By Vinit Bansode Graphology is the study of graphs. Though commonly referred to as a study of handwriting, it is actually a proven science that can study the behavioral and thought patterns of an individual by line shape, line heights, line angles, looping and many more things. Within the scope of Graphology there is a special emphasis on logo designing traits for companies and establishments. Logos are the public image or the identity of a brand. They drive perception for the consumers and stakeholders to identify, remember and perceive. Not many would know that the logo design of a brand is almost like a blue print of how that company would establish the behavioral pattern and future plans of the company! For instance, famous logos like Raymond’s, Gold spot, Ray Ban , have etched in our memories and we perceive them in a definitive manner, that too instantly.A logo can be described as the face of a company. They are imprinted on your products, your business cards, your website, your social media handles, among other things. The logo of the company communicates ownership. It tells the people who you are as a brand and what type of product or service you sell, or what benefit you offer to the consumers. A well-designed logo is an easy way to convey to potential customers that your business is professional, trustworthy, and provides quality goods or services. Having said, a logo also has the power to make or break the company/ brand. Literally and figuratively!As per graphology analysis there are certain red flags that one should take note of while designing and executing the logo -Primarily the logo designs should not be complex designs. By speaking of complexity we mean interlocking and jumbled formations. The complex designs depict confused/ un-clear thoughts, struggle and hardship to people directly involved in it. Even the manner the company name is presented plays a vital role.The ascending formation for the name of the company is necessary showing future prospects of growth. An example for this instance is the Ray Ban brand of sunglasses, which till date is one of the coveted brands in the segment liked across all age-groups.The upper case of the first alphabet should be capital which indicates the growth plans the company has. The lower case on the other hand is a red flag. Here we take instance of an ecommerce giant eBay; they have been into the same nature of business since we have known them. Other similar ecommerce platforms have ventured in various other modes though using similar platforms. On the other hand Coca-Cola has been flanking the market with various beverage products and keeps adding verticals as per market demand.The design should not involve elements that display a wedge or break in the logo vector. This design element depicts a self-destructive thought pattern. Wedged logo reminds us of a stylish Indian brand named Provogue, this particular brand had its logo stroked from thevery center and we all are aware that the brand had to really struggle.Organizations that have their logos encircled show they have no plans to outgrow their initial scope of work. There has been a design element that the government agencies follow which specifically are encircling the agency name this depicts the territory or scope of work that they are created for. Classic examples of brands with encircled logos are companies formed years ago like BMW , Mercedes Benz, GE and so on.Graphology has a vast scope that extends from handwriting and signature and ventures into graphic designing of company logos. By adding certain basics to logo designing,one can have a long term and a positive trait added to the company and in turn to the people associated to it - ranging from employees to third party vendors. As mentioned with all the above examples, a logo design can drastically impact the growth or the success rate or the failure of the company which is why the aesthetics of your company logo does need the science of graphology executing it.The author is the founder of The Graphology Institute