Logos and the Psychology of Colour

logos

In the process of building new brands, there are three steps that I love:

  1. Naming: The naming of your new brand can be fraught – but should be fun. Coming up with a name that is descriptive enough for your customers but imaginative enough to draw them in can take far longer than you can imagine. Then once you have a name, securing and registering it can take time and more than a little money. There are some agencies dedicated to naming, and if you have a big budget it would be fabulous to work with them … but if you’re running a startup, chances are you’ll be doing the naming over a few beers with your mates. Be sure to think through the various combinations of the name and how it will be used. After all, you don’t want to follow the example of promo pen company Pen Island.
  2. Planning: No surprise here – but I get quite a kick out of the planning process. From building out the communications architecture through to building out the business case, planning is an important step for any startup. You’ll be amazed what you can learn in a couple of days – and the research and analysis (not to mention the discipline) will hold you in good stead as you start to seek funding and build your core team.
  3. Visual design: Most people think that branding is about logos. A logo is just part of the branding process … but it does need to be given time and attention. And budget always helps. Even if you have budget, it still helps greatly to provide a solid brief to your designer – which is where your planning will help. Make sure you share your research and thinking – explain the various use cases and audiences that your new business will impact. Provide a list of “attributes” that describe your brand. Be clear about the vision you have for the future of your brand. All this information should soak into the appearance of your logo and the visual design of your band.

Now that you have a name, some understanding of the potential of your business and some ideas for your logo, take that list of attributes and find them in the list in this infographic from MuseDesign. Pay special attention to other logos that you see and that you admire. Think about how they are using colour to engage you emotionally. What can you learn from great logos? Which designs make your heart jump?

After all, if you want your brand to be memorable, you’ll need all the branding help you can get.

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Five Must-Read Posts from Last Week

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It seems that we are accelerating towards the end of the year – not winding down. And while last week I focused on posts that kept away from trends and predictions, this week it’s been hard to avoid them. Here are some top quality reads to get your brain in gear:

  1. There is a reason that Seth Godin is one of the web’s most popular and oft-quoted bloggers. This post on the industrialists vs the rest of us really helped me this week. Hopefully it will help you too
  2. Neil Perkin has pulled together a fantastic presentation on digital content trends for 2013. Worth reading, absorbing and acting on
  3. Ever wondered why disruptive technology is so disruptive? R “Ray” Wang provides a great framework for understanding the organisational personas found across the enterprise landscape
  4. We all crave “engagement” … but what does that really mean? Valeria Maltoni explains that there are certain kinds of stories that drive engagement
  5. I loved this provocative rant from Dan Lyons on startups that can’t raise money. Let’s all shed some tears