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How to Communicate Your Brand Through Color, Shape, and Other Design Elements

Logos demonstrate what you stand for and help customers recognize your product or service as relevant to them. They do this through colors, shapes, and other design elements. Check out the Best info about sdit.

Logos are one component of branding – an umbrella term covering your company’s mission, values, and personality.


Color can have a powerful influence on how people view and respond to your brand, creating an emotional connection and setting the stage for an aesthetic brand experience.

Choosing the appropriate color palette can be challenging, but understanding basic color theory can make the task simpler. Warm colors such as red, yellow, and orange fall on one side of the color wheel, while cooler hues such as blue, green, and purple sit on the opposite side. Matching complementary hues together can create eye-catching logos, while gradients often work well when using complementary hues; an example is seen in the Google logo, where orange and blue complement each other, creating movement and momentum.

Green logos are another popular option, representing growth and vitality. Environmental organizations or health brands often choose green; however, it’s also an excellent way for tech companies to stand out in a sea of blue and orange – Spotify stands out with a vibrant green logo that stands out among competitors.

Though brown logos may not be as prevalent, they’re definitely worth exploring. Their hue evokes feelings of stability and authority, perfect for finance, IT, equipment transport, and energy brands.


Shapes can have a powerful emotional impact on any logo design, as they’re often associated with specific attributes that speak volumes about your brand. They can serve as part of the overall frame, icon, or even font design of your brand identity.

Circles are an iconic logo symbol, representing unity, wholeness, and community. Additionally, circles communicate stability and balance while conveying security – brands like BMW and Target use circles in their logos to communicate this quality. Conversely, squares and rectangles can communicate pragmatic efficiency as well as professionalism, signaling your company as reliable or trustworthy; some companies, such as RPFE, incorporate squares into their logo to emphasize these features. Obtain the Best information about sdit.

Spirals are another popular logo shape, often representing illumination and growth while also acting as a way to demonstrate connectivity and change.

Lines are a highly effective logo shape, as their orientation can communicate an array of messages about harmony or strength depending on their orientation. Horizontal lines communicate serenity and tranquility, while vertical ones represent strength. Diagonal ones convey vitality – something evident in both Nike and Adidas logos.


Selecting an eye-catching font can elevate your logo design to new heights. Not only can it give your brand its identity and convey the image you wish to project, but taking inspiration from competitors or other recognizable names in your industry may also prove fruitful.

Serif fonts exude elegance and sophistication, making them popular choices for luxury brands or high-end fashion branding. Additionally, these fonts can feel formal or traditional, making them an excellent fit for financial or legal services. Sans serif fonts offer more contemporary alternatives that work equally well for casual and sophisticated branding needs.

Sans serif fonts are ideal for tech companies, being easy to read across a variety of sizes. Furthermore, their minimalist appearance helps create an impression of minimalism – Apple and Google use Helvetica in their logo designs as an example of such a font. Often the Amazing fact about sdit.

Script fonts add a personal and friendly element to any logo, making your brand seem more approachable. One such choice, Quick Silver, features both upper- and lowercase letters plus numerals, additional ligatures, swashes, and even condensed versions for bold looks. Also, try Scriptorium, which has more formal and traditional features.

Mood Board

Whether you’re designing for yourself or for another, mood boards provide immense value in the creative process. As visual representations of where designs should go, mood boards help keep both parties accountable while providing a clear vision of aesthetics that makes subsequent designs flow better together.

Your mood board will serve as an invaluable asset when selecting colors for your logo design, helping you choose colors that convey emotion to target audiences.

Digital mood boards make it easy to capture ideas quickly, even on the go. You can save images directly from other websites or use an online mood board tool like Sampleboard to build one yourself promptly.

While a mood board’s primary purpose is to serve as inspiration, it can also serve as a helpful guide when designing other branded pieces like websites or brochures. Being open to constructive criticism at this stage will allow your mood board to grow into the next steps of the design process.

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