How do you create your logo? Part2

Welcome back to the second part of the "How to create a logo" article. If you haven't read the first part you'll need to find it here

So here's a more in-depth look at this first article. You're going to learn more about typefaces and emotions.


In the words of Wikipediatypography refers to the various typesetting and printing processes using raised characters and shapes, as well as the art of using different types of characters to make language legible, attractive and intelligible.. In fact, these are 3 of the main factors we take into account during our meetings with our customers.

First of all, this image will help you understand the differences between typefaces:

However, I can assure you that you don't need to know all these technical words in detail - I know you don't have the time! So I suggest you read on, which focuses more on the psychological aspect of each typeface.

Each typeface doesn't go with any other. Having the right combination will allow you to create depth in your identity (this rule also applies to all your presentation materials and designs, thank me later for the tip). You'll find right here a link to a very good site that will spare you any errors of taste. You'll also need this website which lets you download your favourite typefaces.


Once you've chosen your colours, shapes and typeface, you'll start to get a good first look at your future logo. However, if you stop here you'll probably miss the best part: the emotions. These days we don't buy products the way we used to. Customers are (subconsciously) looking for a way to express themselves. relationship with the brand. They no longer buy a product for its features alone, but also for what the brand represents and conveys.

That's why you need to concentrate all the more on your logo. Try to play on one of the 6 emotions recognised by specialists as the strongest: joy, pride, confidence, curiosity, fear and guilt.

For example:

Desigual, a leading ready-to-wear brand, has created a logo that we believe represents many of these emotions very well. Thanks to the very organic shapes that seem to form an explosion of colours, Desigual hopes to arouse the curiosity of its customers. The clarity of these same colours is an obvious invitation to a feeling of joy and celebration.

Finally, the typography, which reverses at times, shows that Desigual doesn't hesitate to go against the grain and impose its sense of pride with a very bold typeface. In this excellent example, we can see that all these elements form a coherent whole that is entirely in keeping with the brand.


Now is the time to enjoy your logo and display it everywhere. But don't forget that time flies! You owe it to yourself to be flexible when you're faced with a new project. a constantly changing environment. As explained in the previous article (#1) the meaning of colours, shapes and typefaces can change from one day to the next depending on events. Don't hesitate to change/modernise your logo when you feel it's time. Don't be shy! Your customers will be surprised in a good way and will talk about you during the coffee break! It's good and positive for them to see that your business is evolving and following trends. Make your logo evolve in a smart way, follow your business. strategy already in place and remain in line with your your brand image and values.

For example:

Paypal, which offers online payment methods, has not only evolved its logo in line with its environment and current trends, but also in line with its own history. Back in 1999, very few people were using this service. The Internet was only two years old, so as the company has grown in importance, it has also become more confident in its approach to its logo, with fuller letters, brighter colours and an overall look more suited to a leading company.

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How do you create your logo? Part1

Hello readers!

Today I'm revealing all the secrets of logo design. It's a mission of the utmost precision and the end result has to be perfect! That's why every aspect has to be thought through beforehand. From the choice of colours, from forms and emotion desired. We'll finish with a podcast on the subject. Sophie Bodineau, founder and graphic designer at What'zhat design Agency, will be analysing 3 logos for us.

Now to the real subject.


Colour is what is noticed first, it will be connected to your brand and visible on all your products. communication media.

Every colour has a meaning, an unconscious connection in people's minds (especially in Western countries). That's why it's so important to think about your company's key words.

- Red represents paradoxeslove/anger, bravery/danger, zeal/forbidding

- Green represents renewal, growth, hope, nature and luck

- Yellow represents the lightego, knowledge, friendship and joy

- Blue represents the securitystability, loyalty, wisdom, trust and science

- Pink represents the tendernessromanticism, femininity and beauty

- Orange represents the communication, dynamism, enthusiasm and fun

- Black represents the powerthe mysteryelegancesimplicity and rigour

Please note! Each psychological association When it comes to colours, attitudes can change rapidly, depending on culture, current events, time, personal history and trends.

For more information, please visit these websites: and Pantone.


If you use shapes in your logo (sometimes brands just use typography), this will have an impact on the perception of values and of your brand. your brand identity. For reach your target you need to know how to recognise the brain's unconscious associations with certain shapes.

Here are the most common and what they mean to most people:

- Rounded shapes welcoming, warm

- Square and rectangular shapes : serious, stable and balanced

- Triangular shapes power, hard

- Organic shapes flexibility, naturalness

- Spiral shapes : introspection, inspiration and continuity

- Vertical lines : hierarchical, superior and strong

- Horizontal lines : communication, calm and serene

The advice is to use shapes sparingly, as overdoing them can complicate understanding.. A good logo is clear and legible. You can also create shapes without actually adding them, using the positive/negative shapes technique, a few of which are described below. examples here.


For a logo, anything is possible, any shape and any colour, but a graphic designer will always keep in mind the company's main message and key words. The result is often a coherent mix. If your customer absolutely wants a triangle, with sharp angles, but is selling supplies for newborn babies, you can soften the whole thing by adding a very light blue, for example. It's all a question of balance.


As promised, here's a podcast on the theory of choosing colours and shapes.

Plus, an analysis of 3 logos, above, created by the What'zhat team:

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The Lion King (2019)


In recent years, the great classics of the 2019 version of Disney Tim Burton's 'Dumbo', 'Aladdin' still available in some cinemas and 'The Jungle Book', a digital feat. Here's how Disney decided to renew its image reworking all these great animated classics into computer-generated films.

The distinction between animated film, live-action and motion capture is becoming increasingly clear. Neel Sethi, for example, was the only real actor in The Jungle Book, interacting with animals made entirely of plastic. computer-generated images. But it was with The Lion King that the Fairview Entertainment Studios are once again pushing back the boundaries with a hyper-realistic film created entirely on computer.

In an interview, Jon Favreau, chief producer of The Lion King, admitted that he didn't know whether it was an animated film or a live-action movie, and even added that it was neither. He wanted to give us images worthy of a wildlife report of the BBC and bears no resemblance to the visual effects made on computers, even though the animals talk and behave like humans. The trailer is available here :

None of the scenes in the film were shot on location. Jon Favreau did location scouting in Kenya, Africa, collecting images of natural landscapes so that they can be used as a source of artistic inspiration. Once in the can, these live-action shots were undoubtedly digitally retouchedto keep up with graphic style from the rest of the scenes. But don't be fooled by the fact that this isn't performance capture or motion capture either.

In fact, the actors and artists recruited only lent their voices James Earl Jones as Mufasa, Donald Glover as Simba, Beyoncé Knowles as Nala... A large cast, adding to the impatience of fans. What's more, none of the animals were actually filmed, the artistic team and design was inspired by nature to make the animals look as real as possible. Some images from backstage available here, English subtitles available :

So it was with great anticipation that we awaited the 19 July so you can finally appreciate the results of all the efforts of the design teams! In the meantime, we offer you 3 previously unpublished facts about the cartoon of our childhood:

  1. The Lion King was originally going to be called "The King of the Jungle" until the team realised that lions don't live in the jungle...
  2. Simba, Sarabi, Rafiki and Pumbaa are Swahili words. They mean lion, mirage, friend and stupid.
  3. For the scene involving Scar and the hyenas, Disney took inspiration from Nazi photos. Who would have thought!

What about you? Do you have anything you've never heard before about The Lion King? Tell us all about it in the comments.

Product development : What are the key stages?

Designing a new product is good, but designing it well is even better! That's why taking the time to design your new product is essential if you are to offer your potential customers the most relevant product for a successful launch.

The importance of getting to know your customer

First of all, let's talk persona.

The persona is the representation of your ideal customer. In any marketing approach, it's important to keep this persona in mind in order to remain relevant, save you time and, above all, guide you in your future actions, whether it's product development, content creation, choice of communication media, etc. But why be so customer-focused? Quite simply because the customer is your reason for existing: without a good customer, there can be no business, and marketing is certainly sometimes a little intuitive, but above all it's about addressing your customer in a convincing but fair way. So taking a little time to get to know each other doesn't seem completely pointless!

Defining your persona involves creating a typical character by drawing up a sort of identity card (what is their age? their gender? where do they live? what is their family situation?), but above all by identifying their lifestyle as precisely as possible. To do this, you need to be able to answer the following questions:

✔️ What type of job does he/she do? What is their socio-professional category?
✔️ What are their habits? What is his lifestyle?
✔️ What are their beliefs? Their values?
✔️ What media do they use for information and entertainment?
... and any other point related to your sector of activity that you consider relevant.

Some sites can help you build your persona and also provide file templates to keep this information safe: XtensioHubspot or even WeLoveUsers.

The development process in 4 stages

Product development can come about either because you need to expand your offering or because you see an opportunity that you don't want to miss. In both cases - apart from the idea generation stage - the development process will be much the same.

1. Generate ideas, then skim them

It can take a long time to come up with a relevant idea for a new offer, so it's best to work on this stage before you even need it.

👉 Stay on standby all the time

The best way to generate new ideas is to keep a daily watch on both your business sector and related sectors: follow what your direct and indirect competitors are doing, monitor developments and trends in your market both at home and abroad, keep abreast of advances and new developments in technology, the environment, politics, etc. As well as helping you to come up with new ideas, this is how you will gain a better understanding of your market.

👉 Analyse what your consumers are saying

As always, we think in terms of customers and consumers, and we include them directly in the loop because it is they who will tell you the most about their expectations and needs. Read the messages they send you carefully, but above all take a look at the forums and pay attention to the comments they make on social networks, because that's where their remarks will be the most sincere and free.

👉 Brainstorm as a team

Talk to your colleagues and friends to share your ideas and exchange views, both to help you generate as many ideas as possible but also to sort them out and keep only a short list.

Skimming should enable you to concentrate only on ideas with a certain potential. To do this, analyse these ideas according to various criteria:

✔️ The desirability of your idea for your persona
✔️ Its market potential: how mature is the market? Is it flooded (if so, it will be harder to get a foothold)?
✔️ The relevance of the idea for your company (complements your current offering? in line with your DNA?...)
✔️ Its feasibility, whether for legal or technical reasons, for example. If your idea involves entering a new market, be sure to study its key success factors to find out whether you have all the knowledge and skills required in-house, or whether you will need to recruit or subcontract.

This is a very important step, because if it's done properly, you'll be able to concentrate solely on ideas that are potentially interesting to your customers, and therefore avoid investing unnecessary time and money.

2. Turn your ideas into concepts

Once you have identified the ideas that are most relevant to your business, you will need to refine, detail and structure them into a customer benefit (also known as a value proposition) in order to move from the simple idea stage to that of a product concept.

How do you identify and define a good value proposition?

The value proposition is the materialisation of a unique solution that you offer in response to a frustration identified in your persona. In other words, it's the answer to the following questions: what problem am I trying to solve (= the frustration)? how is my product going to provide something unique, something new? what concrete result is it going to achieve? Your value proposition can cover a number of different aspects: performance, sensory identity, technical description/composition of the product, price positioning, distribution.

Although it may seem tedious, taking the time to draw up your value proposition will enable you to know how to stand out from the crowd by differentiating yourself from the competition and therefore help you to know which assets to back up your communication.

At this stage, you will realise that, for various reasons, some ideas will be difficult to transpose into a concept and will therefore be discarded on their own. A second skimming will take place naturally.

However, if several concepts are still in the running, if you need to perfect a concept or even if your concept seems to be complete, it's worth testing it against the reality of the market, because just because you like a concept doesn't mean it will find an audience. So think about involving your current or potential customers right away by asking them about their perception of and interest in the product you are planning to create. You can gather their opinions in any way you like: focus group type studies if you can, approaching them directly in the street, in your shop if you run a boutique, for example, or using online questionnaires or even an Instagram poll. Consulting your friends and family first is also a quick and effective way of taking the temperature.


Once your concept has been validated, it's time to move on to the prototype stage. As well as materialising the concept, this stage allows you to check its technical and financial feasibility. Don't hesitate to develop several versions of the same product to determine the best version, but above all present them to your target consumers so that you don't get off on the wrong track, even if your prototype isn't completely finished. This may enable you to identify any obstacles or objections that you hadn't previously identified, and to remedy them before going into large-scale production, thereby saving time and money!

When it comes to testing your product, a large-scale study is always more interesting, as it will provide you with representative and comprehensive feedback. However, if your financial resources don't allow it, the test options mentioned above are also applicable here and will once again provide you with valuable information.

4. Take the plunge

Finally, once all the stages have been validated, it's time to launch. Of course, you can never be sure of failure, but by taking the time to ask yourself the right questions and to test beforehand, you will have put all the chances on your side for a successful product launch. And don't forget that you will always be able to make improvements at a later stage.