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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