A recent research shows that people are not that good at memorizing the logos even of such indisputable leaders of the market as Apple and Burger King. Is there any hope for small companies to design a logo that everybody will actually remember? And is there any sense in making your prospective customers memorize every single detail of the logo you design?

May it be that all those inaccuracies like the width of a line or color of a specific element are not that important? It’s more than enough that there is a particular image that pops up in one’s head when they hear or read the name of a company. The goal of every marketing decision a company makes is to communicate its values and ideas to people and create the right brand image in their perception. There are many different approaches you can take to do that. Coming up with a good logo is one of them.

A good logo is the one that expresses a specific feature of your brand and sends an emotional message. The main takeaway from the research mentioned above is probably that if you want people to recreate the exact image of your logo, you should make it simple. Use simple shapes and not more than 2 or 3 colors. But this information does not bring you any specific tips, does it? International companies often rely on the psychological aspects of logo design to make sure they send the right message. I want to mention some of the ways psychology can help a startup create a logo that would appeal to their target audience. Let’s look at the power that shapes and colors have over our minds.