Explore how psychology shapes great logo design and how Rebus Design creates impactful logos that work across all industries.
When it comes to branding, your logo is often the first impression your business makes. But a great logo is more than just a pretty graphic — it’s a strategic tool rooted in psychology, perception, and emotion.
At Rebus Design, I create logos that don’t just look good — they work hard. Here’s how understanding the psychology behind great logo design can help your brand stand out, connect with your audience, and leave a lasting impact.
Why Logo Psychology Matters
Every shape, colour, and font triggers a psychological response. When done right, these subtle cues can:
Build trust
Convey professionalism
Create emotional connection
Improve brand recall
Influence buying decisions
Think of your logo as the face of your brand — it needs to make people feel something and remember you.
I’ve worked with clients across a wide range of sectors — from tech and retail to hospitality, property, education, professional services, and health. No matter the industry, the psychological principles of effective logo design remain just as powerful.
1. Colour Psychology in Logo Design
Colours evoke emotions and shape how people perceive your brand.
Here’s a quick breakdown:
Red: Passion, excitement, urgency (e.g. Coca-Cola, YouTube)
Blue: Trust, stability, professionalism (e.g. LinkedIn, PayPal)
Green: Growth, nature, health (e.g. Whole Foods, Spotify)
Yellow: Optimism, creativity, friendliness (e.g. McDonald’s, IKEA)
Black/Grey: Sophistication, authority, luxury (e.g. Apple, Chanel)
At Rebus Design, I carefully select colour palettes that align with your brand’s tone and target audience.
2. Shapes and Their Subconscious Impact
Logos are built on shapes — and each one says something different:
Circles & ovals: Unity, community, wholeness (e.g. Pepsi, BMW)
Squares & rectangles: Strength, reliability, balance (e.g. BBC, Microsoft)
Triangles: Power, direction, innovation (e.g. Adidas, Delta)
Organic shapes: Creativity, approachability, uniqueness
These visual elements speak to your audience before a single word is read.
3. Typography and Brand Personality
The font in your logo is just as important as your colours or symbol. Serif, sans-serif, script, modern — each conveys a different personality:
Serif fonts: Traditional, trustworthy (e.g. The Times, Rolex)
Sans-serif fonts: Modern, clean, minimal (e.g. Google, Spotify)
Script fonts: Creative, personal, elegant (e.g. Coca-Cola)
Custom typefaces: Unique, memorable, ownable
I help you find (or create) a type style that reflects your brand voice.
4. Understanding the Different Types of Logos
Not all logos are created the same — and choosing the right type is crucial. The main categories include:
Wordmarks (e.g. Google): Text-based, focusing on the brand name.
Lettermarks (e.g. IBM): Initials or abbreviations, ideal for longer names.
Brandmarks (e.g. Apple): Symbol or icon-based logos.
Combination Marks (e.g. Adidas): A mix of text and symbol — the most versatile format.
Emblems (e.g. Starbucks): Text inside a symbol or badge — often used in traditional or formal industries.
I help businesses choose the most effective logo type for their brand strategy and visual identity.
5. Simplicity = Memorability
The most iconic logos in the world are simple — and for good reason.
Why it works:
Easy to recognise at a glance
Instantly scalable across platforms
Timeless and versatile
More likely to be remembered
Think of brands like Nike, Apple, or Twitter — simple forms, big impact.
6. Emotional Connection and Storytelling
Great logos don’t just represent a company — they tell a story.
A strategic logo captures:
Your brand’s values
Your unique positioning
The feelings you want to evoke
Done well, your logo becomes synonymous with your mission — a shortcut to recognition, trust, and loyalty.
Why Work With a Professional Logo Designer?
DIY templates can get you started — but they won’t set you apart.
A professional logo designer:
Understands branding psychology
Aligns design choices with your business goals
Crafts something unique and scalable
Builds a strong foundation for your entire visual identity
At Rebus Design, I combine creative skill with brand strategy to craft logos that resonate, endure, and perform.
Ready to Create a Logo That Works?
If your logo isn’t pulling its weight, it might be time for a rethink. Whether you’re starting from scratch or refreshing an existing identity, Rebus Design is here to help.
Let’s design a logo that speaks to your audience and strengthens your brand.
Get in touch today and let’s bring your vision to life.