And again welcome on the second part of the article “How to understand a sketch from a logo maker”. If you hadn’t read the first part you can find it here.

However, if you were interested in the meaning of colours and shapes you will love to learn the connection between typography and emotions!

As Wikipedia says, typography is the art and technique of arranging type to make language legible, readable and appealing. They are 3 of the main points we take into account in our discussions about the font selection with our customers during a logo creation.

First of all, let’s see which elements differ from one font to another:

Although reassured, you do not have to know all these technical words in detail. I know you do not have time! I suggest you read the following, which deals more with the psychological aspect of each type of font.

Moreover, learn to pair your fonts. The combination allows creating depth to your identity (it also makes your presentation & design more appealing, thank me later for the tips!) To find the perfect match there are a lot of websites to help you with this, however my favorite is FontPair.

You will also need this very good link that allows you to download a lot of fonts for free.

As a result of these 3 elements: colors, shapes, and typography you will obtain a good first view of what’s your logo going to look like. Nevertheless, if you do stop here, you’ll probably miss an important part: emotions. Nowadays, we don’t buy a product as we did before. Consumers are looking (in an unconscious way) to a relationship with the brand. They don’t only buy products for what it does anymore but also for what the brand represents or stands for. That’s why you need to focus on your logo even more. Try to focus on one of those 6 emotions that are considered as the strongest by specialists: happiness, proudness, trust, curiosity, fear, and guilt.

For example:

Desigual is a leading brand in the fashion industry. They created a logo that we believe is very representative of many of these emotions. Thanks to the highly organic shapes that seem to form an explosion of color, Desigual wants to stir the curiosity of their customers. Also, these same colors – by their brightness – invite to the feeling of joy, to have fun.

Finally, typography sometimes reversed shows that Desigual does not hesitate to go against the general opinion and imposes its sense of pride in bold. We see here that all these elements form a coherent whole and that corresponds perfectly to the brand.

Now, you’re ready to display your logo. Don’t forget that time flies! You need to be flexible when facing a moving environment. As we said before in our  post#1

the meaning of colors, shapes and fonts can vary from one year to another. In fact, other companies are using potentially the same features as you. Don’t hesitate to modernize your logo when you feel it’s time. It is good and positive for your customers to see that your business evolves and follow trends, they will talk about you during the coffee break. Make your logo evolve in good intelligence, follow your strategy already in place and stay in harmony with your brand image and your values.

For example:

PayPal offers an online payment method. The company has not only changed its logo according to its environment and current trends but also according to its own history. In 1999, very few people used this service because the Internet was only two years old. We, therefore, find that the more important the company, the more confident it is in its approach to the logo. The letters are now full, the colors franker and all more suited to a leading company.