How to Complete a Logo Analysis (and Why You Need One)
77% of marketers say that branding is essential for future growth and nothing is more encompassing of one’s brand than their logo.
It’s important that your logo is memorable enough that when people look at it, it leaves not only an impression but the right impression.
If you already have a logo or are in the process of making one, the best way to make sure it’s going to work well for your business is to conduct a formal logo analysis.
Logo analysis is the process in which we break down the core elements of a logo to ensure all of its pieces work in tandem to convey the correct meaning.
This post will walk you through the logo analysis process by looking at three of the core elements that comprise logos and they’re meaning so you can find a combination that works.
The Elements of a Logo and Conducting a Logo Analysis
Logos are built from three core elements – shape, color, and scale. Different combinations of these elements are what takes you from the Nike “Swoosh” to the Golden Arches of McDonald’s.
Color is an excellent place to begin when analyzing a logo as color packs a tremendous amount of meaning. Different colors can invoke different emotions and since logos are all about striking a chord with customers, attention to color is paramount.
Below are colors commonly utilized in logos and their meanings.
Black is commonly associated with mystery, death, confidence, elegance, and power. Black, if not used well, can come off as dull. Used tastefully though, black can serve as an amazing way to make foreground elements that contrast with it (white for instance) pop beautifully.
Notable logos that feature this color: Gucci, Adidas
Purple is a color typically associated with royalty. Other thoughts this color evokes are trendiness, luxury, and ambition.
Notable logos that feature this color: YAHOO!
Green is a color synonymous with safety. It symbolizes growth, freshness, health and a family orientation.
Notable logos that feature this color: Starbucks, Animal Planet
If you’re looking to convey trustworthiness or loyalty in your logo, blue is the color for you. It’s a confident color that says intelligence, truth, and cleanliness.
Notable logos that feature this color: Twitter, Facebook
Red is an energetic color that’s associated with power, competition, and danger. Being perhaps the most emotionally intense color you could incorporate into your logo, you can use red to really make your brand stand out and bring elements to the foreground of an image.
Notable logos that feature this color: Coca-Cola, ESPN
White is often referred to as the color of perfection in that it evokes emotions of goodness. If you’re trying to create the perception of purity in your branding, you’ll definitely want elements of white present in your logo. Something to consider with a white logo is what background color you’re going to use that will make it visible.
Notable brands that feature this color: MINI
After completing the color portion of your logo analysis, next, you should analyze shape.
Lines, circles, squares and other variation of shape aren’t as commonly associated with invoking emotions in people as colors but rest-assured they can be just as powerful.
Here is an overview of common shapes found in logos and their meanings.
The roundness and symmetry of circles create a sense of harmony in your logo’s style. Brands utilizing circular elements come off as complete and harmonious.
Notable brands that feature this shape: Pepsi Co.
The sharpness of triangles can create feelings of power, energy, and aggression but still keeps an underlying stability given a triangle’s wide, planted base.
The construction equipment company Cat uses a sharp triangle in their logo to their advantage instilling in customers a sense that their equipment is powerful and reliable.
Notable brands that feature this shape: Cat
Squares and Rectangles
Squares and rectangles are both synonymous with stability and consequently, you can expect trust and honesty from brands that leverage them. If you want to add an element of harmony via symmetry into your logo, go with squares.
If you want to feel more classic and convey feelings of longevity, rectangles may be a better fit.
Notable brands that feature this shape: Facebook, IKEA
If your logo uses vertical elements, know that they can convey courage, dominance, and growth. Tech company Cisco famously uses vertical lines of various sizes at the top of its logo which gives us the sense that their network spreads.
Notable brands that feature this shape: Cisco
The final core element to look at during a logo analysis is scale. The scale or size of your elements can convey different meanings to users and let them know what is most important for them to look at.
Elements that appear large on your logo attract attention. If there’s a particular area you’d like people to focus on, make them large. Large elements can convey feelings of power and dependability.
Small elements in logos convey the idea of detail and sustainability. Small elements can be used to create unique elements around a larger primary logo element or can exist by themselves to invoke feelings of curiosity.
Your logo will enhance your customer’s evaluation of your brand. Understanding the meaning each element of your logo invokes in its audience can have a powerful effect on the way customers interact with your business.
Make your logo reflective of your company’s culture and do your best to make sure the colors, shapes, sizes, and text that comprise them are primed to withstand the test of time (ex: having hashtags prominently featured may seem relevant today, but will they carry the same meaning 10 years from now?).
If you’re looking to start creating your company’s logo, DiyLogo offers all the tools you need to get the professional-looking results you want with minimal effort.