represents your research pursuits.

Keep it simple and beautiful. Icons make your business instantly memorable. Use one that's overly complicated and you can quickly fade into the business background. Simple, bold icons are the way to go. Just think of the Nike 'swoosh' logo, or McDonald's golden arches. They're unforgettable!

5. Unique features

Your business is special. And so is your brand. Your brand is the first thing people see when they interact with your business. We'll help you make a great first impression. The Zenn AI design tool will create best-in-class designs for all your business needs, including: branded social media templates, brand guidelines, presentations & so much more.

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What kind of logo can we make for you.

Let's just say, your imagination is the only limit. We make logos for:

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Logo design. literally the most interesting thing, ever..

Yes, we REALLY love design! Read on for more short, simple articles on logo design and branding.

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Variety of Research and Development Logo Designs

Searching for inspiration to design a research logo for your firm? Check out our free logo maker which features a database full of research and development logo symbols like DNA logos flask, helix, chemical bonds, magnifying glass, test tube, microscope logos and many more. Just pick a logo design, and use our fast and easy logo generator to personalize and create a professional research center logo, or a logo design for your gene development organization, biochemical labs, infrastructure development firm, or any type of research firm. Go on, explore our free logo creator to find your favorite R&D logo, and download it in minutes. Our R&D logo maker gives you the freedom to select from thousands of logo templates, and personalize to make your brand stand out today! Try it now!

alphabet logo polygons forming Letter A

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research logo template bubbling flask and circle - logodesign.net

Design a letter G logo made of eye

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Logos similar to Research & Development logo designs

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Frequently asked questions about research & developement logos, what kind of research logo design is more effective professionally.

Research is of many kinds so the kind of research logo that can be most effective for your business depends a lot on the business type. For example, if you run an applied research firm and provide survey and other research services to your clients, a magnifying glass icon or statistics related icons such as charts and graphs may be more appropriate.

For a research lab logo, you need to be more scientific. Atomic chemical flask logos, medical signs, and atom icons are all good choices. It’s important to have a very clear design brief before you sit down to sift through the research logo templates for your final design.

What should a good medical research logo consist of?

It depends on whether you are going for an icon-based research logo or a text-based logo. If your medical research logo consists of a symbol then it must be accompanied by an appropriate font as well as color integration that complements the look.

However, if you’re going for an alphabet logo or a wordmark, then forget about the icon and pay all attention to how the letters will be shaped to add the most impact in the medical logo design . Still, no matter if it’s an icon or a word logo, remember that sometimes colors play the biggest role in logo design work .

So, whether alphabet or shape, choose colors that are related to science, look tastefully professional, and add a sense of creativity in your medical research brand logo .

Can I download free research logo samples from your gallery?

Sure you can. But remember that the free research logo samples you download may come with LogoDesign.net’s watermark added in the images to protect the copyright.

If you want to use any of those logos as your professional research logo designs, consult our logo experts.

Click on the design that you like and enter our customization panel. The advanced customization options let you personalize the design according to your business and design needs. You can then download the watermark-free research logo vector for a nominal designer fee that won’t put a dent in your design budget.

If you just want to browse our logo gallery for research logo inspirations , then you are definitely free to do so. No payments charged.

How can a research and development logo help my business?

When you launch a new business, the logo helps give you a visual identity. This visual identity that you get from your research and development logo tells your clients who you are, what you do, and why they should choose you and not your rivals.

Since research and development is a multitier industry, with a new attractive brand logo you can create a niche for yourself. Your R&D logo can tell clients if you are involved in infrastructure development or work more in the medical field. The right research logo can set your research center apart from a gene development organization, for example.

It also tells clients how you’re relatable. For example, if you want to hire the best brains in the industry, the most representative medical or science logo can be your first and most effective advertisement.

Will I have the copyright of my R&D logo?

The copyrights will remain with the original designer, that is Logo Design, and you will be able to use the design for as long as you like after paying a one-time small fee.

However, it’s possible to buy the copyrights of a research logo design, especially because as a research agency you may not want to be confused with other businesses. If that’s the case, send us an email at [email protected] to find out if the design is up for sale. If it is not, you can simply choose another design as your R&D business logo .

Please also know that we offer customized logo design services too. You can hire one of our designers to create a unique research business logo that’s only yours.

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Done With DNA Sequencing? Here Are 14 Research Logos To Electrify Your Mind -

Featured Image: iStock/master1305

Research logo designs are some of the most devastatingly dull designs you’ll ever see. We’re not talking about the handful of the few million-dollar projects here done by the most expensive agencies in the world. We are talking about SMBs and their smaller (much smaller) budgets. If you can’t pay thousands of dollars for a ravishing research logo, should you just settle with a bunch of connected dots in your logo?

Not on our watch.

We are showing a design collection here to prove that great design does not need to break your bank. These designs are by smaller agencies, freelancers, and we have even used designs from our own database. DesignMantic’s very own and very fresh research and development logos to help you, our science and tech entrepreneurs, to enjoy the best of branding without spending all your funding on us.

So, without further ado, here goes nothing.

1. Fragmented Fonts for a Creative Brand

The most notable way to define your brand as modern is to use fragmented fonts and let the audience figure out what your brand is called. Give people something to scratch their heads about, right?

2. A Dotted Red Draws the Eye

We have passed the dark ages when we kept our research branding on the conservative side. Today it’s all about color. Even a dot of it will suffice.

3. Show What You Do Through Your Logo

I love logos that incorporate a bit of what the brand is all about in their logos. This take on the IRD logo accomplishes the effect beautifully by displaying the design on the backdrop of a coral reef.

4. Simplify the Design with an Iconic Symbol

Medical research is complicated enough on its own. Let the branding breathe via a simple logo that your audience can rally behind.

5. A 360o Logo for the A-Z of Research

Arrows following each other in this scientific research logo create a symbol of origin and evolution. Signify the full circle of life with evocative and insightful imagery.

6. Show Direction and Edge

Research and development is noble as well as cutting-edge. Why not show the juxtaposition of it through a research logo that’s all edges as well as integrated shape?

7. Use a Symbolic Wordmark

Let your scientific research bubble to the surface with this exciting visualization. It’s a test tube forming the letter T. How pun-tastic.

8. Create Patterns without Dots and Drips

Research, scientific or otherwise, is so much about studying patterns. Show that repetition in your logo without icons that are dull or dated.

9. If You Are Looking For Something Institutional

Research labs may have become modern but let’s not forget they are institutions doing life-saving and life-changing work. If you want yours to have that traditional institutional look, we have the exact logo you are looking for.

10. Data Tiles in Color

As a designer, you may find data analytics a whole other language. To make it interesting and attract young minds to it, here is some color to brand your tech identity with .

11. From Color, We Get Right to Monochrome

It’s open, wide, and in a way makes me think of sunrise. I love the monochrome take. It forces you to think of research as a serious subject that demands your complete attention.

12. Mend is for Movement; Mend is for Modern

In reality, Mend is the use of AI to help with oncology research. To elevate what the firm is doing, a fitting brand identity uses large colorful stripes in a GIF logo to keep us all excited for how close we are getting to beat the hell out of cancer.

13. These Simple Columns Stand Loaded with Meaning

When you have a lot to say about your brand, distill it to something so simple that it attracts the attention and engages the mind. Need we say more about this symbolic representation of J and P? as design masterminds keep saying it over and over: keep it simple.

14. An Eye for Details

This data analytics firm uses visual data – images and videos – to conduct consumer and retail research. Since its all visuals, why not use the most visual icon of all – the eye of the beholder…

The Takeaway

Research is an exciting and fulfilling field of work – we imagine. People doing incredible work every day to save lives, improve society, and build a better world. We stan.

To give this brilliant industry the right identity makeover it deserves, we have brought to you this fine selection of international logo designs that are original, fresh, and exciting. Use these on your moodboard and design modern, energetic, and fun identities for science and technology brands.

Author Bio:     Evan Brown 

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PhD candidate wins two prestigious fellowships for research into road safety in the age of Uber Eats

Cheng-Kai (Kai) Hsu's findings highlight the need for regulatory oversight to protect vulnerable gig workers and the public.

Cheng-Kai (Kai) Hsu, a PhD candidate in the Department of City & Regional Planning, has been honored with two prestigious fellowship awards: the Institute of Research on Labor and Employment Dissertation Fellowship and the Roselyn Lindheim Award in Environmental Design and Public Health. The IRLE Dissertation Fellowship recognizes Kai’s research into occupational road safety among those working in Taiwan’s on-demand food-delivery sector. The Roselyn Lindheim Award supports his interdisciplinary investigation into the impact of urban heat on increasing road traffic injury risks in Taiwan and Latin America.

Kai’s dissertation, tentatively titled “Heat Exposure and Road Safety in the Era of a Changing Climate and the Precariousness of the Gig Economy: Evidence from Taiwan and Latin America,” explores the complex interplay between road safety dynamics, global warming, and the evolving gig economy. Utilizing wearable sensors, AI image recognition, and advanced biostatistical techniques, he aims to understand how factors like high heat exposure and precarious work structures contribute to traffic injuries and risky driving behavior.

Spanning six cities in Taiwan and 272 cities in Latin America, Kai's research has policy implications for the enhancement of road safety in tropical regions. Gig economy workers in these areas often use motorcycles, whose open designs offer little physical protection and expose their riders to high heat. In addition, the gig economy business model may exacerbate risky driving behaviors such as speeding, harsh acceleration, and tailgating, among food-delivery workers. Kai's findings point to the urgent need for regulatory oversight to safeguard the road safety of this vulnerable occupational group and the general public.

This recognition and the accompanying support significantly strengthen Kai's dissertation research as he enters his last  year of the PhD program.

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NYU Tandon Steel Bridge Team shows strength, performance, and great design

Each year, the American Institute of Steel Construction (AISC) and American Society of Civil Engineers (ASCE) challenge student teams across the nation to conceive, design, fabricate, erect, and test a steel bridge that meets competition specifications and optimizes performance and economy. In the process, participants gain experience with real-world engineering issues, including spatial constraints, material properties, strength, serviceability, safety, aesthetics, and project management.

At this year’s regional competition, held in April, the NYU Tandon Steel Bridge Team went head-to-head against peers from such schools as  Rutgers, Stevens, and Fairleigh Dickinson, and once the dust settled (or should we say, once the steel had been assembled), they ended up in an impressive second-place finish, entitling them to participate in the national finals in Louisiana at the end of May.

Along the way to that podium finish, they also racked up a third-place finish in the category of cost estimation (a vital skill in any construction project), a second-place finish in construction economy (indicating that they completed the job with as lean a team as possible), and a second-place finish in speed of construction (clocking in at a masterly 11 minutes–an accomplishment they directly link to the encouragement of their team advisors, alum and adjunct instructor Mark Milkis and alum Chris Katsanos).

While competition rules allow for hiring professional outside fabricators, Tandon’s Steel Bridge team eschewed that shortcut, manufacturing vital connectors in the MakerSpace to ensure a perfect fit while not compromising quality, a lesson learned from earlier competitions. (Team members Leon Seetoo and Devansh Agrawal are owed enormous thanks for their manufacturing work, the team stresses.)

Sumit Shakya, a master’s student, serves on the team as an analyst, which entails making sure the design meets competition guidelines for weight bearing and deflection (the degree to which a material deforms under a load). He explains that Tandon’s steel bridge underwent multiple iterations, testing the team’s persistence, flexibility, and collaborative spirit. “We had to strike a balance between performance and constructability,” he says, “and that took many late nights of work and practice. It was worth it, though, and to see the builders get their time down from over an-hour-and-a-half to just about 10 minutes was really inspiring.”

Shakya continued: "I would also like to give a shout out to all team members, who did their absolute best in every capacity. Our achievement wouldn't have been possible without their efforts. Fabrication Captain Francicso inspired his crew to meet tight deadlines, and team leads Melizza and Ivan did a mega job in improving performance from previous years.”

“Tandon civil engineers are trained to meet the highest standards of professionalism, creativity, and technical skill,” said Chair of the Department of Civil and Urban Engineering Magued Iskander . “Our Steel Bridge team exemplifies all those qualities and more, and I couldn’t be prouder of them.”

• Project Manager: Melizza Ochoa
• Assistant Project Manager: Ivan Bao
• Advisors: Mark Milkis, Christopher Katsanos

DESIGN TEAM

• Design Lead: Sofia Estrada
• Structural Analyst: Sumit Shakya
• Senior Designer: Sofia Dubilet
• Senior Deisgner: Guilhermo Pinto
• Design Apprentice: Albert Lin

MODELING TEAM

• Modeling Lead: Leon Seetoo
• Senior Modeler: Eduardo Ortiz
• Modeling Apprentice: Ridwan

FABRICATION TEAM

• Fabrication Lead: Francisco Jimenez
• Fabrication Apprentice: Ridwan
• Fabrication Apprentice: 
• Jerich Jodon
• Labeeb Yousuf
• Priya Patel
• Saadullah Hyder
• Sara Elcheikhali
• Zachary NemniJones

CONSTRUCTION TEAM

• Lead: Miguel Valle
• Jana Awadalla
• Francisco Jimenez

More to Read

NYU Tandon researchers develop technology that may allow stroke patients to undergo rehab at home

Cutting-edge cancer treatments research promises more effective interventions

Commencement 2024

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Monument Lab Summit 2024

• Center for Public Art & Space

Presented in association with the Center for Public Art & Space at Weitzman, the 2024 Monument Lab Summit in Philadelphia will bring together thought leaders influencing and innovating the monument landscape through groundbreaking forms of commemoration, acknowledgment, justice, and belonging around the theme of “Past is Presence.” Monument Lab will gather the monument changemaking community to elevate the power of coalitional public memory and art. Artists, curators, grassroots organizers, federal officials, municipal and civic workers, educators, students, and more from around the country will converge for keynotes, panels, workshops, and field trips. Major support for the Monument Lab Summit is provided by the Mellon Foundation.

Confirmed presenters include:  

Elizabeth Alexander (President, Mellon Foundation) Sonya Clark (Artist, Declaration House) Jeannine A. Cook (Founder, Harriett’s Bookshop) Andrew M. Davenport (Director, Getting Word African American Oral History Project at Monticello) Erica Armstrong Dunbar (Historian, Author of Never Caught) Paul Farber (Director, Monument Lab; Senior Research Scholar, Center for Public Art & Space at Weitzman) Salamishah Tillet (Scholar, Pulitzer Prize-winning critic for The New York Times) Gayle Jessup White (Public Relations and Community Engagement Officer at Monticello, author of Reclamation) Yolanda Wisher (Senior Curator, Monument Lab)

Phi Beta Kappa recognizes winning words and music of Charles Nichols, Ashley Shew, and Ella Moeltner

• Melody Warnick
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An album of string quartets, a book reimagining disability, and an essay about anti-fat bias all received honors this spring from the Mu of Virginia chapter of Phi Beta Kappa . 

Charles Nichols, a faculty member in the School of Performing Arts , part of the College of Architecture, Arts, and Design , and Ashley Shew, a faculty member in the College of Liberal Arts and Human Sciences , received Sturm Awards recognizing excellence in creative arts and research, while College of Liberal Arts and Human Sciences student Ella Moeltner was honored for undergraduate writing.

Sturm Award for Excellence in Performance and Creative Arts

Violinist and composer Nichols , associate professor of composition and creative technologies, received the Sturm Award for Excellence in Performance and Creative Arts for his album “ Crossing the Divide .” Released by Centaur Records, one of the oldest classical labels in America, “Crossing the Divide” was supported in part by grants from the Office of the Executive Vice President and Provost , University Libraries , the College of Liberal Arts and Human Sciences, and the School of Performing Arts.

The album’s four original string quartets — two for acoustic instruments and two for amplified instruments processed with effects — each have their own origin story and purpose. For instance, “At the Boundary,” written for amplified string quartet and computer, “searches for the border between technically challenging music … and music that is fun to play and hear.”’ In creating it, Nichols found inspiration in sources as disparate as classical composers Bartók and Shostakovich and the Swedish metal band Opeth. “Verdigris,” on the other hand, began as nostalgic theme music for a radio history of Butte, Montana. 

Sturm Award for Excellence in Research

The Sturm Award for Excellence in Research was given to bioethicist Shew , associate professor in the Department of Science, Technology, and Society , for her widely lauded book “ Against Technoableism: Rethinking Who Needs Improvement.”

Described as “a manifesto exploding what we think we know about disability and arguing that disabled people are the real experts when it comes to technology and disability,” “Against Technoableism” repudiates the belief that technology is a “solution for disability” and proposes envisioning disabilities “not as liabilities, but as skill sets enabling all of us to navigate a challenging world.” Booklist recommended Shew’s work as “an essential text for the nondisabled to use to educate themselves on the harms of technoableism,” and Publisher’s Weekly predicted it would “galvanize readers to demand genuine equality for people with disabilities.”

John D. Wilson Essay Contest Award

Given annually to the best analytical or interpretive essay by an undergraduate, the 2024 John D. Wilson Essay prize was awarded to Moeltner, a senior from Blacksburg majoring in sociology  with ​​minors in visual arts and society and diversity and community engagement.

Moeltner’s essay addresses the role and causes of anti-fat bias in society, arguing that fatphobia stems primarily from “classist, sexist, and racist origins, the moralization of obesity, an oversimplification of the effect of fatness on mortality, and the many flaws associated with research on obesity currently available to the public.” Using social identity, attribution, and sociocultural theories, Moeltner argues that programs like Virginia Tech’s The Body Project can introduce more nuanced, empathetic ideas about body size, health, weight, and appearance.

As the country’s oldest and most widely known honor society, Phi Beta Kappa celebrates and advocates excellence in the liberal arts and sciences.

Dave Guerin

540-231-0871

• Blacksburg, Va.
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• Executive Vice President and Provost
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• Science, Technology, and Society

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