Hidden language of logos

Hidden language of logos


Logos serve as identifiers; they are the symbol that customers use to distinguish your brand. Ideally, you’ll want people to immediately associate the sight of your logo with memories of what your business does – and, more significantly, how it makes them feel.


A good logo is a visually appealing aspect; it creates a positive recall about your brand that your business’ name alone may not. Some of your audience will undoubtedly forget your company’s name (it’s human nature). Still, they will instantly identify your logo with their recollections of your brand.


Logos also hold special meaning to the founder, the brand’s origin, and quite possibly to its founding story. Here are a few companies whose logos have hidden meanings:


  • FedEx 

An arrow pointing from left to right in the negative space between the “E” and the “X” represents the logistics company’s “direction, speed, and precision.”


  • Sony Vaio

The squiggly “V” and “A” indicate analogue signals, but the binary “I” and “O” represent digital signals. When the letters are combined, they spell out Vaio and reflect the “history and evolution of technology from analogue to digital.”


  • Amazon

The arrow beneath not only represents a smile, which they believe happy consumers will feel after utilising their service, but it also points from A to Z, indicating that anything you need can be purchased on Amazon.


  • Eighty20

The black squares of the data strategy firm’s logo symbolise binary 1s, while the blank squares represent binary 0s. The top line, 1010000, equals 80 in binary, whereas the bottom line, 0010100, equals 20.


Along with being fun to decode, these logos hold many other subtle uses of colours and shapes to influence the consumers’ minds. Let’s have a look at the importance of colours and shapes while deciding on a logo.



Colours help your brand connect with people on a deeper psychological level, which is more than just aesthetic appeal. When you choose your logo and colour palette for your business, you’re also choosing the feelings and associations you want to create. It’s critical to remember that this is a nuanced and complex field that necessitates careful consideration. Consider how the following colours influence emotions and psychology:


Red is a popular colour in branding since it is one of the fundamental colours and a global expression of passion, fury, and excitement. Red is an excellent choice for a bold, playful, youthful brand image. Red should be avoided if you prefer a more subtle, conservative style.


Yellow is a warm colour that expresses friendliness and cheerfulness. Yellow should be considered by brands that want to attract customers with a soothing, warm embrace and youthful vitality. Furthermore, the colour can express a joyful and affordable personality.


Orange is the more fun and energetic cousin of yellow. It combines the energising and dynamic mood associated with red with the mellower tones of yellow. Orange is ideal for firms that want to evoke sentiments of vibrancy and happiness, such as vacation agencies. Its assertiveness, balanced by friendliness, makes it an excellent colour for calls to action.


Purple is a great colour for brands that want to portray sophistication and nobility. It’s also an excellent alternative for people who want to express their creative and soothing identity. Purple is a popular colour among cosmetics and high-end retail enterprises. Deep purples should be avoided if you want a more general, down-to-earth appeal.


Green is a relaxing colour since it does not need the eye to make any changes. The colour connotes balance and peace, as well as a connection to nature. Brand brands that want to convey a chance for new beginnings and security can use green to relax the mind. It lacks the energy punch of warm colours, so companies looking to make a dramatic statement may not prefer it.


Blue, like tranquil seas, inspires a sense of peace, spiritual awareness, and feelings of trust. Blue is an excellent colour for healthcare and medical firms seeking to instil a sense of tranquillity and healing. Deeper blues, on the other hand, convey confidence and professionalism to corporate branding. Overuse of blue, on the other hand, can make a brand appear cold and disconnected.


Brown’s deep colours evoke a sense of solemnity without the deeper overtones of black. It stays softer, and its affinity for natural tones gives it a more grounded option. Brown could work well for brands that want to convey a sense of quiet support and dependability. Its connection to nature also provides a sense of ruggedness while being warm.


Pink tones are often considered the most feminine colour but also the most adaptable. Pink, as a softer shade of red, may maintain a sense of energy and cheer while still conveying a sense of soothing serenity. It also casts a soothing light that reminds us of the feminine principle.


Grey, in contrast to many other colours, is one of the most neutral tints available. Brands frequently choose it because of its ageless, utilitarian, and unbiased feel. It’s best utilised as a secondary colour to create a calmer and more neutral backdrop to strong colours. However, some organisations (like Apple) employ it well.


Black, despite the lack of colour, may be a striking colour to add to branding. Black has always been associated with professionalism and seriousness. It can, however, be utilised to evoke ideas of elegance, substance, and force. Brands that choose black want to make a strong statement while conveying authority and respectability.


White is often overlooked or consigned to the background, but this neutral colour is essential. It can be used as a secondary colour to add contrast and to create a clean, uncomplicated background for a logo. White is a resonant colour that symbolises purity, sophistication, and efficiency. White can be used effectively by brands seeking to represent exclusivity and elegance.




Each logo is a language within itself, communicating with its audience. The logo signifies the company’s creativity, execution process and thought pattern as well. It is even better when the logos have something to say and become a game between the customers and the company, with them finding the hidden meaning. It creates a better bond between the two. At the end of the day, a logo is an asset and tool for the company and should be used to its maximum capacity to leverage its maximum benefits

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