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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